NALP National / Seattle
Standing Out in a Crowded Market:
Branding, Online Marketing, and Social Media
© 2014 Fishman M...
Ross Fishman, CEO, Fishman Marketing, Inc.
Ross Fishman, JD
CEO, Fishman Marketing, Inc.
W: +1.847.432.3546
M: +1.847....
It’s tough out there.
/ Increased:
– Competition
/ Law schools for US News rankings
/ Who attracts the top law student...
Proof that
Marketing Matters
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Describe
This Firm
© 2014 Fishman Marketing, Inc.
/ Average
© 2014 Fishman Marketing, Inc.
Is this firm . . .
/ Creative
– Fun
– Powerful
– Dynamic
– Smart
– Nice, ...
© 2014 Fishman Marketing, Inc.
Rate the firm
/ 1-10 for “Quality of litigation skills”
– 1 = Terrible
– 10 = High-qual...
© 2014 Fishman Marketing, Inc.
Describe
This Firm
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
/ Average
© 2014 Fishman Marketing, Inc.
Is this firm . . .
/ Creative
– Fun
– Powerful
– Dynamic
– Smart
– Nice, ...
© 2014 Fishman Marketing, Inc.
Rate the firm
/ 1-10 for “Quality of litigation skills”
– 1 = Terrible
– 10 = High-qual...
Which looks more unique?
© 2014 Fishman Marketing, Inc.
US News Rankings
“Taken together, the two so-called
‘quality assessment’ surveys
comprising 40% of every
school’s rank...
Your Goal Should be
Market Leadership
© 2014 Fishman Marketing, Inc.
Not “Get our name out there.”
/ Where’s “there?”
– How do you measure “out?”
/ What’s the ROI?
/ How do you know if it...
What’s your plan?
/ What can you dominate?
– What makes you unique?
– How is your firm / practice / school different?
...
You can’t do everything
/ Smaller firms, schools, programs can’t
do much.
/ Market strategically and efficiently
/ Sta...
© 2014 Fishman Marketing, Inc.
More creative
is cheaper
Which would you
open and read?
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Front and
Reverse
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
School on a Raft
© 2014 Fishman Marketing, Inc.
School on a Raft
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Beloit
© 2014 Fishman Marketing, Inc.
“Decide Who You Are.
Then Own It.”
© 2014 Fishman Marketing, Inc.
You can’t be “Smarter than Skadden.”
/ (You can’t be “Better than Harvard.”)
/ But you can in a narrow niche.
/ Find a ...
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Marine Finance
© 2014 Fishman Marketing, Inc.
Rail Finance
Aircraft Finance
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
200 Lawyers
230 Practice Areas
© 2014 Fishman Marketing, Inc.
39
© 2014 Fishman Marketing, Inc.
How can law schools use this?
/ What can schools become leaders in?
– International
– Technology
– Practical
– Trial ...
Buzz Building
© 2014 Fishman Marketing, Inc.
More creative is cheaper
/ Every dollar counts.
/ How can you tell your story better?
/ Perception of
quality, 1-10?
...
© 2014 Fishman Marketing, Inc.
Buzz building
Referral-seeking ads
© 2014 Fishman Marketing, Inc.
Lawyer trade shows, banners
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
LOW BALL
HIGH QUALITY
HIGH STANDARDS
OK, yes, we freely admit it. Low Ball is a funny name. But there’s nothing funny a...
Creating the
Perception of Expertise
© 2014 Fishman Marketing, Inc.
Drinker Biddle
Health Care
National firm targets two industries
© 2014 Fishman Marketing, Inc.
Drinker Biddle & Reath
/ 650 lawyers
– 11 offices
/ Rapid growth through mergers
/ Typical big-firm structure, siloes,...
Firm’s long-term goal
/ Create national leadership in:
– Health care
– Insurance
/ Strategic mergers to add those prac...
Health Care Challenge
/ Lost local HC leadership after mergers
– Predictable decrease in name recognition
– (Nearly eve...
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
What’s the process?
/ Interview people from all areas, practices
/ One-on-one, hour-long meetings, probe
– “Tell me abo...
Telling Stories
with Passion
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Case Studies
Rural cancer care, enabled by
Drinker Biddle lawyers.
When a large nonprof...
Case Studies Peace of mind for parents with
© 2014 Fishman Marketing, Inc.
the most vulnerable children.
Prescribed by ...
Safer pregnancies, courtesy of
Drinker Biddle lawyers.
