Strategic Plan Update — Q3 2019

Goal #1 — Define Identity

Define a clear, compelling organizational identity that reflects who/what the association represents and that effectively focuses its programs, services and activities.

     
  • ALA's Updated Mission Statement:

    • The Board of Directors announced in April the creation of an updated ALA Mission Statement. The realigned mission statement better reflects our values, our identity and the benefits our membership enjoys. Hear directly from President April L. Campbell, JD, about this change and others in her final episode of The 150. The revamped mission statement is:

    ALA is the premier professional association connecting leaders and managers within the legal industry. We provide extensive professional development, collaborative peer communities, strategic operational solutions, and business partner connections empowering our members to lead the business of law.

    President James L. Cornell III continues The 150 updates.

  • Organizational Pricing:
    In the near future, ALA will be introducing a new model for membership called Organizational Membership Pricing — developed and presented to the Board by the Membership Development Committee. The Board believes this will be an easier and more efficient way to manage your membership within your legal organization AND will allow ALA to reach more legal management professionals, creating a deeper and stronger network of resources and connections for each of you.

    As with any major initiative, to ensure a successful full-scale rollout, a phased approach will be used to implement the Organizational Membership. This approach will allow ALA to work closely with members to build the online experience they want. In phase one, ALA will work directly with a subset of firms to apply the new structure to its members during the 2020 renewal period. We will use feedback and beta testing to fine tune the process and plan to implement Organizational Membership association-wide for the 2021 dues renewal period.

    With the continued help of the Membership Development Committee, the Board is polishing a concept to better deliver content, products and services through an experience that is aligned with where you are in your career and your role within your firm. Like Organizational Membership, this concept will be developed throughout 2020, with a fuller rollout in 2021.

  • Member Recruitment Marketing:
    Member recruitment campaigns continue, using targeted advertising delivered to users based on online browsing preferences. From July to October, ALA is continuing to target new members by showcasing benefits of membership, using different prospect sources and digital ads served to website visitors who've been browsing. New in 2019, ALA has added a referral reward of a free webinar to the referring member. Currently, ALA is performing ahead of its projected membership numbers.
  • Member Recognition:
    In May of this year, ALA added an expanded Distinguished Member recognition. These individuals will receive pins annually following the completion of a renewal cycle on each 5-year anniversary. The pin will be accompanied by a congratulatory letter signed by the ALA president and the executive director.

Goal #2 — Increase Member and Business Partner Value

Develop relevant, actionable, timely, responsive resources to increase value of ALA to members, business partners and other legal management professionals.

  • Industry Research Support:

    ALA is always looking for opportunities to further advance the legal management industry. In the coming weeks, ALA will be partnering in two new pieces of research:

    • CFO/COO survey: This survey deployed in July. It's about how law firms are managing growth and risk. The final report will be available in the fall.

    Legal Support Staff Retention Survey: This survey deploys in the fall. It's about law firm back office staff structures and planning. The final report will be available before the end of the year.

  • Continuing Education Courses:

    This member benefit allows ALA members free access to the Summit Series webcast interviews and a reduced price on products that can help enhance your career and improve skills you use every day. The Summit Series webcasts are: 

    • Series of interviews with legal management experts sharing latest insights on the industry.
    • Each one-hour webcast includes two interviews.
    • After the initial air date, the webcasts will be available to view on-demand at your convenience.


    In this third series of webcasts, we once again presented a series of interviews with legal industry authors to showcase their recently published books and share some of their latest insights on the industry. The webcasts cover the topics of physical, mental, emotional and spiritual wellness for lawyers; how to grow your influence and impact; and the quick and easy way to go from manager to leader.

    Click here for the latest on the ALA Summit Series Webcasts.

  • New and Improved: Event Planning Plus:

    • If you are looking for help with speakers for your firm’s retreat or for other professional development initiatives, ALA can help.

    We’ve invited 50 new speakers to be part of the 2019 Event Planning Plus (EPP) Speaker Services program. So far, 17 speakers have registered to become part of the program and three speakers have been hired through EPP for 2019.

    Contact us at [email protected] and a seasoned planner will reach out to help you create a memorable experience.

    ALA has meeting professionals who can assist you with planning your organization’s event.

    Event Planning Plus (formerly Retreat Planning Plus), including the all new Speakers Services program.

    Through ALA’s Speaker Services, members can browse a database of vetted speakers or topics and have ALA help them contract the speaker who will give a knockout presentation on the topic of their choice.

    EPP will allow members to hire ALA to help plan events and retreats for their firms and chapters, with a range of services offered including logistical support and education planning.

