Liberty University School of Law
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Recommendations:
In effort to expand awareness of Liberty University-School of Law program, we were asked to expand their marketing reach beyond the Commonwealth of Virginia. A strategic overhaul of both creative materials and media outreach were encouraged to increase not only enrollment but also the quality of candidates applying for admittance.
Tactics:
Through research we determined feeder markets of undergraduate schools that were preparing students for law school. We narrowed our targeting to other christian-based universities across multiple states and secured their LSAT applicant list. We further utilized Events and Conferences, Digital Ads, Social media, and Print to reach that same target audience of future lawyers.
Outcomes:
We successfully increased the applicant pool in number and in quality. Both of these baselines were easily measured year-over-year demonstrating increased awareness (more applicants) and higher LSAT scores.
In addition:
- 71 out of the 279 applicants reported being directly influenced by marketing (25%)
- 37 out of 168 students admitted reported being directly influenced by marketing (22%)
Brochure Design
Campaign Overview & Case Study
Liberty University–School of Law
Situation Set‐Up: As a relatively young law program, Liberty University School of Law was competing in a national environment of 204 law schools for the best and brightest candidates. With the power of the largest Christian University in the world behind them, Liberty Law was still up against some long-standing competitors.
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Step One: Understanding the Mission & Challenges
While the academic rigor of the educational program, faculty and the students were exemplary, Liberty University School of Law was facing the following challenges and perceptions:
– Not ranked (School of Law opened in 2004)
– New Dean
– Poor alumni engagement (lack of endowment)
– Low bar passage
– Current perceptions
– Among candidates(turning out only constitutional lawyers)
– Among peer schools(students are being indoctrinated, not educated)
– Among legal community(nice people but not particularly confident)
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Step Two: Creative Development
Based on historical data shared with us from student profiles and applicant information, we determined that the geographic marketing footprint should focus on significant “feeder states” including:VA–NC–SC–FL–TX–WV
In addition, while brand awareness should be year-round for positioning Liberty University School of Law to our multiple target audiences, there are significant times of year where attending law school and narrowing the list for considered schools of preference are top-of-mind.These included LSAT testing time periods and spring and fall Career Fairs.Multiple recruitment campaigns with proximity to these dates was a significant component in our annual marketing plan to our primary target audience.
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Step Three: Make an Impact
All marketing efforts were tailored to reach and surpass the stated goals of:
– Increased student lead generation with an improved quality of candidates(based on LSATscores and GPA)
– Increased number of applications
All Creative Assets
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