Wednesday, March 14, 2012 | Pre-Conference Sessions
8:15 a.m. - 5:00 p.m. QuickStart – Legal Marketing Core Competencies
8:15 a.m. - 5:00 p.m. A Recipe for ...SMORS – Smart Marketing On limited Resources
8:15 a.m. - 5:00 p.m. CMO Summit
5:00 p.m. First Timer's Reception
The First Timer’s Reception is designed to welcome those who have not attended the LMA Annual Conference before. Use this reception as an opportunity to become acquainted with key members of the LMA leadership, your 2012 LMA Annual Conference Advisory Committee, and to meet other new legal marketing professionals or professionals new to the industry.
5:30 p.m. Welcome Reception in the Exhibit Hall
Taking place in the Exhibit Hall, this reception officially kicks off the 2012 LMA Annual Conference. Reconnect with your industry colleagues, build your network of LMA contacts, and get your first look at the technology, services and products on display from our 2012 sponsors and exhibitors.
Thursday, March 15, 2012 | Conference Day One
7:30 a.m. Registration
7:30 a.m. Breakfast in the Exhibit Hall
8:30 a.m. - 12:00 p.m. Plenary Session
8:30 a.m. Opening Remarks and LMA Annual Report
Join LMA’s president and executive director for a look back on recent accomplishments – at the international, chapter and individual member levels, as well as looking ahead to 2012 goals and activities.
Betsi Roach
Executive Director
Legal Marketing Association
Alycia Sutor
Partner
Akina Corporation
2012 President, Legal Marketing Association
9:00 a.m. Keynote Speaker
James Kane
In this fascinating and highly entertaining presentation, James Kane takes his audiences on a journey into the human brain and explains the secret to building and maintaining loyal relationships. Supported by more than 40 years of Harvard University research, Kane will make the case that human beings have a fundamental need to be loyal and actively seek out the specific clues from others that tell them when they can and should be. When an organization or an individual is able to understand and communicate those loyalty-building behaviors, they can develop relationships that will last a lifetime and result in unwavering and unlimited support
About James:
James Kane is considered the world’s foremost expert on what makes someone truly loyal – to another person, to an organization, or to a cause. As a consultant, he has helped some of the largest and most well-known organizations in the world, including Apple, Amazon, Starwood Hotels, and Major League Baseball, build nearly unbreakable relationships with not only their clients and customers, but with members, fans, volunteers, vendors, sponsors and employees. James reveals the science behind the real human emotion called loyalty, and what anyone can do to receive its benefits.
10:00 a.m. Networking Refreshment Break in the Exhibit Hall
10:45 a.m. Recognition Committee Announcements
11:00 a.m. Featured Speaker - How to Lead the Way to Picture Perfect Change
Jonathan Michael Bowman, Esq.
President and CEO
Clear Picture Leadership©
In this energetic and content-rich presentation, you will learn how to lead the way to successful - "Picture Perfect" - change. Drawing examples from real leadership situations, Jonathan will teach and inspire you to ignite your team to achieve dynamic results. You will learn how to set a vision of change, achieve buy-in and lead the way to capture your vision.
12:00 p.m. Networking Lunch
1:30 - 2:45 p.m. CONCURRENT BREAKOUT SESSIONS
Track One - Today’s Lawyers and Social Media – How Are They or Should They Be Using It?
Today’s business environment demands that legal marketers have and maintain a familiarity with online marketing tools and, increasingly, a vibrant online marketing presence. Law firms face unique risks and limitations, due to the nature of our business, but studies have still shown that social media usage in law firms – for marketing purposes – is up considerably just in the past year. This discussion will focus on three distinct issues facing legal marketers when it comes to social media: planning and implementing a social media strategy; how firms are actually using social media tools; and potential opportunities and pitfalls with social media.
Panelists
Marcy Salo
Director of Client Services
Cairncross & Hempelmann
Peter S. Vogel
Partner
Gardere Wynne & Sewell, LLP
Camille Stell
Director of Client Services
Lawyers Mutual Liability Ins. Co. of NC
Melissa Croteau
Chief Marketing Officer
Nixon Peabody LLP
Moderator
Larry Bodine
Chief Editor
LexisNexis
Track Two - Leveraging the Big 4 Consulting Best Practices to Bolster your Business Development Strategies
Many people believe law firm marketing and business development programs, strategies and tactics are behind those of public consulting. This panel will bring together senior consulting marketers with senior legal marketers who moved from the consulting industry to discuss what legal marketers and business developers can learn from their colleagues in consulting, and where they see the future of professional services marketing and business development.
