legal marketing association annual conference - American ...

2012LEGAL MARKETING ASSOCIATIONANNUAL CONFERENCEMARCH 14 - 16, 2012GAYLORD TEXAN RESORT, GRAPEVINE, TEXAS (DALLAS-FORT WORTH)New for 2012!❯❯❯❯All sessions feature in-house case studies,offering practical, real life applicationsDedicated curriculum for solo/smalldepartment marketersEnhanced programming for NLJ250 CMOsIncreased networking timewww.LMAconference.com

C o n t e n t s02 2012 LMA Annual Conference Advisory Committee03 Co-Chairs’ Invitation Letter04-05 Agenda-at-a-Glance06-07 2012 LMA Annual Conference Speakers08 Pre-Conference Session: QuickStart -Legal Marketing Core Competencies09 Pre-Conference Session: A Recipe for..SMORS -Smart Marketing On limited Resources10 Pre-Conference Session: CMO Summit11 Post Conference Workshop: AchievingMeasurable Lead Generation, IncreasedBrand Awareness and Business Developmentthrough Social Media12-14 Conference Agenda Day One15-16 Conference Agenda Day Two17 Reception and Networking EventsSocial Networking18-19 Sponsors and ExhibitorsNetworking for Prizes20 Attendee DemographicsConference Value Statement21 Past Attendee Testimonials22 LMA’s Recognition CommitteeEvent Partners23 About Legal Marketing Association (LMA)About American Conference Institute (ACI)24-25 Venue and Travel Information26-27 Registration Fees and InformationMany Thanks to Our2012 LMA Annual ConferenceAdvisory Committee2012 LMA Annual Conference Co-ChairsMark UsellisChief Marketing OfficerDavis Wright Tremaine LLPJill S. WeberChief Business Development OfficerLeonard, Street and Deinard2012 LMA Annual Conference AdvisoryCommittee MembersShawn A. AdamsChief Marketing OfficerGardere Wynne & Sewell, LLPDavid BrunsDirector of Client ServicesFarella Braun + Martel LLPTeresa ChermanSenior Business Development & Marketing ManagerLuce ForwardAlison JeffreyChief Client Relations & Marketing OfficerBlake, Cassels & Graydon LLPSusanne L. MandelChief Marketing & Business Development OfficerLowndes, Drosdick, Doster, Kantor & Reed, P.A.Peter J. OzolinCEOManzamaBetsi RoachExecutive DirectorLegal Marketing AssociationAlycia SutorPartnerAkina Corporation2 2012 Legal Marketing Association Annual Conference

“Time to really learn from each other and be inspired by each other,there’s nothing else like this out there.”Jeanne Hammerstrom, Chief Marketing Officer, Benesch“No matter what level you are in your career, there is a lot for you here.”Despina Kartson, Chief Marketing Officer, Latham & Watkins LLPFellow Legal Marketers:On behalf of the Legal Marketing Association, we are delighted to invite you to the 2012 LMA Annual Conferenceon March 14-16 at the Gaylord Texan Hotel and Convention Center in Grapevine, Texas. The focus of thisyear’s conference will be Leadership and Effecting Change.Our committee has put together a conference that will be well worth your time. As the legal industry continuesto face a highly challenging and rapidly evolving environment, all legal marketers and business developers,regardless of focus or title, need to help their firms connect with clients in more effective and distinctive ways.To help you do so, our substantive program is unique in three ways:1. Case studies. We heard you loud and clear: you don’t want theory; you want practical, real-lifeapplications. All our sessions will feature case studies from within firms.2. Targeted programming. Thanks to extensive outreach to people across the industry by our conferencepartner, ACI, our sessions are targeted to those topics you said were most critical. We also have morevaried formats, with some large group sessions and some smaller, Master Class sessions, tailored tothe needs of the particular topics.3. Targeted pre-conference programs. Responding to your feedback, we have two separate programsfor first-chair marketers – one for those at NLJ250 firms, the other for those with solo or smalldepartments. We will also have another introductory “QuickStart” session, which has been highlysuccessful in previous years.Taken together, these features will ensure you can participate in more programming that (1) is targeted to yourparticular situation and needs; (2) delivers practical value to help you succeed in your job; and (3) provideshands-on techniques you can apply when you return to the office after the conference.Of course, all the other features of the conference will be excellent as well. The location is terrific, the Sponsorsand Exhibitors are diverse and outstanding, and the opportunities to collaborate, network and reconnect withcolleagues are extensive and invaluable.We look forward to seeing you in Texas in March.Mark UsellisChief Marketing OfficerDavis Wright Tremaine LLPJill S. WeberChief Business Development OfficerLeonard, Street and Deinard2012 Legal Marketing Association Annual Conference3

Agenda at a GlanceWednesday, March 14, 2012 – Pre-Conference Sessions7:30 a.m. Registration and Breakfast8:15 a.m. QuickStart - Legal Marketing Core Competencies8:15 a.m. A Recipe for SMORS...Smart MarketingOn limited Resources8:15 a.m. CMO Summit5:00 p.m. First Timer’s Reception5:30 p.m. Welcome ReceptionThursday, March 15, 2012 – Conference Day One7:30 a.m. Registration7:30 a.m. Breakfast in the Exhibit Hall8:30 a.m. Plenary Session Begins8:30 a.m. Opening Remarks and LMA Annual ReportBetsi RoachExecutive DirectorLegal Marketing AssociationAlycia SutorPartnerAkina Corporation2012 President, Legal Marketing Association9:00 a.m. Keynote Speaker - James Kane10:00 a.m. Networking and Refreshment Breakin the Exhibit Hall10:45 a.m. Recognition Committee Announcements11:00 a.m. Featured Speaker - Jonathan Michael Bowman, Esq.,Clear Picture Leadership12:00 p.m. Networking Lunch in the Exhibit HallTrack OneTrack TwoTrack Three Track Four Track Five1:30–2:45 p.m.CONCURRENT BREAKOUT SESSIONSToday’s Lawyers and Social Media– How Are They or Should They BeUsing It?PanelistsMarcy SaloDirector of Client ServicesCairncross & HempelmannPeter S. VogelPartnerGardere Wynne & Sewell, LLPCamille StellDirector of Client ServicesLawyers Mutual Liability Ins.Co. of NCMelissa CroteauChief Marketing OfficerNixon Peabody LLPModeratorRuth DavisSenior Director, Web ServicesLexisNexisSuperSessionLeveraging the Big 4 Consulting BestPractices to Bolster your BusinessDevelopment StrategiesPanelistsMari-Anne KehlerNational Tax MarketingFirm DirectorDeloitte Services (tbc)Maureen MigliazzoChief Marketing OfficerDLA Piper LLP (US)David WorleyNational Sales and BusinessDevelopment LeaderPricewaterhouseCoopersSuperSessionAndrew Murray-BrownChief Business Development OfficerRopes & GrayModeratorJonathan MattsonChief Marketing &Business Development OfficerTucker Ellis & West LLPData + Relationships + Design:The Web Strategy RevolutionScott KilburgGroup Director, Marketingand Business PlanningFoley LardnerMasterClassKalev PeeknaWeb Strategy ManagerHubbard One, A Thomson Reuters CompanyThe Next Dr. Sanjay Gupta? Expertise,Content and Engaging with the MediaPanelistsReilly StarrProject Lead, StrategicPrograms and Social MediaIBM Global Business ServicesKatherine HollarChief Marketing OfficerLathrop & Gage LLPAdriana GardellaJournalistThe New York TimesModeratorKelly HoeyBusiness StrategistMasterClassCMO Roundtable DiscussionsPre-registration is required -see p.13 for details.2:45 p.m. Networking Refreshment Break in the Exhibit Hall3:30–4:45 p.m.CONCURRENT BREAKOUT SESSIONSTrack One Track Two Track Three Track FourRise of the Machines: PuttingTechnology to Work for UsPanelistsMonica PhillipsDirector of Marketing andBusiness DevelopmentArent Fox LLPLynn FoleyDirector of Marketing andClient DevelopmentBull, Housser & Tupper LLPChad ErgunDirector, Business IntelligenceGibson, Dunn & CrutcherGeoffrey R. GoldbergChief Marketing OfficerLowenstein Sandler PCModeratorMark PowerFounder and CEOConcep GlobalSuperSessionLegal Project Management and Requestsfor Proposal: Demonstrating Valueto a Prospective ClientMichelle LeethamChief Ethics & ComplianceOfficer and Manager of LitigationFirst Solar, Inc.Mary E. WrightGeneral CounselOgletree, Deakins, Nash, Smoak& Stewart, P.C.SuperSessionDe-mystifying Alternative FeeArrangements and Using Them to WinBusiness in the RFP ProcessJohn M. ByrneChief Marketing OfficerDrinker Biddle & Reath LLPKristin SudholzChief Value OfficerDrinker Biddle & Reath LLPMasterClassThe Evolution of the Law FirmBrand. How to Promote IndividualAttorneys within theParameters of theFirm’s BrandMasterClassPanelistsJasmine Trillos-DecarieDirector of Marketing andBusiness DevelopmentFoley Hoag LLPRobert AlgeriPartnerGreat Jakes MarketingPeter WinzigDirector of Marketing andCorporate DevelopmentWeltman, Weinberg & Reis Co., LPAModeratorAdrian Dayton, Esq.CEOAdrian Dayton & AssociatesTrack FiveCMO Roundtable DiscussionsPre-registration is required -see p.13 for details.4:45 p.m. End of Conference Day One6:15 p.m. LMA Night Out at the Glass Cactus Nightclub 7:45 p.m. Night Cap hosted by Akinaat the Glass CactusNightclubThe LMA Night Out is the main networking reception of the 2012 LMA Annual Conference. Aftera full day of conference sessions, education and strategic thinking, this is your opportunity to kickback and relax and get to know your fellow attendees better. The 2012 LMA Night Out will be heldat the Glass Cactus Nightclub.For full details, see p.17.4 2012 Legal Marketing Association Annual Conference

