Rocky Mountain Chapter of the LMA: A local resource for your firm's legal marketing issues

Legal marketing is much more than a nice-looking brochure, a navigable website and a sponsored table at a prominent event.  Legal marketing is a strategic process that:

–        Identifies which legal services your clients and potential clients need;

–        Crafts a unique legal service package to meet that need;

–        Conveys this message to targeted clients and potential clients; and

–        Ensures the ongoing satisfaction of retained clients.

Larger law firms often hire a marketing director to oversee this important function.  However, at the vast majority of smaller or solo firms in Colorado, the responsibility for new business development falls to someone else – a law firm administrator, a marketing partner or an individual lawyer eager to improve his or her practice by the addition of more (or better) work.

Each of these individuals can do a better job by relying on a local resource – one that provides state-of-the-industry answers to his or her legal marketing questions.  In Denver, this resource is the Rocky Mountain Chapter of the Legal Marketing Association.

Legal Marketing Association

The history of legal marketing is relatively short.  Thirty years ago, the U.S. Supreme Court – in Arizona v. Bates – launched the profession when it upheld an attorney’s right to commercial speech.  A little more than 20 years ago, the Legal Marketing Association (headquartered in Chicago) was formed to serve as the voice of legal marketing professionals as well as market-savvy lawyers.  Ten years ago, the Denver-based Rocky Mountain Chapter of the LMA was established.

The Rocky Mountain Chapter will play a prominent role in the near future of the LMA.  Lisa Simon – former chapter president – is president-elect of the 3,000-member international organization, and will assume the role of president in 2008.  Simon is marketing director of Brownstein Hyatt Farber Schreck.

In addition, LMA recently announced that Denver will be the site of its 2010 conference and exposition.  Nearly 1,000 people attended last year’s annual conference in Chicago.

Members of LMA focus on legal marketing in 43 states and 11 foreign countries.  There are 16 chapters – including newly formed entities in Canada and Europe.  The organization’s first-ever International Chief Marketing Officer Roundtable will take place in London in October.

LMA is especially well-known for its educational programming – at both the national and chapter levels.  In addition to the annual conference, LMA offers QuickStart programs around the country – designed to bring individuals who are new to the legal marketing profession quickly up to speed.

Access to educational webinars – featuring expert speakers on a wide range of timely subjects – is also offered to LMA members.  The Rocky Mountain Chapter recently announced that it would subscribe to this webinar series and make it available at a designated law-firm site – free of charge – to local members who would like to attend.

LMA also researches and creates in-depth white papers and statements on subjects of interest to the legal marketing community.  In 2006, for example, the organization addressed the ethical aspects of marketing when it issued a position statement in support of uniform ethics rules.  Currently, these rules vary by state – which makes it difficult for lawyers and law firms with multi-state practices to conform.

In 2007, LMA will launch a revamped version of its website (www.legalmarketing.org) – a convenient, one-stop repository for legal marketing news, job openings, publications and articles, research and reports, recommended readings and links, sample marketing documents, and a service-provider directory.  LMA also publishes and sends to members a monthly electronic newsletter.

Finally, membership in LMA grants access to the organization’s highly popular listserv.  On this vehicle, members facing a particular legal marketing problem can pose questions and learn from the answers of 3,000 experienced national and international colleagues.

Rocky Mountain Chapter

Locally, the Rocky Mountain Chapter has about 50 members – individuals who enjoy access to the full range of benefits outlined above.  Chapter president in 2007 is Connie Proulx, director of marketing at Wheeler Trigg Kennedy.

In addition, monthly educational programs are promoted to about 550 local lawyers and law-firm administrators who can attend as guests of the chapter.  Post-program synopses are e-mailed to members as well as those on the “guest” list.  To be added to this list, simply go to the chapter’s website (www.rockymountainlma.com) and register.

Well-attended programs over the past year covered subjects of interest to all lawyers and law firms, presented by recognized experts in their fields.  These included:

–        Analyzing law-firm website usage (Greg Fredette);

–        Using PR to influence the outcome of matters and cases (Drew Kramer);

–        Successfully competing with other firms for new business (Ann Lee Gibson);

–        Finding money in your existing budget for strategic marketing initiatives (Deborah McMurray);

–        Differentiating your practice from its competitors (Ross Fishman);

–        Using marketing tactics to recruit talented students and laterals (panel of law school career services representatives and legal recruiters);

–        Training the next generation of rainmakers (Mark Maraia and John Mitchell);

–        Using press releases to attract positive media coverage (panel of media experts); and

–        Raising fees and discussing fees with clients (Peter Darling).

In addition, the Rocky Mountain Chapter co-hosted (with the Colorado Bar Association and the Mile-High Chapter of the Association of Legal Administrators) a half-day seminar – attended by more than 100 individuals – on “The ABCs of the legal world:  Key concepts for people who work with lawyers.”

“The high-quality national speakers that we bring to Denver for our monthly programs are a great resource for lawyers, law-firm administrators and others who want to improve their business development skills – and results,” said Proulx.

“Becoming an actual member of LMA leverages these benefits by adding more tools to your toolkit – educational programs (including the annual conference), white papers, Website resources, the listserv and leadership training,” said Simon.  “Become a more valuable contributor to your firm by joining the Legal Marketing Association.”