LMA Briefs December 2012

December 2012


  2013 LMA Annual Conference
  LMA Your Honor Awards
  LMA 2012 Salary Survey
  QuickStart Online Course
  Social Media SIG Webinar
  Marketing Partner Forum
  Top 10 30-Somethings Award
  New Booth Assignment System
  LMA Headquarters Move
  LMA Virginias Chapter
  Industry News


2013 LMA Annual Conference Early Bird Pricing Ends in 9 Days

April 8-10, 2013
ARIA Resort & Casino, Las Vegas

The LMA Annual Conference is the preeminent gathering for legal marketing and business development professionals. More than 1,200 legal marketers from law firms large and small, domestic and international, and of all levels of experience and focus, will convene in Las Vegas this April for three days of premier networking and professional development.

Don't miss the opportunity to learn from and network with your industry colleagues from across the United States and around the world. A key benefit of attending is the relationships you'll establish that you can draw upon to help you do your job better on a daily basis. And with an agenda focused on practical examples and real scenarios that address the predominant issues, challenges and opportunities you face in your working life, you are guaranteed to return to your office inspired with fresh ideas for competing in today's dynamic market.

Review the full conference agenda and speaker lineup.
Read the conference brochure to determine which breakout sessions you plan
to participate in.
Register early for discounted pricing, available until Friday, Dec. 28.
Read more and register


LMA Your Honor Awards Deadline is Dec. 28

Deadlines are approaching quickly for LMA's four annual award programs. The deadline for Your Honor Awards submissions is Dec. 28. Be sure  to act today to get the acknowledgement you deserve for contributing to the advancement of our association and the profession of legal marketing.

Don't miss this tremendous opportunity to get the recognition you deserve for thevaluable contributions you have made to your profession. Be sure to gather your materials and research past winners and your firm's prior entries and submit your strongest entry(s) possible. For more information, download the submissions brochure and watch the YHA instructional webinar.

The deadline for submissions is December 28, 2012.

To send your entry(s) to the judging panel, go to the Your Honor Awards page.

The deadlines for the other three award programs are coming up soon, as well. For more information on those, check out the following pages:

Outstanding Chapter Award: due Feb. 1

Rising Star Award: due Feb. 1

Hall of Fame Award: due Feb. 1


LMA 2012 Salary Survey − Results Are In

The Legal Marketing Association is pleased to offer full results of its latest research:
Roles and Compensation Survey: A benchmarking survey of in-house legal marketing
careers and compensation. Thanks to everyone who participated in this year's survey,
which is the second phase of a three-year project. Overall findings include:

  • Average salaries:
    • Heads of Marketing − $186,133 to $203,875
    • Directors − $137,287 to $174,477
    • Senior Managers − $103,790 to $122, 397
    • Managers − $74,689 to $98,345
    • Staff − $42,249 to $63,965
  • Heads of marketing salaries range from $33,000 in the smallest firms (50 to 99 attorneys) to $900,000 in the largest (500-plus attorneys).
  • Those in the Northeast and West receive higher average compensation than do those in the South and Midwest.
  • Around 64 percent of firms allow all staff to be eligible for merit and performance bonuses.
  • Around 84 percent of firms allow all staff to be eligible for retirement plans.
  • Around 48 percent of firms allow all staff to be eligible for profit sharing plans

The above statistics represent broad averages; the final report includes segmentation by firm size, location, number of marketers, and gender and education of department heads. Members of LMA's National Salary Survey Task Force would appreciate your feedback. What information was most or least helpful, how can the survey and resulting report be improved and what information would you like in next year's survey? It is only through your continued participation that the results will accurately capture useful salary information for our profession.

Log in to the LMA website and download the Roles and Compensation Survey report at no cost. This report is a valued benefit for LMA members. Thank you for supporting your association.


Sign Up for LMA's QuickStart Online Course

Core Competency: All

Level: Essential
Firm Size: Small, Medium and Large
Price: Members: $499; Nonmembers: $599
The LMA QuickStart Online Course is an education program designed for anyone with less than five years of legal marketing experience. Whether you or your staff members work in public relations, events, competitive analysis or RFPs, there's a module that pertains to your day-to-day work product.

Learn how to:

  • Properly communicate with attorneys
  • Accurately read financials
  • Understand individual marketing plans
  • Get buy-in from your marketing partner to champion marketing efforts
  • Find ways to make all marketing projects accountable and measureable.

