2018 Winners – Technology Management: Email Marketing
Bryan Cave e-Communications Roundup
Summary: Bryan Cave distributes multiple firm e-communications (alerts, newsletters, event and webinar invitations, etc.) each week. Given the abundance of client communications, it is nearly impossible for the firm's lawyers to be informed and leverage the content being generated around the firm. The goal for the e-Communications Roundup is twofold: educate Bryan Cave lawyers about all firm e-communications and invitations with an automated report and build targeted mailing lists with a simple tool.
The e-Communications Roundup is an automated email distributed daily by Dynamics CRM to all Bryan Cave lawyers. It provides a list of scheduled and sent firm e-communications within the upcoming and previous 24-hour periods. From the report, lawyers can view the campaigns and mailing list contacts, and they can add contacts to the mailing list(s) being used. Bryan Cave worked closely with vendors Consulting4CRM and Concep to build the report. The firm integrated various pieces of information from Concep to Dynamics, and then worked closely with Consulting4CRM to build the report in Dynamics. It was then able to establish rules to build a workflow and script that would distribute the report automatically. A lesson for other firms is to think big picture. Bryan Cave knew that developing an automated report would require significant time; however, the firm recognized that this approach would take less total time than manually creating each report. This big picture perspective ultimately saved both time and resources.
The Roundup is special because lawyers can view and share relevant firm content in one place. The unique design compiles data from two systems into one automated report. Bryan Cave lawyers welcome the notification, using it to learn about the firm's attorneys' capabilities. Partner Meryl Macklin said: “The Roundup is an easy way to educate myself about the firm’s expertise. I now have a better understanding of the firm’s capabilities in other offices and practice areas, which helps me to better serve my clients.” Other lawyers value it as a tool to share firm content with their networks. Partner Kent Wittrock said: “I use the Roundup to easily gather current thought leadership pieces being authored by my colleagues. I have shared several firm alerts on LinkedIn, generating hundreds of views I would not have received but for the daily notification.” Bryan Cave has seen an uptick of lawyers contributing contacts to firm mailing lists. Lawyers get expanded internal exposure for their expertise as well.