Attendees at the Illinois State Fair this month were greeted by the ISBA's image advertising campaign in the form of a mobile billboard featuring the image of Abraham Lincoln, the ISBA logo, and the consumer Web site.

Displaying the message during the opening weekend at the high traffic event is part of the ISBA strategy to improve the image of the legal profession and to increase awareness of state bar association as a source of legal information and referrals to lawyers.

Another important component of the marketing campaign will come this fall when ISBA's consumer site on the Web will undergo a major overhaul.

The site contains public information brochures and articles about common legal problems, as well as a direct link to the Illinois Lawyer Finder service to connect consumers with lawyers who practice in their areas.

“Clearly, the Internet is the preferred first step for people seeking information and help with a legal problem,” said Carl R. Draper of Springfield, co-chair of the ISBA Committee on Strategic Marketing.

“The underlying goal of our marketing campaign is to drive traffic to our consumer site as a means of increasing the likelihood that consumers will seek help from a lawyer,” said Draper, who heads the committee with Richard W. Zuckerman of Peoria.

Two rounds of market research conducted this spring and summer indicate a significant level of confidence in ISBA as a source of information about the law. The campaign is designed to build on that level of confidence.

By action of the ISBA Assembly, strategic marketing has become a standing component of the ISBA budget.

Copies of the Legal Health Checkup, a 12-page guide for consumers about common legal issues, are available for members to distribute to their clients.