John P. Weil & Company -- Marketing Consulting Services for Law Firms

Marketing Audit

The marketing audit consists of a review of the law firm's present business development and marketing efforts. The review focuses on practice management and organization, client base, business management and organization, financial performance and systems. The purpose of the marketing audit is to provide an assessment of the firm's position, to identify problem areas, and to establish priorities and approaches to marketing, business development efforts and individual goal-setting. Specific recommendations will be made, where possible, based upon this initial overview. The marketing audit may include:

• Attorney Resources Evaluation
• Client Base Analysis
• Client Satisfaction Survey
• Competitor Analysis
• Focus Groups

The objective of the marketing audit is to provide significant information which will define the direction the firm should take, while limiting the law firm's initial financial commitment. Should the marketing audit indicate a need for development of a comprehensive marketing plan or for further study, a detailed proposal for further consulting assistance will be provided.

Development of Comprehensive Marketing Plan

Assistance in preparation of custom-tailored marketing plans for law firms includes the following services:

• Evaluation of strengths and weaknesses of the firm, in terms of clients, services, and resources.
• Evaluation of external factors affecting the law firm, over which it has little or no control, including client developments, legislative/judicial/regulatory changes, impact of the economy, and activities of competitors.
• Identification of specific problems or opportunities presented by external factors. Establishment of institutional goals of the marketing program, and development of objectives and strategies to achieve those goals.
• Identification of specific tactics, techniques, and actions for implementation of strategies.
• Development of an action plan, assigning responsibilities, priorities, and time frames.
• Establishment of ongoing systems for evaluation and control of the marketing effort.

Marketing Program Implementation Assistance

Ongoing implementation assistance is available. Areas in which assistance can be provided include:

• Competitor Analysis
  
• Coordination of Public Relations and Publicity
  
• Prospect Client Targeting
  
• Brochure and Newsletter Development
  
• Client Review Program
  
• Selection and Training of Client Service Teams
  
• Promotional Program Support
• Custom/General Market Research and Analysis
• Client Relations Assistance
• Cross-Selling Opportunity Analysis and Training
• Referral Source Development
• Marketing Training for Attorneys
• Client Perception Surveys
• Demographic Surveys of Potential Client Markets

Competitive Positioning

We can provide an evaluation of a firm's current position with respect to its market, product, or service mix and firm resources. The objective of this evaluation is to allow a firm to identify strategies for each area that will be effective in the rapidly changing marketplace. Recommendations designed to improve or maintain a firm's competitive posture result from this evaluation. Specific recommendations to implement strategies and achieve improved positions are made.

Marketing Training Seminars

In-house seminars are designed to improve a firm's level of understanding about marketing and business development for attorneys, by focusing on (1) the need for marketing in today's competitive environment; (2) the full range of marketing functions (not just brochures, newsletters and advertising); and (3) the effective tools and techniques available to law firms for their marketing efforts. The purpose of these seminars is to heighten all lawyers' understanding of marketing and generate a high level of commitment to the process.

Client Surveys

A client survey is typically designed to (1) form a stronger, more productive relationship between the law firm and its clients, and (2) acquire relevant information which may affect the firm's practice areas or long term growth strategies. By developing a clear understanding of clients' perceptions, the firm can capitalize on identified strengths and better address weaknesses. Using an outside independent consultant validates your client concern and objectivity.

Additionally, by focusing on client needs and anticipating change, the firm can avoid pursuing marketing or planning strategies that may be inappropriate, ineffective or not cost-effective. Armed with this information, the firm can then develop programs and services that can lead to additional, profitable business from existing clients.

Experience has shown that clients value their association with a law firm and are typically willing to provide detailed and valuable feedbacks. Many clients appreciate being asked for their opinion. Conducting a client survey sends a strong, clear message to clients: quality client service is a top priority for your law firm.

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