Marketing with Integrity ... How to Profit Without Losing IT

FALL 2007 Practice Development Series
From Integrity Marketing Solutions

Marketing with Integrity
…How to Profit Without Losing It

Sept. 17 & 18, 2007 • Kansas City, MO

Embassy Suites Country Club Plaza
Kansas City, MO

Registration: $395

Monday, Sept. 17
8:30 to 9 a.m.
Registration & Introductions

9 to 10 a.m.
Keynote Presentation: Marketing with Integrity...How to Profit without Losing IT!
Kyle Krull, Esq., President, Integrity Marketing Solutions
Jennifer Campbell, CEO, Integrity Marketing Solutions

Marketing is not a four-letter word, but many attorneys are understandably uncomfortable with the process … and truthfully, there is real potential for damage if marketing efforts are not properly handled. There are lots of ways to "Lose It" with marketing. First, you can lose your profits. Poorly planned marketing campaigns can cost your firm thousands of dollars, without ever breaking even. Second, you can lose your professional image. And, just like your mother told you, your reputation and good name are your most valuable assets. Your marketing should not only enhance your professional image, but should help Build Brand Equity. Finally, lawyers risk truly "Losing It" when marketing efforts are not carefully executed within the white-area of their state's Rules of Professional Conduct. Learn the essentials of Marketing with Integrity that will ensure your marketing is profitable and effective, builds Brand Equity, protects your good name, and keeps you out of trouble with your state's Disciplinary Committee (it's not true that any publicity is good publicity, the one place you never want your name to appear is on your Bar Journal's list of disciplinary actions!).

10:15 a.m. to 11:30 a.m.
Integrated Direct Marketing Media, Scott Busch
There is no silver bullet in advertising promotion. If you think of the diversity of people's likes and dislikes, then you begin to understand why the promotional channels are so diverse. This session shows you the strengths and weaknesses of various marketing channels (or media) and how to combine them to greater effectiveness and efficiencies.

11:30 to 1:30 Luncheon hosted by Integrity Marketing Solutions: Demonstration of SELECT marketing tools

1:30 to 2:30
Building Brand Equity, Scott Busch
Corporate accountants factor the value of a company's brand equity. Catalogers collateralize loans with brand equity. Even the Armed Forces understand brand value. Do you? Do you have - IT? Do you know the tools to get IT? In this session you will learn how to be your own brand manager.

2:45 to 3:45
"It" is Your Signature! Ruthie Osa
First impressions really do count! Your corporate identity is your first, and sometimes only, opportunity to make a long lasting impression. Ruthie will illustrate the advantage to having unique, professional branding that defines your success. She also will offer methods for employing this powerful marketing tool in presentations, communications, advertising, and in your business environment. Her expertise in developing corporate identity can give your practice a distinguished, competitive edge.

3:45 to 5 p.m.
Successful Internet Marketing, Jennifer Campbell
How important is your Web Site to your practice development? Consider that a recent study of legal services buyers found:

65% have gone online to hire a law firm
89% use search engines to find law firm Web Sites -- and
86 percent go DIRECTLY TO THE LAW FIRM site rather than through portals such as Martindale-Hubbell.

In this session you will learn how to use the internet to successfully market your practice. Jennifer will outline the essentials about Web Site design, driving traffic to your site, ranking well with search engines, and how to use electronic newsletters, blogs and pay-per-click to enhance your internet marketing.

Tuesday, Sept. 18

8:30 a.m. to 9 a.m.
Q&A, Introduction & Overview
Kyle and Jennifer will answer questions from Day One, then introduce and overview the focus for Day Two: the Nuts & Bolts of designing and implementing the tools, techniques and strategies that will position your trusts & estates practice for success.

9 a.m. to 10:15
Marketing to the Mid-Tier Client, Jennifer Campbell
Planning for clients in the $3 to $5 million asset range can be very profitable for your practice. Learn how to reach these clients -- and their trusted advisors - with targeted relationship marketing. See why reaching this market is essential to the growth (and survival) of your trusts & estates practice, and learn the strategies that will help you succeed.

