This program is co-produced by the Wisconsin Association of Legal
Administrators, in conjunction with the State Bar of Wisconsin CLE
Seminars, and is part of the Developing
Attorney Business Skills Webcast Series.
Marketing Strategies for Firms and Individual Attorneys
Presented by Steve Wingert, Administrator, Marshall Gerstein &
Borun LLP and Attorney Alycia Sutor, Akina Corporation
Building a law practice takes time, energy and effort.
You’re more likely to succeed if you think before you start.
By understanding and developing good marketing strategic plans, you will
be able to find more clients, increase revenues, build your reputation
and better serve your clients. Seasoned law practice pros will
help you apply proven attorney marketing strategies to promote your firm
and yourself.
At the conclusion of this session, you’ll know how to:
- Identify trends an competitive forces in the legal industry
- Get and remain competitive
- Understand different marketing strategies
- Determine the purpose for practice groups and how they fit into a
firm’s marketing strategy
- Understand the importance of marketing your firm and yourself
- Participate in your firm’s marketing plans
- Create your own marketing and business plan
Program Outline
Marketing Strategies for Law Firms And Individual
Attorneys
I. Overview/Introduction
II. Your Firm in the Marketplace
A. The legal marketplace – general trends, diversity makeup,
and competitive forces
a. Local Perspective
b. Regional Perspective
c. National and International Perspective
III. Market Your Practice Specialty
IV. Market Yourself
V. Understanding Who Your Firm’s Competitors May Be and Their
Business Approach
VI. Getting and Remaining Competitive: Strategies a Firm May
Employ
A. Understanding your firm’s marketing strategy and how it will
align with the client needs
VII. The Practice Specialty
A. How the practice group fits into the firm’s overall
competitive strategy
B. What is a practice group business and marketing plan
C. How a practice group develops its business and marketing plan
VIII. Why Do You Have to Market Yourself?
IX. How Can Your Firm Contribute To Your Personal Marketing Plan?
A. Understanding your firm and its marketing strategy
B. How you can fit into your firm’s strategy
a. Mission
b. Diversity
c. Practice areas
d. Major clients
e. Short and long-term goals
f. Your firm’s marketing strategy
X. Developing and Updating Your Own Marketing and Business Plan
A. What is a personal business and marketing plan?
B. What personal factors will make your personal business and
marketing plan succeed?
C. How do you develop an effective personal marketing plan?
XI. Concluding Thoughts/Questions and Answers
