Marketing Education

Core Competences:

Branding — The distinctive personality based on a promise of value that is different from any other firm, branding embodies a coherent message and coordinated communication based on thoughts, feelings, or messages.

Junior: to understand the concept and value of branding and how it applies to law firms.
Mezzo: to gain a deeper brand understanding and improve its application.
Senior: to lead and communicate brand value to key firm decision makers.

Examine how and why firms brand themselves or their practices
• Know how to use your branding manual for developing new materials
Mezzo • Develop a deeper understanding of the nuances of branding, including different ways firms have
identified to brand themselves and how they came to those concepts
• Know how to conceive and implement a firm’s brand and supporting collateral materials
• Develop the firm branding manual
• Identify often overlooked areas and seek new ways to improve brand awareness
Senior • Ability to lead a team to help discover and implement a firm’s brand message
• Effectively communicate branding initiatives to key firm decision makers as well as the firm as a
• Establish and manage the budget for firm branding activities
• Determine areas to invest the most time and money from year to year (e.g., collateral materials
versus Web site versus ads, etc.)

Business Development — The methodical approach to gain more clients and win more business.
Understand the business development process
• Know how to incorporate business development strategies in day-to-day activities
• Understand the fundamentals of internal and external client service
• Build personal networks
Mezzo • Use competitive intelligence to give you an edge
• Provide probing questions lawyers can ask clients
• Build client teams
• Develop a personal brand
• Implement cross-selling initiatives
Senior • Implement key client development strategy
• Conduct coaching exercises
• Participate in relationship and fee negotiations
• Develop cross-selling initiatives

Business of Law
Definition Business of Law is the “nuts and bolts” of running the business of a law firm, including areas such as:
• Budget and finance
• Business management
• Legalese
• Profitability
• Sales growth
• Recruiting and retention, including diversity issues
• Return on investment
These goals are the foundation of strategic and operational policies.
Junior • Understand how the business of law differentiates itself from other business models
• Obtain basic understanding of financials, billing, billable hours
• Understand the different levels of attorneys
• Understand the concept and application of return on investment (ROI)
• Determine where to find the information you need
• Understand the basic legal and slang terms you find in your work
Mezzo • Determine what “popularity contests” to spend time on
• Establish ways to track ROI
• Identify ways to boost profitability
Senior • Establish a budget for your marketing department
• Develop creative budget-cutting techniques
• Decide how to best use your budget money
• Engage in contract review and negotiations
• Find ways to enhance profitability, ROI and reporting of data

Career Development
Definition Career Development is based on leadership, presentation and writing skills, organization, and managing/running a
department. Career development can lead to greater responsibility and prestige as well as a higher income.
Junior • Understand the basics of good communication skills (e.g., “Managing up,” or managing your
• Learn how to implement specific tools and tactics effectively
• Understand the roles and responsibilities of the members of a marketing team
• Develop personal goals based on department and firm goals
• Establish ways to build your personal network
• Identify areas where you need improvement and seek out opportunities to enhance your knowledge
Mezzo • Develop management skills (for those reporting to you, those you report to, attorneys you work with
and any vendors you hire)
• Engage in goal setting for your group or department
• Obtain buy-in from senior firm management
• Develop effective presentation skills
• Establish methods and criteria for hiring an assistant or other member of your department
• Conduct a needs assessment for the firm or individual lawyers
• Develop a deeper understanding about the legal practice and the law firm structure
Senior • Translate understanding of law firm economics to your direct reports
• Contribute to and track return on investment (ROI) in marketing
• Develop strategic plans
• Understand how best to mentor junior and mezzo members of your group or department
• Develop effective ways to manage your time
• Evaluate and understand upcoming trends in legal marketing

Definition Communications is effective messaging and powerful correspondence in all formats of delivery. It involves connecting
in a way that inspires action, growth and change.
Junior • Develop the basics of clear, error-free communications
• Understand basic email etiquette
• Understand the 30-20-10 rule for PowerPoint presentations
• Apply techniques to make you a more powerful presenter/public speaker
Mezzo • Establish an internal communications program to promote marketing within the law firm
• Construct effective messages
• Determine the best way to disseminate information
• Communicate up and down the chain of command
Senior • Translate simple, effective concepts into brilliant execution
• Craft tailored messages to different audiences
• Develop methods for better persuasion
• Implement techniques for getting people excited about what you are saying in order to inspire action

