Law Firm Marketing Strategy & Planning | Knapp Marketing
Where solid business strategy and smart marketing ideas converge.

Strategy & Planning

Knapp Marketing has developed a strong reputation for assessing what marketing and business processes a law firm needs to expand its client base, and creating trackable strategic plans that enable law firms to achieve their desired growth.

We analyze your law firm’s culture, market position, strengths, client base and future opportunities, and we benchmark your expenditures, processes and results against the profession’s best practices and comparable firms. Based on this assessment, we can make focused and attainable recommendations for the design of a successful marketing program. Working closely with managing partners and CMOs, Knapp Marketing provides specific, actionable and prioritized next steps to achieve your marketing goals and define your law firm’s branding and positioning.

Knapp Marketing’s customized strategic marketing plans lay out tactics, budget and timelines in an easy-to-track format to allow for maximum flexibility and transparency. We then collaborate with law firm management, marketing staff and subcontractors as needed to implement recommended legal marketing initiatives.

For some law firms and attorneys, we work as a de facto in-house marketing team, providing extensive resources to project-manage your legal marketing and business development strategies. We are also pleased to train or recruit in-house marketing staff.

Some of the strategic tactics we manage for law firms include:

  • Brand strategy and design (expressed in logos, stationery, ads)
  • Website development
  • Digital marketing and social media strategies
  • Attorney business development training and coaching
  • Writing (website pages, bios, practice group descriptions, white papers)
  • Content marketing (blogs, content development)
  • Rankings (Chambers, Legal 500, Best Lawyers, etc.)
  • Public relations including media outreach and speaking opportunities


Stake Your Claim: Creating a Niche Legal Practice

This article, co-authored by Amy Knapp and Tammy Mangan, originally appeared in The Legal Marketing Association (LMA)’s Strategies Magazine. Stake Your Claim Like the business pioneers before them, lawyers can benefit from finding new ground of their own. If you are particularly interested in …
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