Hispanic Lawyer Marketing - PDF by dkr15656


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									2008 National Lawyer
 Referral Workshop
     October 15-18, 2008
 The Crowne Plaza Resort Anaheim
      Garden Grove, California
SHELLI CHOSAK has been active in                     KEN MATEJKA is a California attorney and
the field of Organizational Consulting and           member of the American Bar Association's
Psychotherapy for the past 25 years, and             Standing Committee on Lawyer Referral and
holds a Ph.D. in Organizational Psychology.          Information Service. In 1997 he co-founded
Her areas of specialization are in Conflict          a national online marketing site for lawyer
Management, Change Management,                       referral services, iLawyer.com, which is currently
Interpersonal Communications, Productivity,          operated by the New York City Bar Association.
Leadership Development, Empowerment, Team            For 17 years, he worked at the Lawyer Referral
Building, Stress management, and Executive           and Information Service of the Bar Association of
Coaching. Shelli has been active in community        San Francisco (BASF). For the last several years
organizations and is a member of the                 at BASF he served as LRIS Operations Manager;
Organizational Development Network and the           in that role he was chiefly responsible for
American Society for Training and Development.       marketing the lawyer referral program, including
                                                     actively managing its Google advertising. In
                                                     2007 he co-founded LegalPPC, a search engine
KAREN CRAWFORD is an independent                     advertising company dedicated to helping
consultant specializing in call center and
                                                     lawyers and legal associations get more clients
industry related topics. She has been involved
                                                     through Google advertising. LegalPPC currently
in designing, staffing, training, compensating,
                                                     manages Google advertising campaigns for 13
consolidating, and automating operations in
                                                     bar associations and a growing number of law
telephone based customer contact organizations.
                                                     firms nationwide.
Her focus is on the profitability and productivity
of centers and their staff.
                                                     JANIS SWARTZ has 10 years of human
                                                     resources experience. Prior to her most recent
PHILLIP GROSS, Lead Webmaster for                    position as Senior Generalist for Wireless
the American Bar Association, brings eight
                                                     Communications in San Diego, she was Director
years of web development to the table. His
                                                     of Employee Relations and Diversity for MGM
experience of effectively implementing and
                                                     Studios and Human Resources Manager for
strategizing web development opportunities
                                                     Univision/ KMEX-TV in Los Angeles. Her
within the American Bar Association, and for
                                                     experience with nonprofit organizations includes
such companies as Amsterdam Financial,
                                                     active involvement with Junior Achievement,
i4designmagazine, and Kraft Foodservice adds
                                                     Cities in Schools, Women at Work and the
a valuable insight to this LRIS Workshop.
                                                     Entertainment Industry Diversity Council. She
                                                     is an active member of the Society for Human
FELIPE KORZENNY, Ph.D. is Director of the            Resource Management and the American
Center for Hispanic Marketing Communication          Society for Training and Development.
at Florida State University and author of the
book Hispanic Marketing: A Cultural Perspective.
Dr. Korzenny leads graduate seminars on the
topic of Multicultural Marketing Communication
at Florida State University and has made
presentations to many multinational corporations
wishing to reach out to the U.S. hispanic market
and organizations as diverse as the National
Hispanic Corporate Council, Dairy Management,
Inc. and the Direct Marketing Association.
Besides his academic work, he consults for
multiple organizations on Hispanic marketing,
and is a partner with Captura Group, a Hispanic
Interactive Marketing firm. He currently serves on
the board of the Advertising Research Foundation.
Workshop Schedule
Attendee Note: We are starting conference sessions earlier to allow more networking time
throughout the conference. Please note that the conference schedule starts each day at 8:00 a.m.
Breakfast is available daily at 7:00 a.m.

                  Wednesday, October 15, 2008
                  Pre-conference Session: LRIS Nuts and Bolts                       8:30 a.m. – 5:00 p.m.
                  (Breakfast and Lunch are on your own)
                  Welcome Reception                                                 6:00 p.m. – 7:30 p.m.

                  Thursday, October 16, 2008
                  Workshop Registration                                             7:00 a.m. – 7:45 a.m.
                  Newcomers’ Breakfast and General Breakfast                        7:00 a.m. – 7:45 a.m.
                  Introduction and Opening Remarks                                  7:45 a.m.
                  Opening Plenary                                                   8:00 a.m.
                  Sessions                                                          8:00 a.m. – 3:00 p.m.
                  Cindy Raisch Awards Luncheon                                      11:15 a.m. – 12:30 p.m.

