Law Practice Management and Technology
The Bottom Line Volume 35, No. 3 June 2014
Content
- Coach's Corner: Billing Conundrums and How to Solve Them
- Creative Lawyer Is Not an Oxymoron or Why Johnny Esq. Can't Innovate
- MCLE Self-Study Article California’s Mandatory Fee Arbitration Act Benefits Attorneys by Providing an Efficient Mechanism to Resolve Legal Fee Disputes
- Message From the Chair: “To Cloud or Not To Cloud, That Is the Question”
- Message From the Editors
- Some Confessions & a Bit of Wisdom from a Fee Arbitrator
- You Want Us to Do What? One Firm's Successful Brand Development Story through Social Media Success
You Want Us to Do What? One Firm’s Successful Brand Development Story through Social Media Success
By Gary L. Barr
In the Beginning…
At our partner retreat in 2012, we made the determination that it was time to make some marketing changes. We wanted to clearly distinguish Alpert Barr & Grant from other firms and use this distinction in raising our overall visibility, while incorporating a strong yet professional business development component. This marketing strategy is not an undertaking for the faint of heart, especially for a small law firm with seven attorneys, but we knew it had to be done in order to stay competitive, relevant, and to grow our firm.
With the advice of a marketing consultant, we quickly discovered that we needed to participate in a formal brand development process. This branding would become the umbrella under which all of our marketing messages would fall. Then, and only then, would we be ready to develop a new Web 3.0 website, which meant the site would be automatically optimized for both computers and all mobile devices.