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Two Firms from the Top 20 of the Third Annual MLF 50
While this year's rankings were not heavily weighted on advertising and visual communications, I would be remiss if I didn't highlight two firms that did use visual communications to effect image and change. Herein, Thompson & Knight LLP, and K&L Gates.
Thompson & Knight LLP
Thompson & Knight's marketing strategy is driven by the firm's strategic plan. The annual marketing budget is developed in accordance with this strategy and specific firm goals. Marketing Department members meet regularly with firm management and practice leaders to assess needs and help develop and implement business development plans for each practice and the firm. To continually update firm leaders on the progress and success of its marketing strategy, the department submits monthly marketing reports that include results from recent marketing efforts, the status of pending projects, and other information. A team organized to facilitate the exchange of ideas and business development leads among offices has expanded the representation of more than 10 clients. Collateral was recently developed to highlight various CLE available to clients. As a result, several in-house seminars were scheduled for active and inactive clients. Results from various practice and firm retreats that the marketing department developed and organized include new business, greater intra-office communication, increased cross-selling and joint marketing efforts, and a better understanding of skills and experience levels.
The Director of Marketing, Becky S. Jackson, meets weekly and works closely with the Managing Partner to assess current and future marketing and business development efforts in relation to specific firm goals. Along with the Marketing Committee, the Marketing Department focuses on practice-specific business development initiatives that provide attorneys the opportunity to build personal relationships with clients and targets through new business pitches, in-house CLEs, other seminars, and entertainment. The Department is comprised of 14 individuals (approximately one marketing staff to every 30 attorneys) and is likely to grow. Professional development for marketing staff includes the opportunity to regularly attend industry meetings and conferences.
The firm is innovative, proactive, and highly responsive in its media relations efforts. It recently formed a subsidiary company, Thompson & Knight Global Energy Services, LLC (TKGES). Through its communication efforts (public relations, collateral materials, and dedicated Web site), TKGES has generated multiple clients, and the CEO has become a highly sought-after expert and speaker. With the launch of a new practice group, the firm received significant publicity on Rush Limbaugh, The Weather Channel, a local radio program, and in many publications including The Wall Street Journal. The firm distributes practice-specific newsletters and clients alerts that include case updates, upcoming events, and articles of interest, among other information.
Advertising
Thompson & Knight has developed advertising that highlights diverse lawyers and communicates its commitment to diversity and inclusion. The firm regularly receives positive feedback from law school students and clients on the ads' impact. Thompson & Knight feels that its growth strategy is different from that of its competitors. The firm establishes a presence in global markets through local lawyers with whom it has long-standing relationships instead of relocating U.S. lawyers to these cities. To promote its unique global reach, the firm developed its 'Connected' campaign (see Graphic below) highlighting its breadth of global resources. It recently became the first law firm in Mexico to advertise in an airport and has received very positive feedback from clients and referral sources.
Blogs
Thompson & Knight's attorneys created several blogs to provide up-to-date commentary and analysis on current topics. The Marketing Department was involved in the creation and development, and provides ongoing support. An attorney has generated several speaking engagements as a result of this technology. The firm's award-winning Web site includes client-friendly information, such as regular alerts and event registration, in multiple languages. To continually improve its site, the firm updates meta data, monitors traffic, and tracks site visits in order to enhance its search engine optimization and evaluate its usefulness. Reports have shown the updates contributed to an average increase of more than 1,000 visits per day since traffic monitoring began. Thompson & Knight installed an improved contact management system that is able to access e-mail and calendaring applications, billing systems, and marketing databases. The technology enables users the ability to search the firm's extended network of relationships.
CLE
The Managing Partner and Ms. Jackson developed a client service program for in-person feedback interviews. The firm also conducts CLE programs and often co-sponsors community activities with clients. A recent CLE seminar drew a large audience, including the media, and resulted in several potential opportunities. Other client service programs include informal client- and industry-focused groups that communicate regularly on news, specific matters, events, contacts, and leads relevant to the team.
Diversity
The Marketing Department partners with the firm's diversity leaders to strategically communicate its various diversity and inclusion initiatives to clients, targets, law students, and laterals. A subcommittee co-chaired by the Director of Marketing developed a strategic marketing plan to increase representation of clients who strongly support diversity efforts in the legal industry including the 'Call to Action' (www.clocalltoaction.org) corporate signatories. The firm has received outstanding recognition for its leadership and action in these outreach activities. Thompson & Knight continued its successful partnership with an NBA All Star's foundation. A benefit hosted by the Firm raised significant dollars for a hospital in the Democratic Republic of the Congo (see Graphic below) and was attended by a host of local celebrities and professional athletes. A special video message was delivered by former President George H.W. Bush. Results included extensive media coverage during nationally televised NBA games, through local TV and newspaper reports, and via various blogs. Well-placed advertisements also provided positive promotion of the firm and its community involvement activities.
