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LMA Quarterly Southwest E-Newsletter

In This Issue

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Letter From the 2020 President

1714_108_Amy Verhulst_AF_5x7

Welcome to a new decade! It is an honor to serve in leadership with our outstanding 2020 LMA Southwest Regional Board. We began preparations last fall by defining our “WHY” as a board – our purpose-driven focus for serving our Southwest Regional members in 2020. Here is our WHY:

  • To ensure that every single member is connected to a community that is invested in their success and development
  • To promote our members’ confidence by providing valuable educational programs, tools and knowledge sharing opportunities
  • To elevate the profession

Last year, we delivered additional programming opportunities to our rising markets, created new programming with a mentorship component to meet the specific needs of our members new to the industry and connected our members across the region through micro-volunteering, programs and networking opportunities. Continuing on this path, we launched our LMANext program in January with over 30 protégés and mentors participating, and we are planning our signature, workshop-driven Southwest Region Conference.

I hope you are inspired to define your WHY and find an opportunity to build on it through LMA. Your member benefits afford you a number of professional development, educational and networking opportunities. Interested in sharpening your skills and serving in leadership? We have a number of standing committees forming including our Programming, Sponsorship, Membership Committees, as well as our Region Conference Committee and our Communications Committee. Check out the latest in Southwest regional news for more details: www.legalmarketing.org/southwest

Our members encompass our board’s WHY. As the year continues, please reach out with questions or to share your thoughts and ideas. 

Best, 

Amy Verhulst
2020 President, LMA Southwest Regional Governing Board   
Director of Marketing, Business Development & Communications, Coats Rose, P.C.

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Recent Programs

Austin: January 29, 2020
Wine About Law: 2020 Kick-Off Roundtable Discussion

LMA Austin Local Group members kicked off the year with a roundtable discussion to discuss success stories and obstacles from 2019 and share new ideas and goals for 2020. Dominica McGinnis of The BridgeField Group moderated the discussion and shared best practices for accomplishing goals in the new year.

Austin SW

Dallas: January 30, 2020
Who Do You Think You Are? Building Your Personal Brand to Drive Success

The Dallas Local Group kicked off the new year with a well-attended personal branding presentation by Michael Blachly, Gray Reed’s CMO. He walked the group through what a personal brand is and tips on finding our “super powers.” By creating our own personal brand, marketers in-house and at outside firms will be better situated to help the attorneys they work with, with their personal brands to assist with business development goals. Attendees left with Michael’s Personal Brand Challenge worksheet to help craft their bios, resumes and LinkedIn profiles to build presence within our firms, our communities and the legal industry at large. The meeting was held at Holland & Knight’s Dallas office and Plucker’s provided lunch.

Michael Blachly Presentation Dallas 2 Michael Blachly Presentation Dallas Local 1.30.2020

New Orleans/Baton Rouge: December 4, 2019
Holiday Social 

Members of LMA’s New Orleans/Baton Rouge Local Group gathered at Le Pavillon hotel in New Orleans for a holiday social to close out the year. Attendees mingled with one another and the event culminated in drawing for multiple door prizes. 

New Orleans/Baton Rouge: February 18, 2020
"Recent Developments in Legal Ethics and a Refresher on Louisiana's Legal Advertising Rules" presented by Dane Ciolino, law professor at Loyola University New Orleans College of Law

The New Orleans/Baton Rouge LMA Local Group met in February for a lunch program to learn more about the rules governing attorney advertising and for an update on legal ethics that impact marketing and business development activities.  

As publisher of the blog Louisiana Legal Ethics, Dane Ciolino covered a wide range of topics, including:

  • Fundamental issues in lawyer advertising, including advertising and ethical issues related to social media
  • States adopting and rejecting the ABA’s Model Anti-Discrimination Rule
  • The ABA’s formal opinion on how attorneys should conduct themselves when changing law firms, including the process of announcing the move to clients

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New Orleans/Baton Rouge: February 28, 2020

Best Practices and Trends for Your 2020 (& Beyond) Website with Deborah McMurray, founder, chief executive officer and strategy architect of Content Pilot, LLC

The New Orleans/Baton Rouge LMA Local Group met in January for a lunch program to learn about the results of Content Pilot’s research study of AmLaw Global 50 websites. The presentation honed in on the performance of these websites across 10 foundational best practices, including an in-depth look at ADA compliance challenges.

Key themes included:

  • Insights gained by Content Pilot after conducting research of the AmLaw Global 50 websites across 10 “foundational” best practices, including:
    • Communicating your Message
    • Design
    • Navigation
    • Professional Biographies
    • Content (excluding Bios)
    • Interactivity, Engagement and Social Outreach
    • Site Search
    • Site Optimization and Online Awareness (SEO)
    • Mobility
    • Site Hygiene + Usability
  • ADA website challenges and how to create a website that is accessible to all visitors

Phoenix: January 22, 2020 
Ethics, Implicit Bias and the Practice of Law

The Phoenix Local Group kicked-off 2020 with an incredible Ethics CLE program presented by Alfred “Ray” English, assistant dean and professor of practice at ASU Law.

