Goulston & Storrs University’s video vignettes took first place from the Your Honor judges in the Training category. “Very practical, effective way to get lessons across in a short amount of time,” were some of the officials’ comments.

The firm that gained similar plaudits for its clever promotional event – an In-House Jeopardy game – used the same approach of involving attorneys from the firm as actors and inviting interaction from the audience. The thrust of the training program, how to avoid business development mistakes, was delivered in nine short “How not to” and “How to” videos that depicted (1) a meeting with a potential client, (2) two phone calls updating a client, and (3) networking with a target executive at an industry conference.

Based upon extensive research within the firm and collaboration with consultant Marsha Redmon, President of M Group Communications Training, the videos showed awkward but common situations. In one, self-absorbed lawyer “Doug” droned on about himself, the firm’s history and its many practices.  Meanwhile client “Pam” impatiently tapped her fingers and checked her watch. In contrast, the lawyer in the “how to” video crisply responded to the client’s anxiety and offered the firm’s staff to solve a PR problem.

Attendees of the 90-minute luncheon session gushed with praise. “Great content...Videos really showed what we do wrong…great topic; knowledgeable speaker and a lot of best practices...Liked the framework with video and practice session.” Notably, 30% of the firm’s lawyers attended, which met the marketing goal.

Click here for video of the award presentation and an interview with the winner.