Attendees are not required to pre-select the tracks they will be attending and are free to attend any track sessions of interest.*Each breakout session is structured around desired outcomes, to help guide you to the programs that will most help you meet your professionals goals. Choose from one of the following:Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving VisibilityFriday, March 16, 2012 – Conference Day Two8:00 a.m. Breakfast in the Exhibit Hall9:00–10:15 a.m.CONCURRENT BREAKOUT SESSIONSTrack One Track TwoTrack Three Track FourSuccess through Collaboration:GCs and Law Firms Working TogetherPanelistsRon K. BargerSenior Vice President andGeneral CounselArchon Group, L.P.Jeffrey W. CarrVice President, General Counsel & SecretaryFMC Technologies Inc.ModeratorTom DugganGroup PublisherInsideCounselCathleen FlahardyEditor-in-ChiefInsideCounselSuperSessionLove & Marriage, Horse & Carriage,Marketing & IT? You Can’t Have OneWithout the Other!SuperPanelistsSessionKaren AnzuiniChief Information OfficerBeneschJulie GurneySenior Marketing Communications ManagerBeneschSamuel D. ShipleyChief Information OfficerUlmer & Berne LLPAlexis DankovichChief Marketing OfficerUlmer & Berne LLPModeratorMonica BayEditor in ChiefLaw Technology News, ALMCompetitive Intelligence:Not Just Client InformationEmily C. Rushing, JD, MLISCompetitive IntelligenceManagerHaynes and Boone, LLPMasterClassPaul B. Bonner, JD/MBADirector of Business DevelopmentHaynes and Boone, LLPSuzanne DonnellsDirector of MarketingO’Melveny & Myers LLPPatrick FullerManaging Account DirectorHubbard One, A Thomson Reuters CompanyNumbers-based Marketing –Integrating Finance and BusinessDevelopment to Help YourFirm put Resources in theRight PlaceRobert SwayzeChief Financial OfficerGardere Wynne & Sewell, LLPChris WhitmoreBusiness Development SpecialistLexisNexisMasterClassTrack FiveCrisis ManagementPanelistsRudy BurwellMasterExecutive Vice President Classfor Crisis Communicationsand Litigation Public RelationsHellerman Baretz Communications LLCElizabeth VenturaDirector of CommunicationsWeil, Gotshal & MangesModeratorJoshua PeckSenior Media Relations ManagerDuaneMorris LLP10:15 a.m. Networking Refreshment Break in the Exhibit Hall 10:30 a.m. Networking for Prizes in the Exhibit HallTrack One Track TwoTrack Three Track FourTrack Five11:00 a.m.–12:15 p.m.CONCURRENT BREAKOUT SESSIONSNew Technologies for Law FirmMarketing: Case Studies in Mobileand VideoSuperPanelistsSessionAdam L. StockDirector of Marketing & BusinessDevelopmentAllen Matkins Leck Gamble Mallory& Natsis LLPNeil RosenbaumNew Business Opportunities ManagerArnold & Porter LLPMatt GrossFounder/CEOGood Screens America/Mobile MondayAmericaModeratorMatt ParfittPresidentVuture U.S.Creating a Culture of ClientService ExcellenceLeonardo InghilleriEVP and Managing PartnerWest Paces ConsultingSuperSessionMarketing Innovation: Why KnowledgeManagement Can Be a Law FirmMarketer’s DreamScott RechtschaffenChief Knowledge OfficerLittler Mendelson P.C.MasterClassLisa GianakosDirector of Knowledge ManagementPillsbury Winthrop Shaw Pittman LLPUsing Simple, Practical, and MeaningfulMeasures to Drive Marketing andBusiness DevelopmentActivityMasterClassMary DavidsonMarketing and Business DevelopmentDirectorDay PitneySimon ElvenHead of CRMTikit LimitedYour Honor Award WinnerCase StudiesWinners/Speakers to beConfirmed After JudgingProcess in Late January 2012.MasterClass12:15 p.m. End of Conference1:15 p.m. Post Conference Workshop - see page 11 for details. 4:15 p.m. End of Workshop*With the exception of the CMO Roundtables that require pre-registration. See page 13 for details.2012 Legal Marketing Association Annual Conference5

2012 LMA Annual ConferenceSpeakersCMO SummitCatherine AustinChief Marketing OfficerBaker Botts LLPJeffrey J. BerardiChief Marketing OfficerK&L Gates LLPKathrine CainManager of Business IntelligenceWinston & Strawn LLPJoe CalveChief Marketing OfficerMorrison & Foerster LLPStephanie DoyleBusiness Development andMarketing DirectorBaker & McKenzieKathleen FlynnChief Marketing OfficerSedgwick Detert Moran & Arnold LLPMelanie S. GreenDirector of Business Development& Marketing, Baker & Daniels LLPMark T. GreeneChief Business Development OfficerWaller Lansden Dortch and Davis, LLPSilvia HodgesProfessorFordham Law SchoolAlvidas A. JasinClient Relationship ExecutiveRopes & Gray LLPDeborah McMurrayCEO and Strategy ArchitectContent Pilot LLCMichelle NoeOrganizational DevelopmentManager, W.W. GrangerCherie W. OllandGlobal Director, BusinessDevelopment & CommunicationsJones DayJolene OverbeckChief Marketing OfficerHogan LovellsBob RobertsonChief Marketing OfficerGreenberg Traurig, LLPAdam C. SeversonDirector of Business Development& Marketing, Faegre & Benson LLPRobin SparkmanEditor in ChiefThe American LawyerQuickStartKate BarthPublic Relations ManagerCarlton FieldsStephen G. BlackwellChief Operating OfficerThompson Coburn LLPCraig A. Brown, Esq.FounderMotivera Group, Inc.Jonathan R. FitzgarraldDirector of MarketingGreenberg Glusker Fields Claman& Machtinger LLPWill HornsbyStaff CounselABA Division for Legal ServicesCatherine Alman MacDonaghChief Enthusiasm Officer & Co-FounderLegal Mocktail - Networking Trainingfor LawyersRoberta MontafiaChief Visionary OfficerLegal Mocktail - Networking Trainingfor LawyersLisa M. SimonChief Marketing OfficerBrownstein Hyatt Farber Schreck, LLPMichael A. WebbVice President, Business Development& Public Reputation ServicesJaffe PREva WisnikPresidentWisnik Career Enterprises, Inc.Social Media WorkshopConferenceShawn AmosFounder, Managing PartnerAmos Content GroupJennifer MantonChief Marketing OfficerLoeb & Loeb LLPDid you know that LMAnow has 19 chapters?The Texas Chapterbecame LMA’s newestin October 2011.6 2012 Legal Marketing Association Annual ConferenceA Recipe for SMORSEzra CrawfordDirector of MarketingBuckleySandler LLPMarguerite G. DowneyDirector of Communications& Client ServicesAdduci Mastriani & Schaumberg LLPDawn GertzChief Marketing OfficerDavis & Gilbert LLPDean HarakasChief Marketing OfficerLindquist & VennumThomas C. HelmMarketing DirectorRogers TowersEmily J. KrauseDirector of MarketingAllen, Allen, Allen & Allen, P.C.Tammy A. ManganDirector of MarketingSterne, Kessler, Goldstein & Fox PLLCMegan M. McKeonSenior Marketing ManagerKatten Muchin Rosenman LLPLloyd PearsonLegal Directories ConsultantLloyd Pearson Ltd.Jill Clark Rako, CFMPMarketing and Communications ManagerBricker & Eckler LLPKathryn WhitakerMarketing DirectorBrooks PierceRobert AlgeriPartnerGreat Jakes MarketingKaren AnzuiniChief Information OfficerBeneschRon K. BargerSenior Vice President and General CounselArchon Group, L.P.Monica BayEditor in ChiefLaw Technology News, ALMPaul B. BonnerDirector of Business DevelopmentHaynes and Boone, LLPRudy BurwellExecutive Vice President for CrisisCommunications and LitigationPublic RelationsHellerman Baretz Communications LLC

Conference continuedJohn M. ByrneChief Marketing OfficerDrinker Biddle & Reath LLPJeffrey W. CarrVice President, General Counsel & SecretaryFMC Technologies, Inc.Melissa CroteauChief Marketing Officer (Managing Director)Nixon Peabody LLPAlexis DankovichChief Marketing OfficerUlmer & Berne LLPMary DavidsonMarketing and Business Development DirectorDay PitneyRuth DavisSenior Director, Web ServicesLexisNexisAdrian Dayton, Esq.CEOAdrian Dayton & AssociatesSuzanne DonnellsDirector of MarketingO’Melveny & Myers LLPTom DugganGroup PublisherInsideCounselSimon ElvenHead of CRMTikitChad ErgunDirector, Business IntelligenceGibson, Dunn & CrutcherCathleen FlahardyEditor-in-ChiefInsideCounselLynn FoleyDirector of Marketing and Client DevelopmentBull, Housser & Tupper LLPPatrick FullerManaging Account DirectorHubbard One, A Thomson Reuters CompanyAdriana GardellaJournalistThe New York TimesLisa GianakosDirector of Knowledge ManagementPillsbury Winthrop Shaw Pittman LLPGeoffrey R. GoldbergChief Marketing OfficerLowenstein Sandler PCMatt GrossFounder/CEOGood Screens Media/MobileMonday AmericaJulie GurneySenior Marketing Communications ManagerBeneschKelly HoeyBusiness StrategistKatherine HollarChief Marketing OfficerLathrop & Gage LLPLeonardo InghilleriEVP and Managing PartnerWest Paces ConsultingScott KilburgGroup Director, Marketing andBusiness PlanningFoley LardnerMari-Anne KehlerNational Tax MarketingFirm DirectorDeloitte Services (tbc)Michelle LeethamChief Ethics & Compliance Officerand Manager of LitigationFirst Solar, Inc.Jonathan J. MattsonChief Marketing & BusinessDevelopment OfficerTucker Ellis & West LLPMaureen MigliazzoChief Marketing OfficerDLA Piper LLP (US)Andrew Murray-BrownChief Business Development OfficerRopes & GrayMatt ParfittPresidentVuture U.S.Joshua PeckSenior Media Relations ManagerDuaneMorris LLPKalev PeeknaWeb Strategy ManagerHubbard One, A Thomson Reuters CompanyMonica PhillipsDirector of Marketing and BusinessDevelopment, Arent Fox LLPMark PowerFounder & CEOConcep GlobalScott RechtschaffenChief Knowledge OfficerLittler MendelsonNeil RosenbaumNew Business Opportunities ManagerArnold & Porter LLPEmily J. Rushing, JD, MLISCompetitive Intelligence ManagerHaynes and Boone, LLPMarcy SaloDirector of Client ServicesCairncross & HempelmannSamuel D. ShipleyChief Information OfficerUlmer & Berne LLPReilly StarrProject Lead, Strategic Programsand Social MediaIBM Global Business ServicesCamille StellDirector of Client Services, LawyersMutual Liability Ins. Co. of NCAdam L. StockDirector of Marketing andBusiness DevelopmentAllen Matkins Leck GambleMallory & Natsis LLPKristin SudholzChief Value OfficerDrinker Biddle & Reath LLPRobert SwayzeChief Financial OfficerGardere Wynne & Sewell, LLPJasmine Trillos-DecarieDirector of Marketing andBusiness DevelopmentFoley Hoag LLPElizabeth VenturaDirector of CommunicationsWeil, Gotshal & Manges LLPPeter S. VogelPartnerGardere Wynne & Sewell, LLPChris WhitmoreBusiness Development SpecialistLexisNexisDavid WorleyNational Sales and BusinessDevelopment LeaderPricewaterhouseCoopersPeter J. WinzigDirector of Marketing &Corporate DevelopmentWeltman, Weinberg & Reis Co., LPAMary E. WrightShareholder/General CounselOlgetree Deakins2012 Legal Marketing Association Annual Conference7

