Pre-Conference Program | Tuesday, October 13

bus_law_icon.gif bus_law_icon.gif client_icon.gif bus_dev_icon.gif Impact Marketing for Small and Mid-sized Law Firms
12:00 p.m. – 5:00 p.m. (EDT)

Discover the specific tools required to be a successful business development and marketing leader in a small to mid-sized law firm, when time, people and money are limited and stretched to capacity.

These 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. You’ll examine a variety of business development and marketing topics and case studies and leave with a clear action plan for maximizing existing resources and tapping into new resources to exceed expectations.


Jennifer-Griffin-Scott.pngJennifer Griffin Scotton
Director of Marketing and Business Development
Brooks Pierce LLP

Katy-Corrigan.pngKaty Corrigan
Director of Marketing
Langley & Banack, Inc.

12:10 p.m.
Operation: Law Firm Pandemic Edition Game

Be careful removing the funny bone because Partner Bill won’t like it! Budgeting is fraught with challenges in a good year, a once-in-a-century pandemic only makes things more intense. However, budgeting doesn’t have to be painful or a last-minute, stress-fueled frenzy. It can be an ongoing process and opportunity to focus your firm leadership on tactical detail. Learn simple budgeting practices that reflect the vision and strategy of your firm and help you properly build out a strategic marketing plan.

You’ll learn how to:

  • Gather the information you need from leadership and memorialize cues through the year
  • Advocate for important budget items and get decision makers on your side
  • Categorize expenses by type, industry and practice groups for accountability
  • Utilize prior performance with monthly and quarterly review processes
  • Prepare for an economic downturn and eventual return

Tanya-Riggan.pngTanya Riggan
Director of Business Development and Marketing
Koley Jessen P.C., LLO

Marc-Hollander.pngMarc T. Hollander
Director of Client Relations
Whitfield & Eddy Law PLC

12:55 p.m.
1:1 Networking

1:15 p.m.

1:30 p.m.
Client Targeting Programs: How to Overcome Random Acts of Business Development

Do you often vet random acts of business development at your firm? How many times have you received a local business journal article and a request to “see if we know anyone at this company?” Have your lawyers ever requested to sponsor an obscure conference, convinced it is their “target audience?” Managing these requests is cumbersome, reactive and falls far from our vision of being strategic advisors. Find out how to prioritize and turn these random acts of business development into focused, client-targeting exercises.

You’ll learn how to:

  • Kick-start and execute a client targeting program to establish a control mechanism for random acts of business development
  • Get buy-in and engagement at all levels and roles
  • Identify potential targets through research tools and technology
  • Develop and deploy the “flywheel” effect for client/target outreach
  • Leverage best practices for sustaining a program for the long-run

Amy-Norris.pngAmy Norris
Managing Director, Corporate
Bass, Berry & Sims PLC

2:15 p.m.
TED-style Talks: Build Brand Impact in a Digital, Data Driven World

At the end of the day, there’s nothing really new or earth shattering that can be taught about SEO, content marketing, social media or any other aspect of digital marketing in a 30-minute Ted Talk , however, given his unique experience in speaking with hundreds and working intimately with dozens of marketers, ranging from small to large law firms, Don will talk about some of the biggest errors he’s seen in organizational approaches to viewing and executing marketing both internally and externally, specifically (but not limited to) digital.

Topics to be covered include:

  • Rethinking how you think about your website
  • Rethinking what you, as a marketer are and are not
  • Rethinking your current agency relationship(s)
  • Rethinking how you should vet a potential partner(s)

Don Snyder.jpgDon Snyder
Business Development

2:45 p.m.
1:1 Networking

3:05 p.m.

3:15 p.m.
Taming the Beast—Keeping Sponsorships Strategic

Sponsorship requests and charitable events can be all consuming. How do you prioritize and, most importantly, how do you determine what commitments make the most strategic use of budget dollars? 
The reality is that it is important to than ever to make thoughtful decisions about what to support and how to best leverage each opportunity. COVID-19 has added a new level of pressure in terms of virtual sponsorships and establishing new goals for partnerships.
This session will address the sponsorship process from the first call (or email) to execution and will also include:

  • How to establish an approval process from interest to implementation
  • Moving from subjective to objective with criteria for evaluating requests
  • Ways sponsorship commitments can be optimized or leveraged
  • How to say “no” and “not now”
  • Sponsorship requests and key considerations in the times of COVD-19

Caren Rodriguez.jpgCaren Rodriguez
Chief Marketing Officer

4:00 p.m.
Best Practices in Internal/External Communications During a Pandemic

Rebecca-Carr.gif Rebecca Carr
Director, Media, PR and Communications
Crowell & Moring LLP

Caren Rodriguez.jpgCaren Rodriguez
Chief Marketing Officer

4:45 p.m.
Wrap-Up, Takeaways and Impact Marketing Networking Reception
5:30 p.m.
Program Concludes