Aba Marketing Program Dc

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Aba Marketing Program Dc

  1. 1. WASTED TIME, WASTED SPENDING: DEVELOPING A LAW FIRM PUBLISHING PROGRAM Greg Siskind [email_address] 901-682-6455
  2. 2. The Challenges - 1994 <ul><li>Solo lawyer with limited time resources </li></ul><ul><li>Limited market potential in Tennessee </li></ul><ul><li>Lack of capital for expensive marketing campaign </li></ul><ul><li>Lack of established clientele </li></ul><ul><li>Lack of experience </li></ul>
  3. 3. The Solution <ul><li>Capitalize on interest in writing and developing a publishing strategy as a means of establishing market brand </li></ul><ul><li>Created first web site and kick started a general immigration practice. </li></ul><ul><li>First newsletter distributed by email with 40,000 (now with 40,000 weekly readers) </li></ul><ul><li>Created first lawyer blog in 1997 </li></ul>
  4. 4. Today <ul><li>One of largest, best known immigration practices in the US (only 3 AmLaw 100 firms have larger groups) </li></ul><ul><li>Representation of many of the best known companies and individuals in the world </li></ul><ul><li>Used many of the same online tools to create a global immigration law network to service clients moving to markets outside the US </li></ul>
  5. 5. Your Target Audience <ul><li>Existing clients </li></ul><ul><li>Potential clients </li></ul><ul><li>Referring attorneys </li></ul><ul><li>Other attorneys in your firm </li></ul><ul><li>Journalists </li></ul><ul><li>Government and court officials </li></ul><ul><li>Law students and other potential hires </li></ul>
  6. 6. The Components of the Publishing Program – Online Content <ul><li>newsletters </li></ul><ul><ul><li>Weekly newsletter and two quarterly publications </li></ul></ul><ul><ul><li>Published on web site and distributed by email </li></ul></ul><ul><li>Portals – articles, blogs, original research (charts, spreadsheets), flowcharts </li></ul><ul><li>ACT! email blasting </li></ul><ul><li>Blogs </li></ul><ul><li>Legislative tracking </li></ul>
  7. 7. The Components of the Publishing Program – Print Content <ul><li>Books </li></ul><ul><li>Book chapters </li></ul><ul><li>Articles </li></ul><ul><li>Op-Eds </li></ul>
  8. 8. The results <ul><li>New clients </li></ul><ul><li>Existing clients feel like our lawyers are better informed and they have access to information earlier </li></ul><ul><li>Government officials rely on our publications and this translates to better results for clients </li></ul><ul><li>Speaking invitations </li></ul><ul><li>Regular calls from reporters </li></ul>
  9. 9. The costs <ul><li>Time – the big one </li></ul><ul><li>Writer to help me </li></ul><ul><li>Tech costs – web hosting, design, Quickbase, Topica, ACT! </li></ul>
  10. 10. Thanks <ul><li>Contact Details at </li></ul><ul><li>www.visalaw.com </li></ul>

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