Practising Law Institute

Knowledge. Insight. Solutions.

For years, the Practising Law Institute has been synonymous with continuing legal education, keeping lawyers in government and companies on the cutting edge of law and giving private firms a competitive edge. But what happens when rapid changes in the legal market, technology and buyer behavior threaten to leave the leader behind?

The challenge was to reposition a well-known industry name away from being a source of seminars to being a source of intelligence delivered the way buyers want it, when they want it.

An organization’s Web site is often the first tangible impression an individual has of a company. PLI looked and felt like a traditional source of continuing education even through its Web site. The first impression was decidedly “old school.” How could we update the impression, change minds about the delivery system and still maintain the reputation for excellence?

We redefined the strategic offerings away from “seminars” to “Knowledge. Insight. Solutions.” The delivery method is secondary to the information available to practicing lawyers. But that does not mean delivery options were unimportant. They are! Books, yes. Seminars, yes. But also available online all the time or delivered right to you via podcasts.

Arming the sales force had its own challenges. Although they were (and are) ready and willing to sell the company in a new light, they also recognized that it is easy to fall into old habits of explaining the company’s offerings. In addition, they asked, “How do we get our buyers to see us in a completely new light?” Change the light.

The new sales brochure was definitely edgy for this institution. But everyone agreed, it was the right direction at the right time.

Abandon direct mail? Not likely. Print communications are still the best way to bring in “students.” However, redesigning the offerings so they kept pace with the new look and feel of the Web site was critical.

Printing is expensive, so materials were kept at two-color, but no longer included a riot of typography. Instead, images confirmed the subject matter with benefits sharing the photo space.

Meanwhile, back online, email announcements and invitations flew through cyberspace while print was traveling through the mail.