Conference Agenda

Wednesday, September 11 | Thursday, September 12 | Friday, September 13

Agenda at a Glance

Wednesday, September 11

11:30 AM - 8:00 PM      Registration Desk Open
1:00 - 2:00 PMPre-Conference Session: The Art of Self Preservation: Using Goals, Metrics, & Conversations to Showcase
Your Accomplishments
2:00 - 2:15 PMBreak
2:15 - 3:15 PMPre-Conference Session: Career Zen: Finding Your Ideal Role
3:15 - 3:30 PMBreak
3:30 - 5:00 PMPre-Conference Session: Next Big Thing
5:30 - 7:30 PMWelcome Reception

Thursday, September 12

7:00 AM - 6:00 PMRegistration Desk Open
7:30 - 8:30 AMNetworking Breakfast
8:30 - 8:45 AMOpening Remarks
8:45 - 9:45 AMKeynote: Finding the Work-Life Balance of Business, Body, and Soul
9:45 - 10:15 AMCoffee Break with Sponsors
10:15 - 11:45 AMBreakout 1: Develop Your Executive Presence – Connecting Merit and Success
Breakout 2: Being in the 3%: Strategic Planning That Actually Gets Executed
11:45 AM - 12:15 PMNetworking Lunch
12:15 - 1:30 PMBest Practices in Business Development - Rainmakers' Secrets
1:30 - 2:15 PMZen Break: Unplugging to Recharge
2:30 - 4:00 PMBreakout 1: Who Do You Think You Are? Building Your Personal Brand to Drive Success
Breakout 2: The Secret Sauce -- Developing Recipes for Powerful Storytelling That Will Enhance Your Content and Drive Differentiation, Brand Identity and New Business Opportunities
4:00 - 4:30 PMBreak with Sponsors
4:30 - 5:30 PMBreakout 1: Experience you know you want it. You know you need it. But how do you get it?
Breakout 2: Integrating Public Relations into your firm’s Business Development Strategy

Friday, September 13

7:00 AM - 12:00 PMRegistration Desk Open
7:30 - 8:30 AMNetworking Breakfast
8:30 - 9:45 AMExploring Mental Wellness in the Legal Marketing Industry – Push it. Walk it. Toe it.
9:45 - 10:15 AMCoffee Break with Sponsors
10:15 - 11:45 AMBreakout 1: Playing to Win: Turning BD Challenges into Opportunities for Our Diverse Attorneys
Breakout 2: Delight or Simply Satisfy: Crafting an Extraordinary Client Experience
11:45 AM - 12:00 PMConference Wrap Up including Raffle Prizes & Your Honor Awards

Full Schedule

Wednesday, September 11

11:30 AM – 8:00 PM
Registration Desk Open

1:00 – 2:00 PM
Pre-Conference Session

The Art of Self Preservation: Using Goals, Metrics, & Conversations to Showcase Your Accomplishments

Michael Blachly, Gray Reed & McGraw
Marketing Management

This panel will discuss best practices and tips to make certain your partners know of your successes and the successes of the marketing/BD department. Areas of focus will include goal creation, metrics to track, tactics to demonstrate growth and performance, and other useful tips.  These tactics can be used by all marketing/BD team members staff to showcase their individual successes.

2:00 – 2:15 PM
Break

2:15 – 3:15 PM
Pre-Conference Session

Career Zen: Finding Your Ideal Role

Michelle Friends, Fairfield and Woods
Megan McKeon, Clark Hill PLC
Professional Development & Personal Wellness

Most of us did not grow up aspiring to be legal marketers. Most us did not even know about this career option when we were in college. Often legal marketers tell stories about how random their path to the legal industry was. This session will take a look at the career path of legal marketers, and the many roads that got us here. We will hear from a panel of seasoned professionals with varied positions, experience, firm size, and long-term goals. Attendees will walk away with a sense of how their personal strengths can guide them down the right path for their personal legal marketing career.  As our industry continues to grow and add positions under the legal marketing umbrella there is more opportunity than ever before to find and develop your ideal role.

