Second Place
Husch Blackwell Sanders LLP — ALL iN: A Husch Blackwell Sanders Multicultural Newsletter

ALL iN is an internal newsletter distributed three times a year to all attorneys and staff at Husch Blackwell Sanders; a once-a-year hard-copy, magazine-format publication is distributed while summer associates are working at the firm.

Husch Blackwell has been recognized locally and nationally for its efforts to promote diversity; inclusiveness is an ingrained tenet of the firm. With ALL iN, the firm's Diversity Committee and Marketing Department worked together to personalize what is often an institutional, faceless initiative, and to summarize current successes and activities within the firm's Diversity and Inclusiveness initiatives. ALL iN was designed to raise awareness of the firm's broad philosophy of diversity, to foster appreciation not just for different skin colors and nationalities but also different life experiences. The distribution of the printed copy in the summer provided an opportunity to emphasize the firm's commitment to diversity while summer associates are working with the firm. In addition to internal distribution, the publication also was incorporated into RFP responses, presentations and other business development materials.

Summary of Outcomes

Over 1,400 copies of the ALL iN magazine were distributed in July 2009 to all attorneys, staff and summer associates. The electronic December edition was sent to nearly 1,400 firm attorneys and staff.

After receiving ALL iN as part of pitch materials, clients have complimented the firm on its diversity philosophy. Internally, attorneys have praised Diversity and Marketing on ALL iN's content and packaging.

Third Place
Morrison & Foerster, LLP — “MoFo Tech”

Although the firm was founded in 1883, in more recent years, Morrison & Foerster has been identified as a firm that really “gets” the technology sector. In fact, close to half of the firm’s clients are technology companies, defined as companies involved in information technology as well as life sciences. This industry segment has been — and will continue to be — one of the firm’s most important and growing industry sectors for years to come. 

The firm’s marketing efforts have certainly addressed the needs of the specific technology segments through targeted client alerts, sponsored seminars, etc., but they wanted to produce something that would differentiate the firm in the way that they communicate with technology clients and prospects. What they came up with was a publication called, appropriately enough, “MoFo Tech.” They developed the prototype for the magazine in early 2009 and launched the inaugural Spring/Summer edition in May 2009.  The primary goal was to leverage their reputation as a firm that understands the technology sector, build on their thought leadership in areas of interest to tech companies, and position the firm for more work from technology companies.

Summary of Outcomes

They included business reply cards in the publication as one way to measure results. The response rate for the first issue was roughly twice the industry average. The feedback they have received from the attorneys and clients quoted in the two issues have been overwhelmingly positive. In fact, one client let them know the publicity resulting from his company being spotlighted in "MoFo Tech" resulted in his signing on two new clients. The firm is very satisfied with the results and have made some "MoFo Tech" articles available on a  new iPhone application, MoFo2Go.