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Marketing Plans

Legal Marketing Plans must be strategic in nature and tightly tactical in execution.

Marketing Plans can be created for law firms, legal service companies, industry teams, practice groups, geographic areas, greenfield markets, and individuals.

Marketing plans contain tactical initiatives that align with your high-level market strategy and position. Both the strategy and tactics must align with business objectives, and target critical profile-building opportunities that build reputations, and generate new work and advancement opportunities while saving time, effort and money.

Marketing Plan Experience

Having developed numerous Marketing Plans for a wide range of law firms and legal service providers, I have found that the most successful plans are tightly-tailored to temperaments and time commitments, and contain a mix of suitable and sustainable client-facing activities.

The most effective Marketing Plans are constructed and or revised annually, reviewed quarterly, broken out by time periods, highly do-able, and easily measurable.

Approach and Process

A marketing audit — or needs assessment — that examines your current legal marketing and business development programs, can enable recommendations and action items on how to best structure plans and budgets to support revenue-driving initiatives.

An audit can also be part of a client analysis that analyzes trends within your current client base, such as industry and client type.

This helps to forecast how marketing and business development budgets and resources should be allocated along with realizing significant savings in terms of “found money” due to curtailing arbitrary expenditures.

Measurable Actions Drive Growth

Marketing tactics must be enjoyable, highly do-able, and executed with consistency to enable market traction. Market recognition and growth is the result, and savings are realized in terms of financial costs and time commitments.

Careful consideration of appropriate and business-supporting marketing opportunities enables focus to be concentrated on initiatives that generate new files from current clients and produce introductions to qualified prospective clients, cross-serving opportunities, professional alliances, networks and referrals.

These strategies help to cement client retention while triggering business development and advancement opportunities, as well as encourage entry of new and/or prospective business into your sales pipeline.

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Heather Suttie 

Legal Market Strategy and Management Consulting

+1 416.964.9607