Issuu on Google+

Earn Your Stripes

Integrated Campaign Book 2013


What’s Inside Executive Summary

3

Situation Analysis

7

Primary Research

21

Target Audience

31

Brand Strategy

37

Creative Brief

41

The Campaign

45

Media Plan

71

Budget

87

Appendix

97

Meet the Team

101


Executive Summary

3


Executive Summary The University of Missouri School of Law, known as “Mizzou Law,” came to AdZou with the task of raising its national ranking by means of increasing its applicant pool. Through primary and secondary research, Little Giant Creative investigated potential and current students’ thoughts and attitudes surrounding the law school application process, Mizzou Law and law schools in general. Our target, the Diligent Undergrad, is a student who is succeeding in his undergraduate studies and already has law school on his radar. He is well-rounded and enjoys the undergraduate lifestyle but is looking forward to three years of postgraduate intensive legal study. After establishing our target, we began synthesizing research participant responses to develop key insights that will allow Mizzou Law to connect with the Diligent Undergrad on a level beyond just school attributes and benefits. We found three key ways in which the inherent truth of the target audience intersects with the inherent truth of the school, forming and cementing a bond between them. These insights are further discussed in the Target Audience section (see page 31).

4

We developed our strategic approach around these insights to bring Mizzou Law to the forefront of the Diligent Undergrad’s mind. Mizzou Law is currently viewed as a second-choice school and is not widely known outside of the Midwest. To confront these challenges, we have developed a strategy that places Mizzou Law on a level with its chief competitors: Washington University and St. Louis University. The campaign is also designed to expand the school’s advertising messages beyond the Midwest. Based on our research and analyses, as well as the school’s ultimate goal, we created the fully integrated “Earn Your Stripes” campaign to show potential applicants that Mizzou Law is a top-tier school and an ideal choice for someone wanting a superior education.


Situation Analysis

7


Overview In 1872 the Curators of the University of Missouri decided a more formal education process, rather than apprenticeships, was necessary for qualifying students for admission to the bar, making the University of Missouri Law Department one of the oldest law schools west of the Mississippi River.

Resources and Competencies of Mizzou Law

Due to a lack of funding, Mizzou Law is unable to provide substantial scholarships for students. However, most students receive in-state residency after the first year, which makes tuition significantly lower than its competitors in the region.

• At least one Mizzou Law graduate lives in every state, which offers a wide range of connections and opportunities for students outside of Missouri.

Mizzou Law is located in the heart of Columbia, Mo., which is located in central Missouri, between St. Louis and Kansas City and a half-hour from the state’s capital, Jefferson City. Columbia is routinely rated as one of the best U.S. cities in which to reside.

• Alumni include: established professionals such as governors, legislators, judges and attorneys general across the country.

• Located close to the state capitol, Mizzou Law students have the opportunity to practice/intern within state legislative and administrative offices.

Mission Statement Mizzou Law aspires to be the school of choice for outstanding students, both from Missouri and other states. As a national leader in the field of dispute resolution, we seek to complement a strong traditional curriculum with an orientation toward lawyering as a problem-solving endeavor.

8

We strive to foster a diverse faculty of nationally recognized scholars who are committed to effective teaching, and to attract a student body with diverse experiences and views. We also strive to offer an intellectually rigorous and collegial environment for the study of law. Furthermore, we seek to graduate well-rounded lawyers who are sensitive to ethical issues, prepared to serve clients, and ready to be leaders in promoting justice.


Competitor Assessment Who are the direct competitors? • Saint Louis University, Washington University in St. Louis, Loyola University - Chicago, University of Illinois, University of Tennessee

What is the intensity of competition? • Heavy because most schools can double the amount of scholarships they offer their students. Schools in Kansas City and St. Louis are more appealing to prospective law students because of the large amount of job opportunities.

What are competitors’ advantages and disadvantages? • Advantages: • Financial ability to provide students scholarships • Greater abilities for advertising • Higher rankings • Location • Greater pool of applicants • Disadvantages: • Higher tuition • Higher admission requirements

10


11


Competitor Assessment (Continued) What is the likelihood of new competition? • All law schools are experiencing a downward trend in class size, and Mizzou’s inability to provide a lot of scholarships increases the likelihood of competitors. • The number of competing schools has increased over the past 50 years, but very few new competitors have entered the market in recent years (see Figure 1).