Panelists
Mari-Anne Kehler
National Tax Marketing Firm Director
Deloitte Services
Maureen Migliazzo
Chief Marketing Officer
DLA Piper LLP (US)
David Worley
National Sales and Business Development Leader
PricewaterhouseCoopers
Andrew Murray-Brown
Chief Business Development Officer
Ropes & Gray
Moderator
Jonathan Mattson
Chief Marketing & Business Development Officer
Tucker Ellis & West LLP
Track Three - Data + Relationships + Design: The Web Strategy Revolution
Clients’ evolving expectations and preferences are changing the way people interact on the web. From greater collaboration through the web to social searching and interactive design, firms are leveraging technology in novel ways to engage legal buyers on the web. Forward-thinking firms are also discovering their sites can be used as a powerful extension of their relationship management programs. This session will examine how firms are turning their websites into a foundation for relationship building, using collaborative technologies and interactive design. It will also explore emerging web trends and creative strategies for bringing your website into a new era of engagement
Kalev Peekna
Manager, Web Solutions Practice Development Manager
Hubbard One, Thomson Reuters
Gail Hageman
Marketing Technology Manager
Sutherland
Track Four - The Next Dr. Sanjay Gupta? Expertise, Content and Engaging with the Media
New media makes news organizations and journalists more accessible. However, with more media (and fewer resources in a 24/7 breaking news cycle), journalists have a greater need than ever for expert commentary and content from trusted sources. This interactive session will offer strategic insight, practical tips and advice on how you can position your attorneys as experts and help them more successfully engage with the media through online bios, social media networking sites such as LinkedIn, Google+, Twitter and Facebook, as well as through personal or firm blogs.
Panelists
Reilly Starr
Project Lead, Strategic Programs and Social Media
IBM Global Business Services
Katherine Hollar
Chief Marketing Officer
Lathrop & Gage LLP
Adriana Gardella
Senior Writer, Carlton Fields and Blogger
The New York Times ("You're The Boss")
Moderator
Kelly Hoey
Business Strategist
Track Five - CMO Roundtable Discussions
Now a staple of the LMA Annual Conference, the CMO roundtable discussions are designed for and facilitated/attended exclusively by CMOs (or marketing director equivalents). They are an excellent opportunity for our more senior-level attendees to participate in working group roundtable discussions with industry peers. These sessions will be invaluable in helping you focus your strategic thinking.
Attendance is limited and restricted to in-house law firm attendees who are their firm’s top marketing or business development professional. Pre-registration is required, one participant per firm. If you are interested in attending, please email Kristy Perkins at k.perkins@americanconference.com and add ‘CMO Roundtables’ in the subject line.
2:45 p.m. Networking Refreshment Break in the Exhibit Hall
3:30 - 4:45 p.m. CONCURRENT BREAKOUT SESSIONS
Track One - Rise of the Machines: Putting Technology to Work for Us
Legal marketers have a wealth of technology tools available to help us; what we need is a pragmatic approach to use them to build relationships and generate revenue. Join us for an interactive discussion on how to effectively use technology to support your business development efforts. Participants will break out into teams and create a conversation using worksheets and a mobile app to respond to survey questions. You will leave with a roadmap of what tools you need, based on your own responses, to strengthen your business development initiatives and convert leads to new business.
Panelists
Lynn Foley
Director of Marketing and Client Development
Bull, Housser & Tupper LLP
Geoffrey R. Goldberg
Chief Marketing Officer
Lowenstein Sandler PC
Monica Phillips
Director of Marketing and Business Development
Arent Fox LLP
Moderator
Mark Power
Founder and CEO
Concep Global
Track Two - Legal Project Management and Requests for Proposal: Demonstrating Value to a Prospective Client
Most clients examine your Firm's LPM plan to find out if the Firm knows how to manage a project on time and within budget. Schedules and budgets, however, make up just the tip of the iceberg. Articulating your Firm's LPM process in the RFP is the perfect vehicle to showcase the Firm's knowledge of the client's industry, experience in solving business problems similar to that prompting the RFP, comfort with exploring alternative fee arrangements and economic use of client, legal and monetary resources. It can create a platform to set client expectations and provide the method by which the prospective client describes the company's return on its investment (your fees) to others participating in the retention decision. Ms. Wright and Ms. Leetham will take the audience through a case study from the Firm and client perspective, showing the points of intersection between the LPM and business development in the initial retention meeting.
