Yale Law School

LILLIAN GOLDMAN LAW LIBRARY

Prepare to Practice
Workshop Series
Marketing Plan
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Executive Summary
Yale Law School Lillian Goldman Law Librarys Prepare to Practice Workshop
Series is a group of instructional sessions specifically geared towards law
student needs and interests for professional practice. The Prepare to Practice
Workshop Series will focus on specific legal skill building, hosting three 1-hour
or six 30-minute classes on topics such as preparing to clerk for a judge,
preparing to practice at a firm, preparing to practice at a non-profit, promoting
your scholarship, library services for Research Assistants, basic Bluebook citation
overview, bioethics, and apps used in legal research and law practice.
The sessions will be taught by the 10 Reference & Instruction librarians and
offered to the 615 currently enrolled law students. This is a non-credit, optional
class, and there is no charge for attendance, but students will be required to
register for each workshop in advance. All sessions will take place in various
classrooms within the law school.
This series is the best way to complement the legal education already given to
Yale Law School students. We are advocating for more awareness of this
opportunity, as well as funding to cover the costs of promoting and coordinating
these workshops. This marketing plan highlights collaborative marketing
strategies crucial to the success of meeting the following goals of the Prepare to
Practice Workshop Series:

- Increase physical presence and awareness

- Better accommodate student needs and schedules
- Integrate series into Yale Law School curriculum

This series will prepare our students for more efficient practice, be a better use of
library and organizational resources, create better job satisfaction, and be a more
efficient use of librarian time.

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Mission Statement
Provides practical legal research and instruction to support
students both during and after their time at Yale Law School.

Vision Statement
To provide the best legal research and instruction for
tomorrows legal professionals and leaders.
- Our workshop series will be recognized by judges, private and public
law firms, and other professional organizations by encompassing a wide
range of topics. It will be an experience employers and organizations
look for in future applicants.
- Our graduates will be prepared for more specific types of legal work
through our instruction and use of the latest technology.
- Our staff will be recognized as leaders in their profession because of
their success in integrating the workshop series and legal research into
the Yale Law School curriculum.

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Statement of Purpose
The purpose of this marketing plan is to increase awareness
of the Prepare to Practice Workshop Series offered at the
Lillian Goldman Law Library by utilizing effective marketing
strategies to showcase various aspects of legal research that
have not been integrated into the Yale Law School
curriculum.

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Market Analysis
In order to get a thorough look at the Prepare to Practice Workshop Series, the
Scholarly Solutions team worked directly with Jordan Jefferson and Jason
Eiseman, both reference and instruction librarians at the Yale Law School Lillian
Goldman Law Library.
The Lillian Goldman Law Library at Yale Law School serves the entire Yale
community, including alumni and alumnae with its vast collections. The Yale Law
School currently serves 615 students, 70 full-time faculty, and 50
lecturers. The Lillian Goldman Law Library has 46 librarians, and 10 of those
librarians double as instructional librarians (Fast Facts, n.d.)

One of the main goals of the Lillian Goldman Law Library is to provide legal
research and instruction to their students in order to better equip them for their legal
careers. A large portion of the librarys legal research and instruction are workshop
series. The reference and instruction librarians have put together the Prepare to
Practice Workshop Series; they have taught these workshops for the past two years,
but would like it to become a bigger part of the Yale Law School students education.
Currently, there are approximately two to three workshops per semester, but the
librarians are looking for that number to grow based on student need (J. Jefferson,
e-mail interview, February 20, 2014).
The Prepare to Practice Workshop Series has many strengths such as the reputation
of the law school, incredible teaching experience amongst the instructors, a broad
range of workshop topics, and good incentives. The weaknesses of the series include
limited marketing, too many student commitments, and the length of each session.
Opportunities for the series range from reaching out to students, to partnering with
recent alumni for guest speakers, to highlight the depth of a librarians knowledge.
Although there are good opportunities, there are many threats the Prepare to
Practice Workshop Series needs to overcome. Those threats include lack of student
interest, lack of librarian interest, other student commitments, and the fact that a
librarians work is not always seen as equally important to that of other faculty
members (J. Jefferson, email interview, February 3, 2014). Please refer to the
following SWOT chart for further information.