K&L Gates
On Jan. 1, 2007, the established firms of Kirkpatrick & Lockhart Nicholson Graham and Preston Gates & Ellis combined to form a single global law firm with approximately 1,400 lawyers in more than 20 offices across three continents, to create K&L Gates (the full name of the firm is Kirkpatrick & Lockhart Preston Gates Ellis LLP). With the opening of a Berlin office in early January, the firm currently stands at 22 offices located across the United States, Europe and Asia.
For the firm's marketing team led by Chief Marketing Officer Jeffrey J. Berardi, the substantial combination and the opening of K&L Gates' first office in Germany posed an immense challenge: With only a few months' lead time, the integrated group needed to create and implement a public face for the new global firm. Working together across the legacy firms, K&L Gates' marketing group successfully presented the new firm to the world beginning Day One.
Firm leadership set the stage for the combination marketing strategy with a simple directive: On Jan. 1, the public would need to see one firm, not two firms in the process of combining. As a result, 'out with the old and in with the new' took on a whole new meaning. Business cards, stationery, folders, RFP paper, PowerPoint templates, fax cover sheets, billing forms and other materials that lawyers and staff used to conduct business up until the holiday were replaced with entirely new inventories ' each touting the new firm name and logo. Additionally, all firm personnel received a branded combination gift on their desks upon their return on Jan. 2. However, this was just the beginning of the change that had occurred with the ringing in of the New Year.
On the Web
Upon visiting the K&L Gates Web site or receiving the firm's first electronic alerts, clients, prospects and others also noted a bold new look: a striking, modern design suggesting sophistication, connectivity and boundless energy. The new look also carried over to the pages of the journals and publications read by current and prospective clients, including advertisements in publications such as Corporate Counsel, ACC Docket, Legal Week, The Deal and more than 20 regional business publications and legal journals in Boston, Seattle and Pittsburgh, among others.
Advertising the Brand
The New Year had brought the firm more than just a new name and logo; K&L Gates also had a new brand. Using a one-word headline, 'fusion,' the advertisement announcing the combination consisted of a striking visual and minimal copy that focused on the combined knowledge, reach and industry experience of two market leaders. The ad also relayed the firm's new global presence, noting that its offices now span three continents. In an effort to educate the marketplace about the combination and build name awareness for the new firm, the 'fusion' ad ran through the first quarter of 2007. On Day One, the 'fusion' concept was also visible on the K&L Gates Web site, electronic communication templates and other standard print materials. In the months to follow, the K&L Gates marketing group developed additional print and electronic pieces, including practice brochures, a firm overview brochure, recruiting materials and a pro bono report, as well as an extension of the advertising campaign ' all coming together to help tell the story of the new combined firm, the consummate global law firm of the 21st century. (See Graphic below.)
Building from the 'fusion' ad, K&L Gates' current advertising campaign is clean and simple, using vibrant, modern images to catch a reader's attention and associate the words 'intensity,' 'velocity' and 'illumination' with the firm's new culture. Coverage of the combination was forward-looking, highlighting the growth potential and new global reach of the combined firm. The group's strategy of targeting reporters in key markets and with the national legal trades led to solid message pull-through. Many reporters cited the complementary practices of the two firms, noting that Preston Gates & Ellis' strong West Coast presence and Asia foothold combined with K&LG's East Coast and London presence will create an international firm with established relationships and expanded resources spanning three continents: North America, Europe and Asia.
The name of the new firm, and particularly how it would be branded, was an often-reported story line upon which both former PGE Managing Partner Karen Glover and current Chairman and Global Managing Partner Peter Kalis were able to comment. The 'law firm of the 21st Century' was frequently mentioned, and The Wall Street Journal Law Blog helped drill the new name into memory by repeating 'K&L Gates, K&L Gates, K&L Gates.'
As the largest external-facing communication tool, the firm's Web site was at the top of the list for Day One integration. A team of marketing and IS staff from both legacy firms worked long hours leading up to Jan. 1, ensuring that the Web site represented the new K&L Gates, from combined content to a new look-and-feel. This integration extended to the firm's other technology-based marketing tools, including client extranets and firm-sponsored blogs. Today, the firm continues to recognize the important role technology plays in marketing efforts with plans for many other technology projects, including a rebranded intranet site, scheduled for the remainder of the year and throughout 2008.
Marketing Group Challenges
In addition to promoting a new firm, K&L Gates' marketing group faced its own internal integration challenge: successfully blending two legacy firms' departments on two continents. In order to successfully present the face of one firm on Day One, individuals from both firms worked closely together to plan and implement the new brand prior to the official combination date. Today, the approximately 50-member department is organized into three broad function areas: central marketing, office marketing and practice development. The team collaborates across 22 offices to support the marketing and business development activities of
the firm's various practices and geographies.
