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 PRESIDENT'S MESSAGE
A Message from the President
I am sure you have all heard by now that one of the original "founders" of legal marketing, Jay Jaffe, passed away in late November (see Josh Peck's article in this issue for more about Jay). In addition to being one of the first legal marketers, Jay was the first legal marketer I ever met. My interactions with Jay - I interned for him in 1993 and then worked for him again in the mid-2000s - over the years helped me find a career that I am passionate about and I owe him much thanks. But Jay was not and will not be the only person I will one day have to thank for influencing and guiding me in my career. Most everyone else I will have met through LMA and in particular through my time serving on the Capital Chapter Board.
It has been a tremendous experience and honor serving as the LMA Capital Chapter President for the past 12 months. I'm proud of the many accomplishments we have had, which include:
- surpassing the 300 mark for active Chapter members
- hosting 8 in-person educational programs and 1 webinar
- launching an Ambassador Program to welcome first-timers at events
- migrating the Web site to a new platform
- hosting 5 networking/social events, including our first stand-alone Your Honor Award reception and our first "official" unofficial happy hour
- overhauling our use of social media to disseminate Chapter information (see our LinkedIn group page in particular)
I would like to extend a personal thanks to all of the board members, committee members, SIG and Roundtable members, and others who have given freely of their time to this volunteer organization. I am delighted to know I will serve with so many of you again next year, along with our new board members, under Marguerite Downey's leadership. Special thanks also to Sara Miller, Jean Katz, Sabrina McGowan, Raychiel Webb, Aileen Hinsch and Ed Lyons who will be leaving the board at the end of this year. And, a special thanks as well to Denise Dewling, subject of this issue's "Member Profile," who will be stepping down as the long-tenured Baltimore City group leader!
As Diana Kroner wrote in her final letter of 2010, "the Legal Marketing Association is about the people" and she couldn't be more right. I urge you all to take advantage of the opportunities LMA provides and find those people and form those relationships which will one day cause you to express thanks.
I look forward to seeing you all at the Holiday party on December 13. May you have a happy holiday season and a prosperous 2013.
Sincerely,
Ezra Crawford
2012 LMA Capital Chapter President
Ezra Crawford is Director of Marketing at BuckleySandler LLP
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GETTING AHEAD
Moving on Up
By Helena M. Lawrence, Business Development Manager, Proskauer
Ah, the joys of moving! At least this time you are not alone - your whole office is sharing your pain.
How do you prepare your marketing/business development department to move? How do you get started? How far out should you start planning, and once you arrive is there anything else you have to do?
Don't forget that in addition to your personal files, papers, electronic documents, and the like, you might even be responsible for materials from team members from before your time at the firm, things that no one has thought about in years. It might well be your job to go through these materials and pack them up, on top of your own responsibilities.
First, there is no such thing as starting planning too early. The day you learn that your firm is moving is the day you start planning your department's move. Second, always plan for the unplanned. Third, when possible, use the move as an excuse to trade up equipment and furniture, and clean out and better organize yourself (and your department). Fourth, anticipate downtime (even if you are told you should experience none).
Before getting started, first learn what the firm's expectations are of you and if there any restrictions regarding what you can take to the new office. Learn the ground rules regarding what must be kept by firm policy and what your department head and supervisor wants to keep. Know the firm plans for recycling/throwing out computer equipment, furniture, documents and other items. Also find out how your firm plans to have items organized, labeled and moved.
Next review the blueprints of your new office layout, including furniture, bookcases, file cabinets and storage. Your "new" reality may affect your decision regarding what stays and what goes. Hold brainstorming sessions with your department and teams regarding how to organize your physical stuff in your new space and how to digitize and virtually store documents. Also plan for expansion. While you should not keep everything forever, remember that you will probably have more stuff in the future, and maybe more team members than the day you move in.
Remember to be forward thinking. As you review your worldly possessions, ask yourself what you can get online. For example, can you get some of your subscriptions electronically (including accessing past issues)? Think about what you can scan to keep virtually and not move physically. In your new space, think about your new, better department (and you)!
LMA Capital Chapter President-Elect Marguerite Downey has been through two offices moves during her legal marketing career advises that "...once you have actually transitioned to a new space, you need to be patient and flexible with the changes and new routines." Downey "...think[s] of moving as preparing for a big wave at the shore. You get positioned before the wave comes and then once it arrives simply ride the wave."