12


Figure 1

Increase in U.S. Law Schools from 1964 to 2013 210

Number of Law Schools

201

135

1964

1973

1983

1993

2003

2013

Year

13


Assessment of External Environmental Opportunities and Threats Demographic • Total minority law school enrollment in 2012-2013 was up to 35,914 from 13,250 in 1988 (see Figure 2).

• Total female law school enrollment in 2012-2013 was up to 65,387 from 1,739 in 1963 (see Figure 3).

• The Hispanic and Asian population had the greatest increase during this period.

• Total male law school enrollment in 2012-2013 was up to 73,668 from 44,927 in 1963 (see Figure 3).

Figure 2 Total U.S. Minority Enrollment in Law Schools

35,914

13,250

1988 14

2013


Figure 3

Increase in U.S. Female Law Students Over the Past 50 Years 1963

2013

Male = 1,000 Students Female = 1,000 Students 15


Assessment of External Environmental Opportunities and Threats (Continued) Sociocultural • More applicant leverage • The all-time high of 87,500 law school applicants in 2010 decreased to 67,957 in 2012. The applicant pool is expected to drop even more in 2013 (see Figure 4). • 2013 applicants will have access to higher caliber schools as their competition decreases. • Admitted students will also have less competition for scholarships. • Increase in big firm hiring • Law firms have steadily increased their hiring every year since 2009. • Globalization • There is a growing need for lawyers who specialize in international and comparative law, especially international business law. • The top-ranked international law programs are found at New York University, Harvard University and Georgetown University.

16

Economic • Law school tuition surpassed undergraduate tuition in the mid ‘00s. • Since 1988, law school tuition at public universities has increased at a faster rate than private universities.


Figure 4

Decrease in U.S. Law School Applicants 87,500 67,957

2010

2012

17


SWOT Analysis A situation analysis includes a thorough examination of internal and external factors affecting a business. It creates an overview of the organization that will lead to a better understanding of the factors that will influence its future. The situation analysis provides Mizzou Law with the necessary information to make strategic plans for the future. The situation analysis reinforces all of the changes

Strengths • Affordable • Alternative Dispute Resolution (ADR) • Community feel • Focus on Missouri law practice

Weaknesses • Currently Ranked No. 76 in U.S. News and World Report (2013) • Rurally Landlocked • Brand Recall/Identity: Not well known nationwide

• Quality of graduates

• Inability to provide an abundance of scholarships.

• State flagship law school

• Regionally limiting

• Esteemed faculty • Long history • Proximity to state capital

18

Little Giant Creative made to Mizzou Law's Internet appearance and marketing efforts, effectively making Mizzou Law more appealing to applicants. By having an extensive knowledge of outside threats and opportunities, Mizzou Law has a better understanding of where to focus its resources, how to capitalize on its strengths and how to minimize the effects of its weaknesses.


Opportunities

Threats

• Reposition Mizzou Law as a more appealing brand in order to make it more competitive with other schools in the region.

• Competition is intense because most schools can double the amount of scholarships Mizzou Law offers their students.

• Gain insights on University of Missouri School of Law, including current students, prospective students, competitors and national law school trends.

• Competition from law schools in the region: St. Louis University, Washington University, Loyola University Chicago, University of Illinois, University of Tennessee.

• Mizzou is now a member of the SEC, which has nationwide brand recognition that we can capitalize on. 19


Primary Research

21


Introduction Mizzou Law’s main objective is to have a more competitive (lower) acceptance rate. To do this, it needs to accept the same amount of students, but it needs a larger pool of applicants to choose from. Although advertising is not directly correlated to sales, we’ve made it our communication goal to rebrand Mizzou Law as a more competitive, appealing law school

for prospective applicants. By changing the perceptions of prospective students, Mizzou Law will see an increase in its pool of applicants. After analyzing our secondary research and the primary research conducted by Simpson Scarborough, we’ve developed qualitative goals that will lead our focus groups and in-depth interviews.

Qualitative Goals • Develop a deeper understanding as to how and why the target makes law school application decisions.

• Understand thoughts and feelings the target has toward law school in general.

• How do high-achieving students make long-term decisions?

• Discover major tensions and insights at various points along the law school application journey.

