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March 29, 2017 by Greentarget Leave a Comment

Saying that we live in an era of information overload is almost an absurd understatement. Audiences are constantly bombarded with news and content from brand, media and social channels, and the noise has reached record levels due to the major geopolitical and macroeconomic events of the past year. But the current environment provides some significant opportunities, according to our latest research undertaking, the 2017 Management Consulting Outlook. The report’s release comes as information access is nearing a crescendo – and the barriers of entry for contributors have never been lower. But this democratization has made it very difficult to locate and distill the right information that audiences need. In the report, we’ve tried to make it a little easier for everyone while canvassing the landscape ourselves and digging into key issues. Our findings are the culmination of the intelligence we regularly gather to augment what we’re hearing directly from clients and other influencers. They also reflect our ongoing efforts to help position professional services firms with regard to the future direction of their respective industries. There are many macro trends and forces shaping the delivery of consulting services, including the internal and external pressures firms face. The report pulls from multiple industry sources and perspectives and provides a tight summary of the important themes and industry implications, including:
  • Industries Ripe for Management Consulting Services
  • New Growth Opportunities Amid Government Shakeup
  • Drying Talent Pool Compels Firms to Evolve
  • The Uberization of Consultants: Freelance and Network-Based Models
  • Boutiques Stealing Market Share From Stalwarts
  • Proliferation of Digital Drives Cost-Savings
For further information, check out the full 2017 Management Consulting Outlook.

March 27, 2017 by John Corey Leave a Comment

It’s been several years since the Great Recession put the power back into the hands of the buyer of legal services. The movement probably started before then, but in any case, it feels like we should be past the tipping point when it comes to changes made to law firm business models, client fee structures and legal technology, to name a few industry pillars. While we don’t attempt to answer why we haven’t reached that point yet, we continue to track the disruptive trends in the market that are driving change in our 2017 Predictive Legal Trends Report. We found that trends — including mounting cost pressures and the decline in law school admissions — are accelerating, and that their impact is increasing. Law firms continue to see a wane in demand, which creates additional pricing pressure on those that can no longer afford to ignore the industry’s new reality. Broadly, we found traditional law firms still face significant internal and external threats, and clients continue to expect “more for less,” requiring firms to revisit their business models, offerings and ultimately their value propositions. All in all, 2017 is taking shape as a year that will see law firms collaborating closely with their clients primarily to meet their needs, but secondarily to head off the competition – not just from traditional competitors but the emerging class of alternative legal service provider upstarts that threaten their business. And while the results of the U.S. presidential election and ramifications of Brexit will no doubt keep Big Law busy for the foreseeable future, smart firms recognize  the opportunity to help clients find clarity amid unprecedented global complexity. For further information, check out the full 2017 Predictive Legal Trends Report.