3:15 – 3:30 PM
Break

3:30 – 5:00 PM
Pre-Conference Session

Next Big Thing

TBD
TBD

5:30 – 7:30 PM
Welcome Reception

 

Thursday, September 12

7:00 AM – 6:00 PM
Registration Desk Open

7:30 – 8:30 AM
Networking Breakfast

8:30 – 8:45 AM
Opening Remarks

8:45 – 9:45 AM

Keynote: Finding the Work-Life Balance of Business, Body, and Soul

Darryl Cross, HighPer Teams

From the moment an offer of employment is extended, professionals are challenged to prove their worth to their colleagues, clients, and leadership. A nose well-worn down on the grindstone becomes a badge of honor that they wear proudly.

The cumulative effect of this is the deleterious effects on health, relationships, and emotional stability, which ironically leads many to retreat back to the office. Their personal relationships suffer. They

suffer from depression and anxiety. They forego exercise, proper nutrition, and getting adequate sleep. They turn to drugs and alcohol to cope. Eventually, they burn out.

In this groundbreaking keynote, the following critical topics are covered:

  1. How leaders can start to address the elephant in the room: WE ARE BURNING OUT OUR PEOPLE, AND IT MUST STOP
  2. Why you must transform from a cult of the individual to a culture of collaboration
  3. Why addressing TRUST (not compensation) is the most important first step to relive the pressure on performers that makes them unhealthy, unhappy, and unproductive
  4. How to build realistic, effective physical wellness and mental well-being programs to protect through prevention
  5. How teams of healthy, happy performers increases profitability and recruitment

It is time to take a look at the environment we have created. It does no good to continuously add wellness programs, EAP services, or other treatments when the environment is a breeding ground for their causes. Our best and brightest deserve a great career, a fit and healthy body, meaningful relationships, and inner peace all at the same time.

We must restore the work-life balance of business, body, and soul.

9:45 – 10:15 AM
Coffee Break with Sponsors

10:15 – 11:45 AM
Breakout 1:

Develop Your Executive Presence – Connecting Merit and Success

Jill Huse, Society 54, LLC
Erin Ryan, McGuire Woods LLP
Marketing Management

Executive Presence: Unique Value, Focus, Confidence, Influence, Leader. These are some words that people use to define professional presence. Often, as legal marketers, we are über focused on helping our attorneys succeed. Executive Presence accounts for over 25% of what it takes to get promoted. It is time to take a step back and think about your own professional development.

We all want to rise to the next level of our career, and in order to be effective in your development journey, you need to build your personal executive presence. How do you present yourself? Are you confident in your abilities? What are you doing to better yourself? During this interactive workshop, we will examine and discuss:

  • Tools for self-reflection
  • The five C’s of executive presence
  • Communication styles- verbal and non-verbal confidence translators
  • Differentiation
  • Finding your voice
  • Using your influence to persuade and negotiate
  • Personal goal setting

10:15 – 11:45 AM
Breakout 2:

Being in the 3%: Strategic Planning That Actually Gets Executed

Chris Kirby, The BridgeField Group
Dominica McGinnis, The BridgeField Group
Strategic Planning

While strategic planning requires a huge investment of hours and resources and is a critical component of firm health, according to a recent study published in Forbes magazine, fully 97% of these plans never leave the paper they’re written on.  Only 3% of all strategic plans ultimately have any meaningful impact on the vision, mission, activity, or revenue of the organization for which they’re painstakingly created.

In this highly informative and interactive workshop, participants will learn and discuss the unique process we’ve developed to ensure their strategic plans will be among the 3%.  Participants will learn and work with the specific systems our client firms utilize to achieve greater clarity than they’ve ever had about their current situation and to then develop, prioritize, and execute upon a strategic plan they will actually deploy. Participants will receive samples of all the documents and discuss all procedures the BridgeField Group uses to collect data, succinctly report it to firm leadership, facilitate and prioritize the creation of strategic initiatives, and assure their complete strategic plan execution.

