Client Case Studies: Rider Bennett, LLP

Company: Rider Bennett, LLP

Industry: Legal

Situation:

• When PSM first began its engagement with Rider Bennett in 2003, the firm’s internal marketing department was deflated with a lack of clear leadership and focus.
• The firm lacked a strategic marketing plan to guide its future growth.
• As a top 25 law firm in the Twin Cities, Rider Bennett was successful but needed an incentive to drive lawyers to proactively market the firm and pursue new client relationships.
• The firm had never previously solicited client feedback and was uncertain as to clients' levels of satisfaction with the firm.
• In 2003, Rider Bennett acquired a subsidiary called Critical Measures which provides cultural competency training for physicians. In addition to retaining PSM to provide marketing consulting services to the law firm, Rider Bennett also relied on the expertise of Terrie Wheeler to develop a marketing plan for Critical Measures to help ensure the viability of the new acquisition.
• Rider Bennett needed assistance with the launch of a new product created by the firm's employment law practice group. "Respect Effect" is an interactive, comprehensive skill-based training program designed to assist companies in complying with training requirements under federal and state laws. The training program uses a two-pronged approach by providing practical tools for both management and employees. PSM was retained to develop a marketing strategy for launching the product initially in California where mandatory training laws require employees to participate in anti-discrimination training. Eventually, "Respect Effect" will launch nationally.

PSM Approach:

• Based on the growth objectives and internal needs of the firm, PSM created revised job descriptions for the position of Marketing Director and marketing support staff. Terrie Wheeler played an active role in the interviewing and hiring process and the eventual integration of the new marketing director.
• PSM conducted a comprehensive strategic marketing assessment of the firm and developed the first ever firm-wide strategic marketing plan.
• PSM developed and implemented an Attorney Attitudes toward Marketing survey to better understand individual attorney's perceptions of their roles and responsibilities as they relate to marketing and new business development.
• To assess client satisfaction and willingness to refer new business to the firm, PSM conducted a comprehensive client satisfaction survey. Based on a representative sample of approximately 1,500 of the firm's clients, the survey yielded the following insights which led to the development of specific marketing initiatives:
  
• 97% of respondents said advertising doesn't affect their choice of a law firm.
• 96% of respondents said they would recommend Rider Bennett to others.
• The majority of clients said the reputation of an individual lawyer was the #1 criteria they would use in selecting a lawyer.
  
• Terrie Wheeler's role as a strategic marketing consultant to the firm's Business Development Committee (BDC) involved regular attendance at BDC meetings as well as providing counsel to the Chair of the BDC and mentorship to the newly hired Marketing Director.

Results:

• Sheila Engelmeier, a Rider Bennett partner and member of the firm's Management Committee, credits PSM and Terrie Wheeler with pulling Rider Bennett "out of dark ages" in its marketing and business development efforts.
• Refocusing the firm's marketing budget away from advertising and toward more effective strategies and tactics including strategic public relations.
• As a result of the insights gained from the client satisfaction survey, several firmwide initiatives have been put into place under the strategic leadership of PSM. Included among these initiatives:
  
• Development by Rider Bennett and PSM of a customized, comprehensive marketing training program for the firm's attorneys to reinforce to clients the firm's commitment to client satisfaction and growth. The training consists of seven sessions over a three-month period. Over 50 attorneys have participated thus far in marketing training. Eventually, Rider Bennett plans to provide training to all of its attorneys. Those attorneys who have completed the three rounds of training have given the program extremely high satisfaction ratings:
  
• 100% believe they'll be more effective at marketing.
• 100% say they can use techniques learned in training to better serve clients.
• 100% would recommend the program to other attorneys at the firm.