Creating a Niche Market at Mid-Sized Firms

Domain: Business Development

Hear from two in-house legal marketing professionals about the nuts and bolts of forming and growing a new niche market. Through a case study, you will walk through their experiences of forming the highly controversial, yet profitable, Cannabis and Controlled Substances Group at Lowndes and the early-adopter play of the Opportunity Zones Task Force at McNair. This session will cover how to obtain firm buy-in, clarify the roles and responsibilities of the lawyers and the marketers, research market trends while growing, manage media relations and crises, and determine ROI.

Topics include:

• A framework for forming a new practice
• Message planning best practices
• A checklist for measuring message effectiveness
• Tips on how to handle it all in-house

Presenter(s):
Ioana Good, Senior Business Development and Communications Manager, Lowndes, Drosdick, Doster, Kantor & Reed
Kathryn Whitaker, Director of Marketing and Business Development, Burr Forman McNair

Member Price: $59
Prospective Member Price: $79