ABA Law Firm Marketing Strategies Conference Schedule
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| Thursday, November 12, 2009 | ||
| 8:00 a.m. - 9:00 a.m. | Breakfast | |
| 9:00 a.m. - 10:00 a.m. | Welcome & Keynote Address - Nobody is Above the Law CLE Credit Requested Who said there is no such thing as bad publicity? Probably not David Lat, founding editor of Above the Law, who discusses the impact of the online legal tabloid on the profession, and how law firms can better control their image in today's marketplace. |
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| Welcome: Steven Silverberg, Esq., Conference Chair, White Plains, NY Keynote: David Lat, Founding Editor, Above the Law, New York, NY |
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| 10:00 a.m. - 11:00 a.m. (Dual Track) | Large Firm Track: Keeping Up With the Dow Joneses: The Changing Media Landscape and What it Means for Law Firms CLE Credit Requested The media looks a lot different today than it did even six months ago. The effects have the potential to be profound for multiple audiences: the law firms and lawyers seeking media attention; the journalists who cover the news; and the buyers of legal services who seek accurate and useful information. This panel of the country's top journalists will examine the changing media landscape from all sides and give us a glimpse into the future of reporting. |
Small Firm Track: Utilizing The Internet for Small Firm Marketing – How to Maximize Websites, Blogs, Social Networking, Directory Profiles and Other Aspects of Web 2.0 Our panel of attorneys who are on the cutting edge of internet marketing will discuss how a smaller firm can use the internet to compete with Big Law. Learn how you can use simple tools to optimize your exposure and show off your expertise on the Internet. |
| Moderator: James Diaferia, Esq., Conference Vice Chair, Infinite Public Relations, New York, NY Panel: Trevor Delaney, The Associated Press, New York, NY Michael Goldhaber,Esq., Staff Writer, The American Lawyer, New York, NY Reynolds Holding, Esq., Producer, ABC News, New York, NY Douglas McCollam, Esq., former legal correspondent for Business Week and a contributing writer for both the Columbia Journalism Review and The American Lawyer, New Orleans, LA Bob Van Voris, Esq., Reporter, Bloomberg News, New York, NY |
Moderator: Steven Silverberg, Esq., Conference Chair, Silverberg Zalantis, White Plains, NY Panel: William W. Bowser, Young Conaway Stargatt & Taylor, LLP., Wilmington, DE Tom Mighell, Fios, Inc., Dallas, TX Greg Siskind, Siskind Susser, P.C. – Immigration Lawyers, Memphis, TN Tim Stanley, Justia, Inc., Mountainview, CA |
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| 11:15 a.m. - 12:15 p.m. |
ABA Women Rainmakers Panel - Generating Business…Different Styles, Different Approaches CLE Credit Requested Learn what works from a distinguished panel of women rainmakers with experience including:
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| Moderator: Andrea S. Hartley*, Akerman Senterfitt, Miami, FL Panel: Christine Baker*, Realogy Corporation, Parsippany, NJ Julia D. Corelli, Pepper Hamilton LLP, Philadelphia, PA Heather D. Jefferson*, The Delaware Counsel Group, LLP, Wilmington, DE Rachel Silverman, Bracewell & Giuliani LLP, New York, NY *Former Chair, ABA Women Rainmakers |
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| 12:15 p.m. - 2:30 p.m. Lunch 12:15 p.m. - 12:45 p.m. Program 12:45 p.m. - 2:30 p.m. |
Ranking the Raters; Rating the Rankers: A Forum on Methodologies, Benefits and Value CLE Credit Requested Which rankings rate? And which ratings rank? The major players in the legal industry present their methodologies to a panel of in-house counsel from major U.S. corporations and the conference audience. Among those scheduled to participate are Avvo, Super Lawyers, Best Lawyers, Martindale-Hubbell and Law Dragon. Also getting ranked by the panel, Chambers USA and The American Lawyer, among others. Moderator: Micah U. Buchdahl, Chair, ABA Law Practice Management Section, Moorestown, NJ |
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| 2:30 p.m. - 4:30 p.m. | 10x10 | |
| Client Satisfaction Interviews Client satisfaction programs are one of the most effective business development and marketing tools around. Learn how to implement a strategic program at your firm that will yield measurable results and happy clients. David S. Antzis, Managing Partner, Saul Ewing, Philadelphia, PA |
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| Niche Marketing Lawyers are constantly hearing that they must differentiate themselves from the competition, but what does that really mean? As your firm pursues a “cottage” market segment, consider some guiding principles on how to successfully target and exploit your niche. J. Manly Parks, Duane Morris, Philadelphia, PA |
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| Community Involvement/Charitable Giving Case study will examine how one firm bolstered its charitable giving program and community relationships and increased PR opportunities. John J. O’Malley, Volpe and Koenig, Philadelphia, PA |
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| How to Lose a Client in 10 Days Forget best practices; we’re talking worst practices. Hear straight from inside counsel on things not to do if you want to maintain a positive working relationship with clients. James A. King Jr., The Boeing Company, Philadelphia, PA |
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| Up-Selling How do you build on one matter for a diverse company, leveraging it to get more work from the rest of the company? Learn how to deepen that client relationship and grow a client from one matter to many. Patricia M. Hamill, Conrad O’Brien, Philadelphia, PA |
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| Associate Development Many attorneys enter the workforce not fully understanding what firms expect from them from a marketing and business development standpoint. Hear what law schools are doing on this front and learn how you can mentor your colleagues. Amy Montemarano, Esq., Drexel University Earle Mack School of Law, Philadelphia, PA |