Take the series of 10 sessions whenever it's convenient for you: during lunch, before the workday begins, when you get home in the evening − whatever fits your schedule. You'll also receive 10 to 15 additional education hours through supplemental materials such as webinars replays and Strategies articles.

Read more and register

Want to buy multiple courses for your team? Contact LMA headquarters at 312/321-6898 to learn more about special deals when buying in bulk.


LMA SIG Communities Continue to Grow

Visit the LMA SIG web page to join and see why. Joining a special interest group (SIG) is an opportune way to meet LMA members with common interests to network, educate, share best practices and even help bring in the holidays.

By joining a SIG, you will have the opportunity to participate in:

  • Forums
  • Blogs
  • News alerts
  • Webinars (The Social Media SIG will host "Combating the Internal Politics − How to Sell Social Media to Your Lawyers" on Jan. 22)

LMA offers the following SIGs:

The Competitive/Market Intelligence SIG
is for those who have an interest or primary role in using competitive or market intelligence or research to help their firms identify and  convert new market and client opportunities.

The Small Firm/Solo Marketer SIG is for in-house marketers at firms of fewer than 100 attorneys or with two or fewer marketing personnel.

The Social Media SIG is for those who have an interest or primary role in using social media  and online networking platforms to enhance marketing and business development efforts.

The Service Provider SIG is a community of vendors and service providers to law firms and legal marketers.

The CMO/Senior Marketer SIG is forum for those in a first chair role at a law firm to share ideas and discuss relevant topics.


Register for Social Media SIG Webinar

Tuesday, Jan. 22, 2013: Combating the Internal Politics − How to Sell Social Media to Your Lawyers
Law firms are sometimes slow to adopt new technology: They hesitate to be the first but don't want to be the last. How can you help your law firm embrace social media? Hear from Suzanne Boy, employment law attorney and lead blogger at Southwest Florida Employment Law Blog;  Gail Lamarche, director of marketing at Henderson Franklin; and Jill Rako, marketing, communications and client services manager for Bricker
& Eckler LLP. They will discuss:

  • Ongoing training programs for attorneys and staff
  • General overview of social media policies and restrictions
  • War stories from the trenches and suggestions to help you succeed
  • Crisis communications: What happens when your attorney says something they shouldn't?

If interested, join the LMA Social Media SIG and register for the event.

Please note you must me an LMA member to join a SIG.


Attend the 20th Annual Marketing Partner Forum

Date: Jan. 16-18, 2013
Location:Terranea Resort, Rancho Palos Verdes, Calif.

The 20th annual Marketing Partner Forum is titled "The Smarter Legal Model: Replacing the Traditional Zero-Sum Game Client Relationship with a Profitable Partnership." Take this opportunity to network with your peers, industry leaders and corporate counsel as the 20th annual Marketing Partner Forum discusses the critical issues posed by today's transforming legal business environment and what firms are doing to position themselves for success.

Special Offer: Receive 10 percent off your registration by using promo code MPF10. Offer expires Dec. 31.

There are two ways to register: call 800/308-1700 or visit the event page.

Your paid registration includes:

  • Two night's hotel stay during the conference ($600+ value). Book early! Hotel rooms sold out last year.
  • Pre-conference workshop
  • Opening and closing night receptions

Read more and register.
Nominations for ACC Docket's Top 10 30-Somethings Award Due Dec. 31

Don't miss your chance to nominate clients for ACC Docket's Top 10 30-Somethings Award, which recognizes excellence in the in-house profession among attorneys between the ages of 30 and 39. Firms will be acknowledged as nominators in the Top 10 30-Somethings supplement of ACC Docket's July/August Career Issue, which features award recipients and their leadership advice.

The nomination deadline is Dec. 31. Nominate someone now.

Eligibility: Attorneys must be between the ages of 30 and 39 and show outstanding achievement in their profession. Self-nominating is acceptable.

Criteria for selection:

  • The nominee has added value to his or her legal department, company and/or organization.
  • The nominee has added value to the in-house community through: participation in bar associations,* advocacy efforts, participation in cases that champion the in-house community, and/or advancing diversity in the profession.
  • The nominee has experience in pro bono and/or community service work.
  • The nominee facilitates exceptional communication skills within the legal department, and between the legal department and business clients.

Judging: In-house peers who serve on ACC's board of directors and the ACC Docket Advisory Board will act as judges.