For a Marketing/Business Development Department Moving Checklist, click here.
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MEMBER PROFILE
Denise Dewling
Director of Marketing, Tydings & Rosenberg, LLP
By Jenna O'Connor, Director of Marketing at Rosenberg Martin Greenberg, LLP
 Denise Dewling has recently entered her 13th year as Marketing Director of Tydings & Rosenberg, LLP in Baltimore, Maryland. Previously, she worked in the marketing departments of two other large Mid-Atlantic law firms - Miles & Stockbridge and Ober|Kaler. Denise has been heavily involved in the Legal Marketing Association for nearly 15 years, most recently serving as the Baltimore City Group Leader since the group was formed in 2008 as a subset of the Capital Chapter. As I will be stepping into that role after the new year when Denise steps down, I thought it only appropriate that I speak with Denise about the significant impact that LMA has had on her career in the legal marketing world in Baltimore.
What are the various roles you have held in LMA over the years?
I first became involved in LMA's Baltimore Chapter in 1995. At the time, the DC and Baltimore Chapters were separate entities. I served as Program Chair of the Baltimore Chapter from 1995 until 1997, and sat on the Baltimore Chapter's Board for five years - two of which I served as Chapter President. When the Baltimore Chapter proved too small to sustain a sufficient membership, it merged with the Capital Chapter. I was a Member-at-Large during the first year and acted as a liaison between the Capital Chapter and Baltimore. In 2008, the Capital Chapter formed the Baltimore City Group, and I became the group's leader. I'm currently a member of the Mentoring Committee of the Capital Chapter and a member of the Baltimore City Group Programming Committee. I have also served on and co-chaired several committees in LMA International.
What have been your greatest accomplishments through your involvement in LMA?
In the late 1990s, I served as President of the LMA Chapter Presidents and worked with the other chapters to organize the first in-person Presidents' Weekend in Washington, DC. All of the Chapter Presidents from across the country attended the meeting, and realized that each chapter had something great to offer in the way of best practices. The group fostered great relationships and shared ideas among themselves. This meeting of the minds was the catalyst to creating what we now know as the Chapter Presidents' Annual Retreat.
I am also proud of my time spent on the Sponsor Relations Committee. I worked with co-chairs Jeff Reade, Tim Corcoran, and Catherine Alman MacDonagh to help pave the way for service providers to become full, regular members of LMA. We also created evaluations targeted specifically to service providers to ensure that programming would fit their needs, and even gave them their own educational opportunities at the annual conference in order to ensure they received the most benefit from their involvement in the organization. This was also the first time service providers were able to hold positions on the International LMA Board. We thought that so many talented service providers had given so much to LMA and had more to give - the organization would be richer for their full participation.
It is also an honor to be the first recipient of the Member of the Year Award from the Capital Chapter.
What advice would you offer young legal marketers entering this career field?
Find a firm that values professional development; not just in talk, but in action. I've been able to serve LMA in the capacity I have because my firm believes that professional development and community service is important, not just at the attorney level, but for me, as well. I have served with so many incredibly talented people across the country and the relationships I have formed with them extend beyond that time of service. Most people in LMA are willing to share that talent. I have always felt that I've gotten more out of my involvement than I have given; but by giving, I feel that I get even more.
What has been your biggest accomplishment at Tydings & Rosenberg?
There are a number of business development initiatives that had previously never been implemented. I'd like to also credit much of my success to the firm's culture, including the support of our marketing partner and managing partner, who I've worked with for 13 years.
What do you enjoy doing when you aren't at work?
I enjoy spending time with my daughter, Rachel, who will be turning 21 in December. I live in Anne Arundel County and travel often to Connecticut to visit my significant other, Ralph. I hope our family will soon be residing under one roof in the near future. I also enjoy antiquing, fishing, and tending to my garden.
As the Baltimore City Group enters its fifth year, we would like to say how indelibly grateful we are for all that Denise has done for our members since the group's inception, and that we look forward to a bright future continuing to supplement the benefits that the Capital Chapter offers for those in the Baltimore region whom otherwise could not as easily attend the programs that the Chapter's leadership offers.
