Hats off to Morrison & Foerster for receiving a marketing innovation prize – during the third annual Legal Week Innovation Awards held in London – for an inspriational programme involving all firm employees – not just lawyers – to serve as ambassadors for the firm.

Too many law firms fall short in recognizing that every employee in the firm has a role to play in marketing and a vested interest in making sure the firm is successful. Every employee in the firm is in a position to serve as a representative. MoFo’s unique Becoming Ambassadors Campaign encourages ownership by all members of staff – the invitation to involve everybody provides them with a stronger sense of loyalty and pride in growing the firm.

MoFo created a wide range of marketing channels to promote the campaign including a mobile app, videos, workshops, town halls and teambuilding exercises. Goals for the first year of the three-year project included raising awareness of the strategy, increasing the number of employees using LinkedIn and generating examples of non-lawyers advocating for the firm. After just six months, 80% of staff understood the strategy (against a target of 60%), the firm had doubled the number of staff using LinkedIn from 40% to 80% (versus a 60% target) and, among other examples, a business development employee represented the firm at a series of tech networking events, directly pitching for work.

One of the most valuable assets any law firm or business of any kind has is it’s people – a team of people helps crate and bring products to customers, and a team of people help develop and deliver legal services for clients.

“Teamwork is the ability to work together toward a common vision. The ability to direct individual accomplishments toward organizational objectives. It is the fuel that allows common people to attain uncommon results.” –Andrew Carnegie