Page Title

You do not need to be in solo practice to benefit
from having a marketing plan. In fact, most
lawyers who work at firms and are expected to
generate business at some point in there career
should develop a plan to achieve their goals.

Short Form

AttorneyMentoring.com has developed a
worksheet to help you develop your own
personalized marketing plan. Here is a sample
Index of a Marketing Worksheet. Please check
back with us as we up-load a complete Marketing
Worksheet for you.

Marketing Plan
[Name of Lawyer/Law Firm]
[Date]
CONFIDENTIAL

Executive Summary

Mission

Strategy
Market Analysis
Target Market/Opportunities

Competitive Analysis
Basis of Competition
Strengths/Weakness Analysis
Action Items to Increase Competitive Position

Marketing Initiatives
Personal Selling Strategy
Advertising
Publicity & Public Relations

Goals
Short-term
Long-term

Revenue Forecast

Implementation to Do List

This marketing plan template is designed for personal attorney or
internal law firm use only in order to better focus a lawyer/firm on its
marketing initiatives. Any marketing materials to be used for clients
should be in the form of client pitch materials, a sample of which is
available in the Build a Practice section of AttorneyMentoring.com.

Long Form

Marketing Plan for [Lawyer/Law Firm]

Overview

[Name of Lawyer/Law Firm] is a [full-service/specialty] law firm
offering [describe scope of legal services]. The firm's reputation for
quality and service is well-known in [geographic market/field of
expertise]. [Lawyer/law firm] serves the needs of [businesses and
individuals] with their [describe legal needs of clients].
[My/The firm’s] target markets include [describe any and all
applicable industry focus, geographic region, client profile, or legal
specialty]. [Lawyer/law firm’s] goal is to [diversifying its revenue
stream and leverage its expertise to expand into [describe new
markets/clients].

[I/We] plan to implement the following marketing plan to achieve the
following goals within [insert reasonable time frame]:
•        Marketing Goal 1
•        Marketing Goal 2
•        Marketing Goal 3
[summarize marketing initiatives after completing the remainder if
the plan].

Legal Market Overview

[Describe what you know about the legal market in which you
compete. Describe the competition and its service offerings.
Describe the client base and its legal requirements including
standard price points and basis of competition (e.g., quality, price,
service, experience, geographic location, etc.).
[Describe the market factors or trends that are influencing the
provision of services in your practice area. Describe any factors that
are fueling growth or a down-turn, whether legislative,
administrative, economic, industry-based, etc.]
[Describe your current position in the market and your prospects.]
[Finish with a market forecast (whether positive or negative) for
each practice area you are targeting.]

Competition

Competitors include [describe who your competition is either
specifically or in generalized descriptive terms – include as much

detail as possible]. [Describe the basis of their competition and include any competitive advantages; are they competing
on the basis of price or bundled services, scope and breadth of services, experience, proximity of location, advertising,
established lines of referrals, etc.] [Describe your position in the marketplace from this perspective.]

Legal Services

[List all of the services you currently offer and the revenue generated therefrom for the last year or more.] [Identify the
resources you believe that you will need to continue to offer your existing services going forward in order to achieve better
market penetration or add more clients or diversify by industry or practice area. Focus on client retention and acquisition
within the same category of legal services currently provided.]

[Then, list any additional services or target clients you plan to add to your practice.] [Describe any additional learning or
resources you will need to add more services/clients to your practice.]

Marketing

[Describe your or your firm’s past marketing budget and marketing activities, if any.] [Evaluate the effectiveness of existing
marketing activities based upon several criteria, including client acquisition, cost, name recognition, networking
database, etc.] Some examples include:

•        Describe any referral-based activities and identify where your past referrals have been generated (professional
associations, alumni associations, colleagues, industry associations, family and friends, network contacts, Bar
Association, etc.).
•        Print advertising, including industry and legal publications.
•        Yellow pages and other attorney listings (online and print).
•        Board member or panel participation in legal, business and philanthropic associations (e.g., Bar Association, CLE
association, trade associations, non-profits, pro bono affiliations.
•        Advertising, including print, radio, television and internet.
•        Promotional sponsorship such as co-marketing client events with other vendors, legal seminars, public service
events, sports activities, etc.
•        Pro-bono work.

[Describe how you monitor and track the effectiveness of each of the marketing dollars and time spent on each
marketing activity.]

Marketing Strategy

[Describe your marketing strategies, including:

1.        Client diversification including service and industry specialization.
2.        Discounted hourly, fixed fee or contingency fee structures; bundled services.
3.        Branding and marketing awareness.
Marketing and Financial Objectives
[I/Our Firm] marketing strategy is to achieve the following goals:
1.        [describe your financial goals].
2.        [describe your client/revenue mix].
3.        [describe your non-financial goals (e.g., breaking into a new market, a new industry, a new service, etc.].
4.        [describe your personal goals (e.g., achieving professional recognition in your field].

Mission

[Insert a mission statement for the lawyer/firm. Suggestions to be included in the mission statement include: describe
what service you will deliver, to whom and at what price. Describe your [or your firm’s] values. Finally, set a short-term
and a long-term goal.]

Target Market/Target Client

Our primary target market is [describe target legal market.] Our primary target client is [describe target client.] [Describe
the target client in as much detail as possible. That will serve you in identifying where to find these clients.]

Customer Service

What initiatives can you implement to improve customer service. Read our Build a Practice for suggestions.

Pricing Strategy

[After identifying whether you will compete on the basis of price, quality or a specialized pricing package, describe your
pricing strategy and how that will attract clients or at least place you on a even playing field with the competition. Include
your billable rates for yourself and each member of the Firm, including any paralegals or other billable nonprofessional
staff. Keep in mind how many hours you estimate the work to take before offering fixed fee rates. If you are a solo
practitioner, you only have so many hours in a day and discounting the rate below a certain number may impair your
ability to pay your fixed costs.]

Summary

[Describe your assumptions and marketing strategy and three tactics to achieve your marketing goals.]