Dykema Wins LMA Law Firm Marketing Award for $6 Million Business Development Program

The Legal Marketing Association today gave out Your Honor awards to 77 law firms in 23 categories. Following are the highlights of winners, some of which made money for their firms.

Visit  the LawMarketing Portal at www.LawMarketing.com to see more details and pictures.

Dykema business development, law firm marketingFirst place: Business Development:

Dykema, a 381-lawyer firm in Detroit, targeted 4 industries for new business: automotive, financial, transportation and pharmaceuticals. The firm identified specific company targets, developed action plans and made pitches throughout a year.   The firm than doubled its established goals of $1.85 million in cross-selling new business, and $1 million in new client revenue. Final results yielded more than $6 million in identified revenue, 210% of the target.


First place: Business Development Training

O’Melveny & Myers held a full-day business development training program for nearly 150 lawyers – and staged it as a beauty contest for a business in South Korea. Partners, called “cast members,” represented executives from the fictional company, and 128 associates and counsel formed 16 pitch teams, each of which got briefing books. Members of the team that made the winning pitch were recognized at an awards ceremony, and have earned unofficial “rising star” status at the firm and are often invited to participate in actual pitch meetings.


BEST IN SHOW: Highest Honor

To Akin Gump for its web-based financial crisis resource center. Using a blog and email announcements to create a hub of information about the credit crisis, the firm got publicity in major newspapers, positioned themselves as the “go-to” firm regarding the crisis, and Top 10 Google rankings using multiple search terms for the blog.


First Place: Multimedia Campaign

To Novack and Macey, a 20-lawyer Chicago firm that launched a “Small but Mighty” campaign featuring a Rhino beetle, Tepin pepper and Poison Dart frog as symbols. As a result, firm revenue increased more than 10% in new business because of the campaign.


First Place: Website

WeirFoulds of Toronto, which created 4 portals on the home page to their litigation, property, corporate and government law practices.  The site was launched simultaneously with a redesigned brand announcement that boosted traffic to the site. See http://www.weirfoulds.com


First Place: Blog

Stikeman Elliott, a 500-lawyer firm with 5 offices in Canada plus three elsewhere. The Canadian Securities Law Online blog distributes market-leading news at http://www.canadiansecuritieslaw.com/. The blog is hosted by Lexblog of Seattle. In three months more than 70 articles were posted on the blog and traffic increased to more than 24,000 “hits.”


First Place: Electronic Media

Schottenstein Zox & Dunn in Columbus, OH won for its viral holiday greeting cards. Following the YouTube model at www.szdlive.com featured two videos of lawyers doing trick-skateboarding and playing Nintendo Wii. The site got good publicity and the firm made a substantial donation to a local charity.


There were 255 entries and 77 winners. The LMA also gave awards for brochures, advertising, PR, announcements, promo materials, research, recruiting and internal communications.



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