• Discover how most undergraduate students first learn about Mizzou Law.

• Develop a deeper understanding about why current Mizzou Law students ultimately decided to enroll.

• Find any thoughts, feelings and attitudes potential law school students have toward Mizzou Law.

22


Research Methodology Focus Group We held a focus group with six current Mizzou Law students. The ratio of men to women was 5:1. The students ranged from age 22 to 26.

Phone interviews with current MU undergraduates We conducted phone interviews with five current MU undergraduates considering Mizzou Law. The interviewees ranged from age 18 to 25 years old.

Phone interviews with non-MU undergraduate students considering applying to Mizzou Law We conducted phone interviews with three nonMU undergraduates considering Mizzou Law. The interviewees ranged from age 18 to 25 years old.

1

Focus Group

8

In-depth Interviews

18 - 25

Years Old

23


Research Findings Prospective students are open-minded and curious

Law school is a stressful time for students.

“My ideal learning environment would be a small, liberal arts feel. There’s a better sense of connectedness.”

“Law schools have the highest incident of stress, and the most problematic thing about it is that it doesn’t go away after school’s over, it sticks with you for the rest of your life, and I think this is in large part due to the ranking system (a way to sort people).”

“I would want a strong instructor guiding a discussion with debate on issues so we can evaluate different sides.”

Columbia, Mo. is not a cornfield like most people out of the state think. It has a vibrant culture that offers a wide variety of off-campus activities. “Columbia has the cozy, intimate, local feel that larger cities can’t offer, and is within walking distance of downtown.” “There’s a lot of artists in this community too, if you’re into any kind of artwork, painting or drawing, photography or filmmaking, there’s a group that makes it which is pretty cool.” “Columbia has a small town feel. The whole town revolves around campus and it seems more liberal and accepting than most Midwest towns.”

24

“I don’t think any amount of advice would prepare me for the day-in-day-out, spending 12 hours in the same building, just that kind of deal. But Michelle (Heck), the admissions office and the ambassador program made me as prepared as I could have been.”

Research and rankings matter “I started by going to U.S. News and World Report for law school types, prices and rankings.” “My top law school choices would be Georgetown and Vanderbilt. I like the prestige and I like that they have strong hands-on learning programs.”


“I went to the Heidelberg after class to do some homework and drink a beer. I thought to myself, 'Life is great!'�

25


Research Findings (Continued) Prospective law school students care about the quality of the education they will be getting versus other factors such as sports.

“I want to be in classes with other people who are serious about their program or career. I’m not a competitive person, but having some competition would keep me focused and I think the pressure would stimulate better thoughts.”

“As a strat comm student, I think Mizzou Law should know that people who went to undergrad at Mizzou and people who did not are totally different. They should not emphasize on sports, but should present more serious look. They should target for different audiences. More mature look.”

Professors at Mizzou Law add a personal touch that is extremely valuable to the students.

“Undergrad should focus on a well-rounded ‘blanket’ education with experience in all realms, while law school should be more specialized and applicable to the real world. With undergrad, you are making yourself look good on paper so that you can get into graduate programs; law school is about being the best you can be as a lawyer, not just on paper.”

Law school applicants are not afraid to work “When I first got to Mizzou, it felt very welcoming and it was easy to make friends, but I wish the other students cared about education more. I was in classes with people who didn’t try very hard and that’s unfortunate because college is a privilege.”

26

“They will go out of their way to help you, and most of the professors are like this.” “I think a lot of them get a kick out of helping students, I really feel like all of the professors are very available for the most part and they really care about you, and they want you to learn.” “I really like our faculty, and it is very diverse too, everybody has their role, like personality wise.”


“I start by looking up top-ranked law schools. I research the programs at each school and compare prices. Then I consider the location; somewhere near a big city would be best.�

27


Research Findings (Continued) Professors are a key resource for Mizzou Law students wanting to work out of the state. “I think one of the keys to getting a job out of state is probably not through the career services, but if you ever get a good mentoring relationship going with one of your professors, most of our professors have pretty broad networks, and they know companies, they do researching, so if you get a professor who is on your side, they can usually put you in touch with at least a lead.” “I hear a lot of people get frustrated about finding jobs, and they hit a similar wall at the career services. But there are other paths and there’s no map.”

