Welcome to part seventeen of our blog series on Going Green, dedicated to helping attorneys practice law in a more environmentally friendly way.  Last week we discussed employee incentives as they relate to traveling to and from work.  This week we will talk about the various mailers, marketing pieces, and announcements that you distribute.

Most lawyers and law firms are constantly looking for ways to grow their practice and build awareness in any way possible.  Mailers are a very popular tool for reaching potential clients, holding on to existing clients, and spreading news about your firm.  Mailers include case announcements, newsletters, marketing materials, and calendars that are distributed by the firm. 

To date, most or all of these things are paper products sent through the mail.  We know from past parts in this series that this creates an inordinate amount of waste, and it’s not the most efficient way of doing things.  Here are a few suggestions on how you can “market” your firm in newer, cleaner ways.

1. Email Newsletters.  Instead of traditional newsletters, there are now a number of third party clients that can help you distribute an email newsletter.  You can include all the same things as your old newsletter, but make it more environmentally friendly by making it digital.  Icontact.com is a website that we use at Lawline.com to distribute emails to our members.

2. Online Ads.  Instead of sending out huge amounts of paper ads and marketing pieces, increase the amount of money you spend advertising online.  More and more people are focusing things like finding a lawyer online through search engines and directories.  Target your advertising on Google, Yahoo, and various organizations or networks to spread the word about your firm in a new capacity.

3. Social Networks.  Get your law firm involved in social networks so people have a place to go online to find out more about you.  You already have a website, but starting a blog or creating your own group in Facebook or a similar website gives you new ways to connect with existing clients and other people you have a relationship with.

4. Green Mailers.  If you still see the value in physical mailers, you can limit their impact on the environment by using recycled paper products and “green” mailing companies.  Most third party printing and mailing companies now offer a recycled paper option.  This reduces waste and makes paper mailing a little cleaner.

There are many options when it comes to marketing and branding.  Above are four good examples of how you can boost your marketing efforts in ways that minimize your impact on the environment.  Stay ahead of the game.

Past Installments in this Series
Part One – An Introduction to Going Green
Part Two – Cut Electricity Costs, Just Flip the Switch
Part Three – Forget Paper, Go Digital
Part Four – Travel Together, Travel Less
Part Five – We Recycle
Part Six – Natural Lighting
Part Seven – Know Your Gadgets
Part Eight – Setting Goals
Part Nine – Reusable Bottles and Mugs
Part Ten - Setting Employee Incentives
Part Eleven - Green Products for You
Part Twelve – Greening Your Mail
Part Thirteen – Representing Green Clients
Part Fourteen – Incentives to Work Remotely
Part Fifteen – Greener News Alternatives
Part Sixteen – Incentives to Travel Smarter