The MLF 50/II

Overview

Once again, our readership has requested that we launch a listing of The Top 50 Small to Mid-Size Law Firms in Marketing and Communications. I'm a big believer that many smaller firms can 'do more with less' in terms of marketing dollars. I've seen very inventive and forward thinking marketing strategies come out of some of smaller to mid-size firms, and so for that reason and many others, here is an opportunity for those firms to showcase their marketing and communications strategies. This listing will bring to bear all the achievements of these firms. My hope is that as many firms as are eligible will submit essays so that the listing will showcase these worthy firms.

Criteria for Selection

Law firms of 10-100 attorneys are eligible to enter. Each firm will be required to write an essay of 750 words (segmented by topic, eg, if you are describing a marketing strategy, please begin your description with the category subheading ' in this case 'Marketing Strategy') describing their marketing and communications program.

The following criteria will be used to evaluate each firm:

Marketing Strategy. Formal plan (ie, needs assessment, overall firm plan, target industries, practices area plans, proposal strategy for major engagements and new-business pipeline reports, cross marketing, individual marketing plans); an example of a success including implementation and cost; whether or not a yearly budget is created and the criteria used in creating the plan with line item examples; and examples of major new initiatives.

Results. Measurable return-on-investment in specific efforts, and how expenditures on specific strategies and tactics resulted in new matters, clients or additional profits.

Marketing Department. Staffing, including: 'who does what' and why; size of staff; deployment of staff; CMO/Director reporting requirements; committee (if applicable); process for integrating new professionals in to the team retention efforts; professional development opportunities for the marketing staff; ratio of professionals to lawyers; and cutting-edge positions

Communications/Public Relations/Media Relations. State objectives, strategies, planning and implementation. Where possible, demonstrate integration with marketing programs. Tie results achieved to planned objectives. Estimate budget and whether internal or public relations agency resources spearheaded the efforts. Emphasize sustained efforts and proactive approaches to communicating with target audiences using internal and external communications to influence the visibility, image and reputation of the practice or firm. Describe specific ways external and internal communications strategies were used to demonstrate the knowledge of individual practitioners and/or firm. Explain ways your firm develops ongoing relationships with the news media to stimulate media inquiries, interviews, bylined articles, case histories, speaker platforms, seminars, trade shows and community involvement. Include examples of how your firm uses its Web site, internal communications, Web conferences, e-zines, blogs, etc. Quantify/ measure results achieved contrasting pre- and post-program conditions.

Commitment. Marketing requirements for partners and associates, training programs, percentage of gross revenue as applied to marketing; participation of marketing partner on governing body of firm.

Advertising and Visual Communications. Approach, implementation, and one example of a return on investment.

Web Site and Firm Blogs. Development, 'look and feel,' leads and clients from visitors, increase in traffic or search engine ranking.

Client Service Programs. Goal setting, client service teams, client surveys, metrics and ROI.

Outreach. Community activities, pro bono and diversity programs that utilize marketing strategy and communications.

All submissions are due by June 15, 2006 and should be sent via email only to Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief, Marketing The Law Firm, at [email protected]. Any collateral materials accompanying the essay must also be in a format that can be transmitted via e-mail. No entries will be accepted that are sent via mail or fax to Law Journal Newsletters.

' Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief

Overview

Once again, our readership has requested that we launch a listing of The Top 50 Small to Mid-Size Law Firms in Marketing and Communications. I'm a big believer that many smaller firms can 'do more with less' in terms of marketing dollars. I've seen very inventive and forward thinking marketing strategies come out of some of smaller to mid-size firms, and so for that reason and many others, here is an opportunity for those firms to showcase their marketing and communications strategies. This listing will bring to bear all the achievements of these firms. My hope is that as many firms as are eligible will submit essays so that the listing will showcase these worthy firms.

Criteria for Selection

Law firms of 10-100 attorneys are eligible to enter. Each firm will be required to write an essay of 750 words (segmented by topic, eg, if you are describing a marketing strategy, please begin your description with the category subheading ' in this case 'Marketing Strategy') describing their marketing and communications program.

The following criteria will be used to evaluate each firm:

Marketing Strategy. Formal plan (ie, needs assessment, overall firm plan, target industries, practices area plans, proposal strategy for major engagements and new-business pipeline reports, cross marketing, individual marketing plans); an example of a success including implementation and cost; whether or not a yearly budget is created and the criteria used in creating the plan with line item examples; and examples of major new initiatives.

Results. Measurable return-on-investment in specific efforts, and how expenditures on specific strategies and tactics resulted in new matters, clients or additional profits.

Marketing Department. Staffing, including: 'who does what' and why; size of staff; deployment of staff; CMO/Director reporting requirements; committee (if applicable); process for integrating new professionals in to the team retention efforts; professional development opportunities for the marketing staff; ratio of professionals to lawyers; and cutting-edge positions

Communications/Public Relations/Media Relations. State objectives, strategies, planning and implementation. Where possible, demonstrate integration with marketing programs. Tie results achieved to planned objectives. Estimate budget and whether internal or public relations agency resources spearheaded the efforts. Emphasize sustained efforts and proactive approaches to communicating with target audiences using internal and external communications to influence the visibility, image and reputation of the practice or firm. Describe specific ways external and internal communications strategies were used to demonstrate the knowledge of individual practitioners and/or firm. Explain ways your firm develops ongoing relationships with the news media to stimulate media inquiries, interviews, bylined articles, case histories, speaker platforms, seminars, trade shows and community involvement. Include examples of how your firm uses its Web site, internal communications, Web conferences, e-zines, blogs, etc. Quantify/ measure results achieved contrasting pre- and post-program conditions.

Commitment. Marketing requirements for partners and associates, training programs, percentage of gross revenue as applied to marketing; participation of marketing partner on governing body of firm.

Advertising and Visual Communications. Approach, implementation, and one example of a return on investment.

Web Site and Firm Blogs. Development, 'look and feel,' leads and clients from visitors, increase in traffic or search engine ranking.

Client Service Programs. Goal setting, client service teams, client surveys, metrics and ROI.

Outreach. Community activities, pro bono and diversity programs that utilize marketing strategy and communications.

All submissions are due by June 15, 2006 and should be sent via email only to Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief, Marketing The Law Firm, at [email protected]. Any collateral materials accompanying the essay must also be in a format that can be transmitted via e-mail. No entries will be accepted that are sent via mail or fax to Law Journal Newsletters.

' Elizabeth Anne 'Betiayn' Tursi, Editor-in-Chief