Expanding Global Reach: How LMA Launched its Europe Region with Smithbucklin

The Legal Marketing Association (LMA) is the premier organization dedicated to empowering marketing, business development, and client service professionals in the legal industry. LMA partnered with Smithbucklin to broaden the organization’s international presence by launching a new region in Europe. This strategic initiative aimed to establish a global community for legal marketing and business development professionals. The expansion was completed in under four months, resulting in a fully operational Europe Region.

Overcoming Obstacles to Growth

With approximately 3,500 members across North America, LMA had long considered expanding into Europe. Many of its members belonged to global law firms with a strong presence in Asia and Europe, making the move a logical step. Despite recognizing the market’s growth potential, LMA lacked prior experience in establishing new regions, especially outside of the U.S. To address this, LMA and Smithbucklin formed a task force in 2021 to explore opportunities for expansion.

Key Actions

The Smithbucklin membership and operations client team supporting LMA developed a structured project plan, managing an international task force with four stakeholder work streams. This strategic approach included:

• Defining the Value Proposition: Developing a clear framework to highlight the benefits of the new region for potential members.
• Structuring the Europe Region: Establishing a regional governance model tailored to local needs.
• Navigating Legal and Financial Requirements: Addressing compliance and financial considerations to ensure smooth operations.
• Developing a Marketing Outreach Plan: Creating targeted messaging and promotional materials to engage potential members.
• Training Leadership: Preparing the Europe Regional Governing Board for successful oversight.
• Executing a Successful Launch: Organizing an in-person event in London and a virtual launch event to generate awareness and engagement.

Gaining support from key stakeholders in both U.S. and European markets was crucial. LMA and Smithbucklin recruited passionate volunteers with market expertise who played a crucial role in driving awareness and adoption.

Outcomes

LMA’s Europe expansion achieved several milestones within four months, including:

• Establishing a Regional Governing Board with 10 engaged volunteer leaders.
• Hosting a successful in-person launch event in London, attended by nearly 100 professionals from 50 law firms.
• Conducting a virtual launch event with 40 attendees representing 20 law firms.
• Achieving financial sustainability goals, ensuring the region’s long-term viability.
• Developing plans for ongoing programming, including educational and networking events.

Setting the Stage for Future Growth

LMA’s rapid and successful expansion into Europe underscores its commitment to fostering a truly global legal marketing community. This success not only strengthens its international presence but also serves as a model for future regional growth initiatives, reinforcing LMA’s leadership in the evolving legal marketing landscape.

Author

Denise Roosendaal

she/her
Vice President, Association Management
Smithbucklin