How LMA Launched its First International Region

Law firms are expanding globally, and their marketing and business development teams need to keep pace. For legal marketers, this means understanding international markets, navigating regional differences, and building strong professional networks that span borders. 

The Legal Marketing Association (LMA) saw a growing demand in Europe. During the pandemic, outreach from London-based legal marketing teams increased. U.S. member firms with offices overseas were asking for more relevant programming and a place to network and grow. LMA saw a community ready to engage and took action. 

The Opportunity 

LMA partnered with Smithbucklin to make its first international expansion happen. Launching an international region takes more than a framework. It requires a clear strategy, attention to detail, and the ability to build momentum across borders. LMA knew success hinged on three things: earning stakeholder support, connecting with local professionals, and delivering quickly.   

What We Did Together 

To build the right foundation, we formed a task force of staff and volunteer leaders. The group reviewed LMA’s chapter model, identified gaps in member value, and explored ways to boost engagement across regions. Here’s how we turned insight into action:  

1. Defined a clear benefit, showing Europe members what they would gain by joining.  

2. Centered the structure on four key reasons members engage with LMA—networking, membership, governance, and programming—and aligned volunteer roles to each area. 

3. Tailored the region’s leadership model to fit the European legal market.  

4. Managed legal, financial, and compliance logistics to support smooth operations.  

5. Onboarded and trained the inaugural governing board to lead with confidence.  

The Results 

In just four months, LMA successfully launched its Europe Region. Nearly 100 professionals from 50 law firms attended the in-person launch event, and representatives from 20 firms joined the virtual kickoff. A Regional Governing Board of ten volunteers was formed and now leads the region forward. With strong participation from the start, the Europe Region is already creating new connections and increasing engagement. 

Why It Worked 

LMA did what many associations struggle to do: launch a new region quickly, with strong participation from local professionals. By meeting clear demand, involving the right people early, and building a foundation on member needs, LMA brought its mission to a new audience and created a platform for future growth. 

Meet the Author

Denise Roosendaal

Vice President
Association Management
Smithbucklin