During the CLE lunch program at the ASU Law School in Downtown Phoenix, the presentation defined implicit bias and explained the research that suggests implicit biases are wide spread, but that they can perhaps coexist with anti-racist and tolerant attitudes. As a group, they explored whether it is ethically condemnable to harbor implicit biases, as well as how to correct for it in ordinary activities, including how we practice and market law. At the end of the program, Ray discussed strategies to reduce the influence of implicit bias on our professional decisions and actions.

Phoenix Ethics Program

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Member Spotlight

Mackie Wood

Mackie Wood
2020 Chair, Houston Local Group  
Business Development Manager at Akin Gump Strauss Hauer & Feld LLP

What was your very first job, how old were you and what was the biggest takeaway from the experience? 

The summer after seventh grade (and many summers thereafter), I worked at a boutique owned by a family friend. I rang up customers, gift wrapped, organized displays, made $7 an hour and spent my entire paycheck on merchandise before I ever walked out the door. Retail is all about customer service – being polished, personable and professional even under stressful circumstances – and those skills continue to serve me well in my job more than 15 years later.

At what point in your life did you realize you wanted to pursue a legal career and why are you passionate about your profession?

Some of my family members work at law firms, and through those connections, I began having exploratory conversations with legal marketers while I was still in college. After graduating, I worked in marketing at a financial research firm in New York City for two years before moving to Los Angeles and beginning my career in legal marketing. I’ve since worked at two law firms in two cities, supported six different practice groups, and had four different titles. I love that I am challenged and learn something new every day! The projects we handle are intellectually stimulating and always push me to think in new and expanded ways.

What time do you typically get up on a workday, and what’s your ideal morning routine to get it off to a great start?

Most every weekday, my alarm goes off at 5:00 am and I’m in a workout class at 5:30 am. I’m far from an athlete, but working out early helps me feel refreshed and accomplished before a long day. And, for me, if exercise doesn’t happen in the wee hours, the likelihood that it happens at all that day is slim! 

What’s something about your job that might surprise people?

I think my job itself actually surprises most people. For those outside of the industry, “legal marketing” might evoke images of personal injury attorneys aggressively shouting on commercials and radio spots. It certainly did for me! I often have to explain that my job is focused on raising my law firm’s profile and helping my lawyers develop business through pitches, targeted client events, competitive intelligence, thought leadership, prospecting and practice strategy.

What’s the greatest personal or professional obstacle you’ve had to overcome, and how did you do it?

I think one of the most challenging – and exhilarating! – things I’ve done both personally and professionally is moving several times in my young adult years. In my 20s, I lived in Austin, New York and Los Angeles before moving back to my hometown, Houston. With each move, I was laser-focused on building and leveraging my network to find the right opportunity for me, which often required a lot stepping outside of my comfort zone and “putting myself out there.” I’m very grateful to all those who helped me along my journey, from East Coast to West Coast to Gulf Coast, and I look for opportunities to do the same for others.

What are your best productivity hacks?

I am the queen of to-do lists, a skill I inherited from my mother. I’m possibly addicted to checking off items. Also, my professional life is governed by my Outlook calendar. If I know I need to follow up with an attorney in 12 months, there’s a reminder going on my Outlook calendar. I couldn’t keep all of the balls in the air without it!

What’s a leadership skill you’ve learned the hard way?

If you have direct reports, manage them the way they need to be managed, not the way you need to be managed. Everyone is unique and brings different perspectives, strengths, goals and interests to the table. It’s important to appreciate those differences!

What are some of your hobbies or favorite things to do in your free time?

My husband and I love to entertain friends in our home and travel. We just went to Mexico City for the first time to celebrate our five-year anniversary. I was so impressed by the art, culture, history and especially the food!

Tell us about some of your volunteer efforts in the community and why you support those causes/organizations.

Aside from the obvious (LMA), I’m involved in my church and participate in homeless outreach and service projects. I have met some very special people through those experiences and am always reminded of the importance of gratitude.

You’re taking me out to a business lunch in Houston. Where are we going and what do you recommend I order?

Houston has a multicultural and vibrant culinary scene – more so than we are credited for – so, it’s hard to pick just one restaurant! Food halls have transformed our downtown lunch scene in the past year. I would take you to Bravery Hall, where you would have your pick of Italian, Vietnamese, Japanese and Southern fare. Everything is excellent, but I recommend the Chicken Pho at The Blind Goat.

What’s one of the smartest purchases you’ve ever made? What’s one of the dumbest?

The smartest purchase was a home. We closed on our first house, a historic bungalow in Houston’s Heights neighborhood, in June. The dumbest purchase – hands down – was a $10 pair of tights I put on a Macy’s credit card when I was 22 and forgot about entirely. They ended up costing me 10 times that amount in late fees. #honestanswer

Can you name someone who has had a great impact on you as a leader, or someone who has been a mentor to you in your life or career? How have they changed your outlook?

My mom. She had a high-powered career long before that was common for women, and fought and beat cancer as a young mother. She is one of the strongest people I know. She also works in and understands the dynamics of Big Law, so has been a tremendous sounding board and support to me.  

What is something you are absolutely determined to do in life?

Visit all seven continents – including Antarctica! I have four down (Africa, Asia, Europe, North America), and three to go (Antarctica, Australia, South America). Any travel recommendations are welcome!

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LMA Southwest