                  Friday, October 17, 2008
                  Continental Breakfast                                             7:00 a.m. – 8:00 a.m.
                  Sessions                                                          8:00 a.m. – 11:15 a.m.
                  Boxed Lunch (Talk Amongst Yourselves)                             11:15 a.m. – 12:30 p.m.
                  Sessions                                                          12:30 p.m. – 3:30 p.m.

                  Saturday, October 18, 2008
                  Continental Breakfast                                             7:00 a.m. – 8:00 a.m.
                  Plenary Session                                                   8:00 a.m. – 9:30 a.m.
                  Sessions                                                          9:30 a.m. – 11:00 a.m.

Expanded Day-Long Pre-Conference Training for New Managers and Bar Leaders

LRIS Nuts and Bolts Training
A pre-conference program designed to introduce "newbies" to the world of LRIS. This day-long session provides an overview of
program operations, quality standards, and current issues. Experienced program directors will demystify the lingo and give meaning
to the "business of public service" mantra that guides the field.
Part of this day-long training includes a 1½ hour program on the essentials of front-line interviewing in a call center. Learn the essential
skills and standards for state-of-the-art management of a call center and unique human resources management concepts specific
to this specialized area. Karen Crawford will talk about all of the basics of running your LRIS center: call answering and handling
standards, techniques for handling difficult callers and ways to help your staff through coaching and monitoring both their calls and
performance. You will leave with phrases, checklists and tools to help you and your staff perform at a higher level. This session will
include exercises and role-play.
New this year is a 2-hour session on website utilization in your LRIS program. Attendees will learn about the fundamental
characteristics of a successful website and the basics of search engine optimization. During the website program you will discuss the
characteristics of sound website design and how to assess whether your design is providing maximum utility for your users. During
the search engine optimization program you will learn the essentials that will boost your LRIS’s position in the search engine indices.

Pre-session on Wednesday, October 15th from 8:30 a.m.– 5:00 pm. Separate registration required - $55.00 fee.
Breakfast and lunch are on your own. Please see the conference registration form for registration information.
Conference Sessions
Thursday Opening Plenary
Getting Results: Using Your Personal Power                      Operating a Reduced Fee Program
Developing and enhancing your sense of personal power           Every lawyer referral program encounters clients who are
will enable you to become more effective, relate better to      unable to pay regular lawyer’s fees, but whose problems
others, minimize conflict and stress, and get better results    cannot be solved without the assistance of an attorney.
in your interaction with others. Learn how to identify the      Many programs have established modest means
components of your own personal power and how to                programs to assist these clients. Discuss the operational
make it work for you. Topics include: the persuasion            aspects of these programs and how they can serve a
process, getting desired results when conflict arises           segment of your community and provide a complement
and building an action plan.                                    to your full-fee program.
Featured Speaker: Shelli Chosak, Ph.D.
                                                                Marketing Decision-Making with Scarce
                                                                Resources (Two-hour program)
Saturday Plenary
                                                                Ten years ago the conventional wisdom was that
Multicultural Marketing Communication                           Yellow Pages was the dominant and required marketing
Multicultural marketing is one of the newest horizons           location for public service LRIS. This session will provide
in US marketing but there is little consensus as to its         information on where programs with the best bottom lines
meaning, implications and scope. Dr. Felipe Korzenny,           are allocating resources. Panelists will discuss strategies
a leading researcher in this field, will discuss whether        for choosing where and how to spend limited marketing
there are common denominators that make marketing               dollars and ways to evaluate the effectiveness of new
to multiple cultures possible and what the needs and            marketing avenues. Learn about resources for optimizing
desires are of different cultural groups that can potentially   your scarce dollars.
be merged to develop a common marketing strategy.
Dr. Korzenny will also discuss how one derives cultural
insights to establish deep connections with consumer’s          Developing Subject Matter Panels
culturally unique groups.                                       The ability to match a complex legal matter with an
Featured Speaker: Felipe Korzenny, Ph.D.                        attorney who possesses the expertise to handle it is a
                                                                value-added service in a competitive world. Learn how
                                                                to establish subject matter panels that will improve the
Breakout Sessions:                                              image of your public service LRIS and give your program
Policies and Practical Pointers: Getting                        a competitive edge.
the Percentage Fee Money that is Owed –
A Hands-On Workshop (Three hour program)                        Advanced Call Center Skills
Programs that successfully capture the percentage fee           If you have been running a call center for a few years,
money owed have consistent commonalities. These                 come to this session to pick up advanced skills. Karen
include comprehensive policies that capture the culture         Crawford will cover call handling best practices, current
of the bar association’s approach to percentage fees            technologies, and people management tips including
coupled with an actively involved committee and                 recognizing employee burnout and working with difficult
multi-faceted procedures for tracking of cases.                 callers. You will leave with helpful phrases for your front
This mini-workshop will emphasize how to build a                line staff to use with callers, stress reduction exercises
programmatic approach to building such an integrated            and an ergonomic checklist to make sure your offices
system for your program.                                        provide employees with all of the tools needed to help
                                                                them focus on your callers.
What Panel Attorneys Want from an
LRIS Program                                                    Succeeding as a Supervisor
Panel attorneys and the LRIS program value healthy,             Supervisors are often hired or promoted into their
long-term relationships. Achieving that time of                 positions with the specific knowledge and skills they
commitment results from many factors, including                 need to be effective supervisors. During this session,
communication, honesty, trust and plain, old-fashioned          Shelli Chosak will present core skills and useful tools to
hard work. This panel will discuss the key features             help you progress as an effective supervisor, develop
that make this relationship work for the long-haul and          more motivated workers, and better lead other individuals
discuss how you can analyze whether you have these              to success. Topics include: understanding leadership
key features in place for your program.                         styles, establishing goals for yourself and other staff,
                                                                and managing priorities.
Constructive Solutions for Working with                       Getting Started with Pay-Per-Click Advertising
Challenging Employees (Two-hour program)                      Optimizing your website for a few, high-volume search
Managing performance is a key component of a leader’s         phrases is very important, but how does your site rank
responsibilities, and developing performance standards        for the other several thousands of ways people describe
and providing feedback can often be very challenging.         their legal problems in a search engine? Learn how
This mini-workshop led by Janis Swartz will help you          pay-per-click advertising can affordably, and immediately,
identify key performance measures, set goals and              make your LRIS visible for all of your important search
standards, and prepare to give feedback. Topics will          phrases, helping you reach the rapidly growing number of
also include; supervisor as a coach and counselor,            people in your community who are actively searching for
understanding personnel law, avoiding litigation              legal help in search engines.
and putting policies on paper.

