March 25, 2011Contact: John Masson, 734.647.7352, firstname.lastname@example.org
ANN ARBOR, Mich.—Michigan's Law Library recently won first-place accolades in the "Best PR Tool Kit" category in this year's American Association of Law Libraries Excellence in Marketing awards.
The campaign began last fall and featured 12 stylized posters of library patrons and librarians that highlighted some of the many services available in Michigan's top-ranked law library. The complete PR kit also included pins, a miniature hardcover book with sticky notes for pages, and the email address AskALawLibrarian@umich.edu. It was directed by Margaret Leary, the Law School's library director and librarian, and Lisa Rudgers, the school's special counsel for communications. The campaign's multiple pieces were all created by the Law School's in-house communications team.
Library staff indicate the campaign bore fruit. As of January, librarians had answered 25 percent more questions, helped with 46 percent more research consultations, and seen a seven percent jump in website views.
Contest organizers from AALL were effusive in their praise.
"The tool kit created by the University of Michigan Law Library for use in raising the consciousness of law students about the value of law school staff … is an example of PR at its best," wrote Karen Brunner, chair of the AALL public relations committee.
An award ceremony is scheduled for July 23, during AALL's annual meeting in Philadelphia. The posters will be on display for those in attendance.
"We're thrilled to have brought home this award, but the more important outcome is the increase in library services we've seen as a result of the awareness campaign," Leary said. "The Law School's library is one of its most important assets, and this campaign helps us remind the entire Michigan Law community about the vast resources available just down the hall."
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