Wednesday, March 14, 2012 • Pre-Conference SessionQuickStart - Legal Marketing Core CompetenciesAre you a marketer with less than five years of experience working inside a law firm? Would you like to refresh your knowledge of the core competencies and best practices of legal marketingknowledge? Then LMA’s popular QuickStart program is for you. QuickStart is a comprehensive and entertaining one day program focused on the key marketing and business developmentissues you face on a daily basis. The speaker faculty is comprised of nationally recognized legal marketing experts who offer no-nonsense advice that will challenge you and provide you withpractical skills and tools you can apply immediately.7:30 Registration and Breakfast8:15 Co-Chairs’ Opening RemarksLisa M. SimonChief Marketing OfficerBrownstein Hyatt Farber Schreck, LLPJonathan R. FitzgarraldDirector of MarketingGreenberg Glusker8:30 Navigating the Politics and Economics within a Law FirmNavigating the politics and economics of a law firm requires a combination of emotionalintelligence and a keen understanding of how a law firm runs its business. Compensationsystems drive culture and can dictate who’s in charge. Finding allies and steering clear ofpoisonous people can keep you happy in your firm. Learning the financial basics will helpyou understand how decisions get made and budgets get built. This presentation - law firmbusiness 101 with a dose of practical, political advice - will set you on the path to a long andfruitful legal marketing career.Stephen G. BlackwellChief Operating OfficerThompson Coburn LLP9:30 Tuning in or Turning Off: Do your Communications ConveyKnowledge or Noise?Communications skills are a make-or-break element in the success or failure of firm andteam initiatives. They can also determine the zoom or doom of your career in legal marketing.Sure, you have the ability to manage public relations, media, advertising, websites and socialmedia… but are your communications with attorneys, co-workers, clients, vendors and partnerorganizations working for you or against you? A high IQ and creative mind are wasted if yourideas fall flat because you did not understand your audience or speak their “language.” Thislively session will examine message development and delivery from multiple perspectives,and review case studies of the good and not-so-good. You will learn how to develop powerfulcommunicative skills that will advance your initiatives and can help propel you to superstarstatus in your firm.Michael A. WebbVice President, Business Development & Public Reputation ServicesJaffe PR10:30 Networking and Refreshment Break11:00 From Sherpa to Guide: Building Business Development Plansthat Motivate your Lawyers to ActHelp your lawyers bring in more business by offering tools to help them take responsibilityfor their own book of business. Topics covered in this session include: organizing effectivebusiness development programs, working with firm financial incentives, creating pipelines,building trust with clients, using assessment tools, crafting meaningful annual business plans,uncovering obstacles, and coaching lawyers to build solid business development habits. We’llalso discuss the lawyer personality and ways to leverage unique traits of the non-salespersonto bring in business. You’ll learn how to go beyond merely responding to lawyer requestsfor information or collateral and be empowered to take control of your career and establishyourself as a trusted expert providing business development guidance.Craig A. Brown, Esq.FounderMotivera Group, Inc.12:00 QuickStart Morning Wrap Up and Open Q&AAfter a busy morning and your introduction to the core competencies of legal marketing, we’ll usethis time for open discussion and the opportunity for you to ask questions.12:15 Networking Tips for Marketers – Making the Mostof the LMA ConferenceThis short, interactive session is designed to give you networking tools and advice that arepractical and effective. Learn how you can develop your LMA network and get the most outof the conference experience while you attend - and after you leave. Get training tips to useback at the office too!82012 Legal Marketing Association Annual ConferenceCatherine Alman MacDonagh, JDChief Enthusiasm OfficerLegal MocktailRoberta MontafiaChief Visionary OfficerLegal Mocktail - Networking Training for Lawyers12:30 Networking Lunch1:30 The Fine Print: Better Marketing through a BetterUnderstanding of EthicsWhen law firms seek out clients, regardless of the media, their lawyers are bound by staterules of professional conduct. These rules apply to everything from basic directory listingsto YouTube posts. Those attending this presentation will learn about the rules governingadvertising, sales and marketing; how those rules apply to various marketing and clientdevelopment endeavors, particularly those that are technology-based; and how to maximizethe firm’s quests for clients while assuring the firm and its lawyers – and its marketing staff –are protected from adverse consequences.Will HornsbyStaff CounselABA Division for Legal Services2:30 What Is In Your Legal PR Toolbox? Key Tools and Tipsfor Effective PR and Media PitchingDo you have a legal PR toolbox? If not, it’s time to grab those necessary tools and put themto work so you can start building your media masterpiece at your law firm. During thissession, you will learn key PR tools and tips that will help increase your law firm’s visibility andattorneys’ credibility in the media. We’ll discuss how PR can connect the dots with other keylaw firm business (i.e. surveys and rankings, business development, pro bono, communityand civic commitments) and what tools you can use to execute successful PR outreach, suchas media training, crisis communications planning, and effective press releases and pitching.This session will also feature an award-winning case study on effective media pitching that willteach you the anatomy of a media pitch that gets results.Kate BarthPublic Relations ManagerCarlton Fields3:30 Networking and Refreshment Break3:45 A Road Map for Your Career DevelopmentThis session will provide specific examples of the skills and experiences expected by law firmleadership so participants can manage their careers proactively and be of greatest valueto their firm. During this hands-on workshop, participants will assess their career progressthrough the lens of Wisnik’s Core Competency model and identify specific steps they needto take to further their careers. Participants will: (1) determine where they can contribute thegreatest value to their firm; (2) identify what competencies they still need to develop; and (3)create a Career Action Plan to take back and implement at their firms.Eva WisnikPresidentWisnik Career Enterprises, Inc.4:45 QuickStart Final Wrap-Up and Open Q&AWe’ve saved time at the end of a busy day in which to share key observations and takeaways,and to identify the action points you’re going to take back to the office and implement.5:00 Conclusion of QuickStart5:00 First Timer’s ReceptionThe First Timer’s Reception is designed to welcome those who have not attended the LMAAnnual Conference before. Use this reception as an opportunity to become acquainted withkey members of the LMA leadership, your 2012 LMA Annual Conference Advisory Committee,and to meet other new legal marketing professionals or professionals new to the industry.5:30 Welcome ReceptionTaking place in the Exhibit Hall, this reception officially kicks off the 2012 LMAAnnual Conference. Reconnect with your industry colleagues, build your networkof LMA contacts, and get a first look at the technology, services and products ondisplay from our 2012 sponsors and exhibitors.

NEW for 20127:30 Registration and Breakfast8:15 Co-Chairs’ Opening RemarksEmily J. KrauseDirector of MarketingAllen, Allen, Allen & Allen, P.C.Thomas C. HelmMarketing DirectorRogers Towers8:30 Managing your Staff and the Workload – Inside Secretsto Getting it All DoneWith a small team and limited resources, it is more challenging than ever before to manageyour day to get the most out of it. During this session, learn best practices from two seasonedlegal marketers on prioritizing projects, managing multiple project timelines and sustainingmomentum. You’ll also learn how to evaluate competing demands, convince your firm tofocus time and money on high-value activities and identify which marketing activities havethe most ROI. Finally, you’ll learn how to manage attorney expectations of your department,communicate the value your department provides as well as get the most out of your staff orother internal resources.Kathryn WhitakerMarketing DirectorBrooks PierceDawn GertzChief Marketing OfficerDavis & Gilbert LLP9:30 Leveraging Technology & Service Provider Relationships:Practical Tips for Maximizing Productivity and Profitwithin Smaller Marketing TeamsTechnology can streamline processes and improve efficiencies, but many technology solutionsrequire staffing support and significant financial investments. Join us to explore a variety ofoptions identifying essential technology needs and how to bring them to your firm withoutbreaking the bank. Discover case studies demonstrating some of these technologies andtheir potential value. Learn to leverage social media to maximize impact while minimizinginvestment. Find best practices on developing and managing relationships with serviceproviders and learn how to develop relationships that maximize productivity in your firm andprofit for the service provider. Walk away with the keys to maximize a small technology budgetto grow your firm’s presence and relationships.Jill Clark Rako, CFMPMarketing and Communications ManagerBricker & Eckler LLPMegan M. McKeonSenior Marketing ManagerKatten Muchin Rosenman LLPWednesday, March 14, 2012 • Pre-Conference SessionA Recipe for....SMORS - Smart Marketing On limited ResourcesAre you a legal marketer who has a small staff or limited resources? Are you a marketing department of one? Would you like to learn from your peers how to turn your small marketing teaminto a powerhouse? If so, then LMA’s SMORS - Smart Marketing On Limited Resources is for you. For the first time, LMA’s Annual Conference is offering a pre-conference program designedto offer solutions for the solo/small firm marketer. The speaker faculty is comprised of nationally recognized legal marketing experts who offer best practices, hands-on case studies, andpersonal experiences that you can apply immediately.10:30 Networking and Refreshment Break11:00 Building a Strategic Planning Process that can be Sold,Sustained and ScaledStrategic planning can feel like an overwhelming project, especially with limited time andresources. In this session, you’ll learn how to facilitate and implement a strategic plan on ashoestring while engaging attorneys in the process. Examples of success metrics and outcomeswill be shared, and best practices for keeping the plan current and fresh over time will bedemonstrated.Stephanie DoyleBusiness Development and Marketing DirectorBaker & McKenzieEzra CrawfordDirector of MarketingBuckleySandler LLP12:30 Networking Lunch1:30 Unlock the Talent Within: How to Create a Dynamic,In-House Business Development Mentoring ProgramMany associates are not adequately exposed to business development and marketing duringthe course of their careers. Whether it’s the lack of training by law schools or firms focusingon the “being a good lawyer first” mantra, junior lawyers often are unprepared to meet theexpectations and demands they will face when they become partners. During this session,learn how one legal marketer implemented a cost-effective business development mentoringprogram that leverages internal resources and requires a minimal budget. During thissession, you will learn how to structure a practical, interactive program that can be adapted tofirm’s of any size; select dynamic internal mentors to co-lead the initiative; create high-energydialogue; and develop ROI measures for success.Dean Harakas, Esq.Chief Marketing OfficerLindquist & Vennum PLLP2:30 Legal Directories: It Doesn’t Have To Be HellEvery law firm has to deal with legal directories and surveys. But law firm marketers oftendread directory season, and the tortuous submission process is the bane of their lives. In thissession, Lloyd Pearson – formerly with Chambers & Partners – will offer practical suggestionsto make the process smoother for law firm marketers. You’ll learn where to focus your efforts,how (and if) clients use directories, how to produce a strong submission, and how to prepareyour attorneys for directory interviews. You will come away better equipped to help yourattorneys see the value of directories as a reputation management tool.Lloyd PearsonLegal Directories ConsultantLloyd Pearson Ltd.3:30 Networking and Refreshment Break4:00 Reserving Your Seat at the TableWhat strategies do you need to employ to strengthen your position within the firm and get a“seat at the table?” This session will offer practical tips to help you take charge of your personalbrand. You’ll learn how to market yourself by developing alliances and positioning your careersin order to contribute to the overall business development strategy of the firm. Using casestudies, the program will focus on how to develop and implement a personal marketing plan tostrengthen your professional connections and your position within your firm. You will also havethe opportunity to create an individual “elevator” statement to communicate your brand to meetthe professional image you wish to convey. You will come away from this session with clearexamples and key resources to improve your own professional development plan.Marguerite G. DowneyDirector of Communications & Client ServicesAdduci, Mastriani & Schaumberg LLPTammy A. ManganDirector of MarketingSterne, Kessler, Goldstein & Fox PLLC5:00 Conclusion of SMORS5:00 First Timer’s ReceptionThe First Timer’s Reception is designed to welcome those who have not attended the LMAAnnual Conference before. Use this reception as an opportunity to become acquainted withkey members of the LMA leadership, your 2012 LMA Annual Conference Advisory Committee,and to meet other new legal marketing professionals or professionals new to the industry.5:30 Welcome ReceptionTaking place in the Exhibit Hall, this reception officially kicks off the 2012 LMA AnnualConference. Reconnect with your industry colleagues, build your network of LMA contacts,and get a first look at the technology, services and products on display from our 2012sponsors and exhibitors.2012 Legal Marketing Association Annual Conference9