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SWOT Chart
Strengths

Weaknesses

Opportunities

Threats

Signicant resources

Limited marketing

Reach out to students

Other sessions and

student commitments

Teaching experience

Library is only one

part of student
experience

Work with faculty

Lexis, Bloomberg, &

Westlaw research help

Good reputation

Limited interest

Provide students with

practical experience

Lack of student
interest

Good budget

Six 1/2 hour sessions

vs. three 1 hour
sessions

Partner with recent

alumni for guest
speakers

Lack of librarian
interest

Broad range of
workshop topics

Students have many

commitments

Fit the needs of

students

Google/search engines

In-depth instruction

Not glamorous/sexy

Highlight the depth/

breadth of librarian
knowledge

Length of JD program
may shorten to 2 years
- less time to teach
students

Pizza/food

Law librarians work is

not always seen as
important as other
faculty

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Market Segmentation
Geographic:
The target market is made up of full-time 1L, 2L, and 3L law students. These
individuals are geographically close while enrolled, due to the nature of the
full-time, in-person program. All students attend classes live at the law school.
Demographic:
The Yale Law School is made up of 615 currently enrolled J.D. law students
(National Association for Law Placement [NALP] directory of law schools,
n.d.). Students are highly educated from a variety of institutions prior to law
school and range in age from 25-35 (J. Eiseman, personal interview,
February 18, 2014). Students are mostly male (325 male, 290 female),
represent 10 different countries, and 35 states (NALP director of law schools,
n.d.; Post, 2013). Approximately 26% of the current enrolled student
population is comprised of self-identified minorities (NALP directory of law
schools, n.d.).

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Behavioral:
Most law students utilize the library and library services fairly regularly, due
to the nature of the law program at Yale Law School. Approximately 25% of
each class take for-credit classes that the library hosts, such as Advanced
Legal Research, while others may use library study carrels or reference
services (J. Eiseman, personal interview, February 18, 2014). All 1L students
participate in small group discussions that have a library component
within the semester, but the type and quantity of instruction given can vary by
group (J. Eiseman, personal interview, February 18, 2014).
Interests:
Law students come from a variety of fields prior to law school. Some of the
currently enrolled students are published novelists, archers, poets, jugglers,
chefs, dog trainers, and actors (Post, 2012). Others come from other
institutions, as well as private or public employers (Post, 2012). According to
the 2013 NALP Directory of Law Schools, upon graduation approximately
41.23% will accept judicial clerkships, 35.54% will enter private practice,
11.37% will work in public interest fields, 4.27% will work for various types
of businesses, 4.27% will enter academia, and 3.32% will work for the
government.

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Marketing Plan Goals & Strategies

Goals
This marketing plan will increase general awareness of The Prepare to
Practice Workshop Series through library instruction, offering relevant
workshops at convenient times of day and during the course of the semester.
In accordance with the Lillian Goldman Law Librarys current strategic plan,
we will continue to develop and improve legal research instruction to the
current Yale Law School community, as well as complement the curriculum
to prepare students for professional and efficient legal practice (Strategic Plan
2010-2015, 2014).

Strategies
A number of promotional strategies will be used to carry out the goals of the
marketing plan:
- YouTube commercials for Prepare to Practice Workshop Series (see Appendix
D for an example);
- Utilize social media outlets: Facebook, Twitter, LinkedIn, etc.;
- Classroom presentations and outreach about workshops;
- Reach out to faculty about utilizing workshops for a project;
- Reach out to YLS community about building awareness of workshops;
- Continue current methods of promotion: posters, website, e-blasts;
- Information table in dining hall during noon hour and other peak times;
- Information table and handout at 1L library orientation;
- Various promotional giveaways, such as mugs, pencils, bookmarks,
mystery bag giveaways, and koozies.

