Domains: Business of Law, Communications
Why do some law firms enter new markets with a bang while others never quite make it into orbit? Tune in as moderator Deb Pickett talks to the marketing directors behind some of the legal industry’s most successful new office launches to identify lessons learned and discuss the array of tactics they used to advance their firms’ growth strategies. Julie Gurney, Director of Practice & Industry Initiatives at Benesch, and Eileen Kinney-Mallin, Director of Brand Marketing and Communications at K&L Gates, have helped their firms enter multiple new markets in the US and abroad. Their most notable successes include Benesch’s 2015 entry into Chicago, which has been the centerpiece of a nationwide expansion that has doubled the firm’s headcount and more than tripled its annual revenue, and K&L Gates’ 2021 launch of a Nashville office, which has already more than doubled in size.
Learning Outcomes:
- Identify the inputs needed to create a marketing plan for launching an office in a new market
- Set goals and metrics for your firm’s new office launch, including KPIs tied to firm strategy
- Evaluate and select marketing tactics and resources to execute your launch plan
Presenters:
Debra Pickett, Founder & Principal Consultant, Page 2 Communications LLC
Julie Gurney, Director of Practice & Industry Initiatives, Benesch
Eileen Kinney-Mallin, Director of Brand Marketing and Communications, K&L Gates
Price:
Member Price: $79
Prospective Member Price: $99