Examples of Legal Technological Innovation During COVID-19 | Marketing Legal Association (LMA)
By Amy Adams
At the onset of the pandemic, companies and legal marketing teams around the world found themselves frozen in uncertainty and wondering about the next best steps to ensure business continuity. Nevertheless, many refused to let this be an obstacle and seized the opportunity to create unique solutions. Learn about the innovative strategies legal marketers and service providers have created and how their ingenuity will impact the industry for years to come.
“Gitting” with remote photography
Despite the challenges of the pandemic, Gittings Global, a professional photography agency serving law firms around the world, was determined to move forward and continue to provide the high quality service our clients have come to expect. .
Despite the logistical challenges, it was essential for the Gittings team to continue providing shooting services to lawyers and legal professionals. Unwavering, they acted on an idea that had been in the incubation phase for a few years before. The final solution: a compact and easily transportable kit. The Virtual Photo Pro ™ was created and shipped to customers, including lighting, remote access to the camera, a color-coded mat to achieve the correct pose, and the technology to support direct communication with the camera. photographer. During the first months, little by little, the pieces came together and with great success. With this innovative new system, the Gittings team photographed more than 200 professionals around the world in locations ranging from the suburbs of London to the islands of Hawaii.
“Thanks to the legal community and our long-standing relationship with LMA, we were able to make this idea a reality,” said Greg Lorfing, CEO and Creative Director. “We look forward to the opportunities ahead as we move our services into the future and continue to support the legal community. “
Project management tools promote transparency while working remotely
Before the pandemic, it became increasingly necessary to have a central repository of projects and status updates to stay coordinated across multiple offices. Many companies were already using project management tools like Smartsheet, Asana, Basecamp, and Wrike, among others. Microsoft Teams has also started to make its way to law firms as a solution to keep everyone connected. At Troutman Pepper, the marketing team started using a new project management tool to provide transparency, efficiency and ease of reporting while working remotely.
Ashley Elliott, head of business and competitive intelligence at Troutman Pepper, notes: “Implementing a project management tool, like Asana, was a great way for our marketing team to stay coordinated as a larger department. after the merger and while working remotely. It allows managers and directors to ensure productivity, spot potential obstacles and report any potential problems while working from across the country. Project management tools are great for breaking down silos between teams, during a pandemic or whatever.
With a focus on providing resources to lawyers and staff, [Lugenbuhl, Wheaton, Peck, Rankin & Hubbard] converted its conference rooms into virtual networking and business development centers.
Reinventing the workplace
When Lugenbuhl, Wheaton, Peck, Rankin & Hubbard returned to their four offices in July 2020 after working remotely for five months, they saw an opportunity to reinvent the new ‘socially distanced’ work environment. With a focus on providing resources to lawyers and staff, the firm has converted its conference rooms into centers for business development and virtual networking.
Since the onset of the COVID-19 pandemic, and through internal communication efforts, Lugenbuhl has announced its boardroom events, offering all lawyers the opportunity to attend and learn more about the implication firm, organization and business development potential. Lugenbuhl uses multiple conference rooms for the same event to ensure small numbers, masks and social distancing stay in place. They also offer remote access reserved for those who prefer to isolate themselves from others.
Create a solid electronic communication plan
Williams Mullen, like many businesses during the pandemic, was receiving a high volume of email marketing and communications and had to organize and streamline everything. They created an Excel spreadsheet to track all activity with fields indicating priority level as well as ethics board review status. Director of Communications Tyler Harris said, “The system we created last year has really gained traction across our entire Marketing and Business Development team, and it’s something that we continue to build on. use. It will definitely help us to track and make reporting easier in the future. “
The past year has proven that legal marketers and businesses are able to think creatively at all times and are exceptionally resilient. As a community, we have collectively embraced this change and are very proud of how our colleagues and teammates are bringing the legal services industry into the next era.