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While large law firms have many talented in-house marketers, often the projects that significantly move the needle fall outside the team’s responsibility or capacity. Because Builden Partners team members have been in-house marketers at global law firms, we regularly step in to conceptualize and execute on these high-profile marketing initiatives.  

With decades of in-house global law firm experience, we bring to life the projects conceptualized by CMOs, COOs, Executive Committees, Directors of Administration and HR and Recruiting Directors. We also serve as Interim Marketing Directors in times of transition.

Our large law firm marketing strategy services include:

  • Interim Marketing Leadership
    • Bridging the gap when firms are down a CMO or Marketing Director, including stepping in during maternity leaves
    • Sourcing and vetting candidates for full-time marketing roles
  • Change Management and Internal Communications Initiatives, such as
    • Instilling a customer-service mindset to all business services staff
    • Building buy-in among partners for a new CRM
    • Developing and rolling out a customized client service program
    • Executing partner retreats
  • Lateral Integration Programs
    • Building the infrastructure and creating accountability to ensure laterals deliver on their promises
    • Working side-by-side with practice and industry group leaders to develop effective ways to deepen institutional relationships
  • Marketing Department Audits
    • Conducting a deep dive of the people, processes and technology within in-house marketing departments to assess how resources are allocated
    • Analyzing business development, marketing, public relations and internal communications using a 16-point checklist
    • Developing an actionable report with long-term strategies and opportunities for quick wins
    • Create actional plans for digital collateral, including social media platforms, newsletters, bulletins and media relations
    • Analyze current marketing commitments such as advertisements and sponsorships, provide recommendations for opportunities and negotiate contracts
  • Thought Leadership Strategy and Execution
    • Creating differentiating programming elements to highlight showpiece practices and initiatives
    • Planning communication and media relations strategies
  • Content Development
    • Managing large-scale content projects including writing lawyer bios and practice and industry group content
  • Recruiting Support
    • Developing lateral and associate print materials and microsites
    • Creating customized strategies for practices and offices
  • Diversity Initiatives
    • Conceptualizing diversity initiatives to foster cultural shifts within firms
    • Showcasing firm’s diversity initiatives through compelling web, brochures and recruiting materials

Case Studies

Marketing Strategy for Law Firms