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| Seminars as a Strategic Growth Tool With the right topic, speakers and audience, seminars can be an effective marketing tool to promote your firm’s expertise, but that’s just the beginning. Hear how one firm strategically developed programs that helped cultivate new clients. Sarah E. Bouchard, Morgan, Lewis & Bockius LLP, Philadelphia, PA |
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| The Marketability of Being Green Environmental Law is a hot practice area and one where credibility is key. You need to talk the talk and walk the walk. Learn how implementing environmentally friendly steps in your firm can help bring in business and develop client relationships. Bonnie Allyn Barnett, Drinker Biddle, Philadelphia, PA |
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| Selling Bench Strength A strong team relies on more than its starting lineup, it needs to have a deep bench of players that can jump in as needed. The same can be said for law firms. Client teams need to be staffed appropriately so that each team member can properly service the client needs. No matter the size of your firm, learn how you can sell the strength of your bench to potential and current clients. Christine V. Bonavita, Mitts Milavec, LLC, Philadelphia, PA |
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| Providing Added Value to Clients Managing client relationships by delivering excellent service is a critical element for success in any law firm. While many firms provide education and training for attorneys and staff, hear how one firm partnered with a top-ranked business school to develop a complete program focusing on professional development, leadership and skill development. Learn how this program has helped bolster client relationships. John F. Smith, III, Partner, Reed Smith LLP, Philadelphia, PA |
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| 4:30 p.m. - 6:30 p.m. | Social Networking Reception | |
| Friday, November 13, 2009 | ||
| 8:00 a.m. - 9:00 a.m. | Breakfast | |
| 9:00 a.m. - 10:00 a.m. | Keynote Address: Strategic Branding – Define and Differentiate John Osborn is President and Chief Executive Officer of BBDO New York, one of the world’s largest and most successful advertising agencies. John has been actively involved with many of BBDO’s clients including FedEx, GE, Sony, Lowe’s, Monster and Mars. He began his BBDO career on Pepsi and was the principal architect of the agency’s integrated marketing efforts, expanding the agency’s service offerings to include digital marketing, direct, CRM, custom-publishing and more. He was named President and CEO of the New York agency in February 2004. In January 2006, BBDO was named “Agency of the Year” by all of the leading trade publications (Ad Age, Adweek and Campaign). And this past year, it was named “Creative Agency of the Year” by Shoot magazine and business-to-business “Large Agency of the Year” by BtoB magazine. |
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| 10:00 a.m. - 11:00 a.m. | Law Marketing & Advertising Ethics Update – New Rules; New Tools CLE Credit Requested State Bars continue to define and refine what is and is not permissible in regard to lawyer advertising and the Rules of Professional Responsibility. With greater law firm focus on multi-jurisdictional practices, knowing what is permitted on the national landscape is paramount. At the same time—new tools—from LinkedIn to Twitter—blur the line on what is regulated advertising. Join our nationally-recognized panel of ethics lawyers for a discussion of what to look for and what to avoid. |
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| Moderator: Walter W. Karnstein, Kolisch Hartwell PC, Portland, OR Panel: Micah U. Buchdahl, HTMLawyers, Inc., Moorestown, NJ Michael P. Downey, Hinshaw & Culbertson LLP, St. Louis, MO Elizabeth Clark Tarbert, Ethics Counsel, the Florida Bar, Tallahassee, FL |
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| 11:15 a.m. - 12:15 p.m. (Dual Track) | Large Firm Track: Utilizing The Internet for Large Firm Marketing – How to Maximize Websites, Blogs, Social Networking, Directory Profiles and Other Aspects of Web 2.0 Learn how to differentiate your practice group and your firm from other large firms. Our panel of attorneys with extensive experience in Internet marketing will provide insight into how you can optimize exposure for your firm, your practice group and yourself through the use of the tools readily available on the Internet. |
Small Firm Track: Law Firm Marketing in a Recession: Innovative Tools for Competitive Marketing on Any Budget While the recession has forced many to tighten their marketing budgets, most firms need to maintain or increase marketing strategies to stay competitive. There are a number of low and no cost marketing tools that are surprisingly effective in helping law firms - from solo practitioners to large firms - stay competitive. The trick is knowing, which tools out there are worth your time. Our panel of experts will discuss why it is especially important to maintain visibility during a recession, how they are staying competitive and the tools they are using. |
| Moderator: Steven Silverberg, Esq., Conference Chair, Silverberg Zalantis LLP, White Plains, NY Panel: William W. Bowser, Young Conaway Stargatt & Taylor, LLP., Wilmington, DE Tom Mighell, Fios, Inc., Dallas, TX Greg Siskind, Siskind Susser, P.C. – Immigration Lawyers, Memphis, TN Tim Stanley, Justia, Inc., Mountainview, CA |
Moderator: Nicholas Gaffney, Infinite Public Relations, San Francisco, CA Panel: Arlene Fickler, Hoyle, Fickler, Herschel & Mathes LLP, Philadelphia, PA Harper J. Dimmerman, Esq., The Law Office of Harper J. Dimmerman, P.C., Philadelphia, PA Kelly Phillips Erb, The Erb Law Firm, PC, Philadelphia, PA Bill Stock, Klasko, Rulon, Stock & Seltzer, LLP, Philadelphia, PA |
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| 12:30 p.m. - 2:00 p.m. | Closing Session/Ratings Review | |