Annual Report

2019 ANNUAL MARKETING REPORT

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Contents 02 04 Whats in the Numbers? 05 Lead Generation 06 Business Development 07 Digital Presence 08 Website 10 Events 11 Collateral 12 Blackletter Podcast 13 Authority 2020 Preview 2019 Annual2M01a9rkAetninnguaRleMpoarrtk/eDtiunnglaRpeBpeonrntett & Ludwig 01

What's in the Through our efforts in 10ADVERTISEMENTSADVERTISEMENTS 2019, we obtained NPR, Print, Lawyers Weekly, Facebook, LinkedIn 1,085 high-quality leads. REACHED MORE THAN 127K PEOPLE 1,000 www.dbllawyers.com posts to Social Media 100.1 K UNIQUE WEB VISITORS Social Media IN 2019 Follower Increase 9% 34% 76% 27% 37% 15 2,000EVENTS, RSVPS. 2019 Annual Marketing Report 02

Numbers? BlaBcLkAClKeLtEtTeTErR PPODCAoSTdcast 28 CFIORMMPSETINGWe analyzed and evaluated 15CRITERIA& compared them against 22 Competitive Analysis EPISODES 6 PRESSPress 2873 RELEASES UNIQUE DOWNLOADS C LAUNCH OF O MONDAY MINUTES & L L DAILY LAW NEWS A T Professional Development E R 10 DBLU Courses A 25 Presentations, Speakers, L CLEs Trifolds Postcards BiFolds 2019 Annual Marketing Report 03

Lead Generation Starting in January of 2019, the Marketing Team began to collect and analyze monthly data to evaluate lead generation and client conversions. To increase DBL awareness, we identified the best outlets that effectively appealed to our target audience, and designed, developed, and connected advertising messaging on various platforms. Campaigns 04 Created ads for NPR and launched a 2-week blitz campaign Designed and created ads for several local magazines Designed and launched LinkedIn lateral ads Launched lateral ads in Virginia Lawyers Weekly Launched DBL general ads on LinkedIn and Facebook Launched Facebook and LinkedIn ads to promote cybersecurity events 2019 Annual 2M0a1r9keAtninnguRaelpMoartrk/etDinunglaRpepBoenrtnett & Ludwig

Business Development Market research reports showed that demand for legal services stagnated in 2018, leaving law firms to develop creative strategies for growth. In 2019, the DBL Marketing Team used this data and analyzed our practice areas and current client strategies, and was deliberate in our business development efforts.  Referral / Loyalty Program The DBL Marketing Team evaluated our top current and prospective high-value clients and referrals, and created a semi-annual referral/loyalty program.  This initiative was a systematic way for partners to reconnect with their high-value clients.  The first gift was delivered in Summer 2019 (a wine picnic basket with a personal note from the partner), and the next gift is scheduled for Q2 2020. Attorney Pitch Team In March 2019, we relaunched the Attorney Pitch Team (APT).  Members meet monthly to discuss relevant topics for business development.  Using strategies from, the book, Selling the Invisible, and other literature, we provided monthly training to all participants on how to develop a strong elevator pitch, create pitch slide decks, generate leads, and close deals. Business Development Program and Outreach A business development program for all attorneys was launched at the All- Hands Meeting in September 2019. The plan provided a formal way for attorneys to manage their business development efforts. As part of the BD process, we worked to develop a mini-pitch deck to be used during new meetings and in brief interactions with potential new clients.  Managing a database of current / prospective clients (sales pipeline) Researching and Executing cross selling and identifying events and connecting lawyers on new speaking opportunities business opportunites 2019 Annual 2M0a1r9keAtninnguRaelpMoartrk/etDinunglaRpepBoenrtnett & Ludwig 05

Awareness - Digital Presence Our focused initiatives throughout 2019, particularly on our website and across our social media platforms, put DBL \"top of mind.\" Website Traffic Analytics This graph displays the number of unique visitors on DBL's website. It shows an overall increase in recent months. Social Media Followers This data shows our social media followers have consistently increased over 2019. Today 7754 651 126 133 67 9% 34% 27% 37% 76% Jan 2019 7088 487 99 97 38 2019 Annual Marketing Report 06

