Legal Marketing Association's QuickStart Certificate Program for ALA
ALA 2014 Annual Conference - Monday, May 19 - Toronto
8:00 AM - 4:00 PM
Are you an administrator with less than five years of experience working inside a law firm? Would you like to enhance or refresh your knowledge of the core competencies and best practices of legal marketing? Then the popular Legal Marketing Association's QuickStart Program™ is for you. QuickStart is a comprehensive, effective, and entertaining one-day program focused on the key marketing and business development issues you face on a regular basis. The speakers are authorities in legal marketing who will offer practical, immediately useful and no-nonsense advice that will challenge you and provide you with practical skills and tools.
8:00 a.m. – 8:10 a.m.
Introduction, housekeeping, audience survey, etc.: Group/Emcee (Lisa Simon)
8:10 a.m. – 9:00 a.m.
LMA Your Honor Award Winners: Case Studies in Legal Marketing Excellence
The LMA Your Honor Awards is law firm marketing's Oscars, Emmys and MacArthur Foundation Awards all rolled up in one. This is the vehicle by which LMA honors the products and services produced by our industry this past year that stand for the "best of the best." Each year the quality of submissions sets a new bar for us all in terms of challenging our creativity, demonstrating excellence and surprising us with innovations. This is your chance to find out which firms are leaders in law firm marketing excellence.
Speaker: Lisa Simon
9:05 a.m. – 9:55 a.m.
Law Firm Structure, Strategy and Economics – How They Tie Together
A case study of working in a team environment and the value of running a firm like a business. Among the topics covered: core values; strategic plan; practice area management; financials – cash basis versus practice area; the role of marketing – branding, communications, client assessments, client teams, team business development; and client service standards. When done well, leads to growth and profitability.
Speaker: Timothy B. Corcoran, Corcoran Consulting Group
10:00 a.m. – 10:15 a.m.
10:15 a.m. – 11:05 a.m.
Hope Is Not a Strategy: The Power of a Business Development Plan
Those responsible for engaging in and supporting business development efforts know that preparation, planning and strategy are critical to achieving success in developing business. Yet many lawyers choose to wing it because they are pressed for time, uncomfortable, or they believe that preparation would be overkill. So how do you convince attorneys to start acting intentionally to leverage their efforts and produce tangible results? This workshop discusses how attorneys can create an effective business development plan and how business development professionals can help them establish and execute plans to produce results. In this session you’ll learn about: using a proven framework and fundamental principles to set the context for planning; identifying key components of a plan that will help attorneys develop business on purpose and with purpose; using a simple template for planning that keeps attorneys organized and accountable; and assisting attorneys in tracking progress, measuring results, and demonstrating ROI for their activities.
Speaker: Tasneem Goodman, Akina
11:10 a.m. – 12:00 p.m.
The Power of Marketing and IT Collaboration: Creating the Best Client Intelligence Tools
When your marketing and IT functions work together, firms of any size can quickly get ahead of the competition by capturing information about your clients and making sure you’re delivering what they need. Among the topics covered: IT systems and what they can actually do for you; what you need to know about IT software and how it can help you do your job; how to best use CRM to get important info from your attorneys and share it to the best advantage, whether you’re using a full-blown CRM product or just Outlook; the ins and outs of using website analytics and making the most of your investment; legal-specific websites you and your attorneys need to know about; and who to follow on legal-specific Twitter feeds and how to identify the thought leaders in the legal field.
Speaker: Chris Fritsch, Clients First Consulting
12:00 p.m. – 12:45 p.m.
12:50 p.m. – 1:40 p.m.
Communication Tips for the Legal Administrator: Connecting Effectively for Better Results
Understanding how to quickly establish trust and rapport is critical for forging and further relationships. A former corporate counsel will teach you to use the power of the CIRFAC framework to present yourself (and your ideas) to communicate with lawyers most effectively. Learn how to identify types and styles for improved interactions, whether they take place online, in meetings or networking situations, or on the phone. There will be opportunities to apply what you learn right away, by watching short interviews of famous personalities to determine personality type and communication style.
Speaker: Catherine Alman MacDonagh, FIRM Guidance/Legal Lean Sigma Institute/Mocktails
1:45 p.m. – 2:35 p.m.
Brand Differentiation - Your Defense Against Commoditization
Purchasers of legal services have many choices when it comes to hiring firms to satisfy their needs. Your firm's ability to differentiate its services changes the focus of conversation from price (who can provide at the lowest cost) to value. Personal branding expert and CMO for Greenberg Glusker Jonathan Fitzgarrald will lead a discussion on practical ways to identify, differentiate and promote your firm's brand in order to deliver client value, uncover hidden business opportunities and increase your share of the pie.
Speaker: Jonathan Fitzgarrald, Greenberg Glusker
2:35 p.m. – 2:50 p.m.
2:50 p.m. – 3:30 p.m.
THINK FAST: What You Need to Know
In this lightening round, the speakers provide you with their top 3 items they think you NEED TO KNOW to bring your performance – and your firm – to the next level. Want to know the latest in training options, client surveys, process improvement, project management, traditional and technological marketing vehicles? We’ll cover all this plus topics that get “parked” throughout the day and that the group would most like to cover.
3:30 p.m. – 4:00 p.m.
Certificate and Wrap Up
In our last half hour of the day, we’ll find out how much you learned with a “test” that you will complete in an interactive way before you leave. All successful attendees will earn a certificate.
Interested in attending ALA's Annual Conference and the QuickStart Program? Click here for more information and to register.