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 Business Challenge
Counsel Days are seminars used by major law firms to share
information and provide updates to Corporate Counsel from
private and public enterprises. As most law firms hold these
types of events, it is imperative to get the topics right
to attract the right audience to enable Clayton Utz to showcase
the best legal minds it has to offer.
Sense Marketing Solution
Sense Marketing managed the following aspects of the program:
- Marketing Communications - Counsel Day was the first
time the new Clayton Utz brand was used externally, so
each communication element had to be developed with Clayton
Utz’ creative agency
- Database Management - Sense Marketing worked with the
Clayton Utz database team and Partners to develop the client
mailing list
- Session Topics and Papers – we researched to identify
the most important issues which Corporate Counsel were
facing, and worked with the legal Partners to develop the
topics for the day.
- Speakers and Presentations - each speaker presentation
was critiqued prior to the event to provide feedback and
identify areas for improvement.
- Logistics - Sense Marketing managed all the logistics on the day, from staffing to catering, room set up to presentation timing.
Key Results
The key outcomes from Counsel Day 2002 were:
- 24% acceptance rate, with 73% of those actually attending on the day
- 58 different organisations attending
- The majority of attendees were Corporate Counsel or equivalent level
- 100% said they would certainly attend future Clayton Utz Counsel Days
- The cost of Counsel Day came in at 13% below budget
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