Case Study

In 2003, one of Alabama’s most respected mid-sized law firms turned to TheRemsenGroup to audit its marketing programs and help it compete more effectively with larger, more established firms.

Evaluation

We began our engagement with a series of CLE-approved presentations to all lawyers and staff on effective law firm marketing strategies and tactics. This was followed by a detailed analysis of the firm’s current client base, compensation system and existing business development initiatives. Finally, we met with each of the firm’s existing practice groups to gather additional data and input.

Recommendations

After careful review of the situation, TheRemsenGroup recommended the following initiatives:

Adopt the industry practice group model to focus marketing resources on four key target audiences
Recruit a more senior level marketing director
Strengthen internal communication and operations
Enhance its marketing database
Identify and join a law firm network
Establish a formal, firm-wide client feedback program
Develop individual attorney marketing plans
Reward non-billable contributions to firm goals and objectives
Update its collateral materials to reflect new industry practice group structure
Provide adequate resources to support enhanced marketing efforts
Encourage strong, hands-on managerial support

Results

Our marketing plan was centered on helping the client understand that, as a mid-size law firm in a major market, it could not be all things to all people. Consequently, we recommended focusing resources on a targeted group of industries and adopting an industry practice group model. In addition, we helped the firm join one of the world’s most established law firm networks which has generated an abundance of inbound referrals from law firms across the country. TheRemsenGroup also helped the firm hire a more senior and experienced marketing director with whom they are extremely pleased.