28

“I think professors are definitely very underutilized. Most of our professors went to very good law schools, finished on top of their class, were very successful attorneys for a long time, and now have very big networks. I feel like a lot of people don’t get to know their professors on a personal level. It can be intimidating, but if you get a chance to talk to them, you’ll find they are some of the nicest people you’ll ever meet. They are the people who can help you go places.”


“It would be nice if we had a pre-law program, but I had to prepare on my own by studying for the LSAT like three months in advance.�

29


Target Audience

31


Target Profile Meet The Diligent Undergrad The Diligent Undergrad is a student in constant motion, working toward multiple short-term goals but one primary: a top-tier law school. He is a man or a woman, but for the purposes of this book, we will use the pronoun “he.” He strives for top grades and is on his way toward graduating with honors. He can be found in the library, with his nose buried in a book or on campus advocating for social change. He surrounds himself with all sorts of people, but his closest friends are just as focused on academics and driven by prospects of an illustrious career. The Diligent Undergrad has been thinking about law school for years. He grew up with a lawyer in the family who gave him a glimpse into the daily struggles and fulfillments of an accomplished attorney. His resume has the perfect balance of work, volunteer and educational experiences, but now he’s ready to move out of the general undergraduate atmosphere and devote the next three years of his life to concentrated legal study. Graduation may be a year or two off, but he’s nowhere near finished with school. For most of his friends, graduation is the great release into the “real world” of careers, mortgages, loan payments, children, families. Not for him. He’s revving up for one thing: law.

32


Consumer Insights “I’ve had the undergrad experience – football games, Greek life, student council – and now I’m ready to take my education to the next level. I look at schools with these long, illustrious histories and think ‘Man, I want to be a part of that.’ My time in law school will lay the foundation for the rest of my career, so I want one I know I can trust.” “The thought of law school scares the crap out of me. It’s going to be tough and I know it. Studying 12 hours every day. Professors tearing me down. Constantly competing with the rest of my class for the top grade. But you know what? It’s worth it. After three years, I will be ready to enter the field. I will be ready for a top law firm. And I know that I will have deserved it.” “I’m ready for a tough law school, and I want a place that can set me up with a good internship. That means I’m going to have to apply to places in big cities, or at least places that have a lot of prestige like Yale or Princeton or something. How could I get a job if I went to school in the middle of nowhere?”

34


35


Brand Strategy

37


Brand Strategy The Target’s Needs

Where Mizzou Law Will Be

The Diligent Undergrad needs excellent professors, a studious environment, hands-on learning programs and confidence that he will be ready for the legal profession.

Using the strategies and tactics listed in this book, Mizzou Law will be at the forefront of the Diligent Undergrad’s mind throughout most of his undergraduate career. Mizzou Law will no longer be seen as a second-choice school. Students from all over the country will seek out Mizzou Law with the same excitement as they would Washington University in Saint Louis, Georgetown, Yale, Stanford, and Saint Louis University.

Mizzou Law’s Solution Mizzou Law is one of the Diligent Undergrad’s best options for a focused, meaningful legal education. The school combines its long history and old-world prominence with advanced, forward-looking strategies for helping students adapt and compete in an ever-evolving legal field.

Where Mizzou Law Is Currently Mizzou Law is rated number three in the country for dispute resolution and has very reputable professors; however, it is not seen by prospective students as very prestigious due to its central location in Missouri. Mizzou Law has to compete against schools like St. Louis University and Washington University that are located in the heart of big cities and can offer its students greater opportunities.

38

Brand Position Statement For the Diligent Undergrad, Mizzou Law is the reliable comrade that will guide him through a rigorous three years of law school and even the application process leading up to admission.


Creative Brief

41


Creative Brief Why Are We Advertising? To encourage undergraduate students to apply to Mizzou Law by showing them it is a place of rigorous, fulfilling, legal study.

For a focused, meaningful legal education, apply to Mizzou Law.

Who Are We Talking to?

Support

They are smart, passionate, 19 to 23-year-old undergraduates who take a non-nonsense approach to their studies. They can be found in libraries, with their noses buried in books or on college campuses advocating for social change. Their resumes are well rounded with work, volunteer and educational experiences, but now they are ready to devote three years to studying law.