A prominent health system was concerned that women covered
under...
Lawyers must see it
/ Lawyers have to see it to understand
– If they see it, they want their own
/ We created different...
Learned during the process
/ Discovered:
– 70-100 health care-related lawyers
– 14 HC-related practice areas
/ IT, IP,...
© 2014 Fishman Marketing, Inc.
Case Studies
Case Studies Less-invasive proton-therapy treatments
for more cancer patients.
Arranged by Drinker Biddle lawyers.
Prot...
© 2014 Fishman Marketing, Inc.
Case Studies
Hospital union contracts.
Magnetized by Drinker Biddle lawyers.
When a lar...
© 2014 Fishman Marketing, Inc.
Case Studies
© 2014 Fishman Marketing, Inc.
Case Studies
© 2014 Fishman Marketing, Inc.
Two-Day Retreat
/ Rolled it out, explained it
– Taught them marketing, discussed the plan
– Showed each ad
– Each part...
Two-Day Retreat
/ Goal is to work together
/ Increase
– Internal education
– Internal information flow
– Communicatio...
© 2014 Fishman Marketing, Inc.
Compare. . .
Social Media is your Platform
/ Once you know who you are
– What you want to become
/ Then you can identify the right t...
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
LinkedIn Tips
© 2014 Fishman Marketing, Inc.
Impact of Social Marketing
/ Largest professional social network
– 250 million users
– Targeted audience, business prof...
© 2014 Fishman Marketing, Inc.
Stand out
/ Profile
– Compelling headline
– List your current and last two positions
–...
LinkedIn Revisions
© 2014 Fishman Marketing, Inc.
LinkedIn Revisions
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
© 2014 Fishman Marketing, Inc.
Website
Website
LinkedIn
ABI
Tribune
Avvo
Yelp
Old Site
Martindale
Lawyers.com
Need a new brand or website?
A marketing plan or ads? Call us!
Ross Fishman, JD
CEO, Fishman Marketing, Inc.
Work: +1....
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NALP Marketing Branding Differentiation for Law Firm Recruiters, Headhunters, and Law Schools. Ross Fishman, Fishman Marketing, Inc.

Ross Fishman's highly rated presentation at The National Association of Law Placement's (NALP) 2014 annual conference re Marketing, Branding, Differentiation, and Websites for Law Firm Recruiters, Headhunters, and Law Schools. It covers market leadership, dynamic websites, niche and industry practices, and being more creative and innovative in your legal marketing initiatives. This includes law firm and law school strategy, messaging, advertising, social media including Twitter and LinkedIn, and direct mail.
Published on: Mar 3, 2016
Published in: Recruiting & HR      
Source: www.slideshare.net


Transcripts - NALP Marketing Branding Differentiation for Law Firm Recruiters, Headhunters, and Law Schools. Ross Fishman, Fishman Marketing, Inc.

  • 1. NALP National / Seattle Standing Out in a Crowded Market: Branding, Online Marketing, and Social Media © 2014 Fishman Marketing, Inc. © 2014 Fishman Marketing, Inc. Ross Fishman, CEO Fishman Marketing, Inc. Tel: 1-847/HEADLINE Twitter: @rossfishman www.FishmanMarketing.com LinkedIn.com/in/rossfishman Blog: FishmanMarketing.com/blog
  • 2. Ross Fishman, CEO, Fishman Marketing, Inc. Ross Fishman, JD CEO, Fishman Marketing, Inc. W: +1.847.432.3546 M: +1.847.921.7677 ross@fishmanmarketing.com www.fishmanmarketing.com Subscribe to our blog: fishmanmarketing.com/blog © 2014 Fishman Marketing, Inc. Connect with us: Twitter: @rossfishman LinkedIn.com/in/rossfishman
  • 3. It’s tough out there. / Increased: – Competition / Law schools for US News rankings / Who attracts the top law students, 2Ls, laterals? / How make your lawyers more successful? – Confusion / Which firm to hire? / Which school to attend? / What students / laterals should we hire? / How are we different? / How can I stand out in my own career? © 2014 Fishman Marketing, Inc.
  • 4. Proof that Marketing Matters © 2014 Fishman Marketing, Inc.
  • 5. © 2014 Fishman Marketing, Inc. Describe This Firm
  • 6. © 2014 Fishman Marketing, Inc.