    Contact us at [email protected], and a seasoned planner will reach out to help you create a memorable experience.

  • Job Description Toolkit:

    • ALA has designed a format for a toolkit to assist legal management professionals and their employer organizations in the writing of job descriptions using the UPBMS Taxonomy classifications/codes. A PDF version is currently available (free to members) in the ALA e-store. There will be multiple stages of this project, leading to the final goal of an online tool to generate job descriptions using the UPBMS.

  • Online Communities:

    • ALA’s Online Communities are a place for members to have discussions and network with one another on daily business questions. The conversations grow organically and often include samples and checklists that other members provide. Top searched terms in the Online Communities include: “job descriptions,” “retention” and “bylaws.” Within the Online Community, the Reference Library continues to grow with content that Regional Representatives previously updated from the old ALA Management Encyclopedia. In the coming months, ALA will be adding additional checklists, forms and job descriptions to the site so members can easily access them. You can easily find the Reference Library in the Online Communities.

Goal #3 — Enhance Thought Leadership

Become recognized as a thought leader in the legal industry by conducting critical industry research and developing new ideas, innovations and solutions to guide the legal management industry. 

  • UPBMS:

    • The public comment period for UPBMS 2.0 closed June 11. All legal management professionals are invited to continue to review and comment on the UPBMS using a robust peer review portal developed specifically for this important initiative. Review and comment on the UPBMS at: upbms.alanet.org.

    Changes and updates found within the UPBMS 2.0 include some reclassification of tasks and processes and new and revised definitions of processes and substantive areas.

    As part of its practice analysis work, HumRRO conducted a mapping exercise of the UPBMS to the body of knowledge for the CLM program. Working with the Certification Committee and staff, HumRRO will determine which UPBMS codes reflect work activities that are performed routinely by legal administrators across various contexts and firm types. Legal administrators who participate in the practice analysis focus groups will review this reduced set of codes, along with the alignment results, to determine if new tasks should be written to capture activities not included in the existing 2012 practice analysis list. Once the task list is updated, the focus group participants will consider whether corresponding new knowledge statements or abilities need to be added to the Knowledge, Skills and Abilities list. 

  • Compensation and Benefit Studies:
    • More legal management professionals/firms purchased the 2018 Compensation and Benefits reports than ever before. ALA had nearly 900 participants in the 2019 Compensation & Benefits Survey. The 2019 Compensation and Benefits Survey closed for participation July 12. Survey Reports will release in early September. The ALA team has confirmed partnerships with ILTA and LMA; each partner is providing us with additional legal technology and marketing positions, job descriptions and data collection points. 
  • SALI Alliance:
    ALA is a Founding Member of the Standards Advancement for the Legal Industry (SALI) Alliance, a not-for-profit organization comprised of legal industry professionals leading the development of industry standards for efficient and innovative legal services. The first release of the matter category standard, which includes the publication of area of law and process codes was launched on January 28 during LegalTech in New York. Membership renewal notices were distributed to SALI members in mid-March. For more information on SALI, click here. It has received endorsements from the Association of Corporate Counsel, GlaxoSmithKline, Microsoft, Shell, Citi, Allen Matkins, Baker Donelson, Greenberg Traurig, Honigman, Perkins Coie, Intapp, Prosperoware and Foundation Software Group. SALI currently has seven paid memberships, including ALA and LMA.
  • White Papers:
    The Content and Publications team is working on a second white paper, from Annual Conference speaker and Legal Management contributor Jennifer Hill, that will focus on the changing role of the legal management professional. Chuck Gallagher will be writing a paper on legal ethics, too. You can find all our white papers here.

Goal #4 — Advance Legal Management Professional Development

Advance the knowledge, skills and leadership of legal management professionals and strengthen the role of legal management professionals in the legal industry.   

  • Fall Conferences:
    We are excited to launch new conferences this fall! The ALA Professional Development team has been developing content for C4 The Legal IndustryTM Conference, ALA Master Class: Leadership for Legal Management Professionals and Advanced Human Resources Administration for Legal Management Professionals.

    C4 The Legal Industry Conference is a one-of-a-kind experience that uses design thinking to create solutions in the legal industry. The C4 subject matter experts have completed their development of the four topics that will be the focus of the inaugural event:

    1. Pricing and Profitability: How might we identify the necessary data and insights as well as develop and evangelize best practices to improve pricing and profitability in any law firm?
    2. Employee Lifecycle: How might we emphasize the many benefits of diverse perspectives and inclusive culture throughout the employee lifecycle (from recruiting, on-boarding, advancement and off-boarding) to the maximum benefit of the firm and the employee?
    3. Client Experience: How might we better understand the client and create more collaborative partnerships between firms and clients that lead to improved client service and business success?
    4. Non-Traditional Law Firms: How might we re-shape the narrative about the definition of lawyering and the provision of legal services to benefit legal professionals?


