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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
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