March 17, 2017 by Greentarget Leave a Comment

One thing we can all agree on in these polarizing times: Nothing gets the juices flowing after a busy week like talk of punctuation! So we start this edition of Recent Reads with a tale of how one much-debated punctuation mark affected an actual court case. Also, we find out what happened to that guy whose kids barged in on his live TV interview, look at whether the privacy profession needs a code of ethics and learn about the life lessons of Villanova basketball coach Jay Wright. Oh, and what do video rental stores and Richard Simmons have in common? They both still exist. With that, here’s Recent Reads. An Oxford comma changed this court case completely – Oxford comma enthusiasts, rejoice! The lack of the much-contested comma decided the fate of this court case – due to ambiguity, of course. Will this be the tipping point in bringing the Oxford comma into favor? Probably not, but it’s a good reminder to double-check that your sentences actually mean what you want them to mean. – Stephanie Burke When the Children Crashed Dad’s BBC Interview: The Family Speaks – Most people, including myself, are getting a good laugh out of the BBC clip of Robert Kelly in which his kids swaggered into his interview on the impeachment of South Korea’s president. But it also drummed up controversy, as some viewers assumed the South Korean woman who came in to round up the kids was the nanny instead of Kelly’s wife. That issue aside, the article highlights the challenges that come with live guest interviews and the conveniences and risks created by advances in technology. While Kelly thought this would affect his future as a guest commentator, it’s certainly done the opposite. I highly doubt any future broadcast interviewees will ever forget to lock their door. – Tana Watanabe The Life Lessons of Villanova’s Jay Wright, the Anti-Coach – It’s hard not to get swept up in the excitement of March Madness, especially when your alma mater is the number-one seed in the country and returning to defend the NCAA title. But to me, the more interesting aspects of all this are the personal backstories, and the hard work, dedication and experiences that shape these uber-talented coaches and players. Hats off to you, Coach Wright, and best of luck this year! – Kevin Iredell The Last Video Chain: The Inside Story Of Family Video And Its $400 Million Owner – Visiting relatives in recent years, I’ve marveled that Family Video locations still exist while Blockbuster and other video stores have … well, gone the way of Blockbuster. Family Video has survived through a combination of smart meat-and-potatoes business decisions, hard work and cultural relevance in rural America, among other factors. – Paul Wilson Should the privacy profession adopt a code of ethics? – The debate about a privacy industry ethics code is fascinating given Greentarget’s regular work with many of the top legal minds in privacy and cybersecurity. Obstacles to establishing a clear code of ethics include the diversity of the privacy industry (e.g., various areas of expertise from IT to legal) and the tug toward a compliance-driven, as opposed to a privacy protection-based, profession. Even more interesting, and perhaps confounding, is the fact that a privacy ethics code may be at odds with many lawyers in the field, lawyers who focus on compliance and are “ethically bound to their clients, not the data subject.” The fact that it’s a discussion is heartening in the current environment in which ethics seems to be up for grabs. – Pam Munoz We All Love “The Fearless Girl.” But What About Fearless Women? –  Last week, to celebrate International Women’s Day, the “fearless girl” statue was installed in Manhattan’s Financial District. It signifies workplace gender diversity and seeks to encourage companies to put women on their boards. However, this article argues the statue sends the wrong message, being that it is a girl rather than a woman. The statue stands strong and takes up space, but “Somewhere down the road through adolescence and into womanhood we are told to put those akimbo arms down by our sides, lest we make a mess like a bull in a china shop.” – Sarah Rocca GT Podcast Recommendation Missing Richard Simmons – Yes, that Richard Simmons. Three years ago the fitness guru with the colorful personality just disappeared. He cut all ties with close friends and stopped teaching classes at his fitness studio, Slimmons. His disappearance is especially strange given how accessible he had been over the years. The new podcast from Dan Taberski, a filmmaker and friend of Richard’s, seeks to find out where Richard is and why he left. Throughout, Dan explores popular theories as to what happened to Richard, including my personal favorite – that he is being held captive by his maid. Dan gets to the bottom of these theories by interviewing those who knew Richard best. As the podcast progresses, these theories get even stranger. Through it all, “Missing Richard Simmons” is a fascinating blend of pop culture and mystery. I dare you not to become obsessed. – Tyler Rabel

March 3, 2017 by Greentarget Leave a Comment

Monopoly is (wait for it) pulling the plug on the thimble. We’ll pause for a moment so you all can catch your breath. One of our favorite pieces of late is an inspired, satirical look at the thimble’s feelings, now that it’s been put out to pasture. We’ll also look at the role of Playboy magazine during the Vietnam War, the changing nature of work in America, an astonishing BuzzFeed investigation about hyperpartisan news and a fascinating analysis of the demise of the grassroots energy that got Barack Obama elected. With that, here’s Recent Reads. Do Not Pass Go: Interview With The Monopoly Thimble – I’m sure all the Monopoly fans were devastated to learn that the 82-year-old brand lets the public decide to replace playing pieces with new symbols. Or at least they’re (probably?) upset that the (beloved?) thimble will be retired. But how does the thimble feel? This Q&A with the game piece discusses his thoughts on being discontinued and what might replace him, including a hashtag. “[T]hat’s not a thing!” the thimble insists. “We were things. Dog. Shoe. Iron. Wheelbarrow. How do you put a hashtag in jail?” – Sarah Rocca How Playboy Explains Vietnam – The most successful publications, in print or otherwise, perfectly capture the zeitgeist of their readers. During the Vietnam War, Playboy became the publication of record for U.S. soldiers with its vivid depictions the lifestyle they aspired to, its advice on the things they cared about, its pre-digital interactive features (letters) and its hard-hitting, smart journalism, including about the war itself. Who knew? – Brandon Copple Medium Launches Snapchat Stories, But for Medium – Medium’s new way of storytelling for mobile devices, “Series,” has a little bit of Instagram and Snapchat (more Snapchat) rolled into one product. This could be a refreshing way to attract an audience that craves images. But my favorite part about this new product is that it allows for stories to unfold over time. It would be nice to slow down the pace a bit and truly consume a story, look forward to the next chapter and gain the satisfaction of adding a bit more knowledge once the story is over. – Pam Munoz Obama’s Lost Army – Ever wonder what happened to the huge grassroots movement that was instrumental in Barack Obama’s ascendancy to the White House in 2008? This insider account is at minimum an important historical footnote of why populism seemed to abandon Obama so soon after he was sworn into office. “Instead of mobilizing his unprecedented grassroots machine to pressure obstructionist lawmakers, support state and local candidates who shared his vision, and counter the Tea Party, Obama mothballed his campaign operation, bottling it up inside the Democratic National Committee.” The author describes that decision as “the seminal mistake” of Obama’s presidency. – Paul Wilson The Jobs Americans Do – An examination of the current state of the American working class, represented by Ofelia Bersabe, a Hispanic woman paid to serve others. Her title is various forms of the word “nurse,” as she cares for children, parents and the elderly. Given the loss of traditional blue-collar jobs – notably to automation – caring for aging Baby Boomers is now the largest driver of job growth in the American economy. If there was any doubt left, it’s clear that service work should no longer be considered a way station for teenagers, mothers and senior citizens. It has become a way of life for many Americans. – Amy Yanow This Is How Your Hyperpartisan Political News Gets Made – Remember a few months back when “fake news” referred to total fabrications, and not just news accounts that public figures didn’t like? Well, it turns out those sources are still out there – and at least one is actually creating clickbait aimed at both conservative AND liberal audiences. The photo at the top of this BuzzFeed piece says it all. The business is outrage. And business appears to be good. – Jackson Pillow GT Podcast Recommendation The Axe Files – Former Obama adviser David Axelrod has returned to his journalism roots with a great twice-weekly podcast interviewing important newsmakers, usually from politics. From Corey Lewandowski to Madeleine Albright to J.D. Vance to Theo Epstein, Axelrod is doing his best to have a candid exchange of ideas (from both sides of the aisle) at a time when the national conversation feels like a screaming match. – Paul Wilson