    Here is our full fall schedule of events for 2019:

    Large Firm Administrators Retreat
    August 1–3, Nashville, Tennessee

    Legal Lean Sigma® Yellow Belt Certification Course
    September 17–18, Boston, Massachusetts

    C4 The Legal IndustryTM Conference
    Boston Park Plaza Hotel
    September 18–20, Boston, Massachusetts

    Intellectual Property Conference for Legal Management Professionals
    September 26–27, Washington, D.C.

    Advanced Human Resources Administration for Legal Management Professionals
    October 21, Seattle, Washington

    ALA Master Class: Leadership for Legal Management Professionals
    Westin
    October 21–23, Washington, Seattle

  • Webinars/Other Online Education:
    The 2019 webinar schedule has been posted online and all sessions are open for registration, including subscriptions and bundle packages. ALA 2018 Annual Conference recording bundles are now available, including bundles focused on HR, finance, law firm management essentials and C-Suite. ALA 2019 Annual Conference recording bundles for HR and finance are also available. 
  • Resource Hubs:
    In a crunch and looking for specific legal management knowledge, information and materials? Then you’ve found the place to be!


    Whether you need assistance with your area of focus in legal management or tips on how to navigate through your career path, ALA is your resource for webinars, articles, podcasts, e-learning and information. And keep checking back — we’re adding new stuff for you all the time.

    Discover recent educational material about human resources management that ALA has produced. It is available in a single place: the new Legal Management Resource Hub for HR.

    Find the recent educational material about financial management that ALA has produced. It is available in a single place: the new Legal Management Resource Hub for FM.

    Find ALA-produced information and education for legal management professionals who want to develop a more comprehensive perspective and sharpen their human resources, financial, operational and leadership skills will benefit most from this program. It is available in a single place: the new Legal Management Resource Hub for Law Firm Management Essentials.

    Find ALA-produced information and education for legal management professionals serving in an executive level management role in their firms and legal departments. C-Suite often includes chief operating officer, chief executive officer, chief financial officer, etc. It is available in a single place: the new Legal Management Resource Hub for the C-Suite

    And keep checking back — we’re adding new stuff for you all the time.

  • CLM Program:
    The overall pass rate for the November 2018 CLM exam was 63%, with 17 of the 27 test takers successfully passing the exam.  2019 exam registration is open for the November 4 exam, and application deadlines will close two months prior to each test date. 

    • The Study Guide for the CLM Exam is available! The study guide is a new tool that potential CLMs can use to gain further insights into the type of knowledge they’ll need to pass the test. The guide includes chapters covering financial management, human resources management, legal industry/business management and operations management. Each chapter has additional resources and practice quizzes. It concludes with “Terms and Concepts You Should Know,” an index and “Preparing for the CLM Exam.” Download the Study Guide for the CLM Exam through the alanet.org e-store.

    The first phase the Certification Program update has started. As previously presented, we are starting with internal process improvements that mainly consist of implementing the iMIS certification module and moving all CLMs to a digital certificate.
  • e-Learning:

    • Legal management education in a flexible, on-demand format. The online courses are 6-week instructor-led, and they meet live each week for an hour. Classes are available on-demand later at your convenience.

    Web-Based Training (WBT): Six-week instructor-led online courses for each (HR1 and HR2 OR FM1 and FM2). HR1 and FM1 courses are currently in session. HR1 and HR2 or FM1 and FM2 completion provides the option to earn a Legal Management Specialist Certificate in the respective area. HR and FM courses will be offered again in 2020.

Goal #5 Build Community and Engagement

Build a stronger sense of community and shared purpose and increase engagement among members, chapters, business partners, and other stakeholders. 

  • Social Media:

    ALA has launched the official ALA’s Instagram account — @ALA_buzz..

  • Chapter Support:

    The Chapter Resource Team (CRT), formed in April 2019, assists chapters by:

    • Providing guidance in the development of creative strategies that promote and educate members on ALA policies, programs and initiatives.
    • Providing support and resources to chapters.
    • Serving as mentors to chapter leaders.
    • Serving as subject matter experts on a variety of chapter-related matters.

Chapter WordPress Theme: Version 1 of a WordPress-based ALA Chapter theme has been developed with collaboration from the Calgary Chapter. The theme program started several years ago as a side project to provide a consistent branding and greater interaction between the home site and chapter sites. Official implementation will be dependent upon further evaluation from our chapter partners.