Website In recent surveys, legal marketers report that a firm's website is comparable to another office location... and one that many potential clients visit. With that in mind, the PEC identified a need to better align the DBL website with our competitors. The DBL Marketing Team led the effort to update the look and feel of the www.dbllawyers.com website and content. 2019 Annual 2M0a1r9keAtninnguRaelpMoartrk/etDinunglaRpepBoenrtnett & Ludwig 07

Events In 2019, the DBL Marketing Team developed and executed unique and impactful events and managed all the logistics and execution of live events, webinars, and CLE courses. These events were a critical component of the DBL marketing plan, as they promoted awareness in the legal community, increased exposure for our attorneys as thought-leaders in their practice areas, and generated leads for business development. What goes into executing an event? 2019 Annual Marketing Report 08

May Gold Cup INTA Reception Partner Retreat - Axe Throwing June Employee Day at the Park Chambers Coffee Break September Alumni Cocktail Party Company Picnic October Life Beyond Numbers Expo VSCA Conference AUSA Cocktail Party Cyber Summit AILPA Cocktail Party 2,000 December TOTAL RSVPS Partner Retreat Holiday Party 2019 Annual Marketing Report 09

Collateral In close collaboration with the partners and practice area leads, we completed a review and updated marketing collateral for many practice areas. These efforts will continue in 2020. Overview TriFold Postcards TriFold Brochures BiFold Brochures 2019 Annual Marketing Report 10

Blackletter Podcast To develop a platform where partners and 2873 Unique DownloadsUnique Downloads refers to the number of attorneys can showcase their thought first time listeners of the Blackletter Podcast. leadership and excellence, we developed, This number is accurate as of 11.21.2019. recorded, edited, and launched The Blackletter Podcast from scratch. Targeting business leaders and corporate counsel, the podcast shares DBL’s insights about legal issues in the marketplace. It allows our attorneys to showcase their clients and practice areas. To boost downloads and listeners, we created teaser videos for all social media platforms. To date, we have launched 22 episodes! TOP EPISODES SEASON 1 SEASON 2 Business Start Up Law Firm Management National and Cybersecurity Introducing Blackletter Protecting Athlete's Underpinnings of Investments Security Clearances 2019 Annual 2M0a1r9keAtninnguRaelpMoartrk/etDinunglaRpepBoenrtnett & Ludwig 11

Authority Our goal in 2019 was to establish our attorneys as thought leaders, and DBL as a premier legal firm, that offers superior legal advice and services and unparalleled  insight and solutions into clients’ challenges. Chambers & Partners Submission The DBL Marketing Team led a cross-firm group to develop and manage the Chambers & Partners Submission for Northern VA IP. This is DBL’s first time submitting our work for this ranking. The submission required project management over several months as well as an intricate document and review cycle.  DBL University To showcase our continuous education and improvement, we developed and launched the DBL University. This program provides monthly educational seminars. Standard CLE LinkedIn 101 Deposition of an Expert Witness Marketing 101 Legal Writing LinkedIn 2.0 Social Media Trends 2019 Business Development Life Beyond Numbers Expo Ethics Entertainment Law DBL ThoughtLeaders in Action The DBL Marketing Team launched the DBL Thoughtleaders In Action social media campaign to showcase our lawyers. 2019 Annual 2M0a1r9keAtninnguRaelpMoartrk/etDinunglaRpepBoenrtnett & Ludwig 12

2020 Preview... 2020 Marketing Plan New Promotional Pieces Enhancing DBL YouTube and LinkedIn Develop a more comprehensive CLE plan Develop a strong internal personal development platform Enhance our metrics report Strengthen our relationships with the media and press Continue to update and enhance the DBL website Enhance AdWords Strategy Execution Create a strong business development program Feature clients on Social Media Develop a better understanding of the client journey 2019 Annual 2M0a1r9keAtninnguRaelpMoartrk/etDinunglaRpepBoeenrttnt & Ludwig 13