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Aba Marketing Program Dc

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Transcript

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