Background
Phoenix School of Law is a new law school with a vision of creating great lawyers by focusing on the practical skills and methodologies of practicing law. Established in early 2004, Phoenix School of Law is the only law school in Arizona that offers part-time and evening degree programs. They are also the only law school built on the 3 mission pillars of: Student Centered. Practice Ready. Serving the Underserved.
Goals
Phoenix School of Law recognized their need to generate a strong online presence. They approached I-ology with the goal of developing a strategic online marketing campaign designed to raise brand awareness with prospective applicants. This would in turn increase student enrollment and overall visibility in the market, as well as maximize the Web site's return on investment.
The goals of the online marketing campaign are closely aligned with the business goals of PhoenixLaw. They include:
- Increase overall brand awareness and credibility
- Increase the number of student applicants
- Increase student matriculation
- Recruit qualified professors
- Obtain provisional accreditation
Solutions
I-ology developed an online marketing campaign and re-designed the Web site for Phoenix School of Law in an effort to increase the number of student applicants and increase overall brand awareness.
I-ology's strategic online marketing initiative targeted interested prospects and qualified applicants via:
- E-mail marketing to students who had taken the LSAT
- Search engine marketing techniques - including SEO and PPC
- Banner advertising on key Web sites
- Viral and social media marketing
I-ology also provided an enhanced tracking and reporting process so Phoenix School of Law can gauge the sites' success.
Results
The online marketing campaign and Web site was launched in June, and has already shown significant results. Since the launch, Phoenix School of Law experienced:
- 100% increase in site traffic
- 13% increase in applications from qualified individuals
- Over 100 applications were received in less than a month and an additional 37 students started the fall semester, 17 more students then their goal
PhoenixLaw saw a 64% increase in those requesting more information and requesting to be contacted. Applicants from as far away as Australia have contacted Phoenix School of Law about enrollment in their programs.
"In the first three months we experienced a significant increase in site traffic as well as increases in applications from qualified individuals. Their unique tracking and reporting tools enable us to closely track and monitor the success of our online programs."
- Dennis J. Shields, Phoenix School of Law Dean
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