October 12: Branding, With Specificity: What Steps Firms Take, What Happens Afterward

On October 12, Sugarcrest CEO, Felice Wagner, will participate in a roundtable discussion of branding that will be published in two Marketing for Lawyers issues. Using a hypothetical firm as its focus, a team of legal marketing experts, including Wagner, will play the role of branding committee. With a blank a slate, budget and full authority, the branding committee will answer a series of probing questions designed to elucidate the best tactical branding-related decisions. For example:

• What should be the very first step the committee takes upon receiving a green light from the partnership?
• What are the elements of a serious branding campaign?
• Should the committee roll out the branding campaign for select practice groups? If so, how should those groups be chosen?
• Are the branding initiatives the same for both recruiting and marketing, or does the campaign include some ads or PR plans that are tailored to laterals, and others to clients?
• What are best practices for selecting outside professionals to design and implement the branding campaign?
• As it implements the campaign, what internal steps should the committee take to ensure that the whole firm remains involved in the campaign?

According Wagner, "Much has been said and written about branding in the legal industry but many questions about its effectiveness remain unanswered. This roundtable is a wonderful opportunity for us to remove the mystery as we put theories to the test and share best practices."

October 25-26: National Institute for Women Corporate Counsel

Sugarcrest CEO, Felice Wagner, will be participating in two programs at this year's National Institute for Women Corporate Counsel, which is being held in San Francisco on October 25 and 26.

On Thursday, October 25, Wagner will join Lee Hanson, a partner at Heidrick & Struggles, and Charmaine Mesina, senior director, corporate legal services at Applied Materials, Inc. in a program entitled Beyond Briefs and Contracts: Alternative Careers for Lawyers.

Wagner will share her many experiences as an attorney including successful stints as an antitrust litigator at two of the nation's leading law firms; executive positions with two legal service providers; and her current position as founder and CEO of one of the legal industry's top client development and relationship management consulting firms.

According to Wagner, "In years past, an alternative career meant going in-house or working for a nonprofit. Today, if you can imagine it, you can do it." The panel will discuss the many opportunities available to attorneys in today's marketplace and the ways in which attorneys can identify their values; assess their strengths and weakness; and set goals to achieve the career they've always wanted.

On Friday, October 26, Wagner will moderate a working lunch program entitled Ins and Outs of Establishing Successful Women's Networks. Wagner will lead a panel featuring key members of the DuPont Women's Network including Lisa Passante from DuPont Legal; Elizabeth Schleuning from Schwabe, Williamson & Wyatt P.C.; and Lisa Stevens from Weston, Benshoof, et al., LLP.

According to Wagner, "Today, more than ever, there are tremendous opportunities for women attorneys to make their mark in the legal world. The DuPont Women's Network offers a shining example of the ways in which women attorneys can work together to capture these opportunities while serving their clients' needs." Using the DuPont Women's Network as a case study, the panel will discuss the benefits of networking with women; how to create a women's network; and tips for keeping the network alive and motivated.

November 3-5: The 6th Annual Law Firm Marketing Directors Institute

On November 3rd, Sugarcrest senior advisor and keynote speaker Jim Durham will be speaking at The 6th Annual Law Firm Marketing Directors Institute in New Orleans. This year's themes address hot button issues for legal marketers such as aligning marketing and business goals as well as selecting and utilizing the right tools and tactics.

Durham will participate in two sessions, the first of which is entitled To Buy or Not to Buy -- Selecting the Right Media to Deliver Your Message. He will also discuss Life After Law Firm Marketing during which he will share his successes as an entrepreneur, speaker and as senior vice president of Major League Baseball.

November 7-10: LAMA 17th Annual Conference

Held in Washington, DC, this year's LAMA conference entitled Capital Ideas for Effective Leadership, will focus on the leadership aspects of legal assistant management. On November 9, Sugarcrest CEO Felice Wagner will participate in a panel discussion entitled Marketing Your Legal Assistant Program.

According to Wagner, who has conducted legal assistant marketing programs for Fortune 500 legal departments, "a commitment to client service and marketing fundamentals are at the heart of all successful legal assistant programs. More importantly, studies have found that legal assistants who develop these special skills have more satisfying careers and a greater impact on the success of the lawyers they support."

November 10: Legal Marketing Association's Mini-Business School

In response to member requests for advanced marketing education, the Mid-Atlantic chapter of the Legal Marketing Association will be conducting a mini-business school on Saturday, November 10 at the George Washington School of Law in Washington, DC. The intensive, day-long program will feature senior marketers, marketing partners and industry experts discussing topics such as:

• Change Management
• Knowledge Management
• Understanding Firm Financials