Spill The Ink

Emily McKeown and Lindsay Tiffany have a standing meeting to collaborate and advise each other on legal marketing and business development issues. The twist? They work for separate law firms. Their firms serve different geographic markets, so they aren’t in direct competition, but Emily and Lindsay say their peer relationship is invaluable. In this episode, they share the benefits this type of relationship offers law firms, how it enhances their professional development, and why they encourage others to build similar connections. Here’s a glimpse of what you’ll learn An introduction to Godfrey & Kahn and Wyrick Robbins. How Emily and Lindsay met and built a strong peer relationship in a competitive industry. The mutual benefits legal marketers, business developers and firms gain from peer work relationships — even across different geographies and markets. Tips for establishing, maintaining and nurturing virtual peer relationships. How to navigate confidentiality and handle sensitive information while still advising each other. The importance of transparency and vulnerability in building authentic relationships. What to keep in mind as conference season approaches. Why Emily and Linsday want people to shift how they think about mentorship in the legal industry. About our featured guests Emily McKeown is the Business Development Director at Godfrey & Kahn and works out of the firm’s Milwaukee office. She partners with attorneys throughout the firm to strengthen relationships and enhance the client experience. Emily works closely with leaders across all offices to build the Godfrey & Kahn brand and work to ensure the firm remains the premier choice for business clients throughout Wisconsin. Emily’s work focuses on business development coaching, building client engagement, and strengthening ties between Godfrey & Kahn and the local community. She serves on the firm’s Pro Bono and Community Engagement Committee. Prior to joining Godfrey & Kahn, Emily worked in government administration. As Director of Marketing and Engagement at Wyrick Robbins, Lindsay Tiffany oversees the firm’s public relations and marketing efforts with an emphasis on connecting attorneys and clients through digital channels and live events. Leveraging the firm’s website, social media and email marketing platform, she develops strategies to share the firm’s collective knowledge and assists in soliciting client feedback and measuring client satisfaction. Prior to joining Wyrick Robbins, Lindsay enjoyed digital marketing and client-facing roles at a boutique transactional law firm, a growth-stage software company and the Council for Entrepreneurial Development. Lindsay is an active member of the Legal Marketing Association, where she presently serves as an advisor to the Raleigh chapter’s local steering committee. Resources mentioned in this episode Check out Godfrey & Kahn Follow Godfrey & Kahn on LinkedIn Connect with Emily McKeown on LinkedIn Check out Wyrick Robbins Follow Wyrick Robbins on LinkedIn and X Connect with Lindsay Tiffany on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

With a tight labor market casting a dark shadow over our heads, architecture, engineering and construction firm marketers are increasingly stepping in to support talent recruiting, engagement and retention. Bryce Batts, the Co-Founder of AEC staffing firm Career Collective, sits down with us to talk about how marketing and HR departments are teaming up to attract top talent. Bryce gives us a glimpse into the state of the AEC hiring market and the top challenges hiring firms are navigating. She also covers how a strong employer brand impacts recruitment, why social media channels like LinkedIn should be a priority, the importance of internship programs, and more. Here’s a glimpse of what you’ll learn About Career Collective and Bryce Batts’ journey to launching a staffing firm dedicated to the AEC industry. Key factors driving the AEC talent shortage. How marketing and HR are collaborating to improve recruiting, engagement and retention strategies. The role of marketing in shaping a strong employer brand and how it can influence hiring. How candidates use social media and why it’s crucial for firms to convey authenticity online. Bryce’s advice on handling negative reviews on platforms like Glassdoor. How marketing assets, project spotlights and a modern website impact seller-doer recruitment.  About our featured guest Bryce has been a recruiter in the AEC industry for over 15 years and is a certified Career Coach. She met her husband in college, and they have two daughters and a Bernedoodle. Bryce earned her bachelor’s degree at North Carolina State University and received her master of business administration from Nova Southeastern. She was a college dancer and cheerleader and loves to cheer professionals on as they gain clarity and confidence when it comes to their career goals.   