Name: Annie Etter
Company: Rhoads & Sinon LLP
Title: Marketing Manager
Email: AEtter@rhoads-sinon.com
- How did you get into legal marketing?
I had been working in the legal industry for 4 1/2 years as a legal assistant and simply fell into legal marketing by chance. I was asked by our employment group to assist in putting together and all day seminar with break-out sessions for companies and their human resources individuals. The group typically sent an invitation to the event by letter and I took it upon myself to draft several different tri-fold brochures that I felt would be more a more appealing way to market the seminar. The seminar was well received and I spent the next year doing various marketing tasks, while still serving as a legal assistant. After a year of doing both, my firm's executive committee voted to make the marketing job a full time position and I have been doing it for the last 11 years.
- Describe one of your best experiences in legal marketing?
The best experience I have had in legal marketing has been working closely with vendors to completely re-brand our firm. This project covered everything from our website, letterhead, brochures and business cards down to our trade show booth. I take pride in seeing the changes the firm has made and knowing that I played a key role in this critical change.
- What is one of your greatest challenges when it comes to legal marketing?
My greatest challenge would have to be marketing for 50+ different attorneys with diverse areas of practice. As legal marketers, we do not have the advantage of marketing for one particular product or service. I have found the philosophy of “research, research research” for all areas of the practice of law is the best way to learn as much as I can and more effectively assist the attorneys in marketing and business development.
- Do you have any words of wisdom to those who are new to the field?
If there is one thing I could say to someone just starting out would be take advantage of your local chapter of LMA. I have learned so much from the members of LMA as well as attending the LMA annual conference. For me, there is no better place to find answers to your legal marketing questions or to realize that we are all facing the same challenges, whether a large law firm or a smaller firm.
- What is one thing that most people don’t know about you?
I am a proud mother of two daughters, a stepson and stepdaughter and a grandmother of 3 with 2 more on the way. My family has been my strongest supporter and have always been understanding when I had to fulfill the obligations of my job.