Examining Critical Ethical Issues                             Special to ABA LRIS Workshop
Discuss the parameters of confidentiality of client           Attendees – Meet One-on-One
records and other ethical dilemmas encountered in LRIS
program operations. Learn about applicable standards for
                                                              to Get the Answers You Need
unauthorized practice of law issues and bring your own
ethics questions to discuss.                                  Individual Consultations
                                                              Mini-PAR Visits – meet with a PAR consultant
New Link Between ABA Young Lawyers                            and discuss issues of concern for your LRIS.
Division, FEMA and LRIS
                                                              We are once again offering the opportunity to meet with
Attend this session to learn about the new contract           a PAR consultant to discuss your program’s issues and
provisions contained in the ABA’s Memorandum of               receive some “quick and helpful” assistance. These
Understanding with FEMA that specifically authorizes          sessions will be beneficial to programs that may have
the ABA YLD to coordinate with state and local Lawyer         had a visit and only need a few questions answered,
Referral Programs, whenever a major disaster declaration      programs needing minimal assistance, and programs
occurs and disaster legal services are required. Learn        that want to know if a PAR visit is for them. Please check
from Craig Cannon, ABA Young Lawyers Division Disaster        the box on the registration form to reserve a time with
Legal Services Director, about how this new protocol is       a PAR consultant.
progressing and what you can do to coordinate with your
local ABA YLD District Representatives on this important
new initiative.                                               Consults with a Web Designer
Featured Speaker: Craig Cannon (DLS Director) Womble          Want to get a quick assessment of what you can do to
Carlyle Sandridge & Rice, PLLC, Raleigh, North Carolina       make your web site more user-friendly? Sign up for a web
                                                              design consult and get an overview of suggested changes
                                                              to enhance the user-friendliness of your web site.
Effective Web Management Strategies                           Preference will be given to non-profit, ABA logo-
Managing a website in a meaningful way can help               approved programs.
you develop a more effective relationship with your
customers. In this session we will discuss various
strategies that can help save you time, lower costs, and
                                                              Consults with a Call Center Specialist
produce more effective communications. We will outline        Want some one-on-one time with Karen Crawford, a call
and discuss Content Management Systems (CMS), RSS             center specialist with decades of directly relevant
Feeds, and other tools for managing, updating and             experience? A limited number of slots are available to
effectively communicating through your website.               discuss your specific issues. Preference will be given
                                                              to non-profit, ABA logo-approved programs.