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EVENTS
LMA Capital Chapter Holiday Social - December 13
Please join us for hors d'oeuvres, cocktails and holiday cheer at the LMA Capital Chapter Holiday Social. This year's event will be held at Carmine's from 6-8 p.m. on December 13.
There is no cost to attend for Capital Chapter members who register by December 7. Space is limited so we encourage you to register online soon at click here.
We would like to extend our appreciation to our bar sponsor, Hellerman Baretz, and event sponsors, Associated Luxury Hotels International and J. Johnson Executive Search.
2013 LMA Annual Conference
In April 2013, more than a thousand legal marketing and business development professionals will arrive at the ARIA Resort in Las Vegas for three days of education, professional development and networking at the 2013 Legal Marketing Association Annual Conference.
This is an event that prides itself on the scope of the programming that it offers. Whether you are a seasoned CMO or new to the industry and just finding your feet, you will return to your office inspired with fresh ideas for competing in today's dynamic market.
Register early and take advantage of discounted pricing, available until Friday, December 28. Book online at www.LMAconference.com or call +1 (877) 562-7172. Please mention priority service code 701CX01 when registering.
For highlights and additional event details, visit http://www.lmaconference.com.
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COMINGS AND GOINGS
Please send brief announcements of any job changes, promotions, or lateral moves to Jonathan Groner.
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CAPITAL CHAPTER YOUR HONOR AWARDS
"Big Idea" Award Goes to Sterne Kessler Goldstein & Fox
By Jonathan Groner, a public relations and writing consultant in Washington, DC
Sterne Kessler Goldstein & Fox's "The Breakfast Club," a series of 30-minute marketing and business development-oriented training sessions for attorneys, won the 2012 "Big Idea" award from the LMA Capital Chapter. The Big Idea award was presented at a special ceremony held on November 1 at the Washington, DC office of Morrison & Foerster LLP. Tammy Mangan, director of marketing at Sterne Kessler Goldstein & Fox, accepted the award on behalf of her firm.
The "Breakfast Club" presentations were all made by members of the firm. Each session focused on a single topic relevant to attorneys, with clear, actionable takeaways, and a minimal loss of billable time. The only direct cost to the firm was $130 each time for breakfast coffee and bagels. Between 20 and 40 attorneys attended each session.
Among the topics were Publishing Articles: A How-To Session; Leveraging LinkedIn for Business Development and Networking; Understanding the Business Development Cycle; Evaluating and Qualifying Business Leads; and Getting the Most from Membership in an Organization.
Tammy says the idea started with some conversations she'd had with partners at the firm about the need for more business development training options, options that didn't require at least a half day of programming. Key partners bought into the idea, and the Marketing Department took the lead in turning the idea into practice.
"We provided content that people wanted, and we made it convenient for them," Tammy says. "This program is now in its third year, and it has been very well received."
Tammy says the department was successful in selling the idea to the partnership because it could show that the training series was in direct response to the expressed needs of the target audience and provided skill development in areas identified as needing improvement.
Tammy says that although Sterne Kessler is a 120-lawyer intellectual property specialty firm, the "Breakfast Club" technique would be well adapted to the needs of much larger firms as well.
Helena Lawrence Named "Member of the Year"
By Jonathan Groner, a public relations and writing consultant in Washington, DC
Helena Lawrence, business development and marketing manager in the D.C. office of Proskauer Rose LLP, was named the 2012 LMA Capital Chapter Member of the Year.
Helena has been a member of the Communications Committee since 2010 and has written for nearly every issue of the Chapter newsletter - on important topics such as team building and coping with a law firm merger.
Helena's unique contribution to the newsletter has been her development of two-part articles, with the newsletter article itself summarizing her research and suggestions, and the second portion of the article an in-depth Web-based list of recommendations and best practices. This permits the casual reader to peruse only the initial article, while the reader with a detailed interest in the topic can go on to the "jump" portion of the piece. In every case, the articles are full of useful information for marketers' day-to-day lives and are based on Helena's interviews with Chapter leaders and others.
In addition, Helena, who has a strong background in marketing technology, has been a leader in making the Chapter's LinkedIn and Facebook pages valuable and up-to-date sources of information.