March 1, 2017 by Pam Munoz Leave a Comment

A strong reputation helps a firm stand out and remain competitive. Some clients may ask us, why measure reputation when we conduct client satisfaction surveys? Aren’t they enough to measure how our reputation is faring in the marketplace? Simple answer? No, it is not. Greentarget’s annual survey of general counsel and chief marketing officers has shown time and again that recommendations from trusted sources and credentialing are important in purchasing decisions. A CMO can measure outputs (webinars, events, press releases, media coverage) until the end of time, but unless he/she understands and analyzes the outcomes of all of this hard work, the impact on firm reputation will remain cloudy. “The Top 20 Influencers of CMOs” study recently featured in Forbes revealed findings from more than 1,300 North American CMOs. It analyzed more than 680,000 tweets the CMOs published in 2016, including unique hashtags, links shared, mentions, replies and retweets. Josh Steimle, author and CMO, predicted that “companies will turn to popular business authors, speakers, podcasters and executives who have built large and engaged followings and offer them freebies to hawk everything from invoicing software to consulting services.” These are thought leaders, and most of their assets are digital, measurable and linked to reputation building. Outcomes that bolster reputation could include subscription increases to a firm’s newsletter, downloads of a firm-written survey report or introductions to new prospects (that turn into warm leads) that directly trace back to a thought leader’s PR campaign, eventually resulting in revenue. Professional and financial services businesses are unique in their ability – and we think responsibility – to contribute to a smart, productive dialogue around hot issues across sectors. These contributions result in positive reputation building. Here are three ideas to measure the impact of public relations and thought leadership programs on reputation.
  • Conduct a benchmark survey of target audiences about perceptions of a firm’s thought leadership in specific industries or sector categories in advance of a PR initiative. Survey them again 12-18 months later to see how you’ve moved their perceptions.
  • Obtain perceptions of top-tier reporters covering the space in which you’d like to be a thought leader and influencer. These reporters may provide insights you never dreamed of getting from clients of your own. These insights can be used as a benchmark or simply to inform the direction of your content for a PR campaign.
  • Identify a narrow set of competitors in the area you’d like to claim thought leadership from and conduct an audit of their content, media coverage and social media activity. Analyze and compare with your own.
Of course, professional services firms often have trouble getting distinctive thought leadership campaigns off the ground. A lack of specific business goals is a common challenge that hampers the ability to claim reputational or thought leadership territory that will most effectively help a firm compete for and win business in the face of intense competition and changing business models that require developing new strategies – particularly for law firms. Marketers should combat this challenge with specific goals and a strategic plan to execute proactive reputation-building that directly supports those goals. Kasper Ulf Nielsen, executive partner at the Reputation Institute, has said that reputation measurement, not brand measurement, is where companies should focus. He says Walt Disney, BMW and Google are among the 15 percent of businesses that understand how measuring reputation is the key to informing marketing and public relations programs that truly influence business outcomes and client service excellence. Professional services firms with true thought leadership programs will see increased influence in the industries they serve. We know it because we see it – and measure it – every day among our clients. We’re not talking about consumer-brand celebrity influence, which, while highly measurable and directly traceable to sales, is already losing its shine due to overuse. We’re talking about influence built on skilled participation in smarter conversations around critical industry issues.

