<b>Meyerowitz on Marketing:</b> Creating Ambassadors of Goodwill

It takes a lot of effort and funds for a law firm to recruit and train its attorneys. If they stay for a sufficient period of time, improve their professional skills and start to bring in new business, the firm is likely to see a nice return on its investment.

These days, however, lawyers at some point typically leave the place that gave them their start; unlike days gone by when lawyers typically would stay at a firm for their whole professional careers. Today, they may go to a competitor firm, to a smaller firm, in-house or to a business that may or may not be a client of the firm. Yet, this does not necessarily mean that a law firm should just write off the time and money it spent on developing its former lawyers. Rather, as increasing numbers of law firms are coming to understand, a firm's former attorneys can play an important role in the firm's marketing and client development activities. To tap that resource, many law firms are creating alumni programs or are formalizing or expanding the basic elements of alumni programs that they already have in place.

Stacy West Clark, a Philadelphia-area marketing adviser to small and mid-sized firms, and the former director of client relations for Morgan, Lewis & Bockius LLP, is a self-professed 'huge believer' in alumni programs. A firm's former lawyers, 'are messengers of the quality of the work the firm does and the quality of its people,' she states. Communicating with them, interacting with them, and treating them nicely ' indeed, treating them as nicely as if they were potential clients ' is in a firm's best interests, she believes. Imagine if someone was to ask a firm's former lawyer what it was like working at his or her former law firm and the lawyer says, 'They treated me like gold!'

Not only that, but a firm's former lawyers may be the firm's future clients ' especially if the lawyers are in the position of retaining other lawyers. Lianne MacDonald, the Senior Marketing Manager at Thacher Proffitt & Wood LLP in New York City, points out that Thacher Proffitt alumni frequently go to work 'at leading investment banks, public and private companies, government agencies, and a range of participants in the financial services industry.' In those positions, they might turn to the firm for legal advice and representation. All it may take is a little regular contact with their former colleagues.

Elements of a Program

As MacDonald explains, a law firm alumni program, in essence, 'is about people; it is about relationships.' A firm can promote and develop those relationships in face-to-face meetings, in writing, and electronically.

MacDonald believes that it is important for an alumni program to create opportunities 'where people can get together in an open format,' such as cocktail parties. Another option is to do what her firm does: invite alumni to the annual client party. Consultant Clark advocates something similar, suggesting that alumni should be invited to attend a firm's annual holiday celebration.

These kinds of face-to-face meetings should be complemented by other communication steps. For example, many firms create a hard copy of an alumni directory, which they then distribute (at the firm's expense) to alumni. Such a directory is something that alumni almost undoubtedly will retain and review ' they'll want to see what their former colleagues are doing and where they are working. Indeed, they also are likely to use the book when they need to find an attorney to hire or to whom they can refer a matter. Where better to look than in a directory of people who took the same professional steps they took, who were recruited and hired by the same firm for which they worked, and who, in many instances, worked side by side with them? As Clark points out, alumni know 'they can rely' on other alumni.

Another kind of written communication that can be part of an alumni program is an alumni newsletter. Such a document, which Thacher Profitt's MacDonald says can be published quarterly, or even more frequently, should include news about alumni ' but also should have news about the firm, including recent victories, significant new business, new partners, publications by the firm's lawyers, and the like. That will keep their former firm in their mind.

Technology also can help a law firm keep in touch with alumni. As MacDonald explains, firms can use e-mail to stay in regular contact with their former attorneys. The e-mail can be used to announce new events, distribute alumni newsletters, or offer the firm's former lawyers the opportunity to receive other firm publications.

A relatively new technological enhancement to alumni programs is proving very popular: an alumni page, accessible only by password, on a firm's Web site.

Although alumni pages differ at different firms, the best include an alumni directory, discussion forums, firm news and events, and even a listing of job and career opportunities. They also have links to the other pages in the firm's site, including lawyer profiles and practice group descriptions. Importantly, some alumni Web pages have links to content about other issues that are growing in importance to many clients and in-house counsel, including the firm's pro bono work and diversity at the firm.

Every Former Lawyer?

Some firms might recognize the value in communicating with their former lawyers ' or, more precisely, might believe that there is value to communicating with some of their former lawyers. Surely, they say, lawyers who work for competing firms cannot be part of an alumni program! Obviously, lawyers who left because they were asked to leave, either because their work was not up to par or they were unsuccessful for other reasons (such as failing to develop new business) should not be allowed to participate. And, of course, lawyers who had problems with firm management or who were (and perhaps still are) angry with the firm should not be invited.

