Case study: Top 100 Law Firm Strategic Review
2nd September, 2016
It is not uncommon for a firm that has been through a period of rapid growth, particularly as a result of a number of mergers, to find that the structure of its marketing support is no longer aligned with the expanded firm.
This can bring challenges as resources may be stretched to cope with new practice areas and sectors, but may also have benefits as increased scale means that more can be done in-house. Partners with experience of other firms may also bring new marketing ideas.
A Top 100 law firm was in just such a situation and called upon Berners Marketing to undertake a strategic review of its marketing.
We met with the lead partners in each office, practice area and sector group, and with the management team including business development, marketing, HR and IT to assess the current structure and activities. We evaluated the current systems and processes for planning, budgeting and evaluating effectiveness. We also carried out a mystery shopping exercise across all practice areas.
Following the review, we presented on the strengths and weaknesses in the direction, resources and culture related to marketing and made recommendations regarding the structure and implementation of proposed improvements.