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 LMA West Region

Generational Marketing: Strategies and tactics for engagement with Boomers, Gen Xers and Millennials

  • 20 Mar 2014
  • 11:30 AM - 1:30 PM
  • Bar Association of San Francisco, 301 Battery St., Third Floor, San Francisco, CA 94111


Registration is closed


Jonathan Fitzgarrald

Chief Marketing Officer, Greenberg Gluskser



Heather Morse

Director of Marketing, Barger & Wolen LLP

The business landscape now incorporates three distinct generations of consumers. Each of these groups has their own distinct preferences for how they receive and process information, and make purchasing decisions. Successful marketers are not only familiarizing themselves with these three generations, they are now customizing their messages to simultaneously persuade and motivate each generation separately.

In a preview of their 2014 LMA Annual Conference presentation, this program will explore the three generations as they pertain to the purchase of legal services: Baby Boomers, Generation X, and the Millennials. Learn specific strategies and tactics to ensure that your messages are crafted and delivered in a way to reach the right purchaser in the right way. Our conversation will then turn and look inward into the business of law.

While many of the generational conversations within our firms center on how we will integrate the Millennials into our business models, we are ignoring the greatest change to come: Generation X as the business and thought leaders of our law firms.

We will explore this coming tide of leaders, who are characterized by their “independence, individualism, resilience, self-reliance, adaptability, and an entrepreneurial spirit,” as they take the reigns of the business operations, as managing partners, committee chairs, and CMOs, and how their rise in leadership will impact our business models and our professional careers.

Audience takeaways

  • Understanding of the three generations of purchasers of legal services.
  • How to construct and tailor your communications to ensure that your messages are heard.
  • The best delivery devices for your communications.
  • Understand the impact of the retiring Baby Boomers and the rise of Generation X as leaders and how you can prepare yourself and your career for this generation shift.

Thursday, March 20, 2014
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 (Webcast–ON24)

Silicon Valley (Webcast–ON24)
K&L Gates
630 Hansen Way
Palo Alto, CA 94304

Register for the webinar and we will send you log in information


Jonathan Fitzgarrald

Chief Marketing Officer, Greenberg Gluskser

Jonathan Fitzgarrald understands that business professionals are facing two powerful forces: being commoditized and differentiating themselves from their competition. More than ever before, serious contenders in the global economy must be able to answer the question, “What makes me different from my competition”?

Jonathan frequently speaks on various business development, client service, and marketing topics. He has been featured in the Wall Street Journal, Los Angeles Times, and the National Law Journal, and on Voice America, Law.com, and the CBS Evening News with Katie Couric. Jonathan currently directs the business development and marketing for Los Angeles’ premier entertainment and real estate law firm, Greenberg Glusker.

Jonathan is an active member of the Legal Marketing Association, where he serves locally as Past-President of the Los Angeles Chapter, and is a member of its national Education Committee. Jonathan publishes a blog, BADfortheBRAND.com, targeted to professionals who are interested in managing their reputations.

Heather Morse

Director of Marketing, Barger & Wolen LLP

Heather Morse began her career in legal marketing in 1998, after spending 10 years working with non-profit and member service organizations. After serving in senior marketing positions with AmLaw 100 law firms, Heather is currently the Director of Marketing for Barger & Wolen LLP, a mid-sized law firm based in Los Angeles. As the firm’s first marketing director, Heather is charged with developing a comprehensive marketing and business development program.

In May 2008, Heather launched The Legal Watercooler, a blog dedicated to the conversations surrounding the business of law. An early adopter to social media and social networking, Heather can be followed on Twitter at @heather_morse and connected with on LinkedIn. In addition, you can become a fan of The Legal Watercooler on Facebook.

An active member of the Legal Marketing Association (LMA) since 1998, Heather’s service roles have included: President of the Los Angeles Chapter; National Task Force Chair, Special Interest Groups (SIGs); and, Member-at-Large for the International Board of Directors (2005-2006). Most recently, Heather served as a member of LMA’s 2011 National Conference Advisory Committee, and has been elected to another 2-year term to the LMA International Board of Directors (2012-2013).

Heather is wife to the Sports Dude, mom to two daughters and serves as their Girl Scout Leader.

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