11:45 AM – 12:15 PM
Networking Lunch

12:15 – 1:30 PM

Best Practices in Business Development – Rainmakers’ Secrets

Deborah Brightman Farone, Farone Advisors LLC
Business Development

Deborah Farone is one of the leading advisors to law firms on the topics of business development and marketing. As a chief marketing officer for two of the world’s leading law firms, Cravath, Swaine & Moore LLP, and Debevoise & Plimpton, as well as a specialist at the international consulting firm Towers Watson, Deborah is a recognized expert, consultant, author and public speaker on business development and marketing for lawyers.  She is also the author of “Best Practices in Law Firm Business Development and Marketing” (PLI 2019), a book based on more than 60 interviews with leading law firm leaders and marketers, general counsel, and innovators in the profession.  

In this keynote, she will discuss:

  • The secrets of great rainmakers:  The lessons and stories you can learn from them, to take back to your office
  • What firms can do to generate a rainmaking culture and how marketers can help drive this effort
  • How small steps by marketers and by lawyers can make a big difference, regardless of a law firms size. 

1:30 – 2:15 PM

Zen Break: Unplugging to Recharge

Shanna Lee, CubeFit Yoga
Professional Development & Personal Wellness

Established by a former corporate executive turned registered yoga instructor and wellness consultant, CubeFit Yoga specializes in delivering zen to the corporate office. In this Zen Break, Shanna Lee, Owner of CubeFit will facilitate a mindfulness and wellness workshop, specially created to make movement and mindfulness accessible to business executives, no stretchy pants required. Attendees will learn practical movement, posture and breathing techniques to reduce stress, increase focus and recoup from a long day of sitting. Whether you have never touched your toes or are a seasoned yogi, you will come away from this session with a refreshing awareness and appreciation for the mind+body connection, creating space for a feeling of wellbeing that allows productivity to soar!

2:15 – 2:30 PM
Transition Break

2:30 – 4:00 PM
Breakout 1:

Who Do You Think You Are?  Building Your Personal Brand to Drive Success

Michael Blachly, Gray Reed & McGraw
Professional Development

Are you owning your personal brand? What can you do to take YOU to the next level?  In this session/workshop we will discuss what your personal brand is, how to maximize it and how it can lead to increased awareness and more success. As we go through the presentation, time will be set aside to reflect on your each aspect of your personal brand and ultimately create a bio highlighting your key attributes.  This session has a dual benefit of helping you evaluate your own personal brand while also arming you with a perspective and message points to help your attorneys understand why they need to build their personal brand.

2:30 – 4:00 PM
Breakout 2:

The Secret Sauce — Developing Recipes for Powerful Storytelling That Will Enhance Your Content and Drive Differentiation, Brand Identity and New Business Opportunities.

Brian Dare, Rain Creek Business Development
Jennifer Dezso, Acritus US, Inc.
Marny Lifshen, Marny Lifshen Communications
Business Development

Too often lawyers, either independently or as a group, miss opportunities to create an authentic connection when interacting with contacts who may be a potential source of new work. Whether through a website, at a networking event or in a pitch meeting, being able to tell stories that connect with the audience is essential to being memorable, interesting and different from the competition. By mixing relevant, compelling stories into your content library through an integrated, data-driven strategy, your firm’s brand can stand out from others and your individual lawyer efforts can increase the chances of winning new work.

This session/workshop will provide an overview on the value of storytelling in your communications by using a variety of data points to develop your stories, integrating your stories into a cohesive brand message/promise, and targeting your stories for effective business development. Through examples and exercises, the audience will come away with insights and tools that will help them turn their existing content into a powerful brand driver, differentiator and business accelerator.

4:00 – 4:30 PM
Break with Sponsors

4:30 – 5:30 PM
Breakout 1:

Experience you know you want it. You know you need it. But how do you get it?