  • 7. / Average © 2014 Fishman Marketing, Inc. Is this firm . . . / Creative – Fun – Powerful – Dynamic – Smart – Nice, friendly – Leaders – “A” quality – Typical – Dull, boring – Conservative – Cold – Lethargic – Nothing special – B- / C+ quality
  • 8. © 2014 Fishman Marketing, Inc. Rate the firm / 1-10 for “Quality of litigation skills” – 1 = Terrible – 10 = High-quality (Lawyers, marketers, administrators, and recruiters typically rate this firm approximately a 3.5)
  • 9. © 2014 Fishman Marketing, Inc. Describe This Firm
  • 10. © 2014 Fishman Marketing, Inc.
  • 11. © 2014 Fishman Marketing, Inc.
  • 12. © 2014 Fishman Marketing, Inc.
  • 13. © 2014 Fishman Marketing, Inc.
  • 14. / Average © 2014 Fishman Marketing, Inc. Is this firm . . . / Creative – Fun – Powerful – Dynamic – Smart – Nice, friendly – Leaders – “A” quality – Typical – Dull, boring – Conservative – Cold – Lethargic – Nothing special – B- / C+ quality
  • 15. © 2014 Fishman Marketing, Inc. Rate the firm / 1-10 for “Quality of litigation skills” – 1 = Terrible – 10 = High-quality (Lawyers, marketers, administrators, and recruiters typically rate this firm approximately a 7.5)
  • 16. Which looks more unique? © 2014 Fishman Marketing, Inc.
  • 17. US News Rankings “Taken together, the two so-called ‘quality assessment’ surveys comprising 40% of every school’s ranking are a self-reinforcing contest for brand recognition. As measures of substantive educational value, well, you decide.” - The Lawyer Bubble: A Profession in Crisis - Steven J. Harper © 2014 Fishman Marketing, Inc.
  • 18. Your Goal Should be Market Leadership © 2014 Fishman Marketing, Inc.
  • 19. Not “Get our name out there.” / Where’s “there?” – How do you measure “out?” / What’s the ROI? / How do you know if it worked? / Can’t be all things to all people today / Dominate a market – Own something – Industry – Sub-specialty practice © 2014 Fishman Marketing, Inc.
  • 20. What’s your plan? / What can you dominate? – What makes you unique? – How is your firm / practice / school different? / Where are the opportunities? – Dynamic practice leader? – Niche industry? – Emerging market? – Someone you want to make successful? © 2014 Fishman Marketing, Inc.
  • 21. You can’t do everything / Smaller firms, schools, programs can’t do much. / Market strategically and efficiently / Stand out, don’t be boring. – Do it great or don’t do it. – Have fun with it. © 2014 Fishman Marketing, Inc.
  • 22. © 2014 Fishman Marketing, Inc. More creative is cheaper
  • 23. Which would you open and read? © 2014 Fishman Marketing, Inc.
  • 24. © 2014 Fishman Marketing, Inc. Front and Reverse
  • 25. © 2014 Fishman Marketing, Inc.
  • 26. © 2014 Fishman Marketing, Inc.
  • 27. School on a Raft © 2014 Fishman Marketing, Inc.
  • 28. School on a Raft © 2014 Fishman Marketing, Inc.
  • 29. © 2014 Fishman Marketing, Inc.
  • 30. © 2014 Fishman Marketing, Inc. Beloit
  • 31. © 2014 Fishman Marketing, Inc.
  • 32. “Decide Who You Are. Then Own It.” © 2014 Fishman Marketing, Inc.
  • 33. You can’t be “Smarter than Skadden.” / (You can’t be “Better than Harvard.”) / But you can in a narrow niche. / Find a subset you can excel in – Boutique expertise – Corporate Finance © 2014 Fishman Marketing, Inc.
  • 34. © 2014 Fishman Marketing, Inc.
  • 35. © 2014 Fishman Marketing, Inc. Marine Finance
  • 36. © 2014 Fishman Marketing, Inc. Rail Finance
  • 37. Aircraft Finance © 2014 Fishman Marketing, Inc.
  • 38. © 2014 Fishman Marketing, Inc.
  • 39. 200 Lawyers 230 Practice Areas © 2014 Fishman Marketing, Inc. 39
  • 40. © 2014 Fishman Marketing, Inc.
  • 41. How can law schools use this? / What can schools become leaders in? – International – Technology – Practical – Trial skills – Writing technique – Value – Hiring – Diversity © 2014 Fishman Marketing, Inc.
  • 42. Buzz Building © 2014 Fishman Marketing, Inc.