February 27, 2017 by Greentarget Leave a Comment

Collaboration has been on my mind a lot since we kicked off the new year. As cheesy as it may sound, I can’t help but see it everywhere, particularly at Greentarget. Our team has been working tirelessly to put 2017 plans in motion for our clients, including those we serve on a pro bono basis. We’ve been so busy that, with March almost upon us, I’m just now getting around to recapping the highlights of Greentarget’s great work — and collaboration — with our pro bono clients in 2016. Last year we set our annual Billion + Change donated-time target at 700 hours and exceeded that by 150 percent. That means we donated 1,055 hours or roughly $300,000 worth of Greentarget’s time, talent and energy to pro bono and community investment causes. Here’s a quick summary: Pro Bono
  • DC Affordable Law Firm: Our media relations and content teams worked with DCALF — a low bono, nonprofit law firm in Washington, D.C., representing low- to moderate-income individuals — to develop an entry for the American Bar Association’s 2017 Brown Award.
  • Domestic Violence Legal Clinic: The GT team proactively positioned DVLC Executive Director Margaret Duval around high-profile domestic violence cases in sports in top-tier publications such as Forbes and The New York Times, all the while providing content and social media support for events.
  • Fabretto: The GT crew worked with the international NGO, which serves more than 18,000 children and youth through work in seven Fabretto Education Centers and more than 250 local public schools, to promote the organization’s annual Night for Niños events that raise funds to provide services to underserved children and their families in Nicaragua.
  • Gigi’s Playhouse: The team developed a comprehensive media plan for Gigi’s, a Down syndrome organization with an established network of 30 centers across the U.S. and Mexico. Our media plan included strategies to support the business operations of the brand, expand national education and awareness programs and provide real-time support for the national launch of their Generation G initiative. We also published a Q&A with the CEO/Founder, Nancy Gianni.
  • Greenhouse: Our media relations team helped this nonprofit consultancy lay the groundwork for drawing attention to the transformative work it’s done in education. Our content team helped Greenhouse shape an editorial strategy around its unique perspective on the assumptions we make in our everyday behavior.
  • Heartland Alliance: The GT team conducted outreach for Heartland’s Housing Division, which develops and manages sustainable, innovative and high-quality affordable housing. The team positioned executives Michael Goldberg and Nadia Underhill to garner exposure around specific projects and promote thought leadership on the affordable housing debate.
  • Plant Chicago: GT helped promote Plant Chicago’s August 2016 “Closed Loop Food Festival,” which included farmer’s market vendors, food trucks, music, beer makers and more. Event details were published in 11 Chicago event calendars, and we secured three media placements and developed a social media plan.
  • St. George Island: The team, working on behalf of Native Americans living on St. George Island, Alaska, raised awareness among national and regional media concerning the danger of this community dying out if a promised fishing harbor is not advanced by the federal government.
  • Women for Afghan Women: The GT Team provided PR support for WAW’s annual gala, 15 Years of Spirit Indestructible. Additionally, we provided media support for major events impacting the organization such as the brutal murder and rape of a 6-year-old Afghan refugee girl and a town hall meeting in response to the Orlando massacre. Furthermore, we’ve interviewed the executive director about communicating from an international war zone.
Community Investment
  • Chase Corporate Challenge: The GT team bonded through a hot, sweaty 3.5-mile Chase Corporate Challenge run, which benefits a different Chicagoland nonprofit each year.
  • College Possible Visits: GT coordinated two visits to the Kelly and Lake View High Schools to help students with their special circumstance essays. This essay is one of the key components of a college application and empowers students to share their stories and recognize their college potential.
  • Ronald McDonald House: A GT crew volunteered at the Ronald McDonald House near Lurie Children’s Hospital in Chicago to make a delicious breakfast for dinner — mountains of pancakes, breakfast casseroles, baked oatmeal and fruit — for families in need.
Even as we’re moving at warp speed through 2017, it’s inspiring to look back at the teamwork that took place last year across Greentarget to support our pro bono clients. Stay tuned, as we have many exciting partnerships in the works for 2017, including Barrel of Monkeys, KIND and the Cameron Kravitt Foundation, to name a few.
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