Wednesday, March 14, 2012 • Pre-Conference SessionCMO SummitNEW for 2012Are you the lead marketer in an NLJ250 law firm? Do you appreciate the opportunity to discuss with your peers the challenges of your profession and new thinking about how to expand yourfirm’s marketing and business development efforts? Working for a larger firm, you know volume and economies of scale are important. Sheer size alone brings some very real opportunitiesand challenges. The CMO Summit is the forum for high level discussion among the international leaders in law firm marketing. With a panel of distinguished speakers, an agenda ofstimulating topics and the chance to exchange ideas with peers, this day-long program is sure to generate thought-provoking discussions and implementable ideas.7:30 Registration and Breakfast8:15 Co-Chairs’ Opening RemarksCatherine AustinChief Marketing OfficerBaker Botts LLPKathleen FlynnChief Marketing OfficerSedgwick Detert Moran & Arnold LLP9:00 Economic Issues Impacting The World EconomyAnd How They Will Apply To Legal MarketplaceSpeaker to be announced9:30 Power of the Purse: How Corporate Procurementis Influencing Law Firm SelectionUnless you sit across from them in a pitch, procurement managers remain the facelesspeople accused of everything from interfering with the lawyer-client relationship; of havingno knowledge and ability to judge the quality of legal services; of unreasonably squeezingfirm’s margins; to playing firms against each other and cherry-picking in order to get thelowest price. This session for CMOs is based on a research that was conducted amongprocurement managers and was first held at Harvard Law School. It gives insight into thegrowing role procurement managers play in the firm-client relationship and discusses thefindings: How does the involvement of procurement managers influence the way law firms(should) market themselves and organize their business? How should firms deal with thisgroup whose corporate mandate it is to control cost, get external suppliers to reduce theirprices and prevent departments from unnecessary spending through managing what ispurchased? Attendees will get a summary of the findings.Silvia HodgesProfessorFordham University School of Law10:30 Networking and Refreshment Break11:00 The Elephant in the Room: Marketing TechnologyTrends You Can’t Afford to IgnoreDeveloped in association with:Technology permeates all aspects of today’s legal marketing and business developmentlandscape. However, technology only gets you so far. Striking the right balance of technology,market savvy, business acumen and creative strategic thinking can propel a firm well aheadof its peers. Our panel of leading industry-recognized experts will offer their views on currenttrends in the legal marketing technology space. We will look at specific strategic challengesand the marketing technologies that are purported to address them. The panelists will sharetheir experiences with these challenges and technologies and offer insights into how theyhave been able to achieve the balance that sets their firms apart as leaders in this space.Please come prepared with questions and observations to share as this will be an interactivediscussion with ample opportunity for the audience to participate.PanelistsDeborah McMurrayBob RobertsonCEO and Strategy Architect Chief Marketing OfficerContent Pilot LLCGreenberg Traurig, LLPJoe CalveAlvidas A. JasinChief Marketing OfficerClient Relationship ExecutiveMorrison & FoersterRopes & Gray LLPMark T. GreeneChief Business Development OfficerWaller Lansden Dortch and Davis LLPModeratorKathrine CainManager of Business IntelligenceWinston & Strawn LLP12:30 Networking Lunch1:30 Change Management Techniques for Influencing “Up”and Adapting to the Changes Occurring in the LegalServices IndustryMarketing and business development leads face significant challenges in their efforts toeffect necessary change in their organizations. The legal industry is undergoing fundamentaltransformation; department members often struggle with the evolution of their jobs; andimportant stakeholders outside your department don’t report to you. This interactive sessionwill focus on fundamental change management principles to assist you in becoming a changeagent to better manage your team and stakeholders.Michelle NoeOrganizational Development ManagerW.W. Grainger2:30 Inside Baseball: Look into a Law Firm CombinationThis session will provide insight into real world examples of the various aspects of a lawfirm combination including strategic planning, public relations, communications (internal/external), branding, business development & client relations. Adam Severson and MelanieGreen will share their experiences as they ran point from their respective firms on one ofthe largest domestic law firm combinations of 2011. Their discussion will include how theyhandled decision making, worked with lawyer leaders from both firms, and collaborated tolaunch a new identity. Melanie and Adam will share how they used technology to facilitateinformation sharing and how they partnered with other administrative groups. Come learnhow two friends and fellow LMA members collaborated on a once-in-a-lifetime project.Adam SeversonDirector of Business Development & MarketingFaegre & BensonMelanie GreenDirector of Business Development & MarketingBaker & Daniels3:30 Networking and Refreshment Break4:00 Successful Cross-Border Marketing and BusinessDevelopmentManaging marketing and business development activities internationally is a distinctivechallenge. On this panel, four leaders from major global firms will explain how they handlesuch issues as developing strategy from abroad; adapting your marketing strategy to localcultural differences; developing a brand that works across borders; building teamwork andcollaboration with people you rarely see; pricing across borders; and managing conflicts andterms and conditions compliance with clients that have regional panels.PanelistsStephanie DoyleBusiness Development and Marketing DirectorBaker & McKenzieJolene OverbeckChief Marketing OfficerHogan LovellsCherie OllandGlobal Director of Business Development & CommunicationsJones DayJeffrey J. BerardiChief Marketing OfficerK&L Gates LLPModeratorRobin SparkmanEditor in ChiefALM5:30 Conclusion of CMO Summit10 2012 Legal Marketing Association Annual Conference

Friday, March 16, 2012 • Post-Conference WorkshopAchieving Measurable Lead Generation, Increased Brand Awarenessand Business Development through Social Media1:15-4:15 p.m.Lunch will be served from 12:15-1:15 p.m. for workshop attendees only.During the course of the conference you would have heard numerous real-world examplesof law firms embracing social media tools. This practical workshop gives you the opportunityto apply the case studies and ideas you’ve heard to the reality of your law firm, your currentmarketing plan and overall business development goals. Leading this workshop will beJennifer Manton, Chief Marketing Officer of Loeb & Loeb, a firm with significant experiencewith social media, and Shawn Amos, founder and managing partner of Amos ContentGroup, who works with Loeb & Loeb on their content development strategy and producedtheir first-ever video thought leadership series, Media Mindshare. Together they will walkyou through the necessary step by step processes to plan and implement a successful socialmedia strategy.Key discussion points will include:• Rethinking your internal and external communications strategy• Gaining buy-in from your attorneys on the value of social media• Practical steps to take to develop a sustainable social media strategy• Evaluating the tools available to help streamline your use of social media• Understanding the risks and ethical considerations associated with the useof social media• Ways in which to measure the ROI of social mediaWorkshop LeadersJennifer MantonChief Marketing OfficerLoeb & Loeb LLPShawn AmosFounder, Managing PartnerAmos Content GroupWelcome to Texas!In this, the inaugural year of the Texas Chapter of LMA, it is an honor to welcome you to the Lone Star State for the 2012LMA Annual Conference.Texas is home to the second largest economy in the U.S. and the 15th largest in the world, making it a prime locationfor businesses and the law firms that serve them. Nearly all of the Am Law 200 have offices in, or serve clients in, Texas,and many more small and midsize firms serve local, national and international clients from a Texas base.Given Texas’ position in the legal arena, we are pleased to support the educational, professional development andnetworking needs for the legal marketers who call it home. With more than 100 members, and City Groups in Austin,Dallas, Houston and San Antonio, LMA Texas will serve as a vital resource for the men and women involved in legalmarketing in the state.We are excited to welcome you and convene once again with our fellow legal marketers from across the nation andinternational borders for the largest educational and networking event of the year!The 2012 conference theme is “Leadership and Effecting Change,” and it is your opportunity to gain insight frompeers and veterans as well as build personal and professional connections to help you excel in your career. Whether anewcomer or seasoned veteran, coordinator or CMO, use this conference to enhance your skills, and strengthen yournetwork to become a better professional and a more impactful member of the LMA.Michael A. Webb2012 LMA Texas Chapter PresidentDid you know that LMA introduced a discounted group rate for individual membershipin 2012? If your organization has six or more LMA members, you can save hundredsor even thousands of dollars each year.2012 Legal Marketing Association Annual Conference11

7:30 Registration7:30 Breakfast in the Exhibit HallThursday, March 15, 2012Conference Day One8:30 a.m.-12:00 p.m. Plenary Session8:30 Opening Remarks and LMA Annual ReportJoin LMA’s president and executive director for a look back on recent accomplishments –at the international, chapter and individual member levels, as well as looking ahead to2012 goals and activities.Betsi RoachExecutive DirectorLegal Marketing AssociationAlycia SutorPartnerAkina Corporation2012 President, Legal Marketing Association9:00 Keynote Speaker - James KaneIn this fascinating and highly entertaining presentation, James Kane takes hisaudiences on a journey into the human brain and explains the secret to buildingand maintaining loyal relationships. Supported by more than 40 years of HarvardUniversity research, Kane will make the case that human beings have a fundamentalneed to be loyal and actively seek out the specific clues from others that tell themwhen they can and should be. When an organization or an individual is able to understandand communicate those loyalty-building behaviors, they can develop relationships that willlast a lifetime and result in unwavering and unlimited support.10:00 Networking and Refreshment Break in the Exhibit Hall10:45 Recognition Committee Announcements11:00 How to Lead the Way to Picture Perfect ChangeJonathan Michael Bowman, Esq.Clear Picture Leadership ®Have you ever wanted to create a brand new social media marketing plan,initiate a strategy to develop business through tradeshows or revamp your firm’sphilosophy on how to retain existing clients? Change can be difficult for anybody. Leadingchange can be even more difficult and, at times, seemingly impossible. This program willteach attendees change leadership principles that every marketing professional – fromthe entry-level practitioner to the marketing director – can employ to bring about positivetransformations at your firm.12:00 Networking Lunch in the Exhibit HallJDSSponsored by:TMUPRANew for 2012It’s unanimous that the programming at the 2011 conference in Orlando was great,but we’re more than confident that the 2012 LMA Annual Conference will beatPlusexpectations and live up to our conference theme: “You Ain’t Seen Nothing Yet!”Following the conference best practices we’ve established and live by, the focus of theWe’re keeping the elements we introduced last year that you liked.2012 program has been determined by soliciting input from hundreds of legal marketing ✓ A speaker faculty predominantly comprised of in-house marketingand business development professionals, to truly understand the predominant issues, and business development executives.challenges and opportunities you face on a daily basis. In addition, we analyzed andembraced the feedback we received after the 2011 conference to hone and improveupon the structure and format of the agenda.✓ Longer breakout sessions to allow speakers to address every topic in-depth.Join Us In Texas For:✓ A balanced speaker faculty, from firms large, mid-sized, and smallto reflect the range of the LMA membership base.✓ 3 days of rigorous professional development including 30+ hours of outcomebasededucational programming.✓ All sessions are categorized by the desired outcome versus themeto help guide you in your programming choices.✓ More built-in networking time throughout the conference to deliver greatercollaboration and idea sharing among attendees and speakers.✓ Wi-Fi coverage the exhibit hall. Sponsored by:✓ Case study based sessions designed to deliver real-world practical information ✓ The MOBI – The LMA Conference is mobile! Stay connected before, during andyou can act on immediately upon your return to the office.after the conference via your smartphone at www.lmaconference.mobi.✓ Dedicated curriculum for the Solo/Small Firm Marketer that will provideattendees the opportunity to learn the strategies behind turning your small firmDesigned by:marketing team into a powerhouse.✓ Enhanced CMO programming including a brand new, one day “CMO Summit”designed to provide greater depth for busy marketing executives.✓ Name Badge QR CodesYour conference name badge will include your personal QR code complimentsWhat’s This?of Vizibility. Scan other attendees’ codes via your smart phone and instantly seeA QR code is a two-dimensional bar code that can betheir curated online identity in a true mobile experience. The Vizibility personalscanned using a smart phone or mobile device and leads tobranding service allows law firms to proactively control, organize and share theinformation in a ton of forms:online identities for their legal professionals.text, maps, vCards, web sites and more.Designed byWhen you get to the 2012 LMA Annual Conference, you’llsee QR codes scattered all around the conference center.Using your smart phone or tablet and the QR readerapp of your choice, scan the codes as you come acrossthem. They’ll lead you to valuable information about theconference and a fun, interactive game to participate inwhile you’re at the show.Designed by:Software, Web, IT | EXPERTS