What do we know about them? (Key Consumer Insights) “I’ve had the undergraduate experiences - football games, Greek Life and Student Council - and now I’m ready to take my education to the next level. I look at schools with these long illustrious and think, ‘Man, I want to be a part of that.’ My time in law school will lay the foundation for the rest of my career, so I want one I know I can trust.”

42

What do we want them to take away? (Main Message, Promise)

• Mizzou Law is one of the oldest law schools in the Midwest. • Values change from general education in undergraduate program to law-specific education in graduate programs. • Potential law students want an environment with few distractions. • Prestige is valued, but potential law students cannot say why. • Mizzou Law offers an intellectually rigorous and collegial environment for the study of law. • Mizzou Law combines historic, old-world prestige with forward-thinking modernity.


Creative Sparks

Tonality

“You can get the basic ‘college experience’ anywhere. I want a graduate school that is the best in its field.”

Inspiring, elite, prestigious, classic yet modern.

“You’re pretty much spending 12 hours a day in that school.” It’s nice to be able to wind down at the Heidelberg down the street.”

Mandatories Mizzou Law logo, new slogan, website, Twitter handle, and Facebook

If money wasn’t a factor, my top law school choice would be Yale. It’s just one of those schools that has a strong reputation. It’s serious, you know. People you’re a big deal if you went to Yale.” “These professors are my life line. They know their fields inside and out and can point us in the right direction when we begin looking for jobs.”

43


The Campaign

45


The Big Idea

Slogan

Throughout the campaign, the big idea is to create brand awareness and identification for prospective law students. The ultimate goal is to have more applicants to the school. To do this, the campaign centers around getting people interested in Mizzou Law. The traditional yet modern campaign achieves this task by maintaining the school as a respectable prestigious university, while engaging the target with a modern, integrated campaign.

At Mizzou Law, you “Earn Your Stripes” through a series of rigorous courses and personal accomplishments to earn your law degree. The campaign’s slogan combines this sense of rigor with the common stripe motif of Mizzou Tigers. It is derived from a military phrase used to show an individual deserves a particular rank or position. Soldiers wear stripes on their uniforms to indicate rank. The phrase connects to Mizzou culture with the use of the word “stripes,” as in tigers’ stripes.

EARN YOUR STRIPES

46


Direct Mail The direct mail pieces show points of differentiation that the target will find appealing. In our research, we found that cost, location and degree options were three of the main concerns of the target, so these were the things we focused in on in our campaign. The design tactic is minimalistic with a bold text to engage the target and entice them to read further. For this reason, we chose to use a simple graphic to accompany the bold copy. The copy on the back side further discusses what Mizzou Law has to offer and includes a reminder of an upcoming event in the application process.

48


THE IDEA OF BEING TRAPPED IN A CORNFIELD SCARES US TOO.

WHEN YOUR ROOMMATES FORCE YOU TO PICK A SIDE ON THE KITCHEN SINK FEUD, YOU’LL KNOW WHAT TO DO.

AFTER GRADUATION, YOU WON’T HAVE TO SAY, “I’M MOVING BACK HOME.”

NEXT TIME SOMEONE ASKS WHERE YOU WERE SATURDAY NIGHT, YOU’LL HAVE A SOLID ARGUMENT.

49


THE IDEA OF BEING TRAPPED IN A CORNFIELD SCARES US TOO.

50


We understand the desire to spread your wings and travel. That’s why when you apply to Mizzou Law, you aren’t committed to living in rural Missouri for the rest of your life. Alumni from the school live in every county of Missouri, in addition to all 50 states and 21 foreign countries. So plant new roots and dare to dream. The opportunities are endless.

University of Missouri School of Law 103 Hulston Hall Columbia, MO 65211-4300

PLACE STAMP HERE

Apply for early consideration at: law.missouri.edu

EARN YOUR STRIPES.

51


WHEN YOUR ROOMMATES FORCE YOU TO PICK A SIDE ON THE KITCHEN SINK FEUD, YOU’LL KNOW WHAT TO DO.

52


While many shy away from the idea of being pulled into a disagreement, you’ll feel confident moderating debates as a student at Mizzou Law.

