CMO at AMLAW 100 Firm

The Concept

  • To build leadership in marketing operations, and differentiate firm brand, while adapting to changing legal environment

Articulated Goals

  • Streamline and systemize operations and staffing
  • Establish credibility for the marketing function at the firm
  • Strengthen the firm’s brand of pre-eminence in public policy across other key practice areas

Approach

  • Assess the operations and systemize processes that would allow creativity to flourish
  • Put the right people in place, build a team and motivate the staff around common objectives
  • Develop and launch internal campaign to rebrand marketing function and introduce new capabilities
  • Develop new products and materials and identify best mediums for better penetration of brand into the marketplace

Hurdles

  • Firm had an interim director but had been without leadership in marketing for over a year
  • Firm had not leveraged the hallmark practice across other practices
  • Need to develop and adopt new and innovative tools

Results

  • Created new systems for content management, events, client intelligence and press relations
  • Won buy-in from management, group leaders and partners across the firm
  • Developed new internal communication tools and products, including weekly email success stories and annual event which garnered First Place for Internal Communications at National LMA Awards
  • Marketing department was ranked two years in a row in Top 50 Marketing Departments in Law Journal Newsletters Marketing the Law Firm
  • Created new products including materials focused on Litigation Achievements, Public Policy Accomplishments, Corporate Sustainability and Diversity
  • Launched custom-published magazine and the Firm’s first Annual Report for client distribution which won numerous awards and “Gold” for “Best Achievement of Corporate Objectives” at the Custom Publishing Council Annual Awards

“Mary brought credibility and energy to our marketing department and garnered the confidence and respect of our attorneys for marketing operations.  Her award-winning products set our firm apart and brought attention to not only our public policy practice, but our corporate, litigation and regulatory practices.  The Firm’s first Annual Report ‘One Firm, One Community’ was well-received by the firm and clients and helped broaden our reach across the firm to emphasize key victories, key clients, and our commitment to diversity and pro bono work.”

Thomas Hale Boggs, Jr.

We were saddened to learn of the passing of Mr. Boggs on September 15, 2014. He was a legend in Washington, and instrumental in the evolving nature of lawyers and law firms.

© Patton Boggs LLP