Approaches to Web Visibility – Advanced
Techniques                                                    Networking Sessions
You've put time and effort into creating web pages for your
LRIS program, but is anybody finding your website? Learn      Breakouts by Number of LRIS Staff – Meet with your
about advanced search engine optimization techniques,         peers and discuss shared issues and concerns.
inexpensive marketing options, and easy guerilla tactics to   Software Forum – Informal roundtables for LRIS software
get your LRIS noticed on the Web by people searching for      users to get together to discuss a specific software
legal help.                                                   program.
LRIS WORKSHOP                                                         GENERAL INFORMATION
ATTENDEES ONLY!                                                       REGISTRATION FEES
Grand Prize ($3,000 Value)                                            The cost of the 3-day Workshop is $310.00 for early birds
Attend the Workshop and enter a chance to win a free                  registered on or before September 12, 2008. The registration
Google advertising campaign from LegalPPC, a search engine            fee is $365.00 for everyone registered after September 12.This
marketing company owned and managed by Ken Matejka                    fee entitles you to attend all program sessions, Wednesday’s
(formerly of the Bar Association of San Francisco). This prize will   Welcome Reception, refreshment breaks, and luncheons on
give your program an inventory of thousands of highly targeted        Thursday and Friday. The “LRIS Nuts and Bolts Program”
                                                                      day-long pre-conference session on Wednesday is a separate
search phrases and hundreds of custom-written ad variations
                                                                      charge of $55.00. The Attendees Special Event at Disneyland
promoting your service to local Google users who are actively
                                                                      on Thursday night is at a charge of $45.00 per person.
searching for legal help. This free Google campaign has a $3,000
value and is critically important for every LRIS program in this
changing world (existing LegalPPC clients enter to win 3 months
of free management services for your program). Must be a
non-profit LRIS to win. Other restrictions apply.

Wednesday, October 15, 2008
Welcome Reception/Advance Registration
The Standing Committee on Lawyer Referral and Information
Service will host a reception at the Crowne Plaza Resort
                                                                      HOTEL REGISTRATION
Anaheim on Wednesday evening from 6:00 p.m. – 7:30 p.m.
You can pick up your name badge before entering the                   A block of rooms has been set aside for workshop attendees
reception. Conference materials will be distributed on                at the Crowne Plaza Resort Anaheim, 12021 Harbor Blvd.,
                                                                      Garden Grove, CA 92840. Crowne Plaza Resort Anaheim is a
Thursday, October 16 beginning at 7:00 a.m. Free to all
                                                                      full service hotel conveniently located close to many local
registered attendees.
                                                                      attractions – only one mile from Disneyland. The special
                                                                      Workshop room rate at the Crowne Plaza Resort Anaheim
Thursday, October 16, 2008                                            is $152.00 Single/Double (plus 13% tax).
Thursday Night Special Event                                          Book Early! Make your reservations by calling the hotel
                                                                      directly: (714) 867-5555 or toll-free at (800) 227-6963 and
Thursday Night Attendee Event at Disneyland –                         refer to the American Bar Association Lawyer Referral and
Twilight to Park Closing                                              Information Service Workshop. Hotel reservations must be
Plan to join friends and colleagues at Disneyland, the Park           received no later than September 12, 2008. Unclaimed rooms
that started it all. Specially discounted ticket for the twilight     will be released after September 12, and the hotel will accept
hours are available for purchase with your Workshop                   reservations at the ABA rate based on availability. You will
                                                                      receive confirmation of your reservation directly from the
registration. Ticket allows access to the park starting at
                                                                      hotel. All reservations must be guaranteed for the first
4:00 pm to closing (customarily 10:00 p.m.). The Crowne
                                                                      night’s room and tax either by credit card or deposit check.
Plaza Resort Anaheim offers free shuttle service to and               Hotel check in time is 4:00 p.m. and check-out is 12 Noon.
from Disneyland. Tickets will be distributed onsite with the          Individuals with guaranteed reservations must cancel their
conference registration materials. A limited number of                reservations 24 hours prior to the scheduled day of arrival
tickets will also be available onsite. Join your colleagues           to avoid a one night’s cancellation charge.
for what promises to be a memorable evening in the land
that Mickey built!                                                    TRAVEL INFORMATION
Please indicate the number of guests on the attached                  Airline discounts are available through Orbitz for
conference registration form and enclose payment. Ticket is           Business or directly from the airline. To book online, visit
for admission to the park only; complimentary transportation          www.abanet.org/travel – click under the Online Travel logo
to and from Disneyland is via hotel-provided shuttle. From            at the top of the page – click on Member Book Travel button.
hotel to Disneyland is approximately one mile. Tickets are
$45 per person.
The 24/7 toll-free number for Orbitz for Business is (877) 222-4185.
American Airlines can be reached at (800) 433-1790. Reference discount
code is 18395. Consider alternate airport destinations. Distances from the
hotel are as follows: The John Wayne Airport (13 miles); Los Angeles
International Airport (34 miles); and Ontario International Airport (37 miles).

