Ensure the firm’s marketing plan stays aligned with the firm’s strategic plan, leverages annual industry cycles, and is responsive to successes, lessons learned and market conditions. 

Year-End Review of Current Marketing Plan (November–December) 

• Assess progress against the firm’s strategic plan. 
• Review key successes and high-ROI initiatives. 
• Identify underperforming campaigns and analyze causes. 
• Determine which initiatives should be carried forward, adjusted or discontinued. 
• Gather input from: 
  • Practice group leaders 
  • Office managing partners 
  • Key business development/marketing staff 
• Review marketing budget vs. actual spend. 
• Summarize year-end results for firm leadership. 

Data & Metrics Review (November–December) 

• Track lead generation, pitch win rates and new matter origination. 
• Measure content performance (website analytics, social media, PR reach). 
• Review sponsorship/event ROI reports. 
• Assess rankings submissions performance (Chambers, Legal 500, Best Lawyers, etc.). 

Plan Development for Next Year (December–January) 

• Reconfirm alignment with firmwide strategic plan. 
• Set annual marketing goals (brand visibility, client acquisition, client retention, etc.). 
• Identify key focus areas (industry sectors, geographies, service lines). 
• Allocate budget across priorities. 
• Build content and campaign calendar. 
• Schedule key industry milestones: 
  • AmLaw 200 release (typically April) 
  • Chambers rankings announcements (spring/summer depending on region) 
  • Legal 500 announcements (varies, often spring/summer) 
  • Other key outlets such as Law360, Benchmark litigation 
  • Major industry conferences and trade shows 
  • Heritage months 
  • Pro bono recognition 

Mid-Year Review (June–July) 

• Meet with practice leaders to review progress on plan goals. 
• Reassess market conditions and client demand shifts. 
• Adjust campaigns, budgets or resources as needed. 
• Evaluate performance of first-half initiatives. 
• Prepare a mid-year progress report for firm leadership. 

Ongoing Monitoring & Stakeholder Engagement (Quarterly) 

• Schedule quarterly check-ins with: 
  • Managing partner / executive committee 
  • Practice group leaders 
  • Business development and marketing managers 
• Monitor progress toward rankings submissions deadlines. 
• Track KPIs monthly (e.g., media mentions, web traffic, pitch outcomes). 
• Ensure initiatives stay aligned with strategic plan priorities. 
• Check actual spend versus budget. 

Final Deliverables 

• Updated annual marketing plan (PDF + internal presentation). 
• Dashboard of KPIs and progress reports. 
• Updated content/editorial calendar with key legal industry dates. 
• Documentation of lessons learned for next cycle. 

Beth Huffman, a vice president at Poston Communications, curated this list based on her more than 40 years of experience in communications, media and marketing. She was head of marketing at an Am Law 100 law firm, where she was responsible for leading the branding and internal and external communications initiatives.