Bryce is the co-CEO of Career Collective, an AEC recruiting and coaching firm. Career Collective was founded with a singular vision: Providing both candidates and employers with premier access to the best in AEC industry opportunities. Guided by Bryce Batts and Edwin Powali, Career Collective stands at the forefront of AEC recruitment. Bryce's passion for career coaching and Edwin's prowess in talent acquisition create a powerhouse duo dedicated to enriching both the careers of individuals and the teams of employers they serve. Resources mentioned in this episode Check out Career Collective Follow Career Collective on LinkedIn Connect with Bryce Batts on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Firm-sponsored events strengthen community ties and create opportunities for attorneys to network with potential clients. But the traditional “lunch and learn” format simply doesn’t spark joy with everyone. In this episode, Gail Lamarche, Director of Marketing and Business Development at Henderson Franklin, teaches us valuable lessons about creating unique and memorable law firm events. Gail shares examples from a 25-year career working with law firms, including a Cigars & Conversations event with cigar and bourbon tastings and an educational maritime law event outside a Southwest Florida yacht club. She also dives into planning Henderson Franklin’s latest event, a gala celebrating the firm’s 100th anniversary, her favorite AI tools for brainstorming creative event ideas, and the importance of incorporating a “Wow” factor in each event. Here’s a glimpse of what you’ll learn The difference a thoughtful event can make in helping attorneys build authentic connections with people in their community. How Henderson Franklin is celebrating and commemorating its 100th anniversary milestone. Why Gail champions “not doing the same things the same way all the time” in marketing and business development initiatives. Tips for organizing memorable legal events that get firms away from the traditional lunch and learn model — and why they don’t always have to be law-related.  How Henderson Franklin balances and strategically manages over 100 charitable efforts. Gail’s favorite AI tools for enhancing event planning. About our featured guest With over 25 years of experience in law firms, Gail Lamarche serves as the Director of Marketing and Business Development for Henderson, Franklin, Starnes & Holt, P.A., a full-service firm with over 50 lawyers across three offices in Southwest Florida. Gail oversees the firm’s marketing strategies, encompassing advertising, branding, budgeting, business development, digital marketing, social media, seminars, events and community initiatives. In addition to her role at the firm, Gail works with an author, speaker and international wellness coach. A New England native and baseball enthusiast, Gail serves on the Boston Red Sox Celebrity Golf Classic Tournament Committee, which benefits the Golisano Children’s Hospital of Southwest Florida, and has raised over $15 million to date. She is also a member of the Southwest Florida Seminole Booster Club. Previously, Gail served on the Communications Task Force for the Horizon Council of Lee County, was an inaugural member of the Social Media Shared Interest Group Leadership Committee for the Legal Marketing Association, and co-founded the Social Media Club of Southwest Florida, where she also served as president. Resources mentioned in this episode Check out Henderson, Franklin, Starnes & Holt, P.A. Follow Henderson Franklin on LinkedIn, Facebook, X and Instagram Connect with Gail Lamarche on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a marketing and public relations agency that serves B2B professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services, creative services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

To excel in an industry that never stops innovating, you have to be willing to grow and evolve with it. Architecture, engineering and construction (AEC) marketers often have to walk the delicate line between honoring their firms’ rich history and showcasing how they’re embracing innovation. Founded in 1915, Gannett Fleming has experienced its fair share of changes over the years. Marketing and Communications Director Justin Juley says he views brand refreshes as opportunities to better define the firm’s story, unify its voice and show employees, clients and prospects that they can honor their legacy while driving the future of the built environment. In this episode, Justin shares learnings from Gannett’s latest brand refresh, his thoughts on the digital marketing trends shaping his team’s work, and insights into the firm’s content