Not so fast. Clark begs to differ. 'We all make friends, and we all have a past we like to revisit,' she says. Because a good alumni program is 'based on relationships,' it should include all of a firm's former lawyers. That includes those who have gone on to competing firms. 'You never know when they may have a conflict and need to refer a client or when they may move on to a non-competing position,' she points out. Clark also believes that the positive outreach that comes with a successful alumni program can help turn the memory of a negative relationship into something more positive; at the least, it might stop a firm's former lawyer from bashing his or her former firm.

Every Firm? Even Small Ones?

Law firm alumni programs are not just for large international firms. Every firm ' from solos to mid-size firms ' can benefit from an alumni program. 'Even when one lawyer leaves a firm, the firm should have an alumni program,' Clark says.

Obviously, the number of alumni will affect the characteristics of the alumni program a firm will create. A firm with only a handful of alumni will not have to rent out a large ballroom for an annual get together; lunch or dinner at a nice restaurant may suffice. With that said, there are some common elements that all firms should consider when creating a program.

Getting Started

The first step in creating an alumni program is to start at the very moment an attorney is about to leave. Andy Havens, a marketing management consultant and co-founder of Sanestorm Marketing, believes that one issue that is seldom considered is the use of appropriate 'exit' processes and 'ongoing intelligence/data maintenance when dealing with lawyers who leave a firm.' In his view, if a firm has good client relationship management software and is using it to track various 'touches' for possible business development efforts, the firm 'should also be using it (or something similar) to keep track of firm alumni.' Beginning that process ' officially and with an understanding that it will continue ' the moment the firm learns that the lawyer will be leaving is important, Havens says, because updating the contact will be natural and expected. His bottom line: 'If you don't track and manage the relationship like crazy, you lose that resource.'

Does the talk of CRM software, holiday parties, and the like mean that alumni programs are expensive, involved processes? Not necessarily. Although some firms, in the words of Thacher Proffitt's MacDonald, will have a committee of people 'from senior management, the partner/associate level, marketing including public relations, recruiting, and the HR department,' Clark suggests that that is not necessary for every firm, all the time. As Clark says, an alumni program 'doesn't have to cost anything more than a phone call or a letter.' Indeed, she concludes, it can start with 'one attorney saying to a former attorney from the firm, 'Let's have lunch.”

It takes a lot of effort and funds for a law firm to recruit and train its attorneys. If they stay for a sufficient period of time, improve their professional skills and start to bring in new business, the firm is likely to see a nice return on its investment.

These days, however, lawyers at some point typically leave the place that gave them their start; unlike days gone by when lawyers typically would stay at a firm for their whole professional careers. Today, they may go to a competitor firm, to a smaller firm, in-house or to a business that may or may not be a client of the firm. Yet, this does not necessarily mean that a law firm should just write off the time and money it spent on developing its former lawyers. Rather, as increasing numbers of law firms are coming to understand, a firm's former attorneys can play an important role in the firm's marketing and client development activities. To tap that resource, many law firms are creating alumni programs or are formalizing or expanding the basic elements of alumni programs that they already have in place.

Stacy West Clark, a Philadelphia-area marketing adviser to small and mid-sized firms, and the former director of client relations for Morgan, Lewis & Bockius LLP, is a self-professed 'huge believer' in alumni programs. A firm's former lawyers, 'are messengers of the quality of the work the firm does and the quality of its people,' she states. Communicating with them, interacting with them, and treating them nicely ' indeed, treating them as nicely as if they were potential clients ' is in a firm's best interests, she believes. Imagine if someone was to ask a firm's former lawyer what it was like working at his or her former law firm and the lawyer says, 'They treated me like gold!'

Not only that, but a firm's former lawyers may be the firm's future clients ' especially if the lawyers are in the position of retaining other lawyers. Lianne MacDonald, the Senior Marketing Manager at Thacher Proffitt & Wood LLP in New York City, points out that Thacher Proffitt alumni frequently go to work 'at leading investment banks, public and private companies, government agencies, and a range of participants in the financial services industry.' In those positions, they might turn to the firm for legal advice and representation. All it may take is a little regular contact with their former colleagues.

Elements of a Program

As MacDonald explains, a law firm alumni program, in essence, 'is about people; it is about relationships.' A firm can promote and develop those relationships in face-to-face meetings, in writing, and electronically.

MacDonald believes that it is important for an alumni program to create opportunities 'where people can get together in an open format,' such as cocktail parties. Another option is to do what her firm does: invite alumni to the annual client party. Consultant Clark advocates something similar, suggesting that alumni should be invited to attend a firm's annual holiday celebration.

