2011 year in review.

• Author: Roach, Betsi

The Legal Marketing Association celebrated a banner 25th anniversary year. When the board of directors met at the beginning of 2011, it was determined that its top priority would be to continue to rebuild LMA's financial reserves and invest in our members--and we did so by successfully broadening its services to meet the needs of its diverse membership.

Fueling much of the momentum was the 25th LMA's Annual Conference in Orlando. More than 1,000 law firm marketers, attorneys, service providers and consultants from around the world met in April 2011 to learn, network, share and celebrate. As an organization, LMA continued to build on the success of the past conferences and produce another successful research-based program.

LMA also focused on bringing stronger programs to its 2,200+ members through webinars and providing enhanced and coordinated content in its quarterly magazine Strategies--The Journal of Legal Marketing and monthly e-newsletter LMA Briefs. LMA's global footprint continued to expand, with members representing 16 countries: Argentina, Australia, Austria, Brazil, Canada, England, France, Israel, Japan, Luxembourg, Panama, the People's Republic of China, Peru, UAE, Uruguay and the United States. Delivery of programs was led by LMA's 14 committees and 11 task forces.

LMA spent a significant part of 2011 on membership initiatives--working to introduce a group rate for all member organizations and development and board approval of a major membership recruitment campaign.

At all levels, the volunteer leaders of LMA are an integral part of the success of the organization. The LMA board sets the strategic direction, with implementation conducted by committees, task forces and staff. The professional staff members of SmithBucklin and ACI are key best-in-class partners to ensure goals were implemented efficiently and effectively.

SmithBucklin staff members serve as liaisons to all committees and are a key resource for committee chairs and board liaisons. During 2011, staff and members completed numerous significant contributions, including these key initiatives:

* Finished Phase One of a website upgrade--paving the way for Phase Two in 2012, when LMA will move to a new website and data management platform that offers new benefits for chapters

* Market research approved by the board, focusing on brand perception and membership/prospect needs and expectations

* Chapter relations and support continued to be a key area of focus and...