Pre-Conference Program Ι Monday, March 27, 2017

Impact Marketing for Small and Mid-sized Law Firms

As business development and marketing professionals in small to midsize law firms, our resources- time, people, and money- are limited and often stretched to capacity. In order to be successful, we need to be able to implement strategies that are highly customized and that can be executed within our resources to drive business for the firm. This pre-conference program focuses on the specific tools needed to be a successful business development and marketing leader in a small to midsize law firm. The session will leverage the knowledge and experience of in-house marketers and consultants who have built innovative programs that can be executed in this environment. Programs will cover a range of business development and marketing topics and will include a variety of case studies so that you can leave with a clear action plan to help you maximize existing resources, and tap into new resources to exceed expectations.

8:00 a.m.
Registration and Breakfast
8:45 a.m.
Co-chairs’ Opening Remarks

Diana_Courson.png Diana Courson
Chief Marketing Officer
Zuckerman Spaeder LLP
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Amanda_Loesch.png Amanda Loesch
Marketing Manager
Mintz, Levin, Cohn, Ferris, Glovsky and Popeo, P.C
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9:00 a.m.
The Leader’s Edge: Critical Leadership Skills for Marketers

Join this session to explore leadership skills necessary for successful marketing and business development professionals in law firms.  Learn how to apply these skills to lead change in all levels of the firm in a very dynamic environment. This session explores the issues through interactive exercises and group discussions. Topics include:

  • Growth mindset and initiating change
  • Giving feedback
  • Resiliency
  • Effective communication
  • Creating a compelling vision  

Mark_Beese.png Mark Beese
Leadership for Lawwyers LLC
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10:45 a.m.
Networking and Refreshment Break
11:00 a.m.
How Solo Marketers Can Make a Big Splash in a Small- to Mid-Sized Pond

Legal marketers must continually introduce new ideas, strategies, and tools to keep their lawyers and firms moving forward.  However, if you are a solo marketer with limited time and/or limited resources, what can you do? In this session, you’ll gain proactive solutions you can take back to your own firm and implement easily.

Topics include:

  • Low- to no-cost suggestions to improve communication and increase awareness throughout your firm
  • Coaching and business development programs to help your lawyers become more focused and strategic
  • Tips on how to help your lawyers embrace various social media platforms

gail Gail Lamarche
Director of Marketing
Henderson, Franklin, Starnes & Holt, P.A.
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11:45 a.m.
Want a New Industry-focused Client Base? Learn How an Associate Built One in Three Years

Explore how a senior associate at an 80-attorney law firm broke into a new market and built a strong client base in just three short years. Following the approach of an Michelman & Robinson lawyer, this session will evidence tips and best practices for identifying and penetrating a new industry segment, irrespective of attorney title or law firm size. You’ll also learn the steps necessary to solidify your position in an industry.

Topics include:

  • How to identify and work with industry trade associations, and the importance of third-party validation
  • How to effectively utilize content marketing, presentations, and sponsorships to increase touch points and visibility
  • Why industry saturation, which is key, requires the assistance of other attorneys
  • How leadership, pro-bono work, SEO, and other strategies play into developing an industry foothold

Alan_Breslauer.png Alan Breslauer
Director of Marketing and Business Development
Nelson Hardiman, LLP
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12:30 p.m.
Networking Lunch
1:45 p.m.
How to Implement a Business Development Intensive

For many firms, business development coaching and training initiatives are limited to ad hoc meetings between billable hours without much formal structure, accountability, or long-term effectiveness. In this session, you’ll learn how implementing an effective business development Intensive can provide essential skills and create lasting behavioral changes that make the most of marketing resources and result in a greater return for the firm.

Topics include:

  • How a business development intensive addresses the most critical challenge facing legal marketers today: Lack of lawyer accountability
  • Using existing resources to set up a business development intensive efficiently
  • How to structure a training agenda and curriculum
  • How to garner buy-in from lawyers
  • How to track lawyer performance and convert their efforts into results

David-Ackert.png David Ackert
Ackert Inc.
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3:15 p.m.
Networking and Refreshment Break
3:30 p.m.
Punching Above Your Weight

If you have a small marketing department, budget, and platform, this session will inspire you to develop creative and results-oriented initiatives. Through case studies, three marketers will provide details on their programs. You’ll learn a way to track and report departmental time and projects that enhance department staffing, workflow management and value to the firm. You’ll explore how a gift of $1 million in free legal services resulted in 220 new clients, 30 new referral partners, and a 25% transition rate into paying clients. You’ll also discover how a low-cost geo-targeting ad campaign resulted in nearly 100 new matters for the firm.

Topics include:

  • Creative ways to bring in business
  • Methods to create and sustain a firm-wide initiative
  • Ways to measure success and results
  • How to build the credibility, size and value of your marketing department

Joan_Mariani_Andrew.png Joan Mariani Andrew
Director of Business Development
Varnum LLP
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Susan_Costley.png Susan Costley
Director of Marketing
Smith, Anderson, Blount, Dorsett, Mitchell & Jernigan, LLP
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Barb_Joseph.png Barb Joseph
Marketing and Client Services Director
Bowles Rice LLP
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Sally_Schmidt.png Sally J. Schmidt
Schmidt Marketing, Inc.
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4:45 p.m.
Wrap Up & Final Q & A
5:00 p.m.
Program Conclusion