The Day One deliverables created a solid foundation for further brand development that has continued over the last 12 months, resulting in an extension of the ad campaign, more than 40 practice brochures and 30 custom proposal covers, expanded e-communication tools, tradeshow displays and updated signage across the firm's offices. These, among other elements, continue to contribute to the growing market awareness for K&L Gates.
Conclusion
And so'.Two firms both different with a clear vision and acumen for bringing together the best of the Third Annual MLF 50.
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Elizabeth Anne 'Betiayn' Tursi is the Editor-in-Chief of this newsletter and a principal of Tursi Law Marketing Management. Ms. Tursi focuses on helping law firms attain and sustain market share by developing successful marketing, business development and communications programs. Ms. Tursi also works with public companies in the creation of programs designed to partner with law firms for the purpose of promoting good will.
While this year's rankings were not heavily weighted on advertising and visual communications, I would be remiss if I didn't highlight two firms that did use visual communications to effect image and change. Herein,
The Director of Marketing, Becky S. Jackson, meets weekly and works closely with the Managing Partner to assess current and future marketing and business development efforts in relation to specific firm goals. Along with the Marketing Committee, the Marketing Department focuses on practice-specific business development initiatives that provide attorneys the opportunity to build personal relationships with clients and targets through new business pitches, in-house CLEs, other seminars, and entertainment. The Department is comprised of 14 individuals (approximately one marketing staff to every 30 attorneys) and is likely to grow. Professional development for marketing staff includes the opportunity to regularly attend industry meetings and conferences.
The firm is innovative, proactive, and highly responsive in its media relations efforts. It recently formed a subsidiary company,
Advertising
Blogs
CLE
The Managing Partner and Ms. Jackson developed a client service program for in-person feedback interviews. The firm also conducts CLE programs and often co-sponsors community activities with clients. A recent CLE seminar drew a large audience, including the media, and resulted in several potential opportunities. Other client service programs include informal client- and industry-focused groups that communicate regularly on news, specific matters, events, contacts, and leads relevant to the team.
Diversity
The Marketing Department partners with the firm's diversity leaders to strategically communicate its various diversity and inclusion initiatives to clients, targets, law students, and laterals. A subcommittee co-chaired by the Director of Marketing developed a strategic marketing plan to increase representation of clients who strongly support diversity efforts in the legal industry including the 'Call to Action' (www.clocalltoaction.org) corporate signatories. The firm has received outstanding recognition for its leadership and action in these outreach activities.
On Jan. 1, 2007, the established firms of Kirkpatrick & Lockhart Nicholson Graham and
For the firm's marketing team led by Chief Marketing Officer Jeffrey J. Berardi, the substantial combination and the opening of
Firm leadership set the stage for the combination marketing strategy with a simple directive: On Jan. 1, the public would need to see one firm, not two firms in the process of combining. As a result, 'out with the old and in with the new' took on a whole new meaning. Business cards, stationery, folders, RFP paper, PowerPoint templates, fax cover sheets, billing forms and other materials that lawyers and staff used to conduct business up until the holiday were replaced with entirely new inventories ' each touting the new firm name and logo. Additionally, all firm personnel received a branded combination gift on their desks upon their return on Jan. 2. However, this was just the beginning of the change that had occurred with the ringing in of the New Year.
On the Web
Upon visiting the
Advertising the Brand
The New Year had brought the firm more than just a new name and logo;
Building from the 'fusion' ad,
The name of the new firm, and particularly how it would be branded, was an often-reported story line upon which both former PGE Managing Partner Karen Glover and current Chairman and Global Managing Partner Peter Kalis were able to comment. The 'law firm of the 21st Century' was frequently mentioned, and The Wall Street Journal Law Blog helped drill the new name into memory by repeating '
As the largest external-facing communication tool, the firm's Web site was at the top of the list for Day One integration. A team of marketing and IS staff from both legacy firms worked long hours leading up to Jan. 1, ensuring that the Web site represented the new
Marketing Group Challenges
In addition to promoting a new firm,
the firm's various practices and geographies.
The Day One deliverables created a solid foundation for further brand development that has continued over the last 12 months, resulting in an extension of the ad campaign, more than 40 practice brochures and 30 custom proposal covers, expanded e-communication tools, tradeshow displays and updated signage across the firm's offices. These, among other elements, continue to contribute to the growing market awareness for
Conclusion
And so'.Two firms both different with a clear vision and acumen for bringing together the best of the Third Annual MLF 50.
[IMGCAP(1)]
[IMGCAP(2)]
[IMGCAP(3)]
Elizabeth Anne 'Betiayn' Tursi is the Editor-in-Chief of this newsletter and a principal of Tursi Law Marketing Management. Ms. Tursi focuses on helping law firms attain and sustain market share by developing successful marketing, business development and communications programs. Ms. Tursi also works with public companies in the creation of programs designed to partner with law firms for the purpose of promoting good will.
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