These kinds of face-to-face meetings should be complemented by other communication steps. For example, many firms create a hard copy of an alumni directory, which they then distribute (at the firm's expense) to alumni. Such a directory is something that alumni almost undoubtedly will retain and review ' they'll want to see what their former colleagues are doing and where they are working. Indeed, they also are likely to use the book when they need to find an attorney to hire or to whom they can refer a matter. Where better to look than in a directory of people who took the same professional steps they took, who were recruited and hired by the same firm for which they worked, and who, in many instances, worked side by side with them? As Clark points out, alumni know 'they can rely' on other alumni.

Another kind of written communication that can be part of an alumni program is an alumni newsletter. Such a document, which Thacher Profitt's MacDonald says can be published quarterly, or even more frequently, should include news about alumni ' but also should have news about the firm, including recent victories, significant new business, new partners, publications by the firm's lawyers, and the like. That will keep their former firm in their mind.

Technology also can help a law firm keep in touch with alumni. As MacDonald explains, firms can use e-mail to stay in regular contact with their former attorneys. The e-mail can be used to announce new events, distribute alumni newsletters, or offer the firm's former lawyers the opportunity to receive other firm publications.

A relatively new technological enhancement to alumni programs is proving very popular: an alumni page, accessible only by password, on a firm's Web site.

Although alumni pages differ at different firms, the best include an alumni directory, discussion forums, firm news and events, and even a listing of job and career opportunities. They also have links to the other pages in the firm's site, including lawyer profiles and practice group descriptions. Importantly, some alumni Web pages have links to content about other issues that are growing in importance to many clients and in-house counsel, including the firm's pro bono work and diversity at the firm.

Every Former Lawyer?

Some firms might recognize the value in communicating with their former lawyers ' or, more precisely, might believe that there is value to communicating with some of their former lawyers. Surely, they say, lawyers who work for competing firms cannot be part of an alumni program! Obviously, lawyers who left because they were asked to leave, either because their work was not up to par or they were unsuccessful for other reasons (such as failing to develop new business) should not be allowed to participate. And, of course, lawyers who had problems with firm management or who were (and perhaps still are) angry with the firm should not be invited.

Not so fast. Clark begs to differ. 'We all make friends, and we all have a past we like to revisit,' she says. Because a good alumni program is 'based on relationships,' it should include all of a firm's former lawyers. That includes those who have gone on to competing firms. 'You never know when they may have a conflict and need to refer a client or when they may move on to a non-competing position,' she points out. Clark also believes that the positive outreach that comes with a successful alumni program can help turn the memory of a negative relationship into something more positive; at the least, it might stop a firm's former lawyer from bashing his or her former firm.

Every Firm? Even Small Ones?

Law firm alumni programs are not just for large international firms. Every firm ' from solos to mid-size firms ' can benefit from an alumni program. 'Even when one lawyer leaves a firm, the firm should have an alumni program,' Clark says.

Obviously, the number of alumni will affect the characteristics of the alumni program a firm will create. A firm with only a handful of alumni will not have to rent out a large ballroom for an annual get together; lunch or dinner at a nice restaurant may suffice. With that said, there are some common elements that all firms should consider when creating a program.

Getting Started

The first step in creating an alumni program is to start at the very moment an attorney is about to leave. Andy Havens, a marketing management consultant and co-founder of Sanestorm Marketing, believes that one issue that is seldom considered is the use of appropriate 'exit' processes and 'ongoing intelligence/data maintenance when dealing with lawyers who leave a firm.' In his view, if a firm has good client relationship management software and is using it to track various 'touches' for possible business development efforts, the firm 'should also be using it (or something similar) to keep track of firm alumni.' Beginning that process ' officially and with an understanding that it will continue ' the moment the firm learns that the lawyer will be leaving is important, Havens says, because updating the contact will be natural and expected. His bottom line: 'If you don't track and manage the relationship like crazy, you lose that resource.'

Does the talk of CRM software, holiday parties, and the like mean that alumni programs are expensive, involved processes? Not necessarily. Although some firms, in the words of Thacher Proffitt's MacDonald, will have a committee of people 'from senior management, the partner/associate level, marketing including public relations, recruiting, and the HR department,' Clark suggests that that is not necessary for every firm, all the time. As Clark says, an alumni program 'doesn't have to cost anything more than a phone call or a letter.' Indeed, she concludes, it can start with 'one attorney saying to a former attorney from the firm, 'Let's have lunch.”