Thursday, March 15, 2012Conference Day One1:30-2:45 p.m. Concurrent Breakout SessionsTrack OneToday’s Lawyers and Social Media – How Are Theyor Should They Be Using It?SuperSessionTrack ThreeData + Relationships + Design: The Web StrategyRevolutionMasterClassToday’s business environment demands that legal marketers have and maintain a familiaritywith online marketing tools and, increasingly, a vibrant online marketing presence. Law firmsface unique risks and limitations, due to the nature of our business, but studies have stillshown that social media usage in law firms – for marketing purposes – is up considerably justin the past year. This discussion will focus on three distinct issues facing legal marketers whenit comes to social media: planning and implementing a social media strategy; how firms areactually using social media tools; and potential opportunities and pitfalls with social media.PanelistsMarcy SaloDirector of Client ServicesCairncross & HempelmannPeter S. VogelPartnerGardere Wynne & Sewell, LLPCamille StellDirector of Client ServicesLawyers Mutual Liability Ins. Co. of NCMelissa CroteauChief Marketing OfficerNixon Peabody LLPModeratorRuth DavisSenior Director, Web ServicesLexisNexisTrack TwoLeveraging the Big 4 Consulting Best Practices to BolsterYour Business Development StrategiesMany people believe law firm marketing and business development programs, strategiesand tactics are behind those of public consulting firms. This panel will bring together seniorconsulting marketers with senior legal marketers who moved from the consulting industryto discuss what legal marketers and business developers can learn from their colleagues inconsulting, and where they see the future of professional services marketing and businessdevelopment.PanelistsMari-Anne KehlerNational Tax MarketingFirm DirectorDeloitte Services (tbc)Maureen MigliazzoChief Marketing OfficerDLA Piper LLP (US)David WorleyNational Sales and Business Development LeaderPricewaterhouseCoopersAndrew Murray-BrownChief Business Development OfficerRopes & GrayModeratorJonathan MattsonChief Marketing & Business Development OfficerTucker Ellis & West LLPSuperSessionClients’ evolving expectations and preferences are changing the way people interact on theweb. From greater collaboration through the web to social searching and interactive design,firms are leveraging technology in novel ways to engage legal buyers on the web. Forwardthinkingfirms are also discovering their sites can be used as a powerful extension of theirrelationship management programs. This session will examine how firms are turning theirwebsites into a foundation for relationship building, using collaborative technologies andinteractive design. It will also explore emerging web trends and creative strategies for bringingyour website into a new era of engagement.Scott KilburgGroup Director, Marketing and Business PlanningFoley LardnerKalev PeeknaWeb Strategy ManagerHubbard One, A Thomson Reuters CompanyTrack FourThe Next Dr. Sanjay Gupta? Expertise, Contentand Engaging with the MediaNew media makes news organizations and journalists more accessible. However, with moremedia (and fewer resources in a 24/7 breaking news cycle), journalists have a greater needthan ever for expert commentary and content from trusted sources. This interactive sessionwill offer strategic insight, practical tips and advice on how you can position your attorneys asexperts and help them more successfully engage with the media through online bios, socialmedia networking sites such as LinkedIn, Google+, Twitter and Facebook, as well as throughpersonal or firm blogs.PanelistsReilly StarrProject Lead, Strategic Programs and Social MediaIBM Global Business ServicesKatherine HollarChief Marketing OfficerLathrop & Gage LLPAdriana GardellaJournalistThe New York TimesModeratorKelly HoeyBusiness StrategistTrack FiveLaw Firm CMO Roundtable DiscussionsNow a staple of the LMA Annual Conference, the CMO roundtable discussions are designedfor and facilitated/attended exclusively by CMOs (or marketing director equivalents). They arean excellent opportunity for our more senior-level attendees to participate in working grouproundtable discussions with industry peers. These sessions will be invaluable in helping youfocus your strategic thinking.Attendance is limited and restricted to in-house law firm attendees who are their firm’stop marketing or business development professional. Pre-registration is required, oneparticipant per firm. If you are interested in attending, please email Kristy Perkins atk.perkins@americanconference.com and add ‘CMO Roundtables’ in the subject line.2:45 p.m. Networking Refreshment Breakin the Exhibit HallMasterClassEach breakout session is structured around desired outcomes, to help guide you to the programs that will most help you meet your professionals goals. Choose from one of the following:Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving Visibility2012 Legal Marketing Association Annual Conference13

Thursday, March 15, 2012Conference Day One3:30-4:45 p.m. Concurrent Breakout SessionsSuperTrack OneSession Track ThreeRise of the Machines: Putting Technology to Work for UsLegal marketers have a wealth of technology tools available to help us; what we need isa pragmatic approach to use them to build relationships and generate revenue. Join usfor an interactive discussion on how to effectively use technology to support your businessdevelopment efforts. Participants will break out into teams and create a conversation usingworksheets and a mobile app to respond to survey questions. You will leave with a roadmap ofwhat tools you need, based on your own responses, to strengthen your business developmentinitiatives and convert leads to new business.PanelistsMonica PhillipsDirector of Marketing and Business DevelopmentArent Fox LLPJohn M. ByrneLynn FoleyDirector of Marketing and Client DevelopmentBull, Housser & Tupper LLPTrack FourChad ErgunDirector, Business IntelligenceGibson, Dunn & CrutcherGeoffrey R. GoldbergChief Marketing OfficerLowenstein Sandler PCModeratorMark PowerFounder and CEOConcep GlobalSuperTrack TwoSessionLegal Project Management and Requests for Proposal:Demonstrating Value to a Prospective ClientMost clients examine your firm’s LPM plan to find out if the firm knows how to manage aproject on time and within budget. Schedules and budgets, however, make up just the tip ofthe iceberg. Articulating your firm’s LPM process in the RFP is the perfect vehicle to showcasethe firm’s knowledge of the client’s industry, experience in solving business problems similarto that prompting the RFP, comfort with exploring alternative fee arrangements and economicuse of client, legal and monetary resources. It can create a platform to set client expectationsand provide the method by which the prospective client describes the company’s return on itsinvestment (your fees) to others participating in the retention decision. This session will takethe audience through a case study from the firm and client perspective, showing the points ofintersection between the LPM and business development in the initial retention meeting.Michelle LeethamChief Ethics & Compliance Officer and Manager of LitigationFirst Solar, Inc.Track FiveMary E. WrightGeneral Counsel and ShareholderOgletree, Deakins, Nash, Smoak & Stewart, P.C.6:15 p.m. LMA Night Out at the Glass Cactus Nightclub7:45 p.m. Akina Night Cap14 2012 Legal Marketing Association Annual ConferenceDe-mystifying Alternative Fee Arrangements and UsingThem to Win Business in the RFP ProcessIn this interactive, hands-on session, participants will hear from in-house law firm marketers,about the latest trends in alternative fee arrangements and their increasing use as adifferentiator for lawyers and firms seeking ways to bring value to client engagements.The session will provide a review of the most-used arrangements, with several real-worldexamples and case studies discussed. Innovative approaches to moving beyond the billablehour will also be presented, including an overview of how several large companies are usingalternative fees to great success. Finally, there will be time devoted to interactive, small-groupexercises in applying various alternative fee arrangements in response to clients’ needs asstated in RFPs. Attendees will leave the session with a greater familiarity with all forms of AFAsand be better prepared to propose them in their next RFP response.Chief Marketing OfficerDrinker Biddle & Reath LLPKristin SudholzChief Value OfficerDrinker Biddle & Reath LLPThe Evolution of the Law Firm Brand. How to PromoteIndividual Attorneys within the Parameters of the Firm’s BrandTraditionally, law firm marketing departments have been focused on promoting their firms’institutional brand – rather than practice areas and individual attorneys. For some firms, thisappears to be changing. Many law firms increasingly recognize the merits of assisting thebusiness development efforts of individual attorneys. This panel will present real-world casestudies that examine law firm branding from three perspectives: the firm, the practice area, andthe attorney. Participants will discuss how to balance the firm’s brand goals with the individualattorney’s brand goals; how to ensure your firm’s DNA aligns with your brand; how to get buy-infrom firm leadership; and how best to facilitate the use of social media to support the brand.PanelistsJasmine Trillos-DecarieDirector of Marketing and Business DevelopmentFoley Hoag LLPRobert AlgeriPartnerGreat Jakes MarketingPeter WinzigDirector of Marketing and Corporate DevelopmentWeltman, Weinberg & Reis Co., LPAModeratorAdrian Dayton, Esq.CEOAdrian Dayton & AssociatesCMO Roundtable DiscussionsSee page 13 for details.Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving VisibilityMasterClassMasterClassWine Reception Hosted by Shift Central immediatelyfollowing the CMO Summit (open to attendees of theCMO Summit only).The LMA Night Out is the main networking reception of the 2012 LMA Annual Conference. After a full day of conference sessions, education andstrategic thinking, this is your opportunity to kick back and relax and get to know your fellow attendees better. The 2012 LMA Night Out will be heldat the Glass Cactus Nightclub, which is on the Gaylord Texan grounds but apart from the main hotel building. The Glass Cactus Nightclub includesfour bars, a 2,000 square foot dance floor and a 13,000 square foot outdoor deck space on two floors overlooking beautiful Lake Grapevine.Please join Akina Corp at the Glass Cactus for the fifth Annual Akina Night Cap,a great way to cap off your evening with music, margaritas and mixing with friends.

