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Founded in 1988, The Massachusetts School of Law (MSLAW) offers an academically rigorous and affordable legal education, emphasizing ethics, advocacy, leadership, and professional skills. MSLAW provides students with extensive training in the professional skills needed by practicing lawyers. The school is a leader in the now-growing drive for reform in legal education, and its practices and curriculum reflect this. Unlike most law schools, MSLAW does not consider LSAT scores in its admission process.
Challenge
Leveraging its deep understanding of the higher education marketing landscape, inSegment devised an integrated digital marketing strategy to reach prospective students. The team began with a small pilot program, creating two conversion oriented landing pages to cater to MSLAW’s different audiences and driving traffic through highly targeting paid search campaigns.
Solution
Leveraging its deep understanding of the higher education marketing landscape, inSegment devised an integrated digital marketing strategy to reach prospective students. The team began with a small pilot program, creating two conversion-oriented landing pages to cater to MSLAW’s different audiences and driving traffic through highly targeting paid search campaigns.
Building on that success, inSegment and MSLAW added more paid search keywords and campaigns, designed and developed new landing pages, and expanded the program into social advertising, particularly through Facebook and LinkedIn. Facebook Advertising, because of its engaging ad format and advanced target options, has been a major driver of leads at a low cost. Through continuous thorough keyword research and competitive analysis, the team identified the most relevant and niche keywords that align with MSLAW’s value proposition.
Results
Since the onset of the program in 2014, inSegment has continued to deliver impressive results. As of August 2017, the program was responsible for 31% of all MSLAW enrollments. In addition, inSegment increased MSLAW’s conversions by 385%, decreased its CPL by 56%, and increased its lead generation efficiency by 68%.
A testament to the program’s success, MSLAW has seen an impressive 12% – 16% growth in enrollment over the past few years while enrollment at other law schools continues to decline.