  • 43. More creative is cheaper / Every dollar counts. / How can you tell your story better? / Perception of quality, 1-10? © 2014 Fishman Marketing, Inc.
  • 44. © 2014 Fishman Marketing, Inc. Buzz building
  • 45. Referral-seeking ads © 2014 Fishman Marketing, Inc.
  • 46. Lawyer trade shows, banners © 2014 Fishman Marketing, Inc.
  • 47. © 2014 Fishman Marketing, Inc.
  • 48. © 2014 Fishman Marketing, Inc.
  • 49. © 2014 Fishman Marketing, Inc.
  • 50. LOW BALL HIGH QUALITY HIGH STANDARDS OK, yes, we freely admit it. Low Ball is a funny name. But there’s nothing funny about our high standards. We’re lean and mean. We keeps cases moving along. We don’t waste a client’s time or money. We’re practical, creative and efficient. Those are the things that are high on Low Ball’s list. we admit it. Low Ball is a funny name. But there’s nothing funny about our high standards. Our trial lawyers are lean and mean. We keep moving. We don’t waste a client’s time or money. Our litigators are practical, creative, and efficient. Those are the things that are high on Low More can be found at lowball.com. LOW BALL. HIGH STANDARDS. © 2014 Fishman Marketing, Inc.
  • 51. Creating the Perception of Expertise © 2014 Fishman Marketing, Inc.
  • 52. Drinker Biddle Health Care National firm targets two industries © 2014 Fishman Marketing, Inc.
  • 53. Drinker Biddle & Reath / 650 lawyers – 11 offices / Rapid growth through mergers / Typical big-firm structure, siloes, etc. – Most full-service firms / John Byrne, CMO © 2014 Fishman Marketing, Inc.
  • 54. Firm’s long-term goal / Create national leadership in: – Health care – Insurance / Strategic mergers to add those practices © 2014 Fishman Marketing, Inc.
  • 55. Health Care Challenge / Lost local HC leadership after mergers – Predictable decrease in name recognition – (Nearly every firm fails here) / How leverage firm’s internal assets? – Increase HC name recognition, visibility – Create HC market leadership – Work together, develop synergy / What’s the plan? – Can it work within existing marketing? © 2014 Fishman Marketing, Inc.
  • 56. © 2014 Fishman Marketing, Inc.
  • 57. © 2014 Fishman Marketing, Inc.
  • 58. What’s the process? / Interview people from all areas, practices / One-on-one, hour-long meetings, probe – “Tell me about your practice.” – “Tell me about the firm.” – “Give me 3 adjectives to describe the practice.” – “Who are your competitors?” – “What makes you different?” – “Why should a client / lateral come here?” © 2014 Fishman Marketing, Inc.
  • 59. Telling Stories with Passion © 2014 Fishman Marketing, Inc.
  • 60. © 2014 Fishman Marketing, Inc. Case Studies Rural cancer care, enabled by Drinker Biddle lawyers. When a large nonprofit health system wanted to provide oncology care to a small rural community, they came to us to put the deal together. No surprise, really, since Drinker Biddle has one of the nation’s largest dedicated health care practices. And the key word there is dedicated. We see ourselves aspart of the mission of providing quality health care to the public. Because we’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle & Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN
  • 61. Case Studies Peace of mind for parents with © 2014 Fishman Marketing, Inc. the most vulnerable children. Prescribed by Drinker Biddle lawyers. When a major metropolitan health system wanted to improve coverage of their pediatric and neonatal services, they turned to us. Drinker Biddle helped them develop a consolidated arrangement with a single pediatric group to cover all of the system’s hospitals, resulting in reduced financial costs, establishing accountability, and improving the care of pediatric patients. Another way Drinker Biddle is not just a law firm, but part of the health care solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle & Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN Peace of mind for parents with the most vulnerable children. Prescribed by Drinker Biddle lawyers.
  • 62. Safer pregnancies, courtesy of Drinker Biddle lawyers. A prominent health system was concerned that women covered under its employee-benefit plan were not benefitting from best practices in healthy-pregnancy care. We worked with a leading doctor and the company’s HR sta to come up with a plan that encouraged proper treatment. As one of the nation’s largest dedicated health care practices, we view ourselves as part of the mission of providing quality health care to the public. We’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. © 2014 Fishman Marketing, Inc. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN Case Studies
  • 63. Lawyers must see it / Lawyers have to see it to understand – If they see it, they want their own / We created different DBR versions – Started with the most obvious practices / Regulatory / Transactional / ERISA/benefits © 2014 Fishman Marketing, Inc.