Track OneSuccess through Collaboration: GCs and Law FirmsWorking TogetherDeveloped in Association with:Friday, March 16, 2012Conference Day Two8:00-9:00 a.m. Breakfast in the Exhibit Hall9:00-10:15 a.m. Concurrent Breakout SessionsDuring this interactive session, you’ll hear first-hand from general counsel about what theylike, don’t like, and want to change about outside law firms. Panelists will describe their roles,how their departments operate, and what their top three criteria are when selecting outsidelaw firms. They will share how their companies are managing costs, what metrics they use toevaluate outside law firms, and what role alternative fee arrangements (AFAs) and requestsfor proposal (RFPs) play in differentiating legal counsel. GCs will also discuss their mosteffective collaborations with outside counsel, including pro bono efforts, partnerships andtechnology.PanelistsRon K. BargerSenior Vice President and General CounselArchon Group, L.P.Jeffrey W. CarrVice President, General Counsel & SecretaryFMC Technologies Inc.ModeratorsTom DugganGroup Publisher, InsideCounselCathleen FlahardyEditor-in-Chief, InsideCounselTrack TwoLove & Marriage, Horse & Carriage, Marketing & IT?You Can’t Have One Without the Other!Marketing and IT departments that collaborate well can enable their firms to implementstrategic initiatives to foster growth and success. This session will explore actual examples ofsuch collaboration, explain the secrets behind successful collaboration and provide practicalideas for how you can improve such collaboration in your own firm.PanelistsKaren AnzuiniChief Information OfficerBeneschJulie GurneySenior Marketing Communications ManagerBeneschSamuel D. ShipleyChief Information OfficerUlmer & Berne LLPAlexis DankovichChief Marketing OfficerUlmer & Berne LLPModeratorMonica BayEditor in ChiefLaw Technology News, ALM10:15 Networking Refreshment Break in the Exhibit HallSuperSessionSuperSessionTrack ThreeCompetitive Intelligence: Not Just Client IntelligenceLaw firms house vast amounts of client and market information that can help legal marketersand business development professionals drive more strategic marketing and businessdevelopment decisions. Without knowing how to locate, analyze, and distribute the rightinformation, data cannot be turned into intelligence. During this session, we’ll look at howfirms can make sense of this immense amount of information and turn it into actionableintelligence. We will present real-life case studies describing how firms have successfullyleveraged information into intelligence to support top-priority business development functionssuch as: strategic targeting and client segmentation, selecting and supporting client teams,and identifying new markets and growth opportunities.Emily C. Rushing, JD, MLISCompetitive Intelligence Manager, Haynes and Boone, LLPPaul BonnerDirector of Business Development, Haynes and Boone, LLPSuzanne DonnellsDirector of Marketing, O’Melveny & Myers LLPPatrick FullerManaging Account Director, Hubbard One, A Thomson Reuters CompanyMasterTrack FourClassNumbers-based Marketing – Integrating Finance and BusinessDevelopment to Help Your Firm put Resources in the Right PlaceLaw firms that develop a complete client picture based on value can focus their marketing effortsmore cost-effectively, thereby gaining a significant marketplace advantage. During this session,you’ll learn where to find the key statistics in your financial system, which benchmarks youshould capture at client intake to help measure marketing success, and how current technologycan identify those client groups that produce the most value for your firm to maximize growth.Robert SwayzeChief Financial Officer, Gardere Wynne & Sewell, LLPChris WhitmoreBusiness Development Specialist, LexisNexisTrack FiveCrisis ManagementDeveloped in Association with:Dealing with client and law firm crises has become an increasingly important skill set for ourlegal marketing role, and the ability to address and solve the “worst moment ever” is integralto effective crisis management. This hands-on workshop will develop and enhance your crisismanagement skills by solving a real-life situation in an interactive setting. A crisis, ripped fromthe headlines, will be presented in advance of the event, and attendees will split into smallgroups to identify issues and proposed solutions for several different audiences. The facilitatorswill move among the tables to engage the groups in the problem-solving exercise, and the groupwill reconvene at the conclusion of the session to discuss the various approaches presented.PanelistsRudy BurwellExecutive Vice President for Crisis Communications and LitigationPublic Relations, Hellerman Baretz Communications LLCElizabeth VenturaDirector of Communications, Weil, Gotshal & MangesModeratorJoshua PeckSenior Media Relations Manager, DuaneMorris LLP10:30 Networking for Prizes in the Exhibit HallMasterClassMasterClassEvery year, the LMA service provider community raffles off great prizes to eligible in-housemarketing and business development professionals attending the LMA Annual Conference.Networking for Prizes is a fun and exciting activity that is designed to expose attendees to thevariety of service providers who participate at the LMA Annual Conference. Full details andterms of participation will be found in the official onsite conference show guide.Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving Visibility2012 Legal Marketing Association Annual Conference15

Friday, March 16, 2012Conference Day Two11:00 a.m.-12:15 p.m. Concurrent Breakout SessionsTrack OneNew Technologies for Law Firm Marketing:Case Studies in Mobile and VideoSuperSessionTrack ThreeMasterClassMarketing Innovation: Why Knowledge ManagementCan Be a Law Firm Marketer’s DreamIn the last few years, searches on mobile phones have grown dramatically while video hasreached half of all Internet traffic. Law firms, however, have only scratched the surface ofhow to reach customers using new technologies. This session will feature examples frominnovative law firms that are building mobile apps, creating video channels, and integratingreal-time content into their websites. The presenters will also share their experiences inobtaining attorney buy-in for the technologies, identifying resources to support the softwareimplementation process, and establishing success metrics.PanelistsAdam L. StockDirector of Marketing & Business DevelopmentAllen Matkins Leck Gamble Mallory & Natsis LLPNeil RosenbaumNew Business Opportunities ManagerArnold & Porter LLPMatt GrossFounder/CEOGood Screens America/Mobile Monday AmericaModeratorMatt ParfittPresidentVuture U.S.Track TwoCreating a Culture of Client Service ExcellenceLeonardo Inghilleri is a recognized business expert and author, and an opinion leader in thearea of organizational effectiveness and strategies, client service excellence, and businessinnovation. As one of the key architects behind the Ritz-Carlton’s two Malcolm BaldrigeNational Quality Awards, he has first-hand experience in creating a culture of client serviceexcellence. During this session, you will learn about proven techniques that will help your firmimprove the quality of the relationships with your clients. Leonardo will share the concepts andpractices that will help to create and maintain the kind of client service environment that canproduce strong bottom line results.Leonardo InghilleriEVP and Managing PartnerWest Paces ConsultingSuperSessionIn response to client demands for improved responsiveness, efficiency, and reduced costs,many law firms have focused solely on alternative fee arrangements. Market leaders, however,are also focusing on alternative ways for their attorneys to deliver legal services. These firmsrealize that effective knowledge management systems can achieve greater efficiency and costeffectiveness.But what is “knowledge management” (KM), and how can firms best implementKM technologies and practices? In this session, we will provide practical examples of the cuttingedgetechnologies firms are using to increase knowledge-sharing, and to offer online legalservices to their clients. We will also discuss how marketing professionals can best use knowledgemanagement efforts to demonstrate their firms’ unique value proposition.Scott RechtschaffenChief Knowledge OfficerLittler Mendelson P.C.Lisa GianakosDirector of Knowledge ManagementPillsbury Winthrop Shaw Pittman LLPTrack FourUsing Simple, Practical, and Meaningful Measuresto Drive Business Development ActivityMasterClassLegal marketing professionals need to deliver the right metrics to allow their firms to assessthe effectiveness of their firm’s marketing and business development activities. Identifyingmeaningful metrics and leveraging the right tools to link data to knowledge is critical tosuccess. During this session, you’ll hear how one marketer started with the individual activitiesof marketing personnel and expanded to analytics on the practice group, department andCRM-level. In addition, you’ll learn how you can use information derived from your CRMsystem to create a single headline measure – the Relationship Index – to simultaneously drivethe firm’s business development activities and increased use of your CRM system.Mary DavidsonMarketing and Business Development DirectorDay PitneySimon ElvenHead of CRMTikit LimitedTrack FiveYour Honor Award Winner Case StudiesMasterClassThe LMA Your Honor Awards recognize creativity, execution, achievement and overallexcellence in legal marketing, business development and communications. During thisinteractive panel discussion, you’ll hear from winners from this year’s awards program aboutthe strategy, tactics and details of their success.Winners/Speakers to be Confirmed After Judging Process in Late January 2012.12:15 p.m. End of Conference1:15 p.m. Post Conference Workshop - see page 11 for details.Outcome: Driving Growth and Profitability Outcome: Maximizing Client Retention and Value Outcome: Improving Visibility16 2012 Legal Marketing Association Annual Conference

Reception and Networking EventsAttending the 2012 LMA Annual Conference is a powerful way to build professional relationships and generate business opportunities. The more relationships youbuild, the more you increase your referral network and bolster your reputation. In fact, just one relationship can provide a vast number of referrals and substantialincome over a professional career.Most receptions are open to all attendees and we encourage you to seize the opportunity to meet face-to-face with exhibitors, fellow professionals and conferencespeakers.You’ll also have the opportunity to visit the Exhibit Hall and explore the legal marketing industry’s largest display of products and services and learn about solutionsto deliver maximum results for your firm.Receptions:First Timer’s Reception Wednesday, March 14 from 5:00 – 5:45 p.m.The First Timer’s Reception is designed to welcome those who have not attended the LMA Annual Conference before. Use this reception as an opportunity to becomeacquainted with key members of the LMA leadership, the 2012 Annual Conference Advisory Committee and to meet other new legal marketing professionals.Welcome Reception Wednesday, March 14 from 5:30 – 6:30 p.m.Taking place in the Exhibit Hall, this reception officially kicks off the 2012 LMA Annual Conference. Reconnect with your industry colleagues, build your network ofLMA contacts, and get your first look at the technology, services and products on display from our 2012 sponsors and exhibitors.LMA Night Out Thursday, March 15 from 6:15 – 7:45 p.m.The 2012 LMA Night Out will be held at the Glass Cactus Nightclub. When the Texas sun sets, the Glass Cactus Nightclub comes alive with nightly live entertainmentand dancing, as well as creative cocktails and club cuisine. It offers something for everyone in the 39,000 square feet of indoor floor space, four bars, and a 2,000square foot dance floor. Relax to a beautiful Texas-sized sunset on our 13,000 square feet of outdoor deck space on two floors overlooking beautiful Lake Grapevine.The Glass Cactus Nightclub requires stylish dress in comfortable chic attire and prohibits flip flops, torn attire or t-shirts with graphic slogans; the nightclub is strictlyages 21 & up only.Akina Night Cap Thursday, March 15 from 7:45 p.m.Please join Akina Corp. at the Glass Cactus for the fifth annual Akina Night Cap, a great way to cap off your evening with music, margaritas and mixing with friends.Social NetworkingYou don’t have to wait until the 2012 LMA Annual Conference to network. Enhance your Texas conference experience by connecting with your peers now.Event updates, agenda changes and networking reception information is always published via social media first. Stay current and join the conversion with us in the following ways:Follow us on Twitter to get real-time news and updates @LMA_ANNUAL_CONF and don’t forget to tag conference related tweets with #LMA12.Twitter Feed is sponsored by:Name Badge QR CodesYour conference name badge will include your personal QR code compliments of Vizibility. Scan other attendees’ codes via your smart phone and instantly seetheir curated online identity in a true mobile experience. The Vizibility personal branding service allows law firms to proactively control, organize and share theonline identities for their legal professionals.The 2012 Legal Marketing Association Annual Conference LinkedIn group already has 1,000+ members. With daily discussions on everything from the agendato the venue to general legal marketing questions, joining today ensures your place in this vibrant community.Software, Web, IT | EXPERTSWhen you get to the 2012 LMA Annual Conference, you’ll see QR codes scattered all around the conference center. Using your smart phone or tablet and theQR reader app of your choice, scan the codes as you come across them. They’ll lead you to valuable information about the conference and a fun, interactivegame to participate in while you’re at the show.The Legal Marketing Association Annual Conference is mobile! Stay connected before, during and after the conference via your smartphone atwww.lmaconference.mobi. The LMA Annual Conference mobile website is designed and developed by Moiré Marketing Partners. Headquartered inWashington, DC, and with an office in Long Beach, CA, Moiré Marketing Partners is a strateic branding and communications agency specializing in the successof professional services firms.2012 Legal Marketing Association Annual Conference17