strategy. Here’s a glimpse of what you’ll learn Gannett Fleming's history and evolution. Justin’s biggest learnings and takeaways from helping refresh Gannett Fleming TranSystems' brand and marketing strategy. Why firms shouldn’t be afraid to highlight and champion their talent. How to cultivate a stronger employer brand. Ways trends in marketing automation, data analytics and channel evolution are impacting AEC firms. Considerations for developing an effective brand positioning strategy for a government contracting audience. Why Justin believes facilitation is one of the most important skills a marketer can develop. About our featured guest Justin Juley, CPSM, is the Marketing and Communications Director at Gannett Fleming TranSystems, where he leads a high-performing team of 20 marketing, communications and graphic design professionals. With nearly 20 years of experience in the AEC industry, Justin is a strategic leader in driving the firm's branding, marketing, and communications efforts to new heights and measurable results. Joining the firm in late 2020, Justin helped redefine and roll out a revised transportation brand position within three months. Within a year, he was promoted to his current role and immediately helped the firm undertake a brand refresh that included a new website. This was quickly followed by leading the communications efforts on two of Gannett Fleming's largest acquisitions to date. Justin's professional journey is marked by significant contributions to industry organizations and community initiatives. A dedicated member of the Society for Marketing Professional Services (SMPS) since 2007 and a Certified Professional Services Marketer (CPSM), he has held numerous SMPS leadership roles, including President of the Wisconsin Chapter and co-chair of the 2022 SMPS Heartland Regional Conference. Beyond his professional endeavors, Justin is committed to charitable causes, notably having served on the Wisconsin State Leadership Board of the American Cancer Society.  Resources mentioned in this episode Check out Gannett Fleming TranSystems Follow Gannett Fleming TranSystems on LinkedIn, Facebook and Instagram Connect with Justin Juley on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

It’s easy to get lost in the complexities of a legal issue and the nuances of an industry, but effective marketing should always center around one thing: how does it make people feel about your firm? This is one of many insights that Strauss Troy’s director of marketing Jennifer Gault has acquired in her more than 12-year career spanning the retail, nonprofit and construction sectors.  In this episode, Jennifer discusses how she’s strengthening brand awareness for “strategically midsize” law firm Strauss Troy, including by developing a new tagline, launching a video strategy and guiding a website redesign. Here’s a glimpse of what you’ll learn How Jen Gault’s experience in the retail, nonprofit and construction sectors shapes her approach to legal marketing. Why midsize law firm Strauss Troy has focused its marketing strategy on brand awareness. Why powerful, human-led stories are essential no matter the industry, and how to make them work for law firms. Key considerations for redesigning a law firm’s website and branding. How to balance firmwide initiatives with individual attorneys’ community and pro bono interests. About our featured guest Jen Gault is the director of marketing at Strauss Troy, where she leads the development and execution of marketing strategies at one of the Midwest’s top midsize firms. With over 12 years of diverse marketing experience spanning retail, nonprofit, construction and legal industries, Jen brings a wealth of knowledge and versatility to her role.  With a strong background in content marketing, graphic design and social media management, she enjoys creating compelling and impactful content that showcases the firm's values, expertise and achievements. Jen is a passionate communicator and empathetic listener who believes in the power of people to communicate and influence. Resources mentioned in this episode Check out Strauss Troy Follow Strauss Troy on LinkedIn, Facebook, X and Instagram Connect with Jennifer Gault on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

GinaRenee Autrey, a marketing guru with over 24 years in AEC, shares her insights on captivating audiences through innovative content. She highlights Kleinschmidt's Shakespeare-inspired dam decommissioning article as a creative success. Discover how engineering firms can leverage unique marketing strategies, including strategic webinars to elevate expertise. GinaRenee also emphasizes the importance of training engineers in public speaking and harnessing employee-generated visual content to enhance engagement and market presence.

