Business boosters

THESE DAYS it seems that not a day goes by without some bleak warning about the impact of climate change, effects of global warming and the general downfall of society adorning the pages of the morning paper. With the seemingly endless press coverage comes the growing realisation that if such stark predictions are ever to be banished from our broadsheets it is up to us to instigate the changes needed to make that happen – be it through volunteering for a charity or simply making the effort to take a trip to the local recycling plant once in a while. So great is this need to make a difference, it has seeped into the corporate arena and today even the most traditional of law firms has a corporate social responsibility (CSR) agenda of sorts focused on environment concerns, or on improving the lives of the local community and workforce. But is the growing popularity of such policies in the legal sector really only motivated by a desire to ‘do good’? This month we sought to clarify just that by examining the reasons why firms have adopted a CSR programme and the various ways in which doing so can boost your business (page 10).
In fact this whole issue focuses on how law firms can profit from change. And with Joseph Calve, Proskauer Rose’s chief marketing officer, revealing how he was able to develop a number one-ranking marketing and BD department (page 6) and Rollits’ marketing manager Pat Coyle and marketing consultant Bernard Savage discussing the benefits of using space to your advantage when managing client relationships (page 24) , I’m sure you won’t be disappointed.
Indeed, should you wish to explore the ‘business of law’ further, Ark Group will be giving marketing and BD executives an opportunity to participate in boardroom debates and in-depth dialogue with other senior leaders on key strategic issues at the first Legal Marketing Senior Leader Retreat. This unique two-day conference, attended by speakers from leading international firms, will take place in the luxurious setting of Surrey’s Woodland Park Hotel from the 9-11 June. If you would like more information or to register for the event, contact Katie Whatmore at kwhatmore@ark-group.com.
As always, if you have any feedback or would like to contribute an article, I would love to hear from you. Contact me at lmcnulty@ark-group.com.
In the meantime, I hope you enjoy this issue.

Lucy McNulty, Assistant Editor

Features

Case study: Rollits This article is for subscribers only
Space can be lucrative when used to your advantage. Pat Coyle, marketing manager at UK firm Rollits, and Bernard Savage, founding director of marketing consultancy Size 10 ½ Boots, explain.

Case study: Boyes Turner This article is for subscribers only
The supremacy of partnership is being increasingly questioned and even threatened. Regional law firm Boyes Turner was the first UK firm to successfully implement a ‘direct sales programme’, which plays to the strengths of both marketing professionals and lawyers. KATE CLIFTON explains.

Case study: Blake Dawson This article is for subscribers only
An insight into the marketing strategy Australian firm Blake Dawson used to capture a greater market share.

Sponsored statement: E-mailing efficiency Free
A guide to making the most from a highly valuable law firm marketing tool - the email newsletter.

The CSR revolution This article is for subscribers only
An insight into what has led corporate social responsibility (CSR) policies to gain in prominence in the legal sector.

Regulars

The pitch doctor: Death by PowerPoint Free
The pitch doctor, PETER RUSH, discusses the perfect PowerPoint presentation.

Opinion: Profiting from pastures new Free
Driving the business forward through relocation.

Profile: Joseph Calve Free
JOSEPH CALVE, chief marketing officer at US firm Proskauer Rose, has won industry-wide acclaim for developing a marketing and BD department which now ranks number one in the industry according to 2007’s MLF 50 list. Here he reveals the secrets to his success. Interview by Lucy McNulty

Thought leader Free
THE HOLY grail for most law firm marketers is to be considered as someone who can contribute to the wider strategic thinking and business management of their firm. But where do you start? There is no simple answer to this, however, I’ve set out a few thoughts based on my own experience which I hope are useful.