10:30 to 11:45
Building Professional Referrals, Kyle Krull --
Sophisticated, savvy, well-educated and well-heeled clients seldom find their way to your office through the yellow pages. Thriving in today's market means building referral relationships, and building them with the right people, the right organizations, and in the right manner. Kyle introduces a fundamental overview of the concepts of referral-based marketing and why market forces now dictate this approach. Regardless your stage of practice development, developing new referral sources is an essential skill. Learn to identify potential referral sources, prioritize your marketing efforts, and begin the relationship-building process, including what to say in your letters, your public relations, your phone calls and your personal relationships.

11:45 to 1:15 Lunch On Your Own

1:15 to 2:30
Essential Client Relations, Jennifer Campbell & Kyle Krull
Your current clients are the single best source of future business for your firm - but only if you nurture client relationships. A client relations program need not be costly, but it must be consistent. Identify the components of an effective client relations program and start implementing strategies to build strong relationships - and referrals. Each participant will receive the complete marketing kit on CD, "Counting on Clients," (including How to Conduct a Successful Client Review Program) at no extra charge.

2:30 to 3:30
Keys to Successful Education Marketing Using Workshops, Seminars & Continuing Education, Kyle Krull
Every week Mid-Tier prospects are invited to yet another cattle-call seminar, whether by newspaper ads or engraved invitations. But attendance is dwindling. Still, seminars and workshops CAN be a valuable component of your relationship marketing strategy. Kyle shows you how to structure a seminar marketing program that WORKS, what to expect from your seminar programs, how to work with other professionals to sponsor programs, and how to motivate prospects to schedule follow-up appointments.

3:30 pm to 4 p.m.
Wrap-up, Q&A & Adjourn

About Integrity Marketing Solutions
Integrity Marketing Solutions is a marketing and practice development firm serving law firms practicing in the area of trusts & estates since 1995. With more than 200 client firms across the country, and nearly 400 participants in their online discussion forum, Integrity Marketing brings together, for your benefit, the collective experience of the best practices of virtually hundreds of successful attorneys and law firms in large, medium and small markets.

Speakers

Scott Busch, Lexinet Corp.
Scott began his career as an account executive for Dunn & Bradstreet's Marketing Division. Later he served as head of the Direct Marketing division at Barkley Advertising; launched the commercial division at Summit Marketing; and was sales director for Words & Data. He spent ten years with J. Schmid & Associates reviewing spread-sheets, circulation plans, forecasting P&L's, response reports, break-even projections, merchandise distribution figures and contributing to feasibility studies. He was an adjunct professor at the University of Kansas, teaching "Integrated Media." He is a past-president of Kansas City Direct Marketing Association (KCDMA) and was recently honored by the KCDMA as Direct Marketer of the Year. He is a graduate of the University of Kansas School of Journalism and has completed his Professional Direct Marketing Certification from the University of Missouri.

Jennifer Campbell, VP/CEO, Integrity Marketing Solutions
Jennifer Campbell is Vice President and CEO of Integrity Marketing Solutions. A former trust marketing officer for a regional bank holding company, Jennifer has more than 25 years of experience in professional services marketing. She is a frequent speaker on marketing and practice development for trusts and estates attorneys. She has spoken to a variety of groups, including the Washington DC Bar Association, a number of WealthCounsel forums, and the Southern California Tax & Estate Planning Institute. She also has written for and been quoted in national publications, including Trusts & Estates magazine and Lawyers' Weekly USA.

Kyle E. Krull, Esq., President, Integrity Marketing Solutions
Kyle Krull is president of Integrity Marketing Solutions, and also president of the Law Offices of Kyle E. Krull, P.A., a trusts & estates law firm located in Overland Park, KS. In addition, Kyle has written for and been quoted in a number of industry publications, including Trusts & Estates magazine, The National Law Journal, Lawyer's Weekly USA, Broker World, Kiplinger's Personal Finance, Kiplinger's Retirement Report, Wealth and Retirement Planner, Bankrate.com, The Business Journal of Kansas City and Ingram's. Kyle has provided continuing education instruction to fellow attorneys, accountants and financial professionals at local, state and national programs.