"I am trying to help create a responsive community for legal marketers," Helena says.
Helena has also made a point of attending most Chapter events in the past couple of years - and of enthusiastically recommending the Chapter and its activities to her friends and colleagues. She's always ready with a welcoming smile or with a good question for an LMA speaker or panelist.
Helena has been with Proskauer since June 2011. Before that, she was at Sutherland, Asbill & Brennan for three and a half years as a business manager and marketing project manager.
Helena holds a B.S. degree in managerial economics from the University of California, Davis, and an M.B.A. from the University of North Carolina at Chapel Hill.
Kim Perret Inducted into LMA Capital Chapter Hall of Fame
By Jonathan Groner, a public relations and writing consultant in Washington, DC
Kim Perret, who was inducted into the LMA Capital Chapter Hall of Fame, has been a chief marketing officer in the law firm world for 20 years. Only a small group of people can make that claim.
In fact, it's hard to think of a leader in D.C. legal marketing who hasn't either worked with Kim or been inspired by her leadership.
Kim served as Director of Marketing and then CMO at Sutherland, Asbill & Brennan from 1992 to 2007. She was in the same role at Hunton & Williams from 2007 until late this year, when she moved to Louisiana to become CMO at Jones, Walker, Waechter, Poitevent, Carrère & Denègre, the largest law firm in the state. A Louisiana native, she now divides her time between New Orleans and Baton Rouge.
LMA has been a major part of Kim's life for many years. She served as president of the Capital Chapter from 2002 through 2004 and was LMA national president in 2006. Kim's continues to be involved as former Chair and member of LMA's Task Force on ABA Ethics 20/20.
As Chapter president, Kim presided over a significant increase in the size of the Chapter and in its visibility.
Kim has seen the profession of legal marketing grow and reach a greater level of maturity in the last two decades.
"The most important change," she says, "is that our clients' ever-growing sophisticated needs have driven the increased sophistication of law firm business development strategies."
Kim points out that law firms understand how marketing supports business development and that these firms are recalibrating their efforts and resources to be more targeted and client focused than in past years.
"Technology has also had a significant impact on how firms market and communicate to prospects and clients," Kim says. "We now can use metrics to change behavior within the law firm. And with all the analytics that we now have, we can be much more thoughtful in our business development."
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IN MEMORIAM
Jay M. Jaffe: The Passing of an Innovator in Legal Marketing
By Joshua M. Peck, Senior Media Relations Manager, Duane Morris, LLP
Jay M. Jaffe, a leader in the field of legal marketing who was based in Washington, D.C., for many years, died recently at the age of 68. Joshua M. Peck, head of public relations at Duane Morris LLP, wrote the following article in commemoration of Jay's life. The article is reproduced and excerpted here with Joshua's permission.
Jay M. Jaffe, truly one of the pioneers of legal marketing, died on November 21, 2012, after a surgery that he and everyone else around him had expected would go smoothly. It is quite a shock, and a devastating loss to our community.
Jay was an innovator, a font of Big Ideas, a fierce advocate for the people who worked for him and a fierce competitor to those who didn't. He was also one of the first speakers on social media in the legal marketing world and went ahead to make that a mainstay of his business in recent years.
Many of the strides that came in law firm marketing over the last four decades had the Jaffe touch. My favorite was his vaunted idea for the late Howrey & Simon, when he "turned" the firm into a litigation powerhouse in the public mind with the phrase, "In Court Every Day," in beautiful ads that showed off various historically important courthouses-Appomattox, Little Rock, etc. It was a celebrated "story-telling" ad, and had permanent influence.
Personally, Jay was larger than life. He brought new recruits into the fold with one big shot of confidence and many of wisdom. Here was his sage advice to me, shortly after I joined Jaffe in 1995. He arrived at a lunch meeting with a stranger in tow, who turned out to be a suit salesman, and insisted that I do business with the fellow. When I quizzically wondered aloud what might be the real purpose of this unplanned rendezvous, he uttered the immortal line that has guided me and others ever since- "Josh, the partners probably already think you're an idiot because you don't have a law degree; the least you can do is dress better than they do." It became a running joke and Jay loved it when I referred to it with friends or, even better, in speeches.
