"I have been a member of the International Society of Primerus Law Firms for the past seven years. I am now a Director and have become active in the affairs of our organization.

I have a five lawyer firm located in Portland, Maine where we specialize in the representation of management on matters of labor and employment law. We represent employers throughout the Northeast. Our firm also specializes in the handling of complex civil litigation of all types. As of late, we have faced increasing competition in two areas. First, a number of firms which have never practiced labor and employment law have begun touting themselves as experts in our field. This has happened regardless of whether the firms have any actual expertise in handling these matters. Second, there has been a proliferation of law firms in our area as partners in our city's larger firms have become disillusioned and have left to set up their own practices. Thus, although we have been in business for over forty years and have an excellent reputation, we decided that we needed to take steps in order to differentiate ourselves. That search led us to join Primerus.

Since joining Primerus, our firm has found there to be a number of benefits. Foremost however is the concept of branding which we have by being a Primerus member.

Our firm has derived great benefit from carrying the Primerus brand on our letterhead and in our marketing materials. The presence of the brand lets us share with our clients and prospects the third-party endorsement which the Primerus symbol brings. We are in a position to tell others that an independent third-party organization has reviewed our firm's qualifications and finds that we fall within the top two percent of all small law firms based upon the quality of our services and other related factors. It is analogous to the Good Housekeeping seal of approval. We have used this third-party endorsement successfully in pitching business to existing and new clients. Several years ago our firm and the largest firm in the State of Maine were finalists in a "beauty contest" to become general counsel to a local university. In my presentation to the university's legal affairs committee, I was able to discuss the strengths of our firm and then place those strengths in the context of what it means to be a Primerus member. Needless to say, our firm won hands down and I have been general counsel to this university for several years. In fact, I manage that portion of the university's work which the other firm still performs. I ascribe my success in this presentation, at least in part, to my discussion of our involvement with Primerus and the power of the brand.

We truly have a great organization. I am proud of our firm's involvement. I am also proud of the other member firms we have within Primerus. Each is truly outstanding in its own right. I hope that you take the opportunity to join Primerus and become part of this growing and vibrant network of truly outstanding law firms."

Sincerely,

Peter Bennett