The National SIG focuses on current issues of interest to individuals and companies providing continuing education on a national basis-encompassing many state or provincial jurisdictions or working in tandem with many state- or provincial-specific CLE providers. Participants include individuals from nonprofit as well as for-profit providers and those involved in new formats of delivery, such as internet-based learning. Our meetings, open-round table lunch discussions and other exchanges encourage our members to express concerns within the industry, raise issues for feedback, and share observations on the national CLE marketplace.

Below are valuable summaries of our luncheon meetings held in 2004. Please consider joining our next lunch discussion.

Attendees: Chuck Bingaman, Kari Campbell, Mark Carroll, Richard Carter, Larry Center, Linda Cotton, Sandra Geller, Sherie Johnson, Larry Meehan, Donna Passons, Mark Rackley, Scott Rogers, Amy Danziger Shapiro, Mark Smith, Liz Williamson

Introductions: Each person was asked to provide an example of something new that his or her organization tried this year and the results. Some examples provided that were successful included an e-mail only marketing campaign for a Fast Track program, a targeted e-mail and telemarketing campaign for a popular conference, and co-sponsoring programs with local bar associations. One attendee shared that his organization purchased an e-mail list, but sales were very poor and the rejection and opt out rates were extremely high.

SIG Minutes: A summary of the SIG minutes is available at the ACLEA web site.

Newsletter Articles: Please consider writing an article for In the Loop or the CLE Journal (contact Mark Carroll.)

Misc. Issues:

• ACLEA is considering bringing the telephone seminars back. Contact Donna Passons if you are interested in a particular topic.
• The Nominating Committee has asked that you offer suggestions of ACLEA members who should serve on the Executive Committee.

Issues Discussed During the "Square" Table Discussion:

1. Lingering Effects of the Down Economy: Is this a permanent trend? We all agreed that the National Providers are taking a hit in the market place due to increased availability of online CLE, in-house programming, and CLE provided by local bar associations. One provider noticed a lack of interest in live satellite at a location when the program can be viewed online. Another provider noticed that the attendance at annual updates are down. But are decreased registrations also an effect of the aftermath of 9/11 and the down economy? Will this be a permanent trend? With continued consolidation of law firms in major cities there are fewer attorneys practicing in the elite areas of law. More and more attorneys are deciding not to practice law and are going into business or consulting. Providers recognize they need to cut expenses but can only cut so much. At the same time, there are limited ways to raise revenue. Suggestions included raising the prices of the programs, adding new program topics, making courses shorter to compete with state providers, and becoming an online provider.
2. Marketing: E-mail v. Snail Mail. The discussion began with a quick review of how to have an effective e-mail marketing campaign. The suggestions were to keep the e-mail brief and professional, send the e-mail on a day of the week when it would not be seen as intrusive, consider words used in the subject line, and always offer an opt-out. We discussed spam blockers and how they are filtering the e-mails that are being sent to the law firms. We discussed the spam blocker Qurb.com which allows only mail from approved senders to an Outlook box. Apparently many law firms use blockers so it was suggested to providers to contact the firm and ask that they be placed on the approved sender list. The Canned Spam Act was addressed as well. It was agreed that this act did not apply to educational providers. It was asked if anyone had tried any new e-mail marketing techniques. One national provider said that instead of sending past attendees the brochure via direct mail they sent it via e-mail and got a very good response. It was asked if anyone had a suggestion on how to replenish an e-mail list? Postcards were suggested, but they have not been very successful.

   Even with a push in e-mail marketing national providers have not abandoned direct mail. In fact, some providers have boosted direct mail for successful courses. One provider had great success with personalized and hand written letters. The group further discussed the value of split list tests. Most found it very valuable.

