Page SIG

by Paulo Amaral on September 29, 2015

Welcome to Page SIG, where we highlight the activities of our chapter’s wide variety of SIGs (Special Interest Groups) and our suburban City Groups. We encourage you to join and participate in these important subsets of our chapter. Contact information is included for each group: 

Chief Marketing Officer (CMO)

The CMO SIG enjoyed (figuratively and literally) a very busy summer.  The BD/Marketing leaders mixed together both work and pleasure, including social media and being social.

Social Media was one of the main sub-topics at the July 16 luncheon on Digital Marketing Trends and Opportunities for Law Firms.  Guy Alvarez of Good2bSocial provided an in-depth presentation exploring the latest trends in digital content and what effect they are having – and will have – on the way firms conduct business and deliver services.  Guy emphasized how firms must embrace digital marketing if they want to be relevant to today’s clients.

On the social side, CMO SIG members gathered at the Asia Society on the evening of July 29 to enjoy cocktails, Asian hors d’oeuvres – provided by Great Performances – and each other’s company.

Furthermore on the social side, the CMO SIG offered its hard-working members a chance to relax on August 7 with an afternoon of spa treatments followed by cocktails.

A key work issue was the subject of the luncheon on September 10, when the CMO SIG presented an enlightening program on “The Shifting Paradigm: How Other Chief Roles Intersect with the CMO Role.”

An all-star panel of LMA Hall of Famer Norm Rubenstein (partner in Zeughauser Group )and former chapter presidents Deborah Farone (Director of BD & Communications at Cravath) and Linda Orton (Founder and Chief Recruitment and Marketing Officer of The Unicorn Continuum ) discussed the evolution of the head marketing position at law firms from Marketing Directors to Chief Marketing Officers to Chief Marketing & Business Development Officers as a reflection on the shifting priorities and responsibilities they face.  Much of the discussion focused on the emergence of Chief Strategy Officers at law firms and how that role and others are changing the traditional Marketing Department paradigm.

The CMO SIG will get together next on November 12 to discuss “A Day in the Life of a CMO: Dealing with the Everyday Stresses and Challenges in Real-Time.”  The session will enable members to discuss the daily challenges and real issues they face in their roles as law firm marketing leaders.  Debevoise Director of Marketing Yolanda Cartusciello will facilitate a discussion drawing upon the CMO SIG members’ best practices and experiences to help tackle these issues. 

PAGE SIG - CMO SIG Sept 10 luncheon (l-r Linda Orton, Norm Rubenstein, Deborah Farone)

Chairs:   Despina Kartson, Morgan Lewis & Bockius LLP ( (212-468-4981) and Dawn Gertz Longfield, Davis & Gilbert LLP ( (212-309-6662) 

Client Relationship Management (CRM)

On September 30th, the CRM SIG will present two separate joint programs in combination with other NYLMA chapter SIGs.

At 12:00 noon, CRM will join forces with the Small Firm SIG for a luncheon, “Many Approaches, One Goal: CRM Success for Smaller Firms,at Wilk Auslander LLP.  CRM expert Christina Fritsch of JD CLIENTSFirst Consulting LLC will offer ideas and best practices to help better manage contacts and relationships; address firm and attorney needs, and enhance business development efforts.

At 6:00 pm, CRM SIG members will come together with members of the Business Development SIG over cocktails and hors d’oeuvres to discuss the critical marketing topic, “Pipeline to Business Development Success.”  Chris Fritsch will again be the special guest, this time exploring various technologies – some advanced and some basic – that law firms can utilize to track and enhance business development. Cohen and Gresser LLP will host.

