NALP:  Serving the Legal Profession Nationwide

Background
Headquartered in Washington, DC, NALP, the national association for legal career professionals serves law schools, law students, legal employers and the entire legal profession with research and targeted programs focused on career planning, recruitment and retention, professional education, and cultivation of ethical practices.

In 2005 NALP adopted a five-year strategic plan that is both a roadmap for NALP’s immediate future and an ambitious plan to remain vital in the years to come.

The Communications Challenge:  Great Product, Limited Resources
NALP scores consistently high for quality of programs and responsiveness.  However, like many busy organizations with limited resources, communicating with constituents was often piece-meal and uneven.  It’s not surprising, then, that a key aspect of the NALP strategic plan is enhanced communication, including development of a clear brand, and integrated and timely communication with varied audiences.

NALP print and electronic communications materials lacked a distinct and consistent style.  At the same time, NALP wanted to increase its visibility among a broader audience of legal and legal-related organizations.

Simply put, NALP wanted an affordable, integrated strategy to take its communications program to a higher level.  Ideally, this strategy would be scalable, enabling NALP to add components in successive budget cycles. Through a referral from one of its members, NALP contacted Behar Fingal, Inc., a Pittsburgh-based, full-service advertising and marketing communications agency respected for its success in helping organizations of all sizes achieve their communications goals within a defined budget.

Next Step:  Clarify Objectives
The fact that NALP leadership had developed a strong strategic plan was a great starting point.  “It was clear that NALP not only held a unique position within the legal field, but also had a strong ‘product’ in the form of its programs and services,” says Scott Fingal, of Behar Fingal, Inc.  “But, with a small professional staff and limited budget, they simply did not have the expertise or resources to develop the targeted messages and materials needed for their core membership and the other groups they serve.”

The next step was to clearly define NALP’s communications objectives, which were:

•Create a distinct identity and image for the organization

•Develop effective and cost-effective communications materials

•Define key message points

•Utilize technology to provide relevant and timely information to members

•Meet deadlines consistently

The Solution
NALP had some good communications vehicles in place, including a web site with good architecture and content.  Behar Fingal’s approach was to build upon this, and fill in the gaps with print and electronic communications as needed. Everything was given a fresh look, using color and typography to achieve consistency and a stronger message.

“Behar Fingal implemented a unified, distinct design for NALP publications and we incorporated that look into the web site,” says Janet Smith, NALP director of publications. “We had a good rapport.  They understand non-profits, and they listened to what we wanted and needed.”

The Results
Behar Fingal revitalized and strengthened NALP’s image with a new look that is used consistently throughout its communications.  Deliverables included a monthly newsletter, informational brochures, conference brochures, website redesign, email communiqués, and cover art for several books, Behar- Fingal also coordinated the NALP 2006 Diversity Summit Conference materials and the new design is distinct and consistent with other publications.

“Vehicles such as the e-newsletter keep our membership well informed.   Broadcast emails are timely and a relatively inexpensive tactic,” Smith says.  She reports that NALP’s campaign monitoring service shows a positive increase in members opening email communications and the length of time they are staying in the document.

These are the tangible deliverables.  NALP staff also report having more time to concentrate on clients.  Outsourcing design and production to Behar Fingal also resulted in deadlines being met, which further enhances client service.

The membership reaction to the communications program has been very positive. Members like seeing their membership dues at work in this way.

Out of Town?  Not a Problem.
Ms. Smith says that the distance between Washington and Pittsburgh was never a problem.  “Through email, conference calls and the occasional in-person meeting, Behar Fingal was able to achieve the quality of product and responsiveness that we wanted from our agency,” she says.  “They provided excellent service at a competitive price and met all of our deadlines.  They are cost-conscious, and their outstanding knowledge of photo stock images and print production saved us lots of money.”

What about your organization?
Whether you need a fresh look or an entire communications campaign, Behar Fingal can help your organization achieve its goals through creative communications solutions.  Contact Scott Fingal for more information.

830 Western Avenue
Pittsburgh, PA 15233
Phone: 412.321.4000
Fax: 412.321.4999
Email: sfingal@behar-fingal.com