*Participation  in ACC is not valued more than participation in other bar associations. The depth and context of participation is what is being  scored.

For more information, email Assistant Editor Maggy Baccinelli or call her at 202/349-1509.

Read more
LMA to Use New Booth Assignment System at 2013 Annual Conference

The Legal Marketing Association's Priority Point System, which is used as the primary decision-making criteria for the assignment of booth space at the LMA Annual Conference, has gone through an extensive review process conducted by a cross-functional task force that included sponsors, service providers and staff. The final policy, approved by the board of directors at its July board meeting, is being rolled out and will be used for booth selection for the 2013 LMA Annual Conference, April 8-10, 2013, at the ARIA Resort in Las Vegas.

LMA is adopting a new process to not only acknowledge service providers who have consistently supported the association over many years, but also those who have more recently started participating in chapter events, have purchased advertising or have sponsored and/or exhibited at the LMA Annual Conference.

Please review the Priority Points FAQ and Priority Points form. In addition, there will be a webinar for all service providers to discuss the new point system.
LMA International's Office Has Moved

Update your address books! LMA International's office moved to a new location.
As of Nov. 26, 2012, LMA's new address is:
330 N. Wabash Ave., Suite 2000
Chicago, IL 60611

Note: All phone numbers, fax numbers and email addresses are the same.
Attend LMA Virginias Chapter's January Program on Understanding Analytics

LMA Virginias Chapter's January program, Understanding Analytics: Turning Statistics into Strategy, features Jaffe PR's Melanie Trudeau and  Susan Remley. Their presentation will focus on: Google Analytics, plugin possibilities, and the pros and cons of other platforms such as Get Clicky.

Trudeau and Remley will highlight improved functionality with the new Google Analytics beta version and how to get started using its upgrades. All this information will be presented with the goal of using various online analytics to develop and achieve the firm's business and marketing goals. In addition, the presentation will detail real-life case studies regarding law firms that are currently and successfully monitoring and interpreting analytics and using them to develop strategy.

Read more
Industry News

Bloomberg Survey: Law Firms Eating More Costs

It is getting much tougher for law firms to get paid back by clients for their legal research costs, a Bloomberg Law survey found. Among those surveyed, 43 percent of firms said they have to absorb more of their costs today than they did in 2010. A number of participants noted that an  increasing number of clients don't want to pay for online research, a trend they claim started with insurance companies.

Top Four Things Big Law Attorneys Are Worrying About

Attendees of the 17th Annual Law Firm Leaders Forum in San Francisco heard from numerous speakers who touched on the biggest challenges in the business, writes the San Francisco Business Journal. Here are the main concerns, according to Brad Hildebrandt, chairman of Hildebrandt Consulting and an organizer of the event:1) Supply of lawyers is outstripping demand; 2) More and more pricing pressure; 3) Clients now have the upper hand when dealing with law firms on price; and 4) Outsourcing of legal work to so-called "virtual" law firms like Axiom Legal, Paragon Legal and VLP Law Group − firms that provide lawyers to clients at less cost than law firms.

FT Publishes List of Most Innovative Law Firms

Financial Times compiled a list of 25 law firms recognized for "bringing fresh thinking and practices to solving business problems in America," as well as a separate list of the "top 10 agents for change." According to FT, most of the leaders of the top 25 law firms had the same observation: The market is so tough that the only way to grow is to win business from competitors or to create new markets. Most firms are focusing on retaining premium work, and they do so by proving that they are  unique. The top 10 agents for change include several BigLaw partners, as well as Sullivan & Cromwell chairman Joseph Shenker; Mark Boling, GC of Southwestern Energy; and Mark Harris, CEO of Axiom Law.

NatWest Finds U.K. Law Firms Are 'Shying Away' from Business Development

Delegates at NatWest's 2012 series of legal conferences said that a minority of U.K. law firms see business development activities as a priority despite dwindling work levels. Of those surveyed, 31 percent said they were motivated to commit time to business development, while 64 percent said their investment in BD was only reasonably effective. "Many firms are still adapting to a changing world," said Steve Arundale, the head of professionals sector at NatWest. "Now there's an over-supply of providers of legal services, but many lawyers haven't got to grips with what they need to do to generate income," he said.

Read more in the December LMA Intelligence Briefing

© Legal Marketing Association. All rights reserved.
330 N. Wabash Ave., Suite 2000, Chicago, IL, 60611, (312) 321-6898, www.legalmarketing.org

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