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Timetable
The following graphic represents the projected timetable for the logistics of
the Prepare to Practice Workshop Series:

April 2014
Reach out to YLS
graduates in various
elds of practice to
serve as guest speakers

August 2014
Complete Posters

Notify faculty of
workshops

May 2014

July 2014

Have outline of
workshops nalized

Create handouts for

library orientation
and information
tables

Have guest speakers

nalized

Have mugs, pencils,

bookmarks, and
mystery bags ready
for giveaway

September 2014
Host rst workshop

Ongoing Deadlines
Send out e-blasts to
students 2 weeks
prior to workshop
Post YouTube
commercials 1 week
before each workshop
Update website with
current workshop
information

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Marketing Budget
The Prepare to Practice Workshop Series does not currently have a budget,
rather the library allocates funds on a workshop-to-workshop basis
(J. Jefferson, e-mail interview, February 20, 2014). The following spreadsheet
and chart will demonstrate how finances will be distributed among various
marketing strategies:
Marketing Budget Plan: Prepare to Practice Workshop Series, 2014-2015
Estimated
Quantity

Category

Estimated
Cost per Unit

Estimated
Subtotal

Notes

Outreach
Classroom visits

10

$0.00

$0.00 Cost is staff time away from library.

Dining hall booth during peak times

$0.00

$0.00 Cost is staff time away from library.

Orientation for incoming students

$0.00

$0.00 Cost is staff time away from library.

Total

$0.00

Advertisement
Flyers (20 per workshop)

20

$0.00

$0.00 Done at YLS.

Posters (4 per workshop)

24

$1.00

$24.00 Done at YLS.

Web, email, facebook, twitter, etc.

$0.00

$0.00 Cost is staff time.

Total

$24.00

Promotion and Giveaways

Koozies

250

$0.75

$187.50

Magnets with series schedule

300

$0.23

$69.00

Mugs

250

Mystery Bag (1 per semester)

Pens
Pencils

$0.83
$100.00

$207.50
$200.00 Anything from a briefcase to a tablet.

300

$0.29

$87.00

1,000

$0.16

$160.00

Total

$911.00

$10.00

$900.00

Food and Beverages

Pizza (15 per workshop)

90

Beverages

18

$10.00

$180.00

Candy

$10.00

$60.00

Total

$1,140.00

ESTIMATED MARKETING GRAND TOTAL

$2,075.00

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Prepare to Practice Workshop Series Budget 2014-2015

Outreach
Promotion and Giveaways

Advertisement
Food and Beverages

Evaluation
The Prepare to Practice Workshop Series will be evaluated based on
reviewing headcounts, both from workshop to workshop and year to year. We
will be creating a post-workshop evaluation form to give feedback on both the
instruction and the workshop content. We will also be reviewing the return on
promotional investment based on workshop attendance.

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Conclusion
The Prepare to Practice Workshop Series is a good
investment not only for the library, but also for the
reputation of Yale Law School. It results in
well-prepared students, better use of resources,
higher job satisfaction, and more efficient use of
librarian time. By approving this marketing plan
and the proposed budget, you will assist in raising
awareness of library instruction and better
equipping students for professional legal practice.

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Appendix A
Yale Law Library Strategic Plan 2010-2015
VISION
To be the best academic law library in the world
MISSION
The Lillian Goldman Law Library supports the educational and scholarly
programs of Yale Law School and Yale University as we:
- Discover, acquire, and create a superb collection of resources
- Organize, publish, and deliver information to our patrons
- Provide excellent assistance and instruction to aid in unlocking our rich

collection
- Promote the best tools for finding information and using our resources
- Preserve resources, information, and knowledge for current and future
scholars
- Provide a welcoming physical and virtual environment for our community
- Support and encourage staff to reach their highest potential
- Contribute to the larger body of global knowledge
GUIDING PRINCIPLES
-

We provide excellent service to our patrons

Every employee contributes to unlocking our rich and unique collection
We are creative, agile, and flexible
We recognize, appreciate, and value the unique qualities, background, and
life experiences each person brings to the Law Library
- We cultivate a culture of trust and integrity through honest communication
- We are environmentally responsible

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GOALS & OBJECTIVES
1. Continue to build, disseminate, and make accessible our unparalleled
collection
Continue to develop and publicize what makes us unique:

- a premier collection of historical legal materials

- a superb foreign and international law collection including an
extensive collection of public international law and human rights
monographs