As famous as he became, it was refreshing how often he described his modest roots-"my father sold tchotchkes," he would joke, proudly. And he would often continue to talk about the basic ideas of salesmanship or marketing that highfalutin theories of sales always seemed to miss for a plainer, simpler truth.
Jay and I were in touch infrequently after I left his outfit, but the conversations, on the phone or in person, were always warm and fun. And a few months ago, I sprouted the idea that we should celebrate his many years of powerful influence on the profession with an informal get-together of everyone who had ever worked for him, and - to extend the reach - everyone who had ever worked for THEM. That would have taken in many - maybe most - of the best-known names in our profession. At first Jay resisted the idea of making it an all-inclusive event, as he had not maintained ties with all of his former employees. But I countered with the point that if we invited everyone, regardless of standing in his esteem, it could and would amount to a virtual who's who of law firm marketers. He acceded to the plan, and even suggested the date - around Thanksgiving of next year, which would also have made it a 70th birthday party. It would have been quite an event.
I could tell stories for days, but I'll leave off with an invitation to have a look at some of his cleverer ideas over the years, which I would imagine will surface on the Jaffe website. I wish more of you could have had the benefit of the personal aura and charisma of this extraordinary man. I'll miss you, Jay.
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"LAW FIRMS 101: DISCUSSION ON THE BASICS" - OCTOBER'S FUTURE LEADERS SIG BROWNBAG
By Sydni Williams, Marketing Coordinator, Bean Kinney & Korman PC
On October 17, the Capital Chapter's Future Leaders SIG held a brownbag luncheon, "Law Firms 101: Discussion on the Basics." Ezra Crawford, LMA Capital Chapter President and Director of Marketing at BuckleySandler LLP, led the presentation on law firm economics, budgeting and the general structure of a marketing department.
Ezra began by providing a basic overview of law firm economics and finance. He noted it was important to know that law firm partners are paid a percentage of the profit, while everyone else is paid a salary. However, the percentage of the profit paid to each partners can depend on a number of factors including origination levels, hours billed, seniority, firm management tasks, business development activities and others.
So, how does marketing fits into the compensation structure and why should partners care about marketing? Typically, originations are the clearest measure of criteria when considering compensation. Business development and marketing help partners increase their originations, thus leading to higher compensation and a higher percentage of the profit.
Ezra explained that a typical legal marketing department can be broken into four main categories:
- Business Development
- Marketing Technology
- Communications/Public Relations
- Events
According to Ezra, you should think of marketing and business development activities in terms of a framework. Most single activities have related, overlapping activities. He gave the example of an attorney writing an article. If the marketer only did what was asked, he or she would place the article for the attorney and the task would be completed. Using the marketing framework, the article placed by public relations would be put into the attorney's bio by marketing technology; sent as a client alert by business development; and turned into a webinar or conference seminar topic by events.
For all new legal marketers, Ezra said it's important to pick your focus within legal marketing and be great at it. Incorporate framework activities by working with individuals in all areas of the marketing department and become indispensable.
The marketing department structure diagram used during the presentation is included in Ezra's article in the September 2012 issue of "Strategies." Click here to download Ezra's presentation.
This is the first event hosted by the Future Leaders SIG since the group has reorganized. The Future Law Firm Leaders Shared Interest Group serves those with fewer than five years of legal marketing experience. For more information about the Future Leaders SIG or to suggest upcoming events, please contact Sydni Williams at swilliams@beankinney.com.
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By Kristin Keen, Director of Marketing/Business Development at Watt, Hoffar & Fitzgerald, LLP
October 24, 2012 was a date many LMA Capital Chapter members looked forward to - the Chapter's annual Half-Day Program. This year's program was moderated by Kashmir Hill, a staff writer at Forbes and author of the very successful privacy column, "The Not-So Private Parts," where she writes about the intersection of law, technology, social media and personal information.
The three-panel program addressed best practices and trends in law firm social media, video, and analytics tools.
According to the panelists, the goal of social media is conversation. The strategic use of social media helps you engage your audience and build trust as you position your firm as a knowledgeable and reliable source and thought leader. Firms need to be aware of what their audience cares about and use social media as a tool to address the interests of their audience.