Kyle's Professional Credentials Include: ·

University of Kansas (B.S. Journalism, 1981);
Washburn School of Law (J.D., 1984) ·
Captain, U.S. Army-Europe JAGC (1984-1989) ·
Admitted Attorney: Kansas, Missouri & U.S. Tax Court ·
Martindale-Hubbell Highest Peer Rating (AV)*
CERTIFIED FINANCIAL PLANNER™ practitioner**
Member: Kansas, Missouri, and Kansas City Metropolitan Bar Associations; The National Lawyers Association; The Christian Legal Society; Kingdom Advisors (Charter Member and Qualified Kingdom Advisor***); The Financial Planning Association; Editorial Review Board, Journal of Financial Planning; Attorney Advisor, Kansas City Hospice; Member, Medical Ethics Committee, Specialty Hospital of Mid-America

* CV, BV and AV are registered certification marks of Reed Elsevier Properties Inc., used in accordance with the Martindale-Hubbell certification procedures, standards and policies. **CFP® and CERTIFIED FINANCIAL PLANNER™ are certification marks owned by the Certified Financial Planner Board of Standards, Inc. These marks are awarded to individuals who successfully complete the CFP Board's initial and ongoing certification requirements. **Neither the Supreme Court of Missouri nor The Missouri Bar reviews or approves of certifying organizations or specialist designations.

Ruthie Osa, Osa Graphics & Illustration
Ruthie Osa, owner of Osa Graphics & Illustration, has been designing memorable branding for the past sixteen years with clients in public school systems, national not-for-profit organizations, regional chambers of commerce, and private businesses. She is most proud of her work for Nazarene Compassionate Ministries, an international charity. Also, as senior designer and illustrator with Eagle Products, Inc., she has worked with a sales team addressing the needs of a nationwide group of clients including: Anheuser-Busch, Ripley's Believe It or Not Museums & Aquariums, the National Park System, and the tourist industry. Her design versatility ranges from corporate logo identity, advertising, web design, brochures, auxiliary presentation pieces, catalogs, product packaging, conference display, and newsletter design. Ruthie graduated with honors from the University of Kansas with a degree in Visual Communications. She was a 1991 award winner in the AIGA, the American Institute of Graphics Arts, and is past president and active board member of the Nelson-Atkins Museum of Art Print Society.

Conference Location
Embassy Suites on the Country Club Plaza
220 West 43rd Street, Kansas City, MO 64111
Tel: 816-756-1720 Fax: 816-756-3260
For Room Reservations, Call the Hotel Directly

The Embassy Suites Kansas City - Plaza hotel is walking distance from Historic Westport, the beautiful Country Club Plaza and the prestigious Nelson - Atkins Museum of Art. This full-service upscale all-suite hotel is just minutes from Science City at Union Station, Downtown Kansas City, the Kansas City Zoo, the Crown Center, Kemper Arena, Bartle Hall Convention Center, Kauffman Stadium - home of the Kansas City Royals, Arrowhead Stadium - home of the Kansas City Chiefs and the Harry S. Truman Presidential Museum & Library. The Kansas City International Airport, Worlds of Fun/Oceans of Fun, the Kansas Speedway, the Woodlands Racetrack and Kansas City's Nebraska Furniture Mart & Cabelas are all just a short drive away. Guests of the Embassy Suites Kansas City - Plaza hotel stay in spacious two-room suites and receive a complimentary cooked-to-order breakfast and a nightly manager's reception. High-speed internet access is available throughout the hotel. The hotel offers complimentary parking for hotel guests and a complimentary shuttle service within a two-mile radius of the hotel.

Registration: $395