Batten Down the Hatches: Holiday Preparedness Planning for Your Law Office

by Chantal Williams
August 22, 2024

Effective marketing is crucial for law firms to attract new clients, retain existing ones, and stay ahead of the curve. It's clear that traditional marketing methods alone are no longer enough. To truly stand out, firms must embrace progressive technologies and strategies that position them as industry leaders and trusted advisors.

As the holiday season approaches, law offices need to be as prepared as a ship's crew facing an oncoming storm. This guide will help you navigate the choppy waters of holiday planning, addressing key concerns for all stakeholders and ensuring smooth sailing.

Holiday Greetings and Gifts

Did you know there are more than 30 recognized holidays between November 1st and January 1st? Considering the volume of holidays observed by your diverse clientele and valued business partners it is no wonder many firms focus on a general happy holiday theme for the gifting season.

The strategy for preparing your office card and gift mailing list varies depending on the tools available to your team. If your firm has invested in an efficient Customer Relationship Management (CRM) system, preparing your lists is relatively simple when paired with marketing tools for the seamless creation of mailing lists. When your entire office regularly updates your CRM as client changes occur (for personnel or location) list creation is rapid. Most CRMs allow for note tracking so gift preferences can be recorded. Leveraging a CRM solution like InterAction+ ensures your legal team’s holiday gifting process is efficient, personalized, and compliant with client policies or preferences. LexisNexis^® InterAction^® users can reference our webinar, "3 Key Ingredients to Spice Up Your Holiday Lists".

If you do not have a CRM in place you can follow the steps below to prepare your mailing lists.

1. Initial List Compilation:
   • Extract client contact information from your firm's database
   • Include key stakeholders at each client organization
2. Data Verification:
   • Assign team members to verify contact information
   • Use recent correspondence to cross-check addresses
   • Reach out to clients directly to confirm or update details
3. Address Updates:
   • Pay special attention to clients who have moved offices or shifted to remote work
   • Note any temporary address changes for holiday period deliveries
4. Segmentation:
   • Categorize clients by relationship tier, industry, or assigned attorney
   • This helps in tailoring gifts and messages appropriately
5. Compliance Check:
   • Review gift policies for each client organization
   • Flag any restrictions or special considerations
6. Final Review:
   • Have partners or relationship managers review the list for their clients
   • Conduct a final cross-check to eliminate duplicates or outdated entries

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Client Holiday Cards

When is it appropriate for all associates to sign?

Whether all associates should sign a client holiday card is nuanced and can vary depending on the firm's culture, client relationships, and specific circumstances. Generally, it may be appropriate when the client has meaningful interactions with multiple associates or the firm wants to emphasize its team-based approach. However, this practice should be carefully considered, as it could potentially dilute the personal touch of individual relationships or overwhelm the client with too many unfamiliar names. Firms must balance the desire to showcase their full team with the need to maintain authentic, personal connections. Ultimately, the decision should align with the firm's overall client communication strategy and the nature of each specific client relationship.

Example: Group signatures can reinforce team cohesion in smaller firms or for key clients where associates have direct contact. However, for large corporate clients or where associates haven't had personal interactions, limit signatures to partners and key team members.

Corporate Client Gifts

Be sure to check client gift policies before sending anything over a card. Some firms opt for charitable donations in the client's name as a gift alternative. However, edible gifts remain a huge crowd pleaser that make a memorable impression. Some popular options include gourmet food baskets (e.g., artisanal cheeses, nuts, dried fruits), chocolates, pastry assortments or popcorn or snack mixes that the entire office can enjoy.

Start your gift planning process in early to ensure smooth execution:

• Early September: Finalize your gift list and budget
• Mid-September: Select gift options
• Late September: Place orders for all gifts, custom / bulk gifts
• Mid-October: Start scheduling deliveries
• Early November: Commence gift shipments (work with your carrier to avoid delivery on November holidays)

Aim to have all gifts delivered by mid-December to account for potential shipping delays and to ensure they arrive before many offices close for the holidays.

Government Client Gifts

Many governments are restrictive when it comes to gifts and the safest option in most countries is to send a card. The U.S. Federal Acquisition Regulation (FAR) regulations as of 2023 limit gift limits for most federal employees to $20 per occasion and $50 annually from a single source.

Remember, a well-prepared crew is the key to a successful voyage through the holiday season and into the new year. As you implement these strategies, always be ready to adjust your sails. The legal world can be unpredictable so stay vigilant, keep your crew informed, and your law office will navigate the holiday season with smooth sailing.

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