On paper, Julia Thomas is a one-woman band as Dean Mead’s marketing director. But in reality, she works in tandem with more than 100 unofficial marketers. Yep — attorneys and staff have a crucial supporting role to play as advocates for their firm and its brand, and Julia has made it her mission to empower them. In this episode of Spill the Ink, Julia discusses how her approach to legal marketing creates a culture of shared responsibility and reveals what she’s learned about helping busy attorneys stay engaged with community-focused initiatives. And with 20 years of experience in global, national, regional and local marketing roles across the legal, accounting and construction sectors, she’s learned a thing or two. Here’s a glimpse of what you’ll learn Why Dean Mead’s marketing director Julia Thomas views all attorneys and staff as unofficial marketers About Florida-based Dean Mead, a commercial law firm founded in 1980 What a 20-year career in global, national, regional and local marketing roles in various industries has taught Julia about using internal communications to support external communications — and surviving debates with attorneys How law firms can approach strategic partnerships in the local community and engage attorneys to participate Julia’s advice to busy legal professionals pursuing pro bono and community work Why thought leadership doesn’t necessarily mean writing a long, in-depth article (and, in fact, that’s often less effective)  The impact of reputable law firm awards and rankings in building credibility with prospects  About our featured guest Julia Thomas is Dean Mead’s director of marketing and business development, based in Orlando, Florida. With 20 years of experience designing, implementing and directing initiatives that support consistent internal and external communications, Julia brings a thorough understanding of marketing and business development to the firm. Leveraging her experience serving Fortune 100, national and regional companies, she is the chief marketing strategist for Dean Mead and each of its offices, departments and industry teams. Julia works closely with the president, board, department chairs and industry team leaders to develop and implement marketing and business development activities. Resources mentioned in this episode Check out Dean Mead’s website Follow Dean Mead on LinkedIn, Facebook and X Connect with Julia Thomas on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Reaching 100 years is a commendable accomplishment for any business and should be celebrated to the fullest extent. As Dana Galvin Lancour leads Barton Malow’s centennial marketing campaign, she joins us to discuss the challenges and opportunities in marketing a legacy construction firm with deep community roots.  In this episode of Spill the Ink, Michelle interviews Dana, Barton Malow’s VP of branding and communications, about the strategic planning behind the firm’s 100th anniversary. They discuss how Barton Malow structures its team to facilitate cross-functional collaboration, the firm’s forward-thinking approach to thought leadership and the importance of getting internal communications right. Dana also opens up about her 17 years working in construction marketing and explains how participating in the Society for Marketing Professional Services (SMPS) shaped her career. Here’s a glimpse of what you’ll learn About Barton Malow Insights from Dana’s rich career managing and marketing Barton Malow’s legacy brand Do’s, don’ts and ideas when planning your firm’s anniversaries and milestones Why Barton Malow decided to capture its history with a digital archive program  How to encourage cross-functional collaboration across multiple offices, geographies and brand families while maintaining messaging consistency The ways Barton Malow demonstrates its values (rather than simply talking about them) Using thought leadership to advance your firm’s strategic business goals, including how to improve buy-in with busy subject-matter experts The importance of internal communications, especially for geographically dispersed teams How Barton Malow is integrating artificial intelligence into its work Why making time to actively participate in professional organizations, such as SMPS, is a worthwhile investment About our featured guest As Barton Malow Holdings’ Vice President of Branding and Communications, Dana Galvin Lancour provides creative and strategic direction to the Barton Malow Family of Companies’ brands while overseeing a talented team of marketing and communication professionals across North America. She brings a vision that inspires her team to continually strengthen Barton Malow’s brand, reputation and unique approach to marketing Barton Malow’s services. Throughout her 17-year tenure, Dana has reimagined the company’s marketing strategy, helping modernize and bring the enterprise’s marketing and communications efforts to the forefront of the industry. She helped implement an email marketing platform to design and optimize targeted campaigns, redesign the Barton Malow intranet and create a vision for the first all-employee conference.  Dana is a certified professional services marketer (CPSM) and a dedicated member of the Society for Marketing Professional Services (SMPS), acquiring the prestigious Fellow designation in 2013. She was appointed as President of the Board of Directors in 2022, where she plays a key role in ensuring the organization continues to positively impact marketing and business development in the industry. Resources mentioned in this episode Check out Barton Malow Follow Barton Malow on Facebook, LinkedIn and Instagram Connect with Dana Galvin Lancour on LinkedIn Say hello to Michelle Calcote King on LinkedIn Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