Mary E. Wright
General Counsel and Shareholder
Ogletree, Deakins, Nash, Smoak & Stewart, P.C.
Track Three - De-mystifying Alternative Fee Arrangements and Using Them to Win Business in the RFP Process
In this interactive, hands-on session, participants will hear from in-house law firm marketers, about the latest trends in alternative fee arrangements and their increasing use as a differentiator for lawyers and firms seeking ways to bring value to client engagements. The session will provide a review of the most-used arrangements, with several real-world examples and case studies discussed. Innovative approaches to moving beyond the billable hour will also be presented, including an overview of how several large companies are using alternative fees to great success. Finally, there will be time devoted to interactive, small-group exercises in applying various alternative fee arrangements in response to clients' needs as stated in RFPs. Attendees will leave the session with a greater familiarity with all forms of AFAs and be better prepared to propose them in their next RFP response.
John M. Byrne
Chief Marketing Officer
Drinker Biddle & Reath LLP
Kristin Sudholz
Chief Value Officer
Drinker Biddle & Reath LLP
Track Four - The Evolution of the Law Firm Brand. How to Promote Individual Attorneys within the Parameters of the Firm’s Brand
Traditionally, law firm marketing departments have been focused on promoting their firms’ institutional brand – rather than practice areas and individual attorneys. For some firms, this appears to be changing. Many law firms increasingly recognize the merits of assisting the business development efforts of individual attorneys. This panel will present real-world case studies that examine law firm branding from three perspectives: the firm, the practice area, and the attorney. Participants will discuss how to balance the firm’s brand goals with the individual attorney’s brand goals; how to ensure your firm’s DNA aligns with your brand; how to get buy-in from firm leadership; and how best to facilitate the use of social media to support the brand.
Panelists
Jasmine Trillos-Decarie
Director of Marketing and Business Development
Foley Hoag LLP
Robert Algeri
Partner
Great Jakes Marketing
Peter Winzig
Director of Marketing and Corporate Development
Weltman, Weinberg & Reis Co., LPA
Moderator
Adrian Dayton, Esq.
CEO
Adrian Dayton & Associates
Track Five - CMO Roundtable Discussions
Now a staple of the LMA Annual Conference, the CMO roundtable discussions are designed for and facilitated/attended exclusively by CMOs (or marketing director equivalents). They are an excellent opportunity for our more senior-level attendees to participate in working group roundtable discussions with industry peers. These sessions will be invaluable in helping you focus your strategic thinking.
Attendance is limited and restricted to in-house law firm attendees who are their firm’s top marketing or business development professional. Pre-registration is required, one participant per firm. If you are interested in attending, please email Kristy Perkins at k.perkins@americanconference.com and add ‘CMO Roundtables’ in the subject line.
Wine Reception Hosted by Shift Central immediately following the CMO Roundtable (open to attendees of the CMO Roundtable Discussion only).
4:45 p.m. End of Conference Day One
6:15 p.m. LMA Night Out at the Glass Cactus
The LMA Night Out is the main networking reception of the 2012 LMA Annual Conference. After a full day of conference sessions, education and strategic thinking, this is your opportunity to kick back and relax and get to know your fellow attendees better. The 2012 LMA Night Out will be held at the Glass Cactus Nightclub, which is on the Gaylord Texan grounds but apart from the main hotel building. The Glass Cactus Nightclub includes four bars, a 2,000 square foot dance floor and a 13,000 square foot outdoor deck space on two floors overlooking beautiful Lake Grapevine.
Please join Akina Corp at 7:45 p.m. for the fifth annual Akina Night Cap at the Glass Cactus, a great way to cap off your evening with music, margaritas and mixing with friends.
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