Note From the Editor

In an effort to keep our readership informed with up-to-the-minute information, we are adjusting our publication schedule for our competitions.

You may have noticed that the originally scheduled listing of the MLF Canadian 20 is not featured in this issue. It has been determined that we need a bit more time to compile the listing. The listing and a companion article will appear in the July issue.

Last year, the MLF 50 premiered in Marketing The Law Firm. It set the bar for all law firms of 100 attorneys or more to highlight their distinctive and successful marketing and communications programs. It quickly  became the benchmark for the profession. This year, a separate competition, the MLF 50/II, a listing of The Top 50 Small to Mid-Size Law Firms (10-100 attorneys) in Marketing and Communications has been added.

The MLF 50/II ' The Top 50 Law Firms of 10-100 Attorneys in the areas of Marketing and Communications ' will be published in the September issue of Marketing The Law Firm. All entries are due by July 21. The MLF 50 ' The Top 50 Law Firms of 100 or More Attorneys in the areas of Marketing and Communications will move to a November publication date. All entries for this competition will be due by September 15.

Criteria For Selection

Submissions for consideration are the same for both the MLF 50 (100+ attorneys) and MLF 50/II (10-100 attorneys).

Each firm will be required to write an essay of 750 words total (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 its 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, how expenditures on specific strategies and tactics resulted in new matters, clients or additional profits.
• Marketing Department. Staffing information, 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 and clients, 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 should be sent via e-mail 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. Any questions should be referred via e-mail to Betiayn Tursi.

I want as many of your firms as possible to have the opportunity to be part of these competitions. Here's your chance to highlight your marketing departments and your successes!

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

In an effort to keep our readership informed with up-to-the-minute information, we are adjusting our publication schedule for our competitions.

You may have noticed that the originally scheduled listing of the MLF Canadian 20 is not featured in this issue. It has been determined that we need a bit more time to compile the listing. The listing and a companion article will appear in the July issue.

Last year, the MLF 50 premiered in Marketing The Law Firm. It set the bar for all law firms of 100 attorneys or more to highlight their distinctive and successful marketing and communications programs. It quickly  became the benchmark for the profession. This year, a separate competition, the MLF 50/II, a listing of The Top 50 Small to Mid-Size Law Firms (10-100 attorneys) in Marketing and Communications has been added.

The MLF 50/II ' The Top 50 Law Firms of 10-100 Attorneys in the areas of Marketing and Communications ' will be published in the September issue of Marketing The Law Firm. All entries are due by July 21. The MLF 50 ' The Top 50 Law Firms of 100 or More Attorneys in the areas of Marketing and Communications will move to a November publication date. All entries for this competition will be due by September 15.

Criteria For Selection

Submissions for consideration are the same for both the MLF 50 (100+ attorneys) and MLF 50/II (10-100 attorneys).

Each firm will be required to write an essay of 750 words total (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 its 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, how expenditures on specific strategies and tactics resulted in new matters, clients or additional profits.
• Marketing Department. Staffing information, 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 and clients, 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 should be sent via e-mail 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. Any questions should be referred via e-mail to Betiayn Tursi.

I want as many of your firms as possible to have the opportunity to be part of these competitions. Here's your chance to highlight your marketing departments and your successes!

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