Content Pilot LLC
5506 Wenonah Drive
Dallas, Texas 75209
214.351.9690 (tel) 214.351.9691 (fax)
mcmurray@contentpilot.net
www.contentpilot.net
http://www.deborahmcmurray.com
Deborah McMurray is CEO and Strategy Architect of Content Pilot LLC and has also served as managing principal of Deborah McMurray Associates. She advises law firms on strategic marketing initiatives that focus a firm's strategy and its marketing investments. Deborah and her creative team develop targeted positioning and branding strategies for firms throughout the U.S., including the creation of Web sites and Web-based proposal centers, collateral, advertising campaigns and other print and electronic brochures and materials.
A co-author of the ABA's recent book, Lawyer's Guide to Marketing on the Internet, 2nd ed. (the third edition will be published Spring 2007) and co-editor of Lawyer's Guide to Marketing your Practice, 2nd ed., Deborah is an authority on the design and development of top law firm Web sites. She serves as strategy architect and team leader for these projects, overseeing the projects and the Content Pilot creative and development team.
In November 2005, she published a White Paper after commissioning the first research about the AMLAW 100 Web sites--AMLAW 100 Web Sites: Ten Foundational Best Practices. The White Paper and the individual law firm reports are available for download at http://www.deborahmcmurray.com//amlaw100. The 2006 research of the AMLAW 100 Web sites has been completed and is also available online.
Content Pilot team members are frequently hired to conduct "Web scans" of law firm Web sites. These are comprehensive audits that analyze strategy, design, content, usability and functionality. Web site, proposal center and alumni center clients include legal industry leaders and dozens of law firms.
She is an industry leader in law firm marketing metrics, helping firms measure and track return on investment. Deborah created Couch Money®, a law firm cost recovery program and marketing budgeting system.
She has 22 years' experience in strategic marketing, positioning and communications for professional services firms and served for 11 years (1987 - 1998) as the first in-house marketing director at Texas-based Johnson & Swanson/Gibbs and Hughes & Luce, LLP.
LEGAL INDUSTRY LEADERSHIP
Legal Marketing Association
National Board of Directors, Secretary, 1998-2000
Co-Chair national LMA Conference, Palm Springs, 2000
Your Honor Awards Chair 2001-2002
Publications Committee Chair 2001-2002
Research Committee, Member 2001 - present
Participated in the repositioning of LMA (from NALFMA) in 1998
STRATEGIES: The Journal of Legal Marketing, published by LMA. As Executive Editor, led positioning of publication as the source of legal marketing information in the industry. Member Editorial Board since 1989.
American Bar Association
Member, LPM Publishing Board 2002 - present
Member, Law Practice Management Section, 2002 - present
Dallas Bar Association
HEADNOTES, Co-chair publications committee, 1999
Technology Editor 1998
Media Relations Committee co-chair in 1996-1997
Frequent Speaker
ABA, LMA, State Bar of Texas, ALA, ACLEA, NAELA and other legal and business audiences on Web sites, proposal generation and automation, law firm marketing metrics, branding/positioning and business development
Author
White Papers: 2006 AMLAW 100 Web Sites--Ten Foundational Best Practices, September 2006; 2005 AmLaw 100 Web Sites--Ten Foundational Best Practices, November 2005.
Numerous articles published in STRATEGIES, LEGAL TIMES, The NATIONAL LAW JOURNAL, The NEW YORK LAW JOURNAL, ABA's LAW PRACTICE MANAGEMENT, OF COUNSEL, The TEXAS LAWYER, Dallas Bar HEADNOTES and THE NEW JERSEY LAWYER.
Co-author of the ABA's "LAWYER'S GUIDE TO MARKETING ON THE INTERNET, 2nd Ed," published October 2002, and co-editor of the ABA's LAWYER'S GUIDE TO MARKETING YOUR PRACTICE, 2nd Ed., published February 2004.
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Education
Bachelor of Arts, magna cum laude, Gustavus Adolphus College, St Peter, MN
Master of Music, honors, University of Michigan, Ann Arbor, MI