University of Missouri School of Law 103 Hulston Hall Columbia, MO 65211-4300

PLACE STAMP HERE

Ranked No. 3 in Dispute Law nationally, the law school is confident in its ability to provide a strong foundation for its students in this program as well as top graduating programs Criminal Law/Litigation and Corporate Law. So you’ll be prepared for anything, no matter what your roommates throw at you.

Admission deadline is approaching, visit: law.missouri.edu

EARN YOUR STRIPES.

53


AFTER GRADUATION, YOU WON’T HAVE TO SAY, “I’M MOVING BACK HOME.”

54


Getting through law school is hard, so why should it be that way when it comes to paying for your fees? At Mizzou Law, we know how stressful the cost of education can be. That’s why we strive to give you a competitive education at an affordable cost. With scholarships and financial aid available, you won’t have to move back into your childhood room as you pay back your loans. It’s that easy. Get your degree and move on in your journey.

University of Missouri School of Law 103 Hulston Hall Columbia, MO 65211-4300

PLACE STAMP HERE

Apply for scholarships at: law.missouri.edu

EARN YOUR STRIPES.

55


NEXT TIME SOMEONE ASKS WHERE YOU WERE SATURDAY NIGHT, YOU’LL HAVE A SOLID ARGUMENT.

56


At Mizzou Law, things are done a little bit differently. With hands on experience and opportunities to participate in externships, you’ll learn what it takes to be a lawyer and argue your case early on. And with the campus just 30 minutes away from the state capitol, students have the chance to work with experienced attorneys to learn the profession. So when someone tries to pick a fight with you, you’ll have practical knowledge to back up your argument.

University of Missouri School of Law 103 Hulston Hall Columbia, MO 65211-4300

PLACE STAMP HERE

Register for the LSAT at lsac.org For more information on deadlines visit: law.missouri.edu

EARN YOUR STRIPES.

57


Digital/Web Banner The same artistic style in the direct mail (bold headline, simple graphic) will be used for the web banner ads. Having a call to action (earn your stripes) will pull prospective students to Mizzou Law’s website, where they can learn more information about the school and how to apply. Using a simple animation, the ads will draw the viewer’s attention to a small, yet relatable story that will end with an invitation to click and visit the Mizzou Law website.

58


BECAUSE NO ONE LIKES FIGHTING NEIGHBORS.

Ranked No. 3 in Dispute Resolution. Earn Your Stripes

BECAUSE NO ONE LIKES FIGHTING NEIGHBORS.

59


Student Video Including video in websites increases stickiness (how long a viewers stays on a page). To keep people on the Mizzou Law website, there will be two videos: one general welcome video and one that is specific to student experiences. The student video is meant to encourage the target to consider and desire coming to Mizzou. To do this, the video includes testimonials from current students along with graphics and upbeat music to keep it traditional yet modern.

60


Open with image of Mizzou Law (0:00-0:05) Upbeat/pop music plays throughout video

Interview with Student 1 about Mizzou Law experience (0:06-0:20)

Cut to students walking into law school (0:21-0:30)

Interview with Student 2 about Mizzou Law experience (0:31-0:50)

EARN YOUR STRIPES

Cut to b-roll of law school (e.g. classrooms, hallways, library) (0:51-1:00)

Interview with Student 3 about campus/ community life (1:01-1:20) B-roll of Columbia culture/activity (1:21-1:30)

Conclusions of interviews (1:31-1:50)

Cut to wide shot of law school (1:51-2:00) Mizzou Law logo and slogan fade in

61


Welcome Video In addition to the student video, the concept for the welcome video includes a quick history of Mizzou Law, which will be sketched because the campaign is meant to be modern, yet traditional. The history holds tradition while animation hints at modernity.

62


WELCOME!

Opens with whiteboard and hand with dry-erase marker (0:00-0:05)

Y OF

HISTOR

MIZZOU

L AW

Cut to quick, cool history of Mizzou Law (0:06-1:00) Sketches include: origin of the law school (e.g. sketches of founder, mission statement)

L AW MIZZOU AY D TO

Transitions to Mizzou Law now (1:01-1:30)

EARN YOUR STRIPES

Cut to art card and slogan (1:31-1:35)

Sketches include: opportunities students will receive (e.g. sketches of classrooms, the law library, mock trials, Columbia and culture)

63


Mizzou Law Website: Homepage The website has been updated to create a modern appearance. The large graphic upon entering the site establishes a inviting feel and increases stickiness. There is a certain, minimalistic approach in redesigning the page. The navigation is comprehensive with fewer tabs that are easy to identify and use. The overall feel of the home screen has also been updated with the addition of a short video that will introduce viewers to the school.

