Name: Shellee Buchanan
Company: Ballard Spahr LLP
Title: National Events Manager
- How did you get into legal marketing?
By networking. I’ve practiced law, worked in the film industry, and founded a professional networking organization. The last two I did as part-time ventures while I had young children at home. When it was time to start looking for a full-time position, I wasn’t sure which way to turn. One of the members of my networking organization who was a partner at a law firm in Philadelphia suggested I try legal marketing. He set up an informational interview with the firm’s CMO; that introduction led to others in the industry. I was excited about what I heard and decided to go after a career in legal marketing.
- Describe one of your best experiences in legal marketing?
That’s hard! I have had so many great experiences. I can say that I feel real satisfaction when a large event comes off perfectly. And if I find out later that we got a new client out of it, that’s even better.
- What is one of your greatest challenges when it comes to legal marketing?
Getting the attorneys to make the most of their events. We’ve developed an event protocol program, and I’ve been speaking to groups of lawyers about what they should be doing before an event, at the event, and once it’s over.
- Do you have any words of wisdom to those who are new to the field?
Get involved. Meet as many people as you can in the profession; find a mentor who can guide you. Figure out a plan. Where do you want to be in one year, five years, 10 years? Develop a plan of action: How are you going to get there? Make it happen!
- What is one thing that most people don’t know about you?
I developed an idea for a TV show and successfully pitched it to an Emmy-winning producer. It has been an interesting ride, and it’s not over yet, but I’m hoping to see it on TV someday.