MLF 50 Deadline Extended

The deadline for submissions to the coveted MLF 50 ' The Top 50 Law Firms in Marketing and Communications ' has been extended to Monday, Sept. 29, 2008. Last year, the MLF 50 consisted of submissions and research into most of the AmLaw 100, Second Hundred firms and several firms that did not appear on either of those rankings.

The criteria for selection remain the same as last year. In this unusual economy, this year's emphasis will be placed on those firms that have developed unique business development endeavors utilizing marketing and communications strategies without “breaking the bank,” the bank being the marketing/communications budgets. Firms that have done more with less will receive greater attention.

Criteria for Selection

Law firms of 100 attorneys or more are eligible to enter. Each firm will be required to submit an essay of 1,000 words (segmented by topic, e.g., if you are describing “Marketing Strategy,” please begin your description with the category subheading) describing its 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 Each firm should indicate on its submission the names of the person submitting the entry, that person's title, and contact information. The following categories will be used to evaluate each firm:

Marketing Strategy-Formal Plan (i.e., 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 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 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. 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.

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.

REMEMBER, THE DEADLINE FOR SUBMISSIONS IS NOW MONDAY, SEPT. 29, 2008. 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.

If you have any questions, please send them to me via e-mail.

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

The deadline for submissions to the coveted MLF 50 ' The Top 50 Law Firms in Marketing and Communications ' has been extended to Monday, Sept. 29, 2008. Last year, the MLF 50 consisted of submissions and research into most of the AmLaw 100, Second Hundred firms and several firms that did not appear on either of those rankings.

The criteria for selection remain the same as last year. In this unusual economy, this year's emphasis will be placed on those firms that have developed unique business development endeavors utilizing marketing and communications strategies without “breaking the bank,” the bank being the marketing/communications budgets. Firms that have done more with less will receive greater attention.

Criteria for Selection

Law firms of 100 attorneys or more are eligible to enter. Each firm will be required to submit an essay of 1,000 words (segmented by topic, e.g., if you are describing “Marketing Strategy,” please begin your description with the category subheading) describing its 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 Each firm should indicate on its submission the names of the person submitting the entry, that person's title, and contact information. The following categories will be used to evaluate each firm:

Marketing Strategy-Formal Plan (i.e., 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 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 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. 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.

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.

REMEMBER, THE DEADLINE FOR SUBMISSIONS IS NOW MONDAY, SEPT. 29, 2008. 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.

If you have any questions, please send them to me via e-mail.

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