Announcing the Third Annual MLF 50

Marketing Strategy ' Formal plan (i.e., needs assessment, overall firm plan, target industries, practice 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; 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 clients, matters and/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 into 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 ' 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. Quantify/ measure results achieved, contrasting pre- and post- program conditions.

Commitment ' Marketing require- ments 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.

Technology ' How technology intersects with marketing, communications and business development including partnering with clients and prospective clients, e.g., audio/video podcasts and blogs. This section also includes the revamping of Web sites to increase traffic to site.

Client Service Programs ' Goal setting, client service teams, client
surveys, co-branding with clients, co-producing events, etc. Metrics and ROI will also be taken into consideration.

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

Deadline

DEADLINE FOR SUBMISSIONS IS MONDAY, SEPT. 17, 2007. 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.

I have already heard from many law firms inquiring about this year's competition. As always, if you have any questions, please send them to me via e-mail.

Elizabeth Anne 'Betiayn' Tursi is Editor-in-Chief of this newsletter.

Once again, it is time for law firm marketing and communications departments to start thinking about their submissions for consideration to earn a spot on the coveted MLF 50 ' The Top 50 Law Firms in Marketing and Communications. Last year, submissions to the MLF 50 numbered well over 125. In keeping with past practice, firms of 100 attorneys or more are eligible to compete. The criteria for selection remain the same with two notable changes: Submission essays can be up to 1000 words. And this year, particular emphasis will be placed on those firms that have embraced the use of technology (see below) to achieve their marketing, communications and business development goals.

Criteria for Selection

Law firms of 100 attorneys or more are eligible to enter. Each firm will be required to submit an essay of 1000 words (e.g., segmented by topic if you are describing, say, 'Marketing Strategy'; please begin your description with the category subheading) describing the marketing and communications program. If you are submitting an essay based on only one of the categories, be sure to indicate that at the beginning of your essay. Firms are encouraged to cover as many of the categories as possible, but if a firm has achieved remarkable success in some particular area, that firm will be given the same consideration as those firms that cover all of the categories The following categories will be used to evaluate each firm:

Marketing Strategy ' Formal plan (i.e., needs assessment, overall firm plan, target industries, practice 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; 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 clients, matters and/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 into 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 ' 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. Quantify/ measure results achieved, contrasting pre- and post- program conditions.

Commitment ' Marketing require- ments 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.

Technology ' How technology intersects with marketing, communications and business development including partnering with clients and prospective clients, e.g., audio/video podcasts and blogs. This section also includes the revamping of Web sites to increase traffic to site.

Client Service Programs ' Goal setting, client service teams, client
surveys, co-branding with clients, co-producing events, etc. Metrics and ROI will also be taken into consideration.

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

Deadline

DEADLINE FOR SUBMISSIONS IS MONDAY, SEPT. 17, 2007. 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.

I have already heard from many law firms inquiring about this year's competition. As always, if you have any questions, please send them to me via e-mail.

Elizabeth Anne 'Betiayn' Tursi is Editor-in-Chief of this newsletter.