  • 64. Learned during the process / Discovered: – 70-100 health care-related lawyers – 14 HC-related practice areas / IT, IP, Lobbying, LE, Patent… © 2014 Fishman Marketing, Inc.
  • 65. © 2014 Fishman Marketing, Inc. Case Studies
  • 66. Case Studies Less-invasive proton-therapy treatments for more cancer patients. Arranged by Drinker Biddle lawyers. Proton-beam therapy is an advanced radiation treatment that destroys cancerous cells while sparing healthy cells just millimeters away. There are only 10 of these centers in the country and Drinker Biddle has been involved in establishing 30% of them. Making deals that help patients with prostate, breast, head, and neck cancers avoid the debilitating side eects of radiation. Just one more way Drinker Biddle is not just a law firm, but part of the health care solution. Learn more at drinkerbiddlehealthcare.com. © 2014 Fishman Marketing, Inc. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN
  • 67. © 2014 Fishman Marketing, Inc. Case Studies Hospital union contracts. Magnetized by Drinker Biddle lawyers. When a large Midwestern hospital sought ANCC Magnet status, they called Drinker Biddle. We helped them renegotiate their nursing-union contracts to incorporate the necessary benchmarks and standards. Today, the hospital and its nurses proudly display a prestigious honor, and patients receive some of the nation’s best nursing care. As one of the largest dedicated health care practices, we view ourselves as part of the mission of providing quality health care to the public. We’re not just a law firm, we’re part of the solution. Learn more at drinkerbiddlehealthcare.com. Helping health care clients do good. Drinker Biddle Reath LLP | A Delaware limited liability partnership CALIFORNIA | DELAWARE | ILLINOIS | NEW JERSEY | NEW YORK PENNSYLVANIA | WASHINGTON DC | WISCONSIN
  • 68. © 2014 Fishman Marketing, Inc. Case Studies
  • 69. © 2014 Fishman Marketing, Inc. Case Studies
  • 70. © 2014 Fishman Marketing, Inc.
  • 71. Two-Day Retreat / Rolled it out, explained it – Taught them marketing, discussed the plan – Showed each ad – Each partner told the story / Should have videotaped the poignant speeches / Started the discussion – “I didn’t know you did that.” – “I have a client who might need that.” © 2014 Fishman Marketing, Inc.
  • 72. Two-Day Retreat / Goal is to work together / Increase – Internal education – Internal information flow – Communication – Cross selling – Revenue © 2014 Fishman Marketing, Inc.
  • 73. © 2014 Fishman Marketing, Inc. Compare. . .
  • 74. Social Media is your Platform / Once you know who you are – What you want to become / Then you can identify the right tools – LinkedIn – Twitter – Facebook © 2014 Fishman Marketing, Inc.
  • 75. © 2014 Fishman Marketing, Inc.
  • 76. © 2014 Fishman Marketing, Inc.
  • 77. © 2014 Fishman Marketing, Inc.
  • 78. LinkedIn Tips © 2014 Fishman Marketing, Inc.
  • 79. Impact of Social Marketing / Largest professional social network – 250 million users – Targeted audience, business professionals / 60% of visitors don’t enter via Home Page / Include narrow keywords © 2014 Fishman Marketing, Inc.
  • 80. © 2014 Fishman Marketing, Inc. Stand out / Profile – Compelling headline – List your current and last two positions – Make / seek recommendations – Interests and Associations – Personal LinkedIn URL – Make it public / Connections – 10x your age
  • 81. LinkedIn Revisions © 2014 Fishman Marketing, Inc.
  • 82. LinkedIn Revisions © 2014 Fishman Marketing, Inc.
  • 83. © 2014 Fishman Marketing, Inc.
  • 84. © 2014 Fishman Marketing, Inc. Website Website LinkedIn ABI Tribune Avvo Yelp Old Site Martindale Lawyers.com
  • 85. Need a new brand or website? A marketing plan or ads? Call us! Ross Fishman, JD CEO, Fishman Marketing, Inc. Work: +1.847.432.3546 Cell: +1.847.921.7677 ross@fishmanmarketing.com www.fishmanmarketing.com Subscribe to our blog: fishmanmarketing.com/blog © 2014 Fishman Marketing, Inc. Connect with us: Twitter: @rossfishman LinkedIn.com/in/rossfishman © 2014 Fishman Marketing, Inc.

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