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  • The Role of Marketing in Supporting and Implementing Diversity and Inclusion Programs
 LMA West Region

The Role of Marketing in Supporting and Implementing Diversity and Inclusion Programs

  • 15 Jan 2015
  • 11:30 AM - 1:30 PM
  • Bar Association of San Francisco 301 Battery Street, Third Floor San Francisco, CA


Registration is closed
  Martha Sullivan
  Martha Sullivan
Thornton Marketing

Most law firms and in-house legal departments have had diversity programs in place for many years and have been committed to increasing the number of women and diverse lawyers in their ranks. After years of incremental improvement, the recession stopped the progress of most programs. It is clear that simply having programs in place hasn’t translated to numbers that reflect the actual diversity of our communities. Women and diverse attorneys are being hired as associates, but their numbers are not reflected in partner, equity partner and management ranks.

Even when we have the best of intentions, unconscious bias is operating in our lives. For the majority of people who manage law firms, invisible or unearned privilege is also operating. During this program, we will provide attendees with an understanding of these factors, and how they impact assignments, evaluations, mentoring and professional development opportunities. We will engage in exercises to increase your awareness of these factors and recommend ways to shift your behavior. We will also provide articles and book recommendations that can be shared with your firms.

As a marketer, diversity may not be part of your official job description, but there are ways you can contribute to recruiting, developing, retaining and promoting women and diverse lawyers. You can represent the voice of the client in developing pitch teams and client teams. You can track the RFPs that your firm loses because they can’t provide the diversity a client requires. You may be able to track the costs associated with the loss of a diverse lawyer or the loss of business when an unhappy lawyer moves to an in-house position and stops sending matters to your firm. You can also make sure that your firm knows when new clients choose your firm because of their connections with a diverse attorney.

There is, of course, a business case for increasing the diversity of your law firm. A study of AmLaw 200 firms shows that a firm in the top quarter of diversity rankings will generate more than $100,000 of additional profit per partner than a comparable firm in the bottom quarter.

Time and Locations

Thursday, January 15, 2015
11:30 a.m. - 1:30 p.m.
Registration and Lunch - 11:30 a.m. to 12:00 p.m.
Program - 12:00 p.m. to 1:30 p.m.

San Francisco
Bar Association of San Francisco
301 Battery St., Third Floor
San Francisco, CA 94111
(A group sandwich and salad buffet will be provided and we try our best to accommodate vegetarian, vegan and gluten-free fare. We advise arriving promptly for the best selection to accommodate your dietary needs.)

Sacramento (Webinar – ON24)

Silicon Valley (Webinar – ON24)

Walnut Creek (Webinar – ON24)


Martha Sullivan is a business development coach for attorneys ranging from senior associates to managing partners at law firms of all sizes. The majority of her clients are women and diverse attorneys. She is a certified professional coach through New Ventures West in San Francisco.

Martha is active in California Minority Counsel Program for many years and writes a regular column on business development for their newsletter. She has spoken at CMCP events in San Francisco and Los Angeles and recently presented a Communications Workshop at the State Bar of California Council on Access and Fairness Leadership Summit on October 31st in San Francisco.

She was active in the LMA – Bay Area Chapter for many years and was named the Rella Lossy Marketing Professional at the Chapter’s Your Honor Awards in 2005. Between 2003 and 2007, she served on the Board as co-chair of the Program Committee, co-chair of the Mentoring Committee and as Secretary.

Theresa Guy Moran completed her law degree at Stanford Law School and spent most of her legal career at Pillsbury Winthrop Shaw Pittman. Initially, she practiced Labor and Employment law, and then moved into Corporate Transactions, where she made partner while working part-time after the birth of her son.  She later moved in-house as general counsel for a start-up, eventually taking on a broader role that included marketing and sales.

After spending much of her career enhancing her left brain capabilities, Theresa rather illogically leaned right into listening more deeply. Today she is a founding member of East Point Peace Academy which facilitates workshops in Kingian Nonviolence Conflict Reconciliation for San Francisco County Jail, the California State Prisons, community groups, and academic institutions. Theresa also leads the Sitting in the River weekly meditation group inside San Francisco County's long term facility in San Bruno. 

Often perceived by others as a "culturally ambiguous" person, Theresa has a lifelong interest in our multicultural reality. While at Pillsbury, she was involved in recruitment (both lateral hiring and summer to first year associates) and mentoring.  She also worked on BASF’s No Glass Ceiling initiative, and helped draft the initial set of commitments law firms were expected to make when joining the initiative.  Theresa also drafted a section on the first initiative on Women of Color for an American Bar Association publication on Women in the Law.

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