Event Management
Definition Event Management is the strategic orchestration – from concept to completion – of the multi-dimensional activities and
stages of marketing and developing business relationships involving:
• Studying the intricacies of the brand
• Identifying the target audience
• Devising the event concept
• Planning the logistics
• Coordinating the technical aspects before actually executing the modalities of the proposed event
• Tracking the return on investment (ROI) of all events
Junior • Understand the roles and responsibilities of event managers
• Develop best practices for planning events
• Establish a familiarity with event planning and execution
• Develop communication tools to ensure success
Mezzo • Establish individual event budgets
• Develop solid project management skills
• Coordinate production of events
• Identify the target audience and effectively market event to that audience
Senior • Establish high level of client service
• Establish overall events budget
• Engage in contract review and negotiations
• Analyze event data
• Distribute executive-level communications that build relationships
• Build and manage various teams
• Implement advanced events-related technology
• Determine strategy for participation in trade shows

Public Relations
Definition Public Relations involves establishing and promoting a favorable relationship with the public through print, technological
tools, speaking engagements and community involvement.
Junior • Understand the concept and value of public relations
• Identify what makes something newsworthy
• Understand how and why law firms use public relations to market themselves
• Understand good examples of public relations campaigns in law and other industries
• Develop the capability to draft basic press releases
• Establish effective methods to work with an outside PR agency
Mezzo • Understand the nuances of public relations, including how to recognize or create an effective
• Collect relevant information from lawyers and determine which media would be interested
• Pitch story ideas to the media
• Handle basic day-to-day public relations needs and coordinate with PR agency on more complex or
crisis-related media issues
Senior • Handle most internal PR issues
• Lead a team to help discover and implement a firm’s PR message
• Identify when to call in outside help
• Coordinate with outside PR agency on critical or crisis-related media issues

Definition Research is broadly defined to include market research, client research and competitive intelligence. Research
encompasses a broad range of tools intended to reduce uncertainty in business decision-making.
Junior • Understand what market research, client research and competitive intelligence are and can do
• Understand the LMA Guidelines for Conducting and Commissioning Research
• Identify ways to use primary and secondary research
Mezzo • Establish a research program to track firm brand image
• Establish a client satisfaction survey process
• Establish a competitive intelligence function
• Build relationships within the firm to conduct research (e.g., the library, IT, etc.)
Senior • Apply research results to create an effective brand platform
• Use client survey results to improve specific client relationships and overall satisfaction
• Apply competitive intelligence in practice group, industry team and firm-wide strategic planning

Strategic Planning
Definition Strategic Planning is defined as determining the steps required to reach an objective that makes the best use of
available resources. Marketing a strategic plan involves selecting a target market segment or segments and a position
within the market in terms of:
• Product characteristics
• Price
• Channels of distribution
• Sales promotion
Junior • Understand the basics of strategic planning
• Explore what kinds of information you can use to help you develop a plan
• Develop a strategic plan for a small project or team
Mezzo • Work with attorneys on individual plans that tie to group and firm goals
• Attend practice group meetings as a resource of information and to provide guidance in determining
• Identify ways individual projects support the overall strategic plan
Senior • Work with senior firm management and group chairs to establish higher-level strategic plans
• Translate your firm’s strategic plan(s) into marketing goals and objectives
• Manage implementation of marketing goals and objectives within the department

Definition Technology is the purposeful application of information in the forms of:
• Design
• Production
• Web sites
• E-mail marketing and e-newsletters
• Intranet and extranets
• CRM systems
• Social media (including e-journals and blogs)
Junior • Establish best practices for using your CRM system
• Understand the structure and functionality of Web sites
• Identify effective e-mail marketing techniques
• Explore the impact and uses of social media as it relates to your firm’s overall marketing strategy
• Develop methods to work effectively with your IT department or outside technology consultants
• Explore ways to take technology to the next level
• Establish effective cross-marketing techniques using your CRM
• Understand the role of Web analytics and how to use them to help drive content on your Web site
• Track your e-newsletters and tailor them for better results
• Engage in contract review and negotiations
• Establish and track budget for technology projects
• Drive strategy and implementation of CRM initiatives
• Use Web analytics to craft an effective marketing strategy for your Web site
• Determine how, when and why to implement new marketing technologies

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