I have just published a short article on this topic for Delia Venables’ Internet Newsletter for Lawyers. They key points covered include:
Recruiting your own marketing person
- Existing active programme of activities?
- Level of involvement of partners/lawyers?
- Generalist or specialist?
- Tactical or strategist?
- Detailed job description?
- How will you measure their effectiveness?
- What sort of person do you want? (qualifications?)
- Do they need experience of working in a partnership?
- Sector experience and contacts?
- Predominantly Internet campaigns?
- Selection process?
- Supervision and management?
- Systems, information and other resources?
- Level of marketing sophistication at your firm?
Using an external consultancy
- Full service agencies or specialist?
- Commercial or consumer clients or both?
- Existing plan and objectives?
- Campaigns identified?
- Strategy or hands-on?
- Traditional or online?
- Front line with lawyers and clients or back room support?
- Marketing or selling?
- Profile, new business or relationship development?
- Training and coaching required?
- Supervision and management?
- Assessment of effectiveness?
The full article is available here: http://www.infolaw.co.uk/newsletter/index.asp?p=332