3. How to get attorneys to come to your website and register for the course? It was suggested that web addresses should be prominent on every single piece of advertising for a program. In addition a link with an incentive to come to the website should be provided in any e-mail that is sent. State providers are branding by offering more free stuff on line, so national providers may want to consider the same. All in all it was agreed that even with online registration available, telephone registration is still the preferred method. It is a chance to ask customized questions and establish some kind of relationship with the customer.
4. Congratulations to Donna Passons for serving 10 years as Executive Director to ACLEA.

The National SIG adjourned with plans to hold a luncheon SIG meeting in Denver. It was agreed that it was helpful to receive an e-mail prior to the conference to ask for "discussion ideas" and to reinforce the benefits of the National SIG discussion.

Minutes prepared by: Amy Danziger Shapiro, May 2004

Summary of the "National" SIG Luncheon
Tuesday, August 5, 2003
Facilitated by Co-Chair: Linda Cotton/PESI (outgoing Co-Chair)
Co-Chair: Amy Danziger Shapiro/American Law Network, ALI-ABA

San Francisco, California
Summer, 2003 ACLEA Conference

Attendees: Arlene Bein, Linda Cotton, Alexander Hart, Kim Rackley, Victor Rubino, Sandra Geller, Mary Frances Edwards, Jugneegiin Amarsanaa, Tumenjargal Mendsaikhan, Richard Diebold Lee, Susan Tomita, Richard Carter, Jennifer King, Carol Sung Fung Ye, Liz Williamson, Philip Ytterberg, Madeline Chaleff, Ellen Rice

Introductions: We started out by introducing ourselves and Cotton asked everyone to "share the most creative thing we've done at work in the past 6-8 months". This was an extraordinary discussion with wonderful ideas and success stories. Examples included: new pricing strategy for pre-conference sessions to give a session free; online newsletters; create a new institute with the registration designed to invite a guest; videoconferencing; asking faculties to help sell programs/conferences-send them a pdf file and link and ask them to forward to their clients and other attorneys; explore local resources for faculty versus traveling faculty to save on travel expenses; source code internet orders; ask attendees why they didn't want to register or buy on-line on the registration form; one provider using a hotel with meetings on multiple floors stationed staff in various places in the hallways to help provide directions and minimize confusion for attendees; creation of a sponsor and exhibitor information packet; discount 2 on 1 conferences upselling with a discount; controlling expenses by setting limits on direct expenses such as hotel rental negotiation and refreshments.

We had "international guests" and we spent a portion of the regular discussion time to hear interesting comments on the guests ACLEA and CLE experiences.

SIG Minutes: A summary of the SIG minutes is available at the ACLEA web site.

Newsletter Articles: Please consider writing an article for In the Loop; contact person is Mark Carroll.

Misc. Issues: If you are interested in participating as a SIG Co-chair please contact Mark Carroll directly. ACLEA is asking for direct feedback on the usefulness of the website-please forward any comments to Donna Passons.

Issues Discussed During the "Square" Table Discussion:

We're all working a (little) (lot) harder for every registration? We all agreed that the past 2 years have created many challenges for the national CE provider. Providers of national conferences are experimenting with eliminating travel reimbursement altogether and/or asking speakers to absorb their own expenses. Providers are recognizing their speakers for keeping expenses lower and/or covering their own way. We discussed the toll that internal lay-offs/downsizing/not replacing staff has taken on our companies.

Email Promotion Success Stories? One provider is sending the MCLE certificate out via email. One national provider says that they've had good experience with email marketing as long as the topic/product is clear in the subject line. Tracking software that tells you what your "email open rates" are was discussed. There was a continuation of the discussion regarding the upcoming FCC regulations on "faxing" and what that means to us as providers. Double "opt in" lists are going to be the wave of the future and will have a higher deliverability.

Are attendees traveling to conferences? People are still traveling to conferences; just fewer of them which is probably more a sign of the economy.

The National SIG adjourned with plans to hold a luncheon SIG meeting in San Antonio. It was agreed that it was helpful to receive an email prior to the conference to ask for "discussion ideas" and to reinforce the benefits of the National SIG discussion.

Minutes prepared by: Linda Cotton, August, 2003