Rachel Shields Williams, Sidley Austin LLP
Kate Cain, Sidley Austin LLP
Technology Management

Experience is a law firm’s bread and butter. Historically experience management has been handled by custom-built products cobbled on top of firm financial systems, or through add-ons to proposal generators. And there are so many new experience management/client management tools. Each product says they can give you insight into your firm and your clients and they can, but which one is right for your firm and your clients? Learn from two seasoned Experience Management pros about how they made and implemented their decisions.

4:30 – 5:30 PM
Breakout 2:

Integrating Public Relations into your firm’s Business Development Strategy

Terry Isner, Jaffe
Michelle McCormick, Jaffe
Communications

Much time is spent developing a solid business development strategy for a firm and its practice groups and individuals. Key elements of a biz dev plan often include overall goals and objectives, target audience demographics, unique selling propositions, and an action plan to build the brand, develop a network and identify leads, and cross-sell internally. At its foundation, the business development program is based on raising awareness and promoting expertise. At the same time, the firm may have a Public Relations plan, separately. Why do they stand apart from one another? We will examine the purpose of including PR tactics in a biz dev plan, and integrating complementary strategies to support the overall objectives and goals.

Friday, September 13

7:00 AM – 12:00 PM
Registration Desk Open

7:30 – 8:30 AM
Networking Breakfast

8:30 – 9:45 AM

Exploring Mental Wellness in the Legal Marketing Industry – Push it. Walk it. Toe it.

Jessica Aries, Peek & Toland PLLC
Lynn Foley, fSquared Marketing
Denise Robinson, The Still Center LLC

It is important to understand where we are in the legal profession regarding the mental health and wellness issues that are impacting business professionals, staff and attorneys, how we got here, and what we can do to take action.  The presentation includes the results of the first-of-its-kind survey on the state of mental wellness in the legal marketing industry. This presentation will explore wellness as a professional competency, a driver of diversity and inclusion and as the business necessity it is.  Examples of how you can drive the conversation on wellness within your organization will be presented, including a discussion on education and advocacy in action.

9:45 – 10:15 AM
Coffee Break with Sponsors

10:15 – 11:45 AM
Breakout 1:

Playing to Win: Turning BD Challenges into Opportunities for Our Diverse Attorneys

Holly Barocio, GrowthPlay
Tasneem Khokha, GrowthPlay
Business Development

As diverse lawyers create a path to success in their firms, business development becomes an increasingly important piece of the puzzle. The ability to generate business affords diverse lawyers more opportunities for advancement, greater ability to reach the highest ranks of partnership, and more overall security in their careers. And yet, for a multitude of reasons, diverse lawyers tend to lag behind their majority counterparts when it comes to building and sustaining their own books of business. A marketing and business development professional who understands their challenges and knows how to counsel diverse attorneys for success can be an invaluable ally.

This program is aimed at equipping marketing and business development professionals with the knowledge and tools to support diverse attorneys in generating business, accounting for the unique challenges and opportunities they encounter.

10:15 – 11:45 AM
Breakout 2:

Delight or Simply Satisfy: Crafting an Extraordinary Client Experience

Rich Bracken, Fredrikson & Byron, P.A.
Heather McCullough, Society 54, LLC
Client Services

We’ve all had that amazing experience with a company that causes us to share it with close friends. We’ve also had that equally horrible experience with a company that we turn around and share with anyone who will listen. How likely are you to retain your current clients if you aren’t providing them with superb service? Law firms are being measured for their service to clients against all companies, not just other law firms. Is your firm doing enough to delight your clients? Can you compete with Disney, The Ritz-Carlton, and others in service-intensive industries?

An effective client experience initiative includes:

  • Creating client service guiding principles that serve as a roadmap for how everyone at your firm
  • Outlining the journey that a client goes through with your firm – from the first glance at your website to the end of a matter.
  • Regularly seeking feedback from your clients.

This hands-on, interactive session incorporates training and roundtable brainstorming on how to create and implement a successful client service initiative within your firm.

Key Takeaways:

  • How to delight your clients
  • Tips on how to best map the client journey at your firm
  • Outline of a client feedback program

11:45 AM – 12:00 PM
Conference Wrap Up including Raffle Prizes & Your Honor Awards

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