- a comprehensive collection of scholarly monographs for U.S. law

- electronic resources of significant value to our faculty and students
Adjust collection development priorities and processes to changing user
preferences, budgets, and technologies
Ensure that our infrastructure supports evolving standards in cataloging and acquisitions
Explore new collaborative opportunities for delivering information to our patrons
Make our resources available to patrons on multiple technological
platforms
2. Make the library the place where everyone wants to go

Make every patron feel welcome

Make optimal use of the Law Librarys space
Balance Law Library hours with Yale community needs and Law Library resources
Provide innovative solutions for research and learning

3. Be a creative, exible, and smart organization in an ever-changing environment

Regularly review and reassess the Law Librarys organizational structure

Provide formal orientation, education, and mentoring programs for staff
Document departmental responsibilities, policies, and procedures
Share information and spotlight the work and contributions of all staff members
Encourage and invest in career skills and professional development for library staff
Explore new avenues for library internships, fellowships, and other recruiting initiatives
Gather, analyze, and share statistics that support strategic decision making

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GOALS & STRATEGIES CONTINUED
4. Continue to develop and improve reference assistance and legal research instruction

Develop consistent and customized outreach strategies

Improve access to reference services
Optimize the role of librarians in legal research instruction
Explore and implement appropriate reference and instructional technologies

5. Contribute to the larger body of global knowledge

Make our unique content available to a wide audience
Expand the librarys role as a publisher
Formalize support and opportunities for staff to publish and present scholarly material
6. Increase environmental consciousness and responsibility amongst library staff and
patrons

Create and implement environmentally responsible directives to guide staff efforts

Promote less waste and more recycling and upcycling among library patrons and staff

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Appendix B
Sample Student Survey for Market Analysis
1) Are you currently enrolled in a for-credit library research class? If so, which
classes?
2) If you do not take research classes at the library, why not?
3) If the library offered a research class on a topic you were interested in,

would you be more likely to attend a 1/2 hour or 1 hour long workshop?
4) Have you heard of the Prepare to Practice Workshop Series? If so, how did
you hear about these workshops?
5) What topics would you like to see in a workshop series?

a. Prepare to practice workshop focused on specific legal careers

b. Citation workshop

c. Using technology in legal practice

d. Bioethics

e. Other, please list

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Appendix C
Post Workshop Evaluation Survey
1) This workshop was
Exactly what I needed

Very helpful

Somewhat helpful

Not helpful

2) The instructor/presenters knowledge of the subject was

Very strong

Strong

Good

Needs improvement

3)The pace of the class was
Perfect Good Slightly fast Too fast

4) I took this workshop because

5) General comments or suggestions (either workshop or series)

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Appendix D
Sample Marketing Strategies
1) To see an example YouTube commercial for the
workshop series, please visit http://youtu.be/um7dOO2_DpA
2) See below for an example workshop poster

Get the skills to avoid the $5000 research bills.

Prepare To Practice Workshops - Hosted by the Yale Law School Library
We Work Hard, So You Dont Have To.
Sunday, March 2, 14

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Appendix E
References
Eiseman, J. (2014, February 18). Interview by S Eiseman.
Fast Facts. (n.d.). Home. Retrieved March 1, 2014, from
http://www.law.yale.edu/about/fastfacts.htm
Jefferson, J. (2014, February 3). E-mailed by S Eiseman.
Jefferson, J. (2014, February 20). E-mailed by T Sandoval.
National Association for Law Placement [NALP] directory of law schools.
(n.d.). Retrieved from http://www.nalplawschoolsonline.org.
Post, R. (2012, August). Dean Post welcomes the J.D. class of 2015 to Yale
law school. Retrieved from http://www.law.yale.edu/faculty/15973.htm.
Discount Mugs. (2014). Custom printed mugs, travel mugs, logo pens,
promotional tote bags. Retrieved from DiscountMugs.com.
Yale Law School Lillian Goldman Library. (2014). Strategic plan 2010-2015.
Retrieved from http://library.law.yale.edu/strategic-plan-2010-2015.

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Scholarly Solutions Team

Becca Bacon
Sarah Eiseman
Tina Sandoval

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