Challenge
I was working on building my company’s brand, and we definitely had an out-of-sight-out-of-mind problem. That is, law students thought about us only when using the product. We needed a content strategy to expand mindshare so that we could build brand sentiment and showcase products beyond the flagship.
Results
Delivered forecasted student engagement scores, in line with five-year growth plan
Achieved targets for new password registrations
Older students asked for the planners too!
Marketing team developed a crisp voice to carry through to other customer touchpoints and messages
Learnings Delivered to Business
Law school student journey map identifying richest opportunities to connect with our brand
Real-time product usage benchmarks that predicted long-term engagement
Three-year content and online learning plan to bridge students into practice and keep them engaged as they become paying customers
Strategies
Pick our spots by understanding when students are most receptive to our messaging through 1-1 interviews and quantitative analyses of product usage data
Align in-person and digital presence to deliver a consistent message and brand personality
Develop content that supports students and points them back to our products
Coaching on the Content
I led the strategy work on this project and then helped my team translate it into a content plan. I coached the team on many aspects of content development and delivery.
I engaged the team to refine the strategy based on their own experience
Fostered ownership of tactics for team members, guiding them in prioritization activities and ensuring they understood the broader business context
Provided hands-on support as needed and assumed ultimate responsibility for tone and clarity
Tactical Highlights
Rustic wire fencing supporting the growth of morning glories
offer Engaging content online
The Law School Survival Guide addresses the concerns and fears of first-year law students. It gave students a reason to think of us even when they weren’t doing research-based class assignments. It also gave us a platform to lead readers to our products. Visit guide
Earn a spot in their backpack
Our customers love a nice promo item, and it turned out these Gen Z-ers wanted a paper planner. We gave them a tool to help organize their work and schedule. The planner included study tips, dates of legal significance, and the U.S. Constitution.
Amplify big content on social
The Law School Survival Guide and the planner were designed to be amplified. We used our social channels to promote fun and useful items of both so that we stayed top-of-mind with students.