The LMA board met in late September 2012 to prioritize efforts for the upcoming year. After concluding a thorough review of the strategic plan, the board determined that LMA would be best served by enhancing capabilities and expertise related to Strategic Goal No 3:
Be the leading provider of legal marketing learning and networking opportunities
To fulfill this objective, the board will direct staff activities to:
- Develop a profile of LMA’s primary and secondary member and nonmember market segments, and complete a more detailed analysis of the existing membership base.
- Collaborate with chapters, city groups and SIGs to integrate and support high-quality educational offerings on a regional and national platform.
- Partner with other associations — within and external to the legal industry — to expose LMA members to the most current business best practices.
- Review delivery of education, and achieve positive revenue generation for all education offerings.
- Create a knowledge and management strategy that will identify, capture, structure, value and share LMAs intellectual assets.
Of course, these initiatives are in addition to all other LMA functions including:
- Chapter support including monthly Chapter Presidents Committee conference calls and Best Practices conference calls for chapter chairs in several areas: treasurers, technology/web, sponsorship, membership, programs and marketing/communication
- Online program education development
- Leaders Conference
- Annual Conference
- Job Bank
- Overall membership support
Building on 2012 Achievements
These activities also further 2012 accomplishments. At the January 2012 board meeting, the board spent time reassessing LMA’s goals to provide more direction on tactical steps as we move into 2013 and 2014. From this meeting, board subcommittees reviewed the four previously stated goals and identified several areas of additional focus:
- Technology: LMA is working to employ a more effective technology infrastructure. Phase one, completed in November 2011, was updating the appearance of the LMA website. Phase two, completed in early October 2012, was transitioning to a completely new website and data management platform that offers additional capabilities for chapters and members.
- Market Research: In 2012, LMA conducted the first year of an ongoing market research program designed to provide LMA leaders with more data as they continue to build understanding of our audience, and explore areas for growth and strategic development. These research results position the board of directors to be more data-driven in their decisions, and will allow the organization to be proactive in meeting emerging member needs.
- Chapter Relations and Structure: We continue to look for ways to increase support for chapters. We expanded staffing for technology in 2012 and will review options for administrative support as well. We realize the continued pressure that members face in their professional positions decreases the amount of time they’re able to contribute to LMA as volunteers.