Friday Agenda

Friday, November 17: Concurrent Morning Sessions  10:30-11:45 a.m.

Getting Into Character—
The Five Most Important Functions for Tomorrow’s Most Effective Legal Marketers

Most marketing directors and managers are pulled every-which-way and trapped into “putting out fires.” Based on a multi-industry survey of 377 senior-level marketers and law firm partners, this program will show attendees how to begin (or continue) making the case for changing the scope of the legal marketing role, including:

   · The five functions marketers must perform to be competitively effective

   · How to improve the selection process for marketing initiatives, including established metrics for measuring
     success
  · The three key marketing metrics and why they are so powerful

Panelists

Larry Bodine, Esq.
Principal,Larry Bodine Marketing

Suzanne Lowe
Founder,Expertise Marketing, LLC

Anne Malloy Tucker
CMO,Goodwin Procter LLP

Crisis Communications and Public Relations in the Legal Arena — Taking Cues from Law Firm Crisis Best Practices

Greg Wilson, Vice President, Levick Strategic Communications, LLC
Nicole Quigley, Assistant Director of Media, Public Relations & Communication, Crowell & Moring LLP

Proven corporate communications practices have eluded the legal industry for years, until now. Attendees will learn innovative communications approaches that are underutilized by the legal industry today. Watch the drama unfold as Ms. Law Firm PR attempts to manage her firm's crisis and guide her unwitting managing partner through one of the worst developments to hit their firm. Learn from best practices in media relations, managing up, and politicking. Tactics covered will include:

   · Message summits
   · Negotiating with the press and desk-side briefings
   · Managing expectations and partner training
   · Strategic communications planning for internal audiences and clients

Panelists

Nicole Quigley
Assistant Director of Media, Public Relations & Communications, Crowell & Moring LLP

Greg Wilson
Vice President, Levick Strategic Communications, LLC

From B-List to Blockbuster—Increase Coaching Success By Focusing on Five Critical Factors

In a recent survey of 157 law firms, ALM Research found that 58% had conducted sales training, but the training was not widely seen as a catalyst for revenue growth. This program will explain how law firms can increase the impact of business development training and coaching by focusing on five critical factors: motivation, focus, measurement, follow-up, and individual differences.  Discussion points will include:

   · A self-assessment test of how well participants have addressed these factors in past programs, and how important each factor is likely to be given the firm's culture
   · Quick references to improve future success by directly addressing each factor

Panelists
Jim Hassett
President, LegalBizDev

Tom Kane
President, Kane Consulting, Inc.

Kelly Kiernan Largey
Nat’l Marketing Executive, Fish & Richardson PC

Catherine Alman MacDonagh
Director of Business Development, Day, Berry & Howard LLP

Friday, November 17: Concurrent Afternoon Sessions      1:45-3:00 p.m.

Based on a True Story—How a NH Firm Reinvented, Elevated,
and Created Business Success

Follow a northern New England law firm through their successful journey as they took established marketing and business development efforts to a new level. Learn how their efforts continue to generate significant new business. The panel will share their six-point roadmap to success,
including:

   · Focusing on precise needs and assembling the right team
   · Developing a strategy
   · Differentiating marketing, business development, and client service
   · Creating metrics and reporting systems  
   · Managing results
   · Maximizing success for long-term benefit

Panelists
Michael J. McClusky
Executive Director, McLane, Graf, Raulerson & Middleton

Julie Savarino, Esq.
Managing Director, Business Development, Inc.

Kelly Trudel
Director of Business Development, McLane, Graf, Raulerson & Middleton

Branding’s Strategic Encore—Business Results Beyond “Look and Feel”

This interactive session goes beyond the “look and feel” of branding and defines the potential business impact of strategic brand development. Attendees will learn how good branding should not only be an integral part of a firm’s business plan, but, when done properly, can actually help drive the process. Partake in exercises, discussion, and case studies designed to provide a framework to position your firm’s branding to contribute to your overall business plan. Learn from success stories from within the legal industry and from other industry sectors.

Panelists
Beth Cuzzone
Director of Business Development, Goulston & Storrs LLP

Barbara Marx
CEO, Legal Insight Media, Inc.

Roberta Montafia
CMO, Day, Berry & Howard LLP

Preparing Associates for Center Stage—Best Practices in Training and Coaching Associates to Develop Business

An associate’s success tomorrow is dependant on skills developed today. Learn specific examples of how leading edge firms are building the skills of their associates through a combination of mentoring, coaching, training, teaming, and program involvement. This session also provides a six-point plan to poise an associate to become a top-producing partner. This program will cover:

   · Why marketing and selling are now essential career skills for associates

   · Best practices for building associates skills

   · Case studies of associate marketing all-stars

Panelists

Michael Cummings
Managing Director, SAGE PDI

Jan Anne Dubin
Director of Client Services, DLA Piper Rudnick Gray Cary