Pre-Conference Program | Monday, April 9

Impact Marketing for Small and Mid-sized Law Firms
8:00 – 5:00 p.m.

This pre-conference program focuses on the specific tools needed to be a successful business development and marketing leader in a small to mid-sized law firm, when resources — time people and money — are limited and often stretched to capacity. The sessions 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-Kroner-Courson.pngDiana Courson
Chief Marketing Officer
Zuckerman Spaeder LLP


AMANDA-LOESCH.pngAmanda Loesch
Chief Marketing Officer
Porzio, Bromberg & Newman, P.C.

9:00 a.m.
Creating a Successful Business Development Culture — A 90-Day Leadership Roadmap

The legal industry is increasingly competitive and law firm management wants to know that new business development and marketing leaders will make a difference — quickly. In this session, you’ll gain the tools to establish a business development culture that breeds success. Take away a 90-day timeline, attorney and practice group planning worksheets and templates for ongoing group success, and the know-how to implement them.

Topics include:

  • A process to ensure your personal success
  • How to achieve marketing team efficiency
  • Gaining firm-wide acceptance for optimum relationship development
  • The importance of group alignment
  • Performance metrics to propel your marketing and business development

Amy-Merriweather.pngAmy Merriweather
Director of Marketing and Business Development
Keker, Van Nest & Peters LLP

Gia-Altreche.gifGia N. Altreche
Director of Business Development & Marketing
Newmeyer & Dillion LLP

9:45 a.m.
Rebranding Your Firm? The Importance of Discovering Your WHY

Branding has always been about ownership. But that’s based on much more than names on a door. An authentic brand will demonstrate what values a law firm owns. This session will take you through how a mid-sized firm whose name nobody could pronounce and who had zero brand identity went on to build a strong brand identity in their market. Attend and you’ll gain strategies for defining your WHY and building a blueprint for your internal and external communications strategy.

Topics include:

  • Why rebrand?
  • Navigating the process with your managing partner
  • Defining your WHY
  • Creating a brand elements document
  • Rolling out internal and external communications and creative expression

Julie-Geraci.pngJulie Gerarci
Director of Marketing
Rupp Baase Pfalzgraf Cunningham LLC


David-Pfalzgraf.pngDavid R. Pfalzgraf, Jr.
Managing Partner
Rupp Baase Pfalzgraf Cunningham LLC

10:30 a.m.
Networking and Refreshment Break
10:45 a.m.
Why Communication Mastery Should be Your “One Thing”

In this session, we will explore what it takes to separate a Legal Marketer with “good ideas,” from one who can consistently, and convincingly, execute on their ideas. Join us for a thought-provoking discussion and learn how to immediately adjust your current communication habits to better navigate the political culture within a law firm. Through personal stories, techniques, and practical takeaways, this session will explore how successful legal marketers attain excellence with their mastery of communication, and will show you how to replicate this success to effectively influence, lead, and win (and have fun doing so!) in your law firm.

Session highlights and topics include:

  • Your “personal brand” as the foundation to all of your communication
  • The science and art of body language
  • Mirroring is not just for psychopaths
  • Hearing what is NOT being said

Thomas-Choberka.pngThomas E. Choberka
Chief Marketing and Business Development Officer
Kelley Kronenberg

11:15 a.m.
The Psychology of Rainmaking: Using What We Know from Psych 101 to Drive Lawyers Efforts Forward

At its most basic, business development is about people. Whether fostering relationships with potential clients, collaborating with colleagues, or cultivating and nurturing the know how to become a rainmaker, legal business is people business. Understanding and
implementing psychological principals adds potent ingredients to business development professional’s toolbox. Motivation, fostering valuable relationships, understanding similarities and differences among individuals and strategic thinking can all be enhanced
through utilizing principles found inside the discipline of human behavior. This workshop will present concepts, illustrate ways that psychology has been used to drive business in law firms and engage participants to discuss creative ways to implement imparted ideas
with given scenarios.

Key Takeaways:

  • Why lawyers resist business development and what to do about it
  • Ways to motivate lawyers to sustain their business development activities
  • How to align each lawyers approach to business develop using his/her strengths, comfort zone, life style and personality
  • How/when gender difference impact business development
  • Using current communication patterns to foster strong internal and external relationships

Karen-Kahn.pngKaren Kahn
Managing Partner
Threshold Advisors, LLC

12:15 p.m.
Networking Lunch
1:30 p.m.
No Budget, No Problem! How to Create a Compelling Content Marketing Strategy With Limited Resources

Content marketing is an important channel for lead generation and brand building for law firms. It’s imperative your firm stands out from your competitors and engages with your target audience with compelling, impactful content. Even small- and mid-sized firms with limited budgets, resources and time can successfully build a strong content strategy if they are creative, efficient and focused. In this session, a marketing director with an in-house team of just two will share how to create compelling content using a show vs tell client-centric approach with social media platforms, such as LinkedIn and Twitter, at the center. During the session, you’ll gain hands-on experience creating an infographic/meme and posting it to social media.

Topics include:

  • How to incorporate visuals into your social media campaign
  • How to smartly repurpose and leverage all of your content and visual assets
  • The key to effectively using hashtags
  • Tips for using analytics and metrics to writing content that draws in readers
  • Using an editorial calendar to plan future content and maximize content assets

stefanie_marrone.pngStefanie M. Marrone
Director of Business Development and Marketing
Tarter Krinsky & Drogin LLP

2:30 p.m.
Networking and Refreshment Break
2:45 p.m.
Strategies for Being Engaged in Pricing

In this workshop, you will learn about the various types of alternative fees and which ones should be used when. Learn how pricing helps attorneys develop a budget when they’re starting with a blank piece of paper and “where do I start syndrome.” The workshop will conclude exploring common themes of behavioral economics and small group discussions on how to use the themes in RFPs and pitches.

Peter-Lane-Secor.pngPeter Lane Secor
Director of Strategic Pricing and Legal Project Management
Pepper Hamilton LLP

Thomas-Agostinelli.gifThomas A. Agostinelli
Director of Practice Management
Butler Snow LLP

4:45 p.m.
Wrap Up & Final Q & A
5:00 p.m.
Program Conclusion