LMA CORE Competencies Online 
Your Continuing Online Resource for Legal Marketing Education

Core Competencies began to materialize in 2007 when the LMA Education Committee charged with designing QuickStart approached their task with a programming strategy — to base content on the foundational elements of legal marketing. The committee analyzed LMA programming history by topic and frequency, discovering the underlying Core Competencies. LMA Webinars, QuickStart programs and eLearning Classroom courses provide high-quality, competency-based educational opportunities at your fingertips. Grow professionally and personally — plan your 2010 educational lineup with these convenient, Web-based, cost-effective offerings. Easily identify the education you need as a legal marketing professional.

Branding — The distinctive personality based on a promise of value that is different from any other firm, branding embodies a coherent message and coordinated communication based on thoughts, feelings, or messages.

Junior: to understand the concept and value of branding and how it applies to law firms. 
Mezzo: to gain a deeper brand understanding and improve its application. 
Senior: to lead and communicate brand value to key firm decision makers.

Business Development — The methodical approach to gain more clients and win more business.

Junior: to understand the process and incorporate strategies in daily activities. 
Mezzo: to build client teams, implement cross-selling initiatives and gain an edge with competitive intelligence. 
Senior: to conduct coaching exercises and implement key client development strategy.

Business of Law — The nuts and bolts of running the law firm business including finance, management, sales growth and ROI.

Junior: to learn the basics of business specific to law. 
Mezzo: to identify profitability boosters and track return on investment. 
Senior: to establish and manage department budgets while enhancing profitability.

Career Development — The leadership, presentation and writing skills, organization and management knowledge to increase responsibility.

Junior: to understand good communication, effective implementation of tools and tactics and developing personal goals. 
Mezzo: to develop management skills and become an effective presenter. 
Senior: to implement strategic planning and contributing to marketing ROI.

Communications — Delivery of effective messaging and powerful correspondence to inspire action, growth and change.

Junior: to grasp the basics of clear and concise communications. 
Mezzo: to communicate effectively up and down the chain of command. 
Senior: to inspire action with implementation and tailor concepts specific to the audience.

Event Management — Concept to completion of the multi-dimensional activities and stages of marketing and developing business relationships.

Junior: to become familiar with event planning and develop best practices. 
Mezzo: to develop solid project management including establishing an event budget. 
Senior: to engage in relationship building via communications and high-level service.

Public Relations — Establishing and promoting a favorable relationship with the public by strategic use of media channels.

Junior: to understand value and utilization of public relations. 
Mezzo: to collect relevant information and pitch story ideas to the media when appropriate. 
Senior: to lead and implement PR messages.

Research — Broad range of tools to provide data and analysis in order to reduce uncertainty in business decision-making.

Junior: to understand the LMA Guidelines for Conducting and Commissioning Research. 
Mezzo: to establish a research program to track firm brand image, analyze client satisfaction and remain competitive. 
Senior: to utilize research results for effective branding, relationship improvements and strategic planning.

Strategic Planning — Determining the steps required to reach an objective that makes the best use of available resources.

Junior: to understand the basics of strategic planning. 
Mezzo: to identify ways individual projects support the overall strategic plan. 
Senior: to collaborate with senior management to establish higher-level strategic plans.

Technology — The purposeful application of information in the form of design, production, Web sites, e-mail marketing and more.

Junior: to understand basics and best practices of technology. 
Mezzo: to explore ways to take technology to the next level including using Web analytics. 
Senior: to determine how, when and why to implement new marketing technologies.

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