64


65


Mizzou Law Website: The Newsroom The new design of the website will include a newsroom page that will house relevant news and information (i.e. press releases and links to blogs/social media) and updates going on at Mizzou Law.

66


67


Social Media Prospective law students are young adults. They’re more active online, especially on social media than the generation before them. In order to have a consistent brand identity, we suggest that the name of all social media outlets are changed to “Mizzou Law”. This will increase brand awareness and keep Mizzou Law at the top of prospective students’ mind, when being present in the their news feeds. For example, the Facebook page will exhibit same brand identity standards as the Twitter page execution on the right.

68


69


Media Plan

71


Media Objective Target Audience Definition

Timing

Concentrate message delivery toward current undergraduate, with primary emphasis on high achievers, age 19 - 23, who live in the U.S. and who are financially competent. The target's psychographic profile includes serious academic focus, observant, critical, determined and open-minded.

Maintain competitive weight levels throughout the year in an effort to work in conjunction with stages in the application process.

Creative Requirement

Deliver even weight to support national marketing efforts.

Provide a positive and quality media environment that offers the opportunity to apply to Mizzou Law.

Promotions

Reach and Frequency Achieve a minimum level of up to 85% reach against the target audience with an average frequency of 2 over a four-week period.

72

Geography

Coordinate media scheduling with major promotional events in order to maximize total marketing effort.

Budget Achieve all of the above within the overall media budget of $50,000.


Media Strategy Target Audience Concentration will be placed on undergraduate students who have a 3,842.21 BDI. Based upon our BDI analysis, strategic impressions should be divided as follows: • Geographic coverage • Geographic coverage will be primarily through online banner advertisements, web videos, school viewbooks, school information packets, social media and website directed toward the target audience. All media types will be used during peak selling periods • Seasonality • Direct mail and banner ads will be used to provide additional support during selling seasons.

73


Media Tactics & Rationale: Direct Mail

74

The Tactic

Rationale

Applying to law school is a year-long process. It’s time consuming and applicants are expected to juggle multiple things: studying, registering for the LSAT, applying for scholarships, applying to the school. Mizzou Law can help in this process by sending friendly reminders about what’s coming up and where in the process applicants should be. These would be postcards, distributed using the Admissions Department’s database.

In our primary research, we found that one of the biggest barriers for potential law school applicants is simply trying to wrap their heads around all that they need to do to apply. They are overwhelmed by balancing the application process, schoolwork, and extracurricular activities. Mizzou Law can position itself as a caring friend with reminders of where they need to be in the process. Potential applicants will begin to trust Mizzou Law has their best interest at heart and will move the school into its top choices for post-graduate education. By reaching out to consumers at every step in the decision making process, we are creating a journey that, ultimately, will lead to a fabulous Mizzou Law application. Studies have shown that 75 percent of millennials find direct mail to be useful. However, 92 percent say they are influenced by direct mail to make purchase decisions as opposed to 78 percent who are influenced by email.


Media Tactics & Rationale: Digital/Web Banner The Tactic

Rationale

We will place banner advertisements on two websites that pre-law students visit to find information about the law school application process. The first website is princetonreview.com. We will place ads on this site during the months of September and November. The second is abovethelaw.com. We will place ads on this site during the months of November and December. Both websites provide information for undergraduate students who are researching potential law schools.

Students in their undergraduate careers who are preparing for law school will also be preparing for the LSAT, or Law School Admission Test. They will turn to The Princeton Review, a leading source of test preparation that operates in 41 states and 22 countries. Last year, The Princeton Review reached over 3.5 million students. The company’s website offers online test preparation and law school resources.

princetonreview.com 415,057 visitors per month

abovethelaw.com

219,686 visitors per month

Potential law students also turn to law publications like abovethelaw.com to learn about industry trends and law schools that are meeting those trends. This website primarily attracts lawyers, law school students and undergraduate students. The website’s third listed tab is “Law Schools” and provides articles related to the law school application process. The timing of the ad placements is essential. Most students will be visiting the Princeton Review sites in the months leading up to major national test dates. Since October and December LSAT dates have historically been the most popular, we will place ads on the test prep site in September and November. LSAT results are usually delivered one month later and the heaviest season for law school applications is November and December. Because of this, we will advertise on Above the Law during these months while students are searching for law schools. 75


Media Tactics & Rationale: Web Video The Tactic

Rationale

We will place short digital videos on Mizzou Law’s website and various video publishing sites, such as YouTube and Vimeo. There are no placement costs and the videos’ exposure is expected to increase with time due to sharing.