As a marketer, once you decide to take the plunge, or enhance your current social media campaign, you should keep a few things in mind:
- Not all platforms are created equal and each require a different approach. Facebook and Google+ are highly visual platforms. The focus of these tools should be on photos and infographics, while Twitter is best for sharing links. Tailor your approach to each platform accordingly.
- Research the times of day for optimal posting. Weekends tend to be low-hanging fruit, as there is less competition from other businesses.
Video use is still relatively low among law firms, but some are doing it and using it well. There are many ways to use video, like featuring a brief firm introductory video on the homepage of your website (a.k.a. your lobby to the world) and/or recording video made for inter-office circulation only. The latter can be a great resource and reminder to your attorneys and staff about why you do what you do. Best practices for video include:
- Having a good plan, a loose script and quality video services. Remember that extensive preparation doesn't necessarily equate to a quality presentation; over preparation can look less natural.
- Keeping the topic basic enough for anyone to understand.
- Tell a compelling story...in three minutes or less. Ninety seconds is optimal.
No matter how you decide to engage your audience, utilizing the proper analytic tools helps you track effectiveness, response rate, and allows you to tailor your approach on an ongoing basis. There are quite a few options available that track everything from referral traffic to click-through rates and more.
Think about how you can fit these ideas into your firm's business development and client engagement plans.
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VOLUME 11 ISSUE 6
NOVEMBER/DECEMBER 2012 |
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PRESIDENT'S MESSAGE
GETTING AHEAD
Moving on Up
MEMBER PROFILE
Denise Dewling, Director of Marketing, Tydings & Rosenberg, LLP
EVENTS
LMA Capital Chapter Holiday Social; 2013 LMA Annual Conference
COMINGS AND GOINGS
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Hot Links is a roundup of favorite places on the Web from writers of Capital Ideas.
Below are a few websites that we feel are particularly useful for law firm marketers. We encourage you to share these links with the colleagues in your department.
Adobe Analytics - track who is visiting your website in real time, follow trends and analyze data from both online and offline channels. Adobe Analytics is part of the Adobe Marketing Cloud.
Chirpaloo - social media management platform that will help you follow and track your Twitter activity. It enables you to manage your followers in a searchable database where their profile, tweets, website, social graph and demographic data is instantly accessible.
Crowdbooster - a social media analytics tool that tracks the number of impressions, your total reach, level of engagement, etc. on Facebook and Twitter. You can see the number of tweets and posts on an interactive graph. The company then provides the tools and recommendations you need to expand upon these metrics and build your social media campaign.
Google Analytics - offers detailed statistics about website visits. Users can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents.
HootSuite - a social media dashboard designed to manage and track your social networks, such as Twitter, Facebook, Foursquare and LinkedIn.
Manzama - targets and mines online legal and industry content from blogs, news sites, and social media sites.
SocialFlow - uses Twitter and Facebook data streams to understand and quantify audience, attention, topics and engagement to provide an accurate value assessment of social media content for brands and businesses.
Topsy - measurement system that lets people tap into its index of public tweets, going back through two years' worth of data.
TweetDeck - social media dashboard application for management of Twitter and Facebook accounts.
Compiled and reviewed by Donna Greenfield, Principal, Greenfield/Belser Ltd.
Does your firm or company have an interesting and informative site or blog? To suggest a site for possible inclusion in a future Hot Links column, contact Sabrina McGowan.
Inclusion of a site in Hot Links does not constitute an endorsement by the LMA Capital Chapter. Please note that some of the sites featured in this column may be subscription based services.
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COMMUNICATIONS COMMITTEE MEMBERS
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We would like to hear from you! If you have a suggestion for an article or news that you would like to share with your fellow Capital Chapter members, please e-mail one of the Communications Committee members listed below.
Sabrina McGowan, Chair
McKenna Long & Aldridge LLP
Greenfield/Belser Ltd.
Adduci, Mastriani & Schaumberg LLP
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| UPCOMING EVENTS |
Do you tweet? If you answered "Yes!" then start following the Capital Chapter on Twitter. You can use the hashtags #LMADC or #LMAMKT when tweeting from monthly Chapter events, too.
You can also "Like" the Capital Chapter on Facebook and engage with other members by joining our LinkedIn group. Be sure to visit our website, too, for additional information on Chapter news, events, job opportunities and many other resources which will be of benefit to you.
  
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