It’s as untraditional as it gets, but having a non-attorney in the driving seat of your law firm can do wonders for streamlining operations, enhancing the client experience and strengthening team culture. But it’s not without its challenges — as our guest discovered when he built a law firm from the ground up (with the help of a team of attorneys) in just two weeks.  Before Jonathan Delk was CEO of Colorado-based JVAM, he was a ski instructor-turned-digital marketer with a Master of Business Administration. In this episode, he tells Michelle Calcote King how he leveraged those skills and experiences to support and enhance the firm’s legal work by finding new ways to innovate and build a team culture that attracts talent from around the country. Jonathan also shares his take on how technology will disrupt the legal industry in the coming years. Here’s a glimpse of what you’ll learn How Jonathan went from ski instructor to digital marketer to law firm CEO. About Colorado-based law firm JVAM, which believes in specialization (no one team member should do everything all the time). The benefits of allowing a non-attorney (or non-practicing attorney) to call the shots. The biggest hurdles of leading a firm without a law degree, including navigating the occasional, “Wait, you’re not a lawyer?!” How to obtain buy-in as a non-attorney leader. Why marketing skills are the special sauce for client experience and firmwide communication. How artificial intelligence and automation will disrupt how law firms operate. About our featured guest Jonathan Delk is responsible for all facets of JVAM’s business outside the practice of law, including general management of finance, human resources, location management, information services and business development. Specializing in legal management, Jonathan works to keep JVAM at the forefront of practice management and an employer of choice in the legal field. Jonathan attended the University of Colorado, Boulder, where he double majored in Economics and Political Science. Later, he earned a Master of Business Administration at Colorado State University, focusing heavily on finance and leadership. Before starting his career in the legal industry, Jonathan worked in the outdoor industry as a professional ski and snowboard instructor, and a trail guide and coach for downhill and cross-country mountain biking. For years, he tallied 200-plus days a year on snow between Aspen, Colorado and Queenstown, New Zealand. Now, he takes his ski days with his wife, Erin, and daughter, Amelia. Resources mentioned in this episode Check out JVAM  Follow JVAM on LinkedIn and Facebook Connect with Jonathan Delk on LinkedIn and X Say hello to Michelle Calcote King on X and LinkedIn. Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.

Michael Mantese brought a fresh perspective to Eskew Dumez Ripple, a nationally recognized architecture firm, when he joined in 2017. Coming from a New York City digital marketing and advertising agency, he brought a data-driven, people-centric approach to the firm’s marketing and content creation strategies. As marketing director, he leads the firm with the same values and elevates its brand storytelling through his photographer’s eye. In this episode, Michelle chats with Michael about tools and strategies for cutting-edge architecture marketing, content ideation and amplification, and how marketing departments can leverage analytics and technology. Michael also shares how his photography background influences his marketing work, including ways marketers can collaborate with photographers to tell better project stories. Here’s a glimpse of what you’ll learn Who is Michael Mantese is About Eskew Dumez Ripple The growing importance of data analytics in effective marketing Insights into Eskew Dumez’s research-based content ideation approach How to repurpose project case studies and proposals into omnichannel content Ways thought leadership can support proposal writing (and vice-versa) How Eskew Dumez leverages technology as a competitive advantage New ideas for leveraging photography to tell better project stories About our featured guest Michael Mantese brings a storyteller’s craft to communicating Eskew Dumez Ripple’s brand identity and mission. A writer at heart, he expands this skillset with a background in user experience design — letting market insights, data and analytics drive his decision-making, rather than assuming he knows what every audience is thinking. He augments this storytelling with a keen visual eye and maintains a particular fondness for photography and typography. Before joining Eskew Dumez Ripple, Michael worked in the tech industry, designing digital experiences for some of the world’s biggest brands, including Marriott, Amex and City University of New York (CUNY). Resources mentioned in this episode Check out Eskew Dumez Ripple Follow Eskew Dumez Ripple on X, Facebook, LinkedIn and Instagram Connect with Michael Mantese on LinkedIn Say hello to Michelle Calcote King on X and LinkedIn Read the latest on EDR+ Sponsor for this episode This episode is brought to you by Reputation Ink. Founded by Michelle Calcote King, Reputation Ink is a public relations and content marketing agency that serves professional services firms of all shapes and sizes across the United States, including corporate law firms and architecture, engineering and construction (AEC) firms.  Reputation Ink understands how sophisticated corporate buyers find and select professional services firms. For more than a decade, they have helped firms grow through thought leadership-fueled strategies, including public relations, content marketing, video marketing, social media, podcasting, marketing strategy services and more. To learn more, visit www.rep-ink.com or email them at info@rep-ink.com today.