Case Study: Helping a Venerable Mid-Sized Firm Create a Marketing Culture
Client: A highly respected, long-standing 55-attorney firm in a mid-south city was experiencing increased legal competition from Am Law 200 newcomers in their local marketplace. The aggressive advertising, business development and marketing activities of the (relatively) new firms were beginning to erode this client’s family-owned and middle-market client base.
Need: We began by conducting a Needs Analysis to understand how efficiently the firm was using its financial and human resources, how they were perceived in the market, and how their business development efforts compared to competitors. We then conducted and compared a Client Base Analysis and a Local Business Market Analysis to identify what market segments offered the greatest growth opportunity and where our client had the strongest existing foothold.
Result: Based on our research, we identified 3 existing practice areas with growth potential and identified existing and historical clients with potential to use those areas. The resulting marketing plan laid out a cross-selling plan for the first 12 months and a focused external business development plan for the second 12 months. Knapp prepared the marketing plan, trained an in-house marketing person and is currently overseeing the execution of the plan.
Coaching & Training: In order to ensure that our plan was successful and mobilized all of the client’s resources, we conducted an attorney training seminar entitled, “Developing Your Own Business Plan,”* and to date, Amy Knapp has conducted 6 months of individual coaching sessions for 16 attorneys. The program has been deemed very successful by the client with several new client engagements in the first two months.
*Skillful Means Marketing contributed content for this seminar.
Case Study: Customized Marketing Budget Best Practices
Client: An Am Law 200 firm in 10 second cities across the middle of the country had merged 3 times, resulting in hybrid cultures and processes. Their MBA Chief Marketing Officer, a veteran of the financial industry, sought a comparative study and Needs Analysis to illustrate best practices for Marketing Budget Allocation among the firm’s true peers and competitors.
Need: We performed a Needs Analysis study that involved interviewing 16 key internal participants in the marketing and budget processes; reviewed 3 years of budget expenditures and information and then did proprietary surveys of 4 peer firms (defined as those of similar size, location (not major markets) and in similar practice areas.
Result: Our resulting report provided a clear comparison of our client to (1) 4 peer/competitors and (2) the full Am Law 200 in the areas below.
- Budget categories & percentages
- Staff size, roles, location and reporting relationship
- Allocation process
- Marketing plan creation process
- Bulleted list
- Timing of marketing planning process
Our specific recommendations for change took into account this firm’s unique culture and existing processes and are currently being implemented in the new budgeting cycle.