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Conference Schedule

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  1. 8:30-9:00 am Registration and Breakfast
  2. 9:00-9:05 am Welcome and Introduction
  3. 9:05-9:15 am State of LMA
  4. 9:15-10:30 am Building and Sustaining a Culture of Marketing at Your Firm, a Lawyer Panel
  5. 10:45-11:45 am Breakouts 1 & 2
  6. 12:00-1:00 pm History of Legal Marketing @ Lunch
  7. 1:15-2:15 pm Breakouts 1 & 2
  8. 2:15-2:30 pm Refreshment Break
  9. 2:30-4:30 pm Business Development: Digging Deep
  10. 4:45-5:45 pm What Does it Mean to Me? Increasing your Value as a Legal Marketer
  11. 5:45-6:00 pm Conference Wrap-Up
  12. 6:00-7:30 pm Cocktail Reception

Welcome and Introduction

Christine Barth, LMA Virginias Chapter President, Senior Manager of Marketing & Client Services, Troutman Sanders

"State of LMA"

Betsi Roach, Executive Director, Legal Marketing Association

Building and Sustaining a Culture of Marketing at Your Firm, a Lawyer Panel

Moderator: Jaffe PR - Lawyer, Sue Remley, Vice President, Marketing Consulting, Panel: Courtney Van Winkle, Allen, Allen, Allen & Allen, Joe Owen, Owen & Owens, Margaret Hardy, Sands Anderson

This panel, consisting of law firm managing and marketing partners, will discuss how they have made marketing an integral part of their firm and its impact on their business objectives. They will impart how a focus on marketing has benefitted their firms and will describe any roadblocks (including economy/technology) that have occurred. What’s worked - what hasn’t.

Breakout 1: Building and Maintaining Client Services Teams

Norm Rubenstein, Principal, Zeughauser Group

Norm will lead a step-by-step workshop demonstrating how to build a client service team from the ground up. this process will include: identifying the best candidates—both clients and attorneys; setting up the teams and information required to implement and maintaining a team; managing expectations; calculating ROI.

Breakout 2: The Nuts and Bolts of Dealing with the Media

Cari Brunelle, Senior Vice President, Hellerman Baretz Communications, Paul Fletcher, Publisher and Editor-in Chief, Virginia Lawyers Weekly

How to pitch and get your story in the press? Learn from the source: Paul Fletcher, editor and longtime newsman, will share what’s newsworthy; and Cari Brunelle, a PR expert, will help us develop pitches that will have the greatest chance to make it in the press. If you want to know what will get the media’s attention and how best to work with them, this program is for you.

History of Legal Marketing @ Lunch

Burkey Belser, President, Greenfield Belser

How has legal marketing evolved over the three decades since the Arizona v. Bates decision upholding attorneys’ commercial speech? We will present an overview of how far legal marketing has come since the time when colorless, all text brochures ruled the day. This visual, eye-awakening presentation not only will be informative as we look back, but also will provide insight into history and expected trends for the next decade. Lunch will be served at this time.

Breakout 1: Designing and Writing for Clearer Communications

Caley Cantrell, Strategic Communications Professor, VCU BrandCenter

Learn to pair creative design with precise content. Caley will shed light on how clients view your communications and how to actually get their attention. We’ll share design secrets as to what resonates with viewers and look at current web and collateral design and see what works and what doesn’t. Explaining your firm’s offerings in a quick and concise manner is no easy task. We’ll look at successful examples and take some of your toughest challenges to task. Prepare for a brief writing workshop to hone your skills.

Breakout 2: Hand-on Social Media "Lab"

Christian Munson, Associate Vice President, CRT/tanaka

It’s clear that social media is more than a craze — it has become an important social media outlet. Christian will explain the key factors of a social media strategy by experimenting with relevant and constructive social media platforms. This will be a hands-on class, so please bring your own laptops. The University of Richmond will assign each person a temporary access account, so if you are interested in this session, you must sign-up in advance.

Business Development: Digging Deep

Felice Wagner, Chief Business Development Officer, Sutherland, and Steve Bell, Chief Client Development Officer, Womble Carlyle

This two-hour intensive track is structured to dig deep and provide a hands-on approach to business development. With years of extensive legal marketing experience, Steve and Felice will lead the presentation and discussion on the following topics: finding the right approach to motivate your attorneys to get involved in developing business; evaluating current client relationships and analyzing new business opportunities by cross-selling and creating a targeted pipeline; and developing successful business plans. To wrap-up the session, Steve and Felice will share an overview of current business development trends and share case studies.

What Does it Mean to Me? Increasing your Value as a Legal Marketer

John Hodder, Chief Marketing Officer, Paul Weiss

John will discuss developing personal goals to strengthen your relationships and elevating yourself into a leader. He’ll impart ways to demonstrate your ROI and how to take a proactive approach at your firm. He will help you identify areas for improvement and opportunities to build and enhance your knowledge. This program is about you and your path to a successful career.

Conference Wrap-Up

Rebecca Edwards, LMA Virginias Programs and CME Conference Chair, Senior Marketing Communications Coordinator, Hunton & Williams LLP