Dykema Earns First Place Recognition From Legal Marketing Association for U-Haul National Legal Conference Campaign

Dykema, a leading national law firm, is proud to announce that the Legal Marketing Association (LMA) Tech West and Southwest Regions awarded the firm’s Business Development and Marketing Department a First Place Your Honor Award for its work on the U-Haul National Legal Conference campaign. Business Development and Marketing Manager, Natalie Trevino, accepted the award in person during the LMA Tech West & Southwest Regional Conference in Denver in October.

LMA Your Honor Awards recognize and celebrate creativity, execution, achievement, and overall excellence in legal marketing across a wide range of categories. Since 2018, Dykema has earned recognition with 16 separate LMA awards from the National, Southwest, and Midwest regions, including 11 First-Place designations.

The winning campaign centered on Dykema’s role in planning and executing the 2025 U-Haul National Legal Conference—an immersive, two-day event designed to strengthen relationships with Arizona-based U-Haul and its network of outside counsel nationwide. Dykema’s marketing and core event team took responsibility for producing the high-profile conference, along with guidance from the client relationship attorney, Tamara Bush, and others.

Guided by the theme “Moving Our Business Forward,” developed from research into U-Haul’s corporate values and General Counsel’s vision, Dykema’s Business Development and Marketing team created a cohesive, fully branded experience that reflected the client’s culture and business priorities. Every element—from the in-house–produced parody video and gamified scavenger hunt to the conference app, immersive branding, and road trip–themed networking campaign—was strategically designed to enhance engagement, memorability, and alignment with U-Haul’s mission.

The results were exceptional. The conference achieved record attendance and sponsorship revenue, expanded visibility for additional Dykema practice groups, and generated multiple new client matters in the weeks following the event. Feedback from attendees, including U-Haul’s General Counsel, described the conference as the best in the company’s history.

This award-winning initiative demonstrates the power of events to directly drive business outcomes—showcasing how Dykema’s marketing professionals combine creativity, strategic insight, and collaboration to advance client relationships and the firm’s broader growth goals.