Sponsors & ExhibitorsWe would like to thank our Sponsors and Exhibitors for supporting theLead Sponsors:Sponsors:Software, Web, IT | EXPERTSTMJDSUPRAConference Photography will be provided byGittings will also be offering complimentary headshots in the Exhibit Hall for Attendees.Networking for PrizesEvery year, the LMA service provider community raffles off many great prizes to eligible in-house marketing and business development professionals attendingthe LMA Annual Conference. Networking for Prizes is a fun activity that is designed to expose attendees to the variety of service providers who participate at the LMAAnnual Conference. We encourage all attendees to participate. The Grand Prize Drawing will take place on March 16 at 10:30 a.m. in the Exhibit Hall.Full details and terms of participation can be found in the official 2012 LMA Annual Conference Show Guide available at the conference.18 2012 Legal Marketing Association Annual Conference

Strategy and technology with direction SM2012 Legal Marketing Association Annual Conference.Associate Sponsors:Exhibitors:TMM I C R O S O F T C R M®(list as of November 17, 2011)See page 20 for more information on how you can get involved as a sponsor or exhibitor at the 2012 LMA Annual Conference.“The LMA conference is the preeminent conference inthe world for legal marketing. This is the largest andmost comprehensive conference whether it’s from aneducational, personal development point of view oreven commercially, everyone gains value out of thisand you can have a lot of fun here as well”Mark Power, Founder & CEO, Concep Group“The LMA Annual Conference is a terrific event. Even as afirst-time attendee and exhibitor, the experience deliveredopportunities to learn from my peers, measure my company’spositioning in the marketplace, and gain access to the decisionmakers who buy my services. It’s rare to find a conference thatcan have such an immediate impact on business.”Jon Klonsky, Founding Principal, Something Digital2012 Legal Marketing Association Annual Conference19

2011 LMA Annual ConferenceAttendee DemographicAttended by senior legal marketing and business development professionals from small, mid-size and large firms from across the country, the 2011 LMA AnnualConference also attracted the highest number of firm’s top marketing or business development executives.Below please find a snapshot of the 2011 LMA Annual Conference attendees:2011 Attendees by Title2011 Attendees by Law Firm SizeManaging Partners | 4%CMOs | 15%Directors | 35%Managers | 33%Coordinators | 13%500+ Attorneys | 34%251-499 Attorneys | 33%100-250 Attorneys | 22%0-99 Attorneys | 11%The 2012 LMA Annual ConferenceValue StatementThe LMA Annual Conference is committed to delivering superior value to sponsors and exhibitors by providing them with many quantifiable results associated withsupporting this premier conference. Below you will find some of the best practices adopted for 2012:• Personal account management to ensure that you get the rightsolution to fit your needs.• Originally researched content and speaker faculty to attractsenior attendees.• Strategic exhibit hall layout to maximize traffic flow.• Dedicated exhibit hall hours to increase floor attendance.• Unique and visible sponsor signage to maximize branding opportunities.• Unique sponsorship solutions created to target your key clientsand prospects.• Customized solutions to meet almost any budget and businessdevelopment objective.•Consolidated value – based solutions that remove the “piece meal” approach.How to SponsorWe work closely with sponsors to create the perfect business development solutioncatered exclusively to the needs of your organization. We will work with you toengage your long-term strategic goals and translate them into branding, thoughtleadership or networking solutions that enable you to meet your target audienceand derive the most value from your conference experience. To learn more aboutbecoming a member of the 2012 LMA Annual Conference Sponsorship Faculty,please contact:Esther FleischhackerSenior Business Development Executive, Special Projects212.352.3220 x 5232 | ef@americanconference.comDid you know the LMA websitehouses LMA Connect, a membersonlydiscussion forum that linksyou to thousands of professionalsworldwide?Did you know that the LMAQuickStart Course is now availableonline? Visit www.legalmarketing.organd click on Education to sign up.20 2012 Legal Marketing Association Annual Conference

2011 LMA Annual ConferenceTestimonials“The networking pieces of the conference are brilliant. It’s a great chance for peoplefrom across the country, and now internationally, to spend face time together.”Jennifer Gordon Skiver, Global Client Relations Manager, Latham & Watkins LLP“You’re going to network and expand your circle of people that youcan draw upon to help you do your job better on a daily basis.”Rhonda Ulrich, Marketing & Business Development Manager, Duane Morris LLP“For somebody who has never been before, I thinkit’s a good merge into the legal industry and they canmeet a lot of people who can help them in their career.”Kelvin Chin, Sales Director, Womble Carlyle Sandridge & Rice PLLC“Come back to the conference, you’ll be impressed, you’ll see the quality,the bar has been raised and the bar gets raised every year.”Maggie Watkins, Chief Marketing & Business Development Officer, Best Best & Krieger LLP“You see people giving each other big hugs and squeals ofdelight when they see some of the faces they’ve spent time withat previous conferences.”Matthew Parfitt, President, Vuture U.S.“It is a place where everybody shares their insights and experience andthey’ll get good programming, no doubt about it. But, they’ll mostlymeet a lot of great people who will help them with their career.”Jim Durham, Chief Marketing and Business Development Officer, McGuire Woods LLP2012 Legal Marketing Association Annual Conference21

AboutLMA’s Recognition CommitteeSponsored by:The LMA Board of Directors has formed a new Recognition Committee to administer LMA awards in 2012. Two of those awards programs, Your Honor Awards andHall of Fame, continue their strong tradition of recognizing thought leaders in the industry. Two new awards programs also honor exceptional achievement. The RisingStar award honors a professional who is new to the industry and is truly “one to watch” because of contributions to profession, the association and the legal community.The Outstanding Chapter award is presented to a chapter that exhibits superior performance that benefits chapter members and the association as a whole. JoinRecognition Committee Chairs Doug Hoover and Brooke Loucks in congratulating 2012 award recipients. 2012 Recognition Committee Members: Charlise Hyatt,Courtney Iannelli, Jennifer Johnson, Roberta Montafia, Sally Schmidt, and Susan Van Dyke.Event PartnersThe American Association of Law Libraries was founded in 1906 to promote and enhance the value of law libraries to the legal and publiccommunities, to foster the profession of law librarianship, and to provide leadership in the field of legal information. Today, with over5,000 members, the Association represents law librarians and related professionals who are affiliated with a wide range of institutions:law firms; law schools; corporate legal departments; courts; and local, state and federal government agencies. For more informationvisit www.aallnet.org.Founded in 1971, the Association of Legal Administrators (ALA) is the largest international association providing support to professionalsinvolved in the management of law firms, corporate legal departments and governmental agencies. With nearly 10,000 members, ALAis the connection to knowledge, resources and networking. For more information visit www.alanet.org.For over three decades, ILTA (International Legal Technology Association) has provided peer-networking and information resources tothose who support technology in law firms and law departments worldwide. An ever-growing membership base; bigger and better annualconferences; more meetings, webinars and other peer networking opportunities; a greater number of white papers and surveys and morevolunteer authors are just some of the reasons ILTA is so successful. For more information visit www.iltanet.org.Law Firm Media Professionals (LFMP) is a national association of in-house and outside media and marketing professionals dedicatedto improving how they deliver public relations and communications services to the law firms they serve. LFMP—launched in NYC in2002 by in-house P.R. pros Joshua Peck of Duane Morris and Dara McQuillan—provides members with a forum to exchange ideas,experiences and information on a variety of communications and media issues. Guest speakers have included leading litigation andcorporate lawyers; media training specialists; and journalists from many prestigious news affiliates. Several other cities, including Boston;Houston; LA, Minneapolis/St. Paul; San Francisco; Washington; and Chicago, have launched LFMP groups. For more information visitwww.lfmp.com.The Legal Sales and Service Organization (LSSO) is the legal industry’s only organization exclusively focused on sales, service excellenceand process improvement. LSSO’s annual RainDanceConference TM is also the place where sophisticated professionals and industrythought leaders turn for their own professional development. For more information visit www.legalsales.org.22 2012 Legal Marketing Association Annual Conference

About LMA – The Authority For Legal Marketing ®The Legal Marketing Association is a not-for-profit organization dedicated to serving the needs and maintaining theprofessional standards of the men and women involved in marketing within the legal profession.One of the principal goals of LMA is to provide to its members vital and timely information on a wide variety of legalmarketing issues so that they may grow professionally as well as personally. LMA members immediately gain accessto a wealth of resources including national and regional educational programs, Strategies - The Journal of LegalMarketing, a monthly e-newsletter, LMA Web site and online job bank, industry specific market research, timely andprovocative white papers and much more.More than networking, LMA provides real tools and a knowledge bank that empower members to build successfulpractices in today’s competitive legal marketplace.“The Legal Marketing Association was founded with the idea that the individuals working to market legal servicesneeded a forum to share and exchange ideas with each other. That basic principle holds true today. LMA is a vitalresource — a lifeline — for anyone working in the marketing of professional services. You simply can’t be in thisprofession without being a member of the Legal Marketing Association.”About the Conference:LMA’s annual conference attracts more than 1,000 potential contacts and is the preeminent conference for legalmarketing, client relationship management and business development.About American Conference InstituteA unique organization, American Conference Institute is devoted to providing the business intelligence that seniordecision-makers need to respond to challenges both here in the US, and around the world. Staffed by industryspecialists, lawyers and other professionals. American Conference Institute operates as a think tank, monitoringtrends and developments in all major industry sectors with a view to providing information on the leading edge.Headquartered in New York and led by Ben Greenzweig, Managing Director, American Conference Institute hasgrown to produce more than 220 events each year, attended by thousands of senior delegates from across thecountry.Market-Driven ApproachOur conferences, summits, and executive briefings offer a combination of lectures, hands-on workshops, panels,roundtables and case studies to ensure that the right information is delivered in the right format.Each of our events is based on a solid foundation of research conducted with industry key players. Before we candevelop a program that delivers the critical information our delegates demand, we must first do the market researchnecessary to ensure we understand and hit the “hot button” issues for that industry sector. As an objective third party,we strive to add value to the industries we serve by producing unbiased events that balance the needs and views ofdifferent stakeholders.Global PerspectivesAmerican Conference Institute – together with its affiliates, The Canadian Institute (Toronto) and C5 (London) – offersover 500 conferences, forums, and summits each year around the globe. Over 25,000 senior business and publicsector executives, lawyers and other professionals from the United States, Canada, Europe, Russia and CIS, China,Australia, Asia and Africa will attend our events this year.2012 Legal Marketing Association Annual Conference23