Conference registration cancellations received in the ABA office by
September 12, 2008 will be refunded, but are subject to a $50.00 handling
fee. Cancellations received after September 12 are not refundable.
For additional information, please contact Jami Krause at (312) 988-5786.

Anaheim Sports
Visit Edison International Field of Anaheim, home of Major League
Baseball’s Anaheim Angels, or the Honda Center, home of the National
Hockey League’s Anaheim Mighty Ducks.

The Block at Orange
Shop manufacturers’ and retail outlets including Old Navy, Hollister, Ann
Taylor Factory Store, and Saks Fifth Avenue OFF 5th, or take a break at AMC
30 Theaters, Dave & Buster's, Vans Skatepark, or Lucky Strike Lanes.

Crystal Cathedral
The Crystal Cathedral was designed by American Institute of Architects
gold medal winner Philip Johnson and his partner John Burgee, and has
over 10,000 windows of tempered silver colored glass that are held in place
by a lace-like frame of white steel trusses. The Cathedral is the home base
for the international Crystal Cathedral Ministries, including a congregation
of over 10,000 members and the internationally televised "Hour of Power."

Discovery Science Center
This 59,000-square-foot learning facility is designed to spark children’s
natural curiosity and includes nearly 120 interactive exhibits. The hands-on
demonstrations include themed areas where visitors can explore
Perception, Dynamic Earth, Quake Zone, Techno Arts, Air & Space,
Discovery Stadium and KidStation.

Knott’s Berry Farm
The 160-acre theme park was once an actual berry farm, but now boasts
dozens of rides, unique family shows and one-of-a-kind attractions,
including kid-sized roller coasters at its Camp Snoopy.

Los Angeles is your gateway to Southern California fun!
Queen Mary, Long Beach
Universal Studios, Hollywood
J. Paul Getty Museum, Los Angeles
Sea World, San Diego
San Diego Zoo
and countless other unique experiences…
2008 LRIS Workshop Registration Form
ABA StC on Lawyer Referral and Information Service
The Crowne Plaza Resort Anaheim, Garden Grove, CA
October 15-18, 2008

Register Online: www.abalegalservices.org/lris
Or by mail:      Jami Krause
                 American Bar Association
                 StC on Lawyer Referral and Information Service
                 321 North Clark, 19th Floor
                 Chicago, IL 60654

(Please print or type)

❏ I am a first time attendee.

Attendee Name:
LRIS Program:

City: ____________________________State:_____ Zip:___________

Telephone:_________________________          Fax: ________________

Email: _______________________________

I require special dietary considerations or access needs (explain):

Number of LRIS Staff: _________________________

❏   I am interested in a consult with the Web Design Expert.
❏   I am interested in a consult with a Call Center Specialist.
❏   I am interested in a mini PAR visit.
❏   I have enclosed forms and a sample for the materials table.

What key issues would you like to address?

Registration fee includes all meal functions at the hotel. It does not include the
Thursday Event at Disneyland. Cancellations received at the ABA office by
September 12, 2008 will be refunded, but are subject to a $50 handling fee.
Cancellations received after September 12 will not be refunded. Please make
all checks payable to the ABA Standing Committee on LRIS.

$310 Early Bird Registration Fee (Before or on September 12th)             $__________
$365 Registration Fee (After September 12th)                               $__________
$55 “LRIS Nuts and Bolts” Pre-conference session Fee                       $__________
$75 Conference materials only                                              $__________

Thursday, October 16, 2008 - Tickets are $45.00 per person
Price of ticket includes admission to the park only. The hotel is approximately one mile
from the park. The hotel will provide shuttle transportation to and from the hotel.

I will need a total of ___________ reservation(s).                         $__________
(Please include yourself in the total number)
                                                 Total Amount Enclosed: $___________
 Check Enclosed (Make check payable to the ABA StC on LRIS)
 Credit Card (please circle one)
          Visa   MasterCard        American Express
Credit Card Number: ____________________________________________________
Exp Date: ___________________

Name on Credit Card (please print):


To register for the Workshop and be assured of materials on site, please return your
registration form by September 26, 2008. If you wish to attend the Workshop but did not
make the September 26 deadline date, you may still register on-site. Please contact
Jami Krause at (312) 988-5786 for additional information.
2008 National Lawyer Referral Workshop

If you wish to attend the Workshop but did not make the deadline date, you
may still register on-site. Please contact Jami Krause at (312) 988-5786 for
additional information.

                           American Bar Association
                            321 North Clark Street
                              Chicago, IL 60654

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