Digital White Papers

19 WWW.ILTANET.ORG | ILTA WHITE PAPER MARKETING AND BUSINESS DEVELOPMENT and being open to different uses. Marketing tools come in many forms, and, especially for midsize firms, it is well worth the time for team members to exchange ideas with different departments. Recently I wanted to create a video tutorial to help our aorneys use a feature in our CRM system. I explored different tutorial soware systems and met with my IT staff. It turned out we had owned tutorial soware for years that was originally purchased for human resources. The day aer our meeting, it was installed on my computer, and IT let me use the deposition recording equipment to make sure the quality rivaled that of any newer program on the market. Knowing what resources your firm has available is critical. Look at the soware your firm already has and ask questions; you might be surprised at what you find. Outdated Marketing Materials vs. Designing New Ones Using old marketing materials and photos is difficult, mainly due to outdated coloring and lack of image quality. But with advancements in programs like Photoshop, giving images an upgrade has become significantly easier. We have had success repurposing old campaign materials into our new ones. Some of these older materials reference the last generation's success and show that we have staying power in the market. In addition, we are able to cut down on the money we spend on hiring an outside graphic designer or other similar types of contractors. It is no secret that many law firm marketing materials and one-sheets are limited to a standard template created long ago. Taking a hint from PR and design firms, mixing up the images in a unique and visually appealing way can make a huge difference during a pitch or for leave-behind materials. Using Instagram-type filters can create a completely different feel. And spending a few minutes in Photoshop can quickly equalize any irregularities in tone and image quality. Another recent example involves a newer cloud-based graphic design program called Canva. An aorney wanted materials with a more personalized look and feel than our current somewhat generic materials, but hiring an outside designer was not in the budget. My client service director, who oen has to make the tough budget decisions, suggested trying out the free version of Canva to see if we could make it work for our time-sensitive materials. We now use it collaboratively in the "team" function called Canva For Work. In addition to the seemingly endless number of features, the program is less than $20 for professional use, and it takes lile time to create beautiful designs for banners, one-sheets, social media posts, presentations and more. The ability to create customized marketing materials in a very short time frame is a win! Connect the Feedback Loop Like many midsize law firms, we frequently work toe-to-toe with firms quadruple our size, with corresponding marketing and technology budgets. While a midsize firm might not have quite the same flexibility in terms of budget, my firm still supports our team generously, in part because we make the most of what we have, collaborate with other departments and make thoughtful decisions when we do decide to invest in a new tool. These short examples are by no means an exhaustive list of repurposed business development and marketing tactics. Sharing ideas and geing open feedback is a process that all of us in the legal profession can benefit from, at any experience level or in any area of expertise. That shiny new thing may look appealing, but, with a lile creativity and collaboration, you can do amazing work without it. ILTA When You Cannot Have the Bright, Shiny New Thing RACHEL SINDORF Rachel Sindorf is the Client Service Manager at Cairncross & Hempelmann, P.S., where she specializes in business development and marketing. Rachel is the firm's customer relationship management (CRM) and legal marketing technology trainer and is elated when she can meld technology and user productivity with the firm's strategic goals. Contact her at rsindorf@cairncross.com.

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