I recently spoke about about taking your practice where you want to go at the OBA (Ontario Bar Association). These are my presentation slides. For further details on this session, visit: https://www.bekhor.ca/take-your-practice-where-you-want-to-go/.

1. SANDRABEKHOR@BEKHOR.CA
TEL. 416.969.9600
OBA ENTERPRISING LAWYER SERIES PROGRAM
Take Your Practice
Where You Want To Go

2. First, you need to decide where you want to go…

3. Introduction &
Agenda

4. Agenda
Take your practice where you want to go
1.Tactical marketing
2.Take a step back, to move forward
3.Strategic marketing
Introduction & Agenda 4

5. Tactical
Marketing

6. 04/18/18
Tweets? Blogs? Video? All tactics, not to be confused with
strategy.

7. Marketing Involves Tactics
But that’s not the big picture
There are many valid options to market a law firm, online or off. However, to really deliver impact, they
need an overarching strategy that ties them to the firm’s identity and its goals.
•Brochures
•Direct mail
•Website
•Video
•Search Engine Optimization
•Facebook, LinkedIn, Twitter, Blog
•Advertising
•Speaking engagements
•Publications
•Networking
•Promotional goods
•Charitable contributions
•Newsletters
•Other events
•…
Tactical marketing 7
Branding:
•Logo
•Tagline
•Business cards
•Stationery
•Signage

8. Return on Investment
Scattered resources don’t drive return.
Tactical marketing 8
People
Time
Money

9. So, what works?
It’s easy to get lost in the numbers. But, online or off, law firm
marketing results are still about people.
Take a step back to move forward 9

10. MARKETING IMPACT
=
REACH
x
FREQUENCY
x
RELEVANCY

11. Take a Step Back
To Move Forward

12. Success. Profit. Life. What should it look like?

13. Leadership.
Tactics are necessary but they should be in response to
something…

14. Leadership Marketing
Transformation
happens here.

15. Building a plan
There are many ways to get there
Strategic plan
Succession plan
Business plan
Business coaching
Leadership development
Firm retreat…
… or scrawl it on the back of a napkin!
Take a step back to move forward
15

16. Strategic Planning Framework
Actions
Measures
Culture
Functions
Priorities
Mission
Vision
Direction
Activities
Initiatives
History
People
Market
Clients
Profession
Difference
Succession

17. Strategic
Marketing

18. Great leadership inspires great followership.

19. Marketing planning: The process
We start by exploring the big picture, both inside and out
Environmental scan
•Competitive set
•Clients
•Referrers
•Trends in the industry
•Changes in the marketplace
Introspection
•Direction
•Objectives
•History
•Success
•Status quo
Strategic marketing 19

20. Marketing planning: The elements
Now we’re ready for tactics!
Messaging
Develop a communication strategy
Why us?
From client perspective
Strategic marketing
20
Distribution
How to reach the desired growth market
Which vehicles
Push vs pull
Online vs off
Creative direction
Establish a voice
Tell the right story
Use design tools to reinforce messaging
Action planning
What
When
How
Who

21. Insert template here

22. Marketing planning: Implementation
The best plan doesn’t stand a chance without commitment
1.Measure
2.Review
3.Refresh
Strategic marketing
22

23. Insert checklist here
1. Where do you wa
Strategic marketing
23

24. 24

25. Strategic marketing… in service of your highest goals.

26. CONTACT US TO PLAN YOUR NEXT STEPS:
SANDRABEKHOR@BEKHOR.CA
TEL. 416.969.9600
Take Your Practice
Where You Want To Go
Our approach is focused on what really works to build and enhance small to mid-sized, Canadian professional practices.
We invite you to request a proposal or book an initial consultation to discuss your practice development goals.