Redwood Analytics

October is almost here, so it is time to lay out the Game Plan for 2008.

As the saying goes, it all starts with a sale; everything else is an expense. Clients (customers) are the only thing that give a law firm the opportunity to succeed. Since it all starts with the top line, “revenue”, that is the best place to begin putting your game plan together. Marketing and revenue-generating activities set the pace. The firm’s legal talent and operational areas must then develop plans in support of and is response to revenue-generating activities.

Here is my checklist for laying out the marketing game plan for a new year:

1. Branding and Image Considerations

2. Positioning Considerations

3. Key Strategies the Firm Will Rely On To Win New Clients

4. Key Strategies the Firm will Rely On To Retain and Develop Existing clients

5. Pricing Plans

6. Media Advertising Plan

7. News Releases

8. Newsletters

9. Direct Mail Plan

10. Directories-Printed and On line

11. Printed Material

12. Key Word Purchases-internet and Internet Ads

13. Conferences/Organizations/Speaking/Writing

14. Other Events

15. Blogs

16. Web site

17. Technology

18. Individual Attorney Plans and Goals

An annual game plan is not a substitute for strategic planning nor is it the budget. Your game plan for the coming years represents operational decisions you are making in order to implement longer term strategies. However, one or two new ideas always come up in the operational planning phase that will reshape strategic thinking. That is the way it should be. When it comes to strategic planning, the plan should always be to change the plan! Strategic planning (thinking) goes on 365 days of the year. Your strategic plan shapes how decisions are made but decisions also shape and reshape the plan. As for the budget, you can’t have one until you have laid out your game plan. Budgets come last. They are financial estimates and targets in support of the game plan.

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