Outsource Marketing

Ed Weseman and the fine folks at the Edge Group are looking for a few good marketers to help their client, LeClair Ryan.  LeClair is a 150 attorney firm with offices throughout Virginia.  No, they are not hiring a marketing staff.  LeClair has hired Edge to find a firm to outsource their marketing functions.

The RFP indicates that LeClair is looking for seven basic functions to be managed by a "vendor" marketing agency, including developing collateral material, proposals, database management, media relations and communications, event planning, strategic planning, and training. 

I like LeClair's website, especially the "LeClair Ryan Way" which outlines their straightforward approach to client service.  Check it out at www.leclairryan.com under the "About Us" Section. The manifesto includes bullet points such as "We provide practical solutions", "We go for the WOW Reaction", We over-communicate", We make great first and last impressions" and "We are humble."   The web site does have several dead links - I guess they do need some marketing help.

LeClair and the Edge Group have their work cut out for them.  I know many firms who outsource part of their marketing functions, such as media relations or training.  Other functions are much more intense and require a high level of  trust, cooperation and intimate knowledge of the firm, such as proposal writing, and strategic planning.   My biggest concern is the phrase 'vendor' in the RFP.  When I read it, I got the same funky feeling when I read the phrase in RFPs for legal services.  When you are a 'vendor', are you really a strategic partner? a trusted adviser?  a value-added consultant?  Or, are marketing service really a commodity that does not require professional insight, experience, or specialized client service skills needed to work with non-marketers (aka attorneys.)

If you are interested in responding to the RFP, I suggest you contact Ed Weseman for more information.