CRM SIG Chair: Matt Parfitt, Vuture Group, ( (646-378-2137)

Business Development (BD)

The aforementioned Sept. 30 joint event with the CRM SIG on “Pipeline to Business Development Success,” is part of a busy month for the Business Development SIG.  The BD SIG held a lunch meeting on Sept. 22 on “Leveraging Relationship Capital through Strategic Referral Programs.”  The discussion featured a panel of four professional services authorities who have experience developing and implementing referral programs which can provide substantial value for law firms seeking to leverage the relationship capital they have developed with clients, peers, competitors and alumni:

  • Andrea Cale, Director, Business Development, Goodwin Procter LLP
  • Jean Frohman, Market Segment Marketing Manager, Ernst & Young, LLP
  • Gretchen Koehler, Director of Business Development & Marketing, Kasowitz, Benson, Torres & Friedman LLP
  • Patrice Murphy, Business Development Program Manager, Milbank, Tweed, Hadley & McCloy LLP 

The major aspects they covered included:

  • Defining and identifying a referral
  • Building a referral tracking program: start to finish
  • Software, tools and resources
  • Best practices and overcoming objections
  • Do’s and Don’ts
  • Defining success 

Chairs: Matthew Olsen, Hunton & Williams LLP, ( (212-309-1324) and Katie O’Rourke, ON24, ( (917-283-1437) 

Corporate Social Responsibility (CSR)

The CSR SIG is planning a special year-end event to complete another successful year in a charitable way.   The CSR SIG is planning an in-kind donation for the chapter’s Holiday Party.  We will be reaching out to members via survey to determine what charities members would like the NYLMA to partner with in 2016.

Chairs: Anna Bernardis, Kobre & Kim LLP, ( (212-488-1282) and Gayatri Joshi, ecoAnalyze LLP, ( ( 732-309-2946) 

Future Leaders

Join the Future Leaders SIG on October 19 for a roundtable discussion with current NYLMA leaders on “Transitioning into Legal Marketing.”  Hear their stories from before they were in legal marketing, how they have transitioned into new careers in our ever changing industry, and advice on how to find your niche in legal marketing.  Panelists will include Metro NY board members Kelly MacKinnon, Leigh Ollman, Stephanie Marrone, Tiffany Yarde, and others.  The panel will be led and moderated by Logan Tracey (Alston & Bird LLP), an expansion of an article she is working on for “Strategies” magazine.

The Future Leaders met with LMA President Adam Severson at an August 4 luncheon, “Perspectives from the Top.” Mr. Severson shared his proven approach to meeting marketplace challenges, including his departmental strategic framework and his process to initiative development.

Chairs: Rosa Colón, Vuture, ( (646-593-8902) and Amy Paquette, Bryan Cave LLP, 212-541-3012)

Small Firms

The Small Firms SIG will focus on CRM matters at its next meeting on September 30 in a joint luncheon event with the CRM SIG, “Many Approaches, One Goal: CRM Success for Smaller Firms,at Wilk Auslander LLP.  CRM expert Christina Fritsch of JD CLIENTSFirst Consulting LLC will offer ideas and best practices to help better manage contacts and relationships, address firm and attorney needs, and enhance business development efforts.

Chair:    Bruce Segall, Marketing Sense, ( ) (914-980-4703) 

Social Media

The Social Media SIG will focus on the relationship between social media and search engine optimization when it next meets on Tuesday October 6 from 6-8 pm at Allen & Overy (1221 Ave. of the Americas).

“The Relationship Between SEO and Social Media” session will give attendees a better understanding of the interrelationship between SEO and social media and how to use each to support the overall digital marketing goals and objectives of their law firm.   Joe Ballestrino, CEO of and Guy Alvarez, Chief Engagement Officer of Good2bSocial, are confirmed as speakers for the event.

Chair: Guy Alvarez, Good2BSocial, ( (973-903-5152) 

Special Events SIG

The Special Events SIG held two special events during the summer. On June 17, NYLMA SIG members were invited to a special “Sip & Site’ at the newly refurbished Rainbow Room atop the world famous 30 Rockefeller Plaza building. Five weeks later on July 22, Special Events SIG members gathered for a Happy Hour at 54 Below, enjoying music, food and each other’s company.  The Special Events SIG is in the process of planning its annual end-of-year celebration.

Chair: Hasan Elkomey, ( (201-779-4653) 

New Jersey City Group (NJ)

The New Jersey City Group continues to simulcast NYLMA luncheon presentations to New Jersey LMA members unable to attend in person in New York City. The group is also planning a holiday social event to take place in the coming months.

Chair: Michelle Birckhead, Chiesa Shahinian & Giantomasi PC, ( (973-530-2119)

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