Second Place
Nixon Peabody LLP with Brand Research Company — Client Loyalty Program (CLP)
Nixon Peabody’s Client Loyalty Program (CLP) was designed to help the firm understand and appreciate the needs of their clients. The program also helps ensure that the firm addresses those client needs in a timely manner.The primary challenges were to demonstrate that the program would provide clear ROI, secure the cooperation of the responsible attorneys and ensure that the firm would have the commitment to follow-up with clients as needed.
The firm met these challenges by using the CMO’s background in client research, and knowledge of similar programs, to reassure firm management that the program would deliver significant ROI. The firm launched an internal awareness campaign to brief attorneys on the program details, benefits and their role in its success. IT assigned a marketing manager to work with the outside consultant, business development team and attorneys to ensure they were informed, trained and kept apprised of program results.
Summary of Outcomes
The firm has demonstrable ROI from the program in the form of new work and improved relationships. One example was when a client alerted the firm to the imminent potential loss of work. While the main client contact was very happy with service, the General Counsel expressed disappointment and a desire to send work elsewhere. With this knowledge, the team was able to allay the GC’s concerns and preserve the significant relationship. Another example was when the client service team won new work and expanded the relationship, after the client invited the team during the interview. The team is now “inundated with” work from the client, and is working in partnership with the client contact to continue to expand the business.
Third Place
Firm: Burr & Forman LLP — Results through Knowledge & Training
Burr & Forman’s goal was to effectively and efficiently provide education and training for attorneys and staff regarding business development initiatives. The firm developed Burr University, a training program for all firm employees that established comprehensive, consistent and relevant business development skill sets.
By conducting internal market research, the firm determined what subject matters most interested firm attorneys and staff. The curriculum addressed these subjects in various capacities. The Burr U classes were held weekly at one of the offices, videoconferenced live to the other offices, and recorded for posting on the Burr U Web site.
In advance of the program launch, the firm enlisted a creative agency to design the Burr U logo and electronic communications templates. They developed a promotional plan including e-mails, signs, fliers and binders. The firm utilized their intranet to house class schedules, recordings, and materials so resources would be readily available to the firm for reference after class.
Unlike previous ad hoc training efforts, Burr University pulls everything together under one umbrella, with consistent messaging, scheduling, and a comprehensive curriculum.
Summary of Outcomes
The firm is seeing approximately 60% participation in the program. 80% of staff and associates surveyed have found the sessions helpful, along with 86% of counsel and partners. 100% plan to attend future sessions.
The firm has been successful in creating awareness as the department has seen an increase in calls requesting help with pitches and client communications. Attorneys are communicating across offices and practice groups more than they have ever done in the past. Client connections are being made across several practice groups to deepen and strengthen relationships and broaden representation.
Honorable Mention
Smith Moore Leatherwood LLP — The Marketing Minute
The Marketing Minute is intended to be an occasional, short, useful e-mail to all of Smith Moore Leatherwood’s attorneys to keep marketing and practice development top of mind. The main message of this series is simply, “Stop and spend at least one minute right now thinking about how to market your practice and you will be better for it.” This is in keeping with the firm’s larger goal to continually educate, inform, and mentor attorneys at all levels in order to make them better marketers, encouraging the full development of their practices.
The e-mail series continues to be a cost effective, simple answer to a problem recognized by most attorneys: it’s easy to forget about marketing when you are immersed in work. Eye-catching and useful tidbits inspire and remind attorneys to make marketing efforts a regular part of their routine. The Marketing Minute is also used to encourage cross-marketing among practice groups.
Summary of Outcomes
The Marketing Minute allows for frequent outreach in an unobtrusive and thought-provoking way. The e-mails come directly from the chair of the marketing committee, giving the advice and encouragement some extra impact. The Marketing Minute continues to well serve its intended purpose: prompting discussion among the attorneys regarding marketing, and reminding them to make time for marketing. It has also encouraged more cross-marketing efforts among practice groups.