New York Law School

Beginning with a series of stakeholder interviews, we evaluated NYLS’ current marketing materials, including the website, organic social, and email content and schedule. Through this evaluation, we identified an opportunity to peel back the curtain on the supportive, encouraging environment we learned about from stakeholders that was not reflected in their public-facing materials. 

We created audience personas to define the needs and desires of prospective students and key influencers (i.e., parents, faculty, career advisors), wrote new messaging pillars to refresh the narratives and storytelling focus, and revised the design and visual approach for branded materials across channels. We also evolved the brand voice to include welcoming and supportive language while retaining a knowledgeable and professional tone. 

We developed a go-to-market plan to rollout these changes across owned and paid channels and created detailed implementation recommendations for email segmentation, automations, and messaging. We refreshed the copy on key pages to reflect the new voice, all the while collaborating closely with the NYLS marketing team to socialize the new approach.

Finally, we created and launched a paid media strategy designed to drive awareness and incremental enrollments for the upcoming academic year. Paid platforms included search, Meta, Reddit, and native placements, and included creative testing across prospecting and remarketing tactics. Campaigns led to a dedicated media landing page with customized content and a discreet RFI form to track leads from paid campaigns.