LMA Kentucky--incorporated 2008.

Hendrix, Mary C.

The LMA Kentucky Chapter recently experienced its most difficult challenge: finding enough members whose firms were willing to pay "dues" for one (or more) marketing professional.

One of the biggest business development obstacles to overcome is tradition. From claims about getting work through expensive client boondoggles, to directory listings, to participation in various legal networks, we've all had our professionals indicate there is no need for change. These traditional efforts have always worked for them, so why fix what isn't broken.

That said, a small, cohesive group of stalwart legal marketers pursued their desire to have a local group of professionals with whom they could share tactics, common concerns and the myriad issues facing the legal industry. In the spring of 2008, a group consisting of Margaret Mason, Andrew Payton, Laurie Young, Ken Kolarcik, Linda Jackson, Terry Cook and me took it upon ourselves to create a resource that would recognize our unique needs while creating a league of colleagues.

However, despite a robust attorney population, relatively large firms and a tradition of supporting the various bar associations; our firms were reticent to support the need for their marketing professionals to have a resource focused on the industry's unique needs. So we did what we do best: reallocate resources, commit personal time and reach out to our industry.

Initially, those who had control over their budget, signed up multiple members of their respective departments, focusing on those committed to supporting the initiative. These early adopters spent personal time and effort developing collateral, coordinating events and developing an implementation strategy.

Next, working through our local weekly business paper, Business First, we identified the region's largest firms and their in-house marketing contacts. We communicated the benefits of the organization to individuals and firms alike with letters, personal calls and one-on-one meetings. Similarly, we leveraged our relationship with the local bar association's newsletter editor to place articles authored by our initial volunteers on current best practices for business development and other relevant topics.

We also co-opted various vendors (providers of research, software, training and the like) for membership, in-kind sponsorships and more importantly, speakers for our chapter programs.

Finally, the chapter's members met on a regular basis and shared information, experiences and, when necessary, frustrations. The membership made it a point to highlight the materials and education that LMA international and other chapters provide to minimize effort and maximize benefit.

Today, the chapter remains small (relative to other chapters) but we are a tight-knit group. We have a solid plan for speakers and events in 2010 and are beginning to embrace initiatives for the continued growth of our members.

As our members continued to grow professionally, providing current and valuable information and best practices to our firms (backed up with the requisite data), the value of an LMA membership is becoming more apparent to our firms and support of this line item in the budget is no longer optional--the ROI will make LMA membership a given.

By Mary C. Hendrix, Immediate Past President