The football season is coming to an end, but I always look forward to the culmination of the year with “the big game.” How could I not? It combines my three favorite things: a high-stakes championship game, epic examples of creative branding and — of course — snacks.
While I’m a marketing professional and not an elite athlete, I’ve always appreciated the strategy that goes into football — a winning game plan is all about preparation, execution and adaptability. Much like the sport I love, legal marketing requires a strong strategy to win. Let’s break it down play-by-play.
The Game Plan
No team starts a game (especially a big game) without a plan. The Kansas City Chiefs and Philadelphia Eagles won’t step onto the field for this year’s Super Bowl hoping for the best and relying on last-minute Hail Mary’s. They will have spent weeks analyzing previous games, studying their opponents and crafting a winning strategy tailored for this specific game. While there is always room for adjustment, you can be certain that the coaches and players are focused and all on the same page.
Legal marketing and PR should be no different. Whether you’re a solo marketer or part of a large team, you need a game plan that defines goals, identifies strengths and sets a clear direction. Without focus, you’ll constantly be playing defense.
Start by identifying your overarching goal(s). Do you want to promote the work being done by a specific attorney? Is there a practice group to highlight? Does a particular office need some help with getting noticed in a saturated market? Make sure you understand what these goals are to identify your tactics — and be authentic to your brand throughout the process.
The Playbook
Football teams don’t rely on just one play to win. They have a playbook filled with different strategies for different situations. A team that only runs the ball won’t get far against a strong defensive line — even if it’s Saquon Barkley!
Similarly, your law firm marketing plan should incorporate various tactics. Public relations, business development, social media and events all play a role. The key is integration. A coordinated approach will help drive measurable and meaningful results.
For example, instead of just hosting an event and forgetting about it when it’s done, maximize its impact. Invite key industry professionals, pitch the topic to a news outlet, promote it on social media, post a blog with key takeaways and follow up with attendees. The more layers you add, the more ground you gain.
Social media: Think of social media as your game stats. Reviewing analytics from LinkedIn, X and Facebook helps determine what content resonates the most. By posting strategic thought leadership, firm news and engaging visuals, you create a brand presence that builds over time, supporting your game plan and showing you what is working.
Rankings: Legal Industry Rankings are the trophies and titles that recognize key individuals and teams for the exceptional work they are doing. Whether it’s Chambers, Best Lawyers or a local 40 Under 40 list, firms must be intentional in their submissions. Highlight key victories, client testimonials and attorney achievements to position your firm as a top contender.
The Coaches
Every winning team has a strong head coach who sees the big picture while fine-tuning the details. In legal marketing, that’s you. You guide the strategy, adjust plays as needed and ensure everyone stays focused on the goal.
Part of coaching is knowing when to pivot. If an attorney wants to launch a podcast but is not a strong public speaker, it may be better to focus on having them create written content instead. If attorneys in a practice area are not responsive to opportunities for media coverage, it is worth a conversation with a practice chair or firm leader to see if they can suggest an alternative, or even to find another team who will respond. Good coaches make tough calls for the sake of the team’s success.
The Players
Even the best strategy will fall flat without the right players in the right positions. You wouldn’t put Patrick Mahomes in to kick a field goal. Likewise, you need to align attorneys with opportunities that suit their strengths.
If you’re elevating a practice group, identify attorneys who shine in specific areas. Strong speakers should be booked for media interviews and conferences. Prolific writers should focus on articles, blog posts and thought leadership pieces.
Matching the right attorneys with the right opportunities ensures maximum impact. Consider taking it a step further by developing a list of trending and evergreen topics and assigning one or two attorneys who can speak about those issues — broad topics like health care or labor law have a lot of nuances, so understanding who your subject matter experts are sets everybody up for success. With this approach, you don’t have to spend hours trying to figure out who is knowledgeable enough to speak on the subject when an opportunity comes up.
Special teams: Not every attorney has to be active on social media, but every firm needs a few strong voices. Identify attorneys who are comfortable on platforms like LinkedIn and can share engaging, insightful content that aligns with the firm’s brand.
The Game Clock
In a close game, clock management is critical. A team that mismanages the final minutes can lose a game they should have won. The same applies to legal marketing: Time and budget must be spent wisely.
We have all worked with attorneys who engage in marketing efforts and use resources but fail to follow through. Set clear expectations to help ensure that these resources are allocated efficiently. A well-managed strategy ensures you’re making plays that count.
Just like in a big game, the final stretch of a campaign requires urgency and precision. Whether it’s a last-minute push for rankings submissions, a targeted media blitz or a strategic social media campaign leading up to a major industry event, make sure your time and energy are directed toward securing a strong finish.
Football and legal marketing share a common thread: Strategy wins games. With a well-defined plan, the right players in place and smart execution, your firm can stay ahead of the competition and achieve sustained success.
If you need help with developing or implementing a plan or staying focused and agile, reach out to Mary Smith at mbsmith@jaffepr.com.