Venue & Travel InformationGaylord Texan Resort and Convention Center1501 Gaylord TrailGrapevine, Texas 76051Dallas/Fort Worth AreaThe Gaylord Texan is just six miles from the Dallas-Fort Worth International Airport.About GrapevineGrapevine is conveniently located between Dallas and Fort-Worth Texas, just six miles from the Dallas-Fort WorthAirport.Grapevine provides visitors an escape from the big city. The Historic Downtown area of Grapevine endless dining options,nine art galleries and an array of over 250 shops where visitors can find everything from clothing to jewelry to antiques,home décor and specialty foods. The streets in the downtown area are lined with highly visible bronze sculptures, whichare part of the Grapevine Public Art Trail.With over 200 restaurants you are sure to find a restaurant to suit your taste. Some of the best dining options in Grapevineare listed below.• Bob’s Steak and Chop House – Ranked as one of the top steakhouses in the country. Combines simple elegance,a lively atmosphere, big drinks and large cuts of prime steaks, chops and seafood.• Wine Wood Grill – Contemporary American fare, “brings the farm-to-the-table” with made-from-scratch recipesand hand-crafted cocktails.• Ferrari’s Italian Villa – One of the area’s most revered Italian restaurants serving authentic Italian cuisine.• Silver Fox – Serves prime steaks and fresh seafood. Visit the one-of-a-kind silver bar, lined with 1800 one-ouncesilver ingots.• Mi Dia From Scratch –Traditional Mexico City recipes mixed with modern Santa Fe and Tex Mex flavors. ThisMexican/ Southwestern restaurant features hand-crafted margaritas and cocktails made from hand-squeezedjuices with an extravagant tequila selection of over one hundred of the finest agave tequilas.• Vineyard Steakhouse & Skybar – Casual elegant Texas Steak House. Stop by the Skybar to enjoy premierpanoramic views.Live entertainment is featured year-round at the Glass Cactus Nightclub and Grapevine Opry. The Grapevine Opryshowcases up and coming country performers and has helped launch the careers of LeAnn Rimes, Miranda Lambert, andKeith Anderson, among others.With an ideal climate year-round, the Dallas Fort-Worth area has become one of the best golf regions in the U.S.Grapevine features three championship golf courses which have been ranked among the top 50 public courses in thenation, including the Cowboys Golf Club, the world’s first NFL-themed golf course.Grapevine Wine TrailTexas is the 5th largest wine producer in the U.S. Grapevine, named for the wild Mustang grapes that grow throughoutthe region, has become a leader in the Texas wine industry. Take the opportunity to embark on a wine trail, a journey thatwill allow you to experience the nine winery tasting rooms in the area, from historic farmsteads to French- style chateaus.Some wineries give you the opportunity to try your hand at wine making where you can select the grapes, adjust thesweetness/dryness of the wine and even create a customized wine label.For more information visit the official Grapevine Convention & Visitors Bureau online at GrapeVineTexasUSA.com.24 2012 Legal Marketing Association Annual Conference

Hotel ReservationsThe LMA is pleased to offer our delegates a limited number of hotel rooms at a preferential rate. To reserve your roomon the web, please visit www.LMAconference.com/hotel.You may also contact the Gaylord Texan Resort’s reservation line for direct guest assistance to book your hotel room at866-782-7897 or 817 -778 -2000. Please reference C-LMA12 or the Legal Marketing Association Annual Conference.About the VenueOverlooking Lake Grapevine, brimming with authentic Texas style and hospitality, the awe-inspiring Gaylord TexanHotel and Convention Center invites you to experience the energy and excitement of the Lone Star State. Underneath thesignature majestic and climate-controlled glass atriums, you will find some of the most distinctive shopping, dining andrecreation options all under one roof!Plunge into a sparkling blue pool, enjoy a relaxing massage and unwind with a refreshing cocktail all in one convenientlocation. The world-class swimming pool, European-styled spa, and unique dining experiences are just a few of theexclusive amenities Gaylord Texan has to offer.Special FeaturesHealth club, world-class European inspired day spa, indoor lap pool, wireless internet access (Wi-Fi) in the guestrooms,glass atriums, in-room high speed internet access, USA Today (weekdays only) available in Lobby and Java Coastcoffee shop and discounted transportation to Grapevine Mills shopping center and downtown Grapevine on a pre-setschedule.Dining at the Gaylord TexanWhether you’re connecting with colleagues, entertaining clients or simply enjoying some down time, you’ll find just theright place at the Gaylord Texan.Old Hickory Steakhouse – Traditional American steakhouseZeppole – Coastal Italian served in a festive courtyard settingTexan Station Sports Bar & Grill – Vast selection of brews, cigar bar, burgers and Texan barbequeRiverwalk Cantina – Authentic Tex-Mex cuisine in an open-air cafeJava Coast – 24-hour eatery featuring premium coffee, fresh bakery and pastry items, gourmet sandwiches and salads,and delectable desserts—as well as bottled beer, and wineSilver Bar – Reminiscent of a saloon from the Old West, this lounge serves traditional and classic cocktailsGlass Cactus – High-energy nightclub boasting four bars and a two-story deck overlooking Lake GrapevineFor dining reservations for 15 or fewer, please call (817) 778-2215 to make your reservation.2012 Legal Marketing Association Annual Conference25

Registration Fees& InformationRegister online at www.LMAconference.com or call the dedicatedregistration line today at 1-877-562-7172.Group BookingsA group of 4 attendees booking together receive a 5% discount on the totalregistration price.*A group of 5 or more attendees booking together receive a 10% discounton the total registration price.*»»»»All attendees must be from the same company and must book togetherin one transaction.At least one attendee must be a current LMA Member.One invoice will be issued to the group coordinator.Substitutions are permitted but this booking is non-refundable.Call the dedicated registration line today at 1-877-562-7172.Registration Terms and ConditionsRegistration fees apply to the individual and cannot be shared among peoplefrom the same firm or company.Comprehensive registration includes:»»»»»Admittance to the exhibit hallAll general and breakout educational sessionsAccess to online program materialsRefreshment breaksMeals and ceremoniesComprehensive registration does not include QuickStart, CMO Summit,SMORS, Social Media Workshop or other optional workshops or pre/postconferenceactivities.QuickStart, SMORS, CMO Summit and Social Media Workshopregistration includes:»Admittance to selected workshop with related materials.Breakfast, lunch and refreshment breaks during the pre/post-conference»sessions.ConfirmationAll registrants will receive written confirmation/receipt of registration. If you donot receive confirmation from the organizers, please contact the registrationdepartment at 1-877-562-7172.Payment PolicyPayment must be received in full by the conference date. All discounts will beapplied to the Conference Only fee (excluding add-ons)‚ cannot be combinedwith any other offer‚ and must be paid in full at the time of order. Groupdiscounts available to individuals employed by the same organization.Cancellation and Refund PolicyCancellation and refund requests must be made via e-mail tocustomerservice@americanconference.com according to the following schedule:01/06/12: Full refund01/07/12 to 02/24/12: Full refund less a $200 handling feeAfter 02/24/12:No refundSubstitutionsIf you are unable to attend the conference, you may designate a substitute tofill your spot. The registration fee will be adjusted based on the substitute’s LMAmember status. Please e-mail customerservice@americanconference.com nolater than 03/01/12.ON-SITE SUBSTITUTIONS WILL BE ASSESSED A $50 ADMINISTRATIVE FEE.There are no refunds for no-shows. Any requests for refunds of roomreservations must be made directly with the hotel.Conference Promotional Photos and VideoLMA conference registration implies consent that any pictures and video takenduring the conference can be used for conference coverage and promotionalpurposes. LMA is able to use your likeness without remuneration.QuestionsIf you have any questions about the 2012 LMA Annual Conference andregistration procedures, please contact us at 1-877-562-7172 or atLMA2012@americanconference.com.Early-Bird Registration DeadlineThe early-bird registration deadline is December 30, 2011. All paid registrationsreceived on or before December 30, 2011 will be eligible for early-bird rates.Conference MaterialsConference attendees will receive full online access to conferencedocumentation. If you cannot attend the event and wish to receive access to theonline material for $299 please call 1-877-562-7172.*Group booking discounts apply to main conference fee only.Register online at www.LMAconference.com or call the dedicated registration line today at 1-877-562-717226 2012 Legal Marketing Association Annual Conference

CONFERENCE ENCNCEECCODE: :8899L12-DAL9L YES. Please register the following for the 2012 Legal Marketing Association Annual ConferenceTo ensure accurate registration, please enter the Priority Service Code found on the back page of this brochure: _______899L12.WEB_______Please copy this form for additional delegates. Groups of four or more attendees receive a special rate. Please call 1-877-562-7172 for details.Contact DetailsNameApproving ManagerOrganizationAddressPositionPositionPlease charge my VISA MasterCard AMEX Please invoice meNumberExp. DateCity State Zip CodeTelephoneE-mailPayment (All prices USD)Main ConferenceFEE PER DELEGATERegister by December 30, 2011 forEarly Bird PricingConference and Exhibit Hall only:FaxType of BusinessLMA Membership Status (Please circle): Full / Limited / Non-MemberLMA Membership Number: _____________ I opt out of receiving any communication from 2012 LMA Annual Conference sponsors / exhibitors.Register by February 3, 2012Conference andExhibit Hall only:Register after February 3, 2012Conference andExhibit Hall only: Full LMA Member $1095 $1195 $1295 Limited LMA Member $1345 N/A N/A Non-Member $1595 $1695 $1795Pre-Conference Sessions and Post-Conference WorkshopQuickStart - Legal Marketing Core Competencies Conference Attendee (LMA Member) $495 Conference Attendee (Non-Member) $595A Recipe For.... SMORS - Smart Marketing On limited Resources Conference Attendee (LMA Member) $595 Conference Attendee (Non-Member) $695CMO Summit ** Please note, attendance is limited to in-house law firm attendees from NLJ250firms who are their firm’s First-Chair Marketer or Business Development Executive Conference Attendee (LMA Member) $595 Conference Attendee (Non-Member) $695Social Media Workshop Conference Attendee (LMA Member) $295 Conference Attendee (Non-Member) $395Additional Tickets – LMA Night Out - Networking Reception Extra Tickets (Spouse/Guest)$99/eachSignature(for credit card authorization) I have enclosed my check for $______made payable to American Conference Institute(T.I.N.—98-0116207) ACH Payment ($USD)Please quote the name of the attendee(s) and the conference code899L12-DAL as a reference.For US registrants:Bank Name: HSBC USAAddress: 800 6th Avenue, New York, NY 10001Account Name: American Conference InstituteUPIC Routing and Transit Number: 021-05205-3UPIC Account Number: 74952405Non-US residents please contact Customer Servicefor Wire Payment information5 Easy Ways to RegisterONLINEwww.LMAconference.comE-MAILCustomerService@AmericanConference.comPHONE 1-877-562-7172MAIL2012 Legal MarketingAssociation AnnualConferencec/o AmericanConference Institute45 West 25th Street11th floorNew York, NY 10010FAX 1-877-927-1563© American Conference Institute, 2011Register online at www.LMAconference.com or call the dedicated registration line today at 1-877-562-71722012 Legal Marketing Association Annual Conference27

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