Law Society of Scotland
Membership of the Law Society of Scotland guarantees a highly regarded professional qualification that licenses solicitors to operate in Scotland and beyond.
They seek to influence the legal landscape and improve access to justice. An added layer of client assurance for the public is provided by rigorous, regulation of Scottish law firms. Additional value comes from the suite of member services designed to help our members and their businesses.
“The fact that Aileen was able to give solicitor colleagues a clear understanding of the importance of our corporate branding and marketing strategy is testament to her communication and commitment to her role.”
Iain Burke, Bannerman Burke Law
Brief
Engaged to establish new division and transformation of commercial services following the organisational restructure as part of new strategy to stay relevant to Scottish legal profession. Objective was to design, establish and lead new Member Services and Engagement Directorate and teams responsible for growth in membership numbers and commercial income.
Achievements
- Shaped directorate into two key areas – engagement and commercial teams – created one new team, restructured two others
- Developed and mapped shared objectives across the teams in alignment with corporate strategy, designed to achieve annual plan targets
- Created new marketing and engagement strategy to drive retention and acquisition, demonstrate relevance through cleaner brand architecture, and to promote differentiated and relevant content and services.
- Refreshed committee remits and business plans generated fresh content and commercial opportunities, resulting in a new sponsored Guide to Best Practice on Cyber-Security being mailed to members.
- Leveraged opening of new London hub by partner organisation for marketing mailing (first in five years) to segment of membership generating 20% response rate.
Final outcomes
Created recognised value for the membership and greater engagement – over 2016/17, member participation increased by 11.3% (target 10%). Non-core revenue target was exceeded by 11% by commercial teams.
“Aileen was part of my Law Society’s senior leadership team from Nov 2015 to Jul 2017. She did a great job of structuring our new Member Services and Engagement Directorate, recruiting great people and integrating them with some of our existing colleagues, ensuring that their goals were aligned with the Society’s overall plan.”
“I met Aileen when I was elected to the Council of the Law Society representing constituents in the Borders and East Lothian. From the outset I found Aileen’s enthusiasm and drive infectious. She was committed to her role and determined to improve member engagement from the profession. She was able to approach this from a fresh perspective and I was impressed by her ability to look at innovative solutions to encourage members. She was able to gain a deep understanding of the unique challenges our profession faces and interacted very effectively with her own team but also with Council members and colleagues in other departments to improve her own understanding of what may be needed and what would be effective in meeting the objectives of her role. On a personal level I enjoyed working with Aileen, discussing potential strategies and exploring ideas for actions that might be effective. The fact that she was able to give solicitor colleagues a clear understanding of the importance of our corporate branding and marketing strategy is testament to her communication and commitment to her role. I am happy to recommend Aileen’s services and endorse her skills and effectiveness in her work.”