We found that potential law school applicants’ No. 1 source for law school information is the school’s website. It’s the first place they turn to for schools with which they are already familiar. It is also the first place applicants turn to after looking up school ranks. Since U.S. News & World Report ranks Mizzou Law third in the dispute resolution practice area, it will be one of the first sites applicants visit when researching that field of study. Adding videos to the website will also make the site more “sticky.” A 2010 study by Comscore backs this up, showing that on average people stayed two minutes longer on a website when they watched a video. The longer time spent on Mizzou Law’s website will thus yield a higher conversion rate, which in our case would be requesting more admissions information.

76


Media Tactics & Rationale: Viewbook The Tactic

Rationale

Mizzou Law currently distributes its “Viewbook” to potential applicants who request information or who visit the campus. This is an overview of the school and its environment, including information on the City of Columbia. It’s a useful tool, but the current art and copy do not fit our proposed strategy.

As with any integrated marketing communications plan, consistency of message, voice and look is essential across all touchpoints. By updating its Viewbook, Mizzou Law will ensure that its brand resonates in all channels to create a stronger brand identity.

77


Media Tactics & Rationale: Information Packet

78

The Tactic

Rationale

Mizzou Law delivers many of its flyers and information packets in a decorative, Mizzou-themed folder. Like with the Viewbook, we will update the look and feel of the folder to better reflect the new communications strategy.

As with any integrated marketing communications plan, consistency of message, voice and look is essential across all touchpoints. By updating its Viewbook, Mizzou Law will ensure that its brand resonates in all channels to create a stronger brand identity.


Media Tactics & Rationale: Mizzou Law Website The Tactic

Rationale

Rebrand Mizzou Law website to showcase the professionalism and academia of the Mizzou Law. The website will reflect all the other marketing materials we have created.

The website is the hub for all of Mizzou Law’s communication efforts. The colors, fonts and photos used should be picked very carefully because the website may be a prospective students first and only impression of Mizzou Law, so it should be a good one. The website design is redone to reflect the other marketing materials and to reflect our new theme of modern yet traditional.

79


Media Tactics & Rationale: Mizzou Law Website - The Newsroom

80

The Tactic

Rationale

We will add a new page to the website, and it will have a main tab, so users can get to it easily whenever they are on the Mizzou Law website. The newsroom is a journalist’s dream. It is a one-stop shop resource center. It will house all of the Mizzou Law media (i.e. press releases, blogs and social media). The newsroom will also have links to highresolution photos of all faculty members, the Mizzou Law logo, Hulston Hall, and a link to the database of faculty publications.

To increase the awareness of Mizzou Law as a prestigious law school, it needs to increase its media coverage. The newsroom will make it very simple for a reporter to develop a story about Mizzou Law.


Media Tactics & Rationale: Mizzou Law Website - The Blog The Tactic

Rationale

We will add a new link in the newsroom for a Mizzou Law blog. This blog will feature guest post from professors, and it will also be a place to brag about accomplishments and other happenings regarding Mizzou Law and the field of law in general.

Currently, the Mizzou Law website has links to some professors personal blogs, but we also need Mizzou Law to have a blog. Blogs are important tools to have because the news you have to share is not always going to be worthy of a press release, but it is worthy of a blog post.

When to write a blog post: If a Mizzou Law professor receives an award, we should write a blog post to promote and congratulate the professor. We would not send this out as a press release unless the award is very prestigious and only given to a small number of candidates.

81


Media Tactics & Rationale: Mizzou Law Website - Press Release The Tactic

Rationale

We will add a new link in the newsroom for the press release archive. This will allow journalists and those interested to search through press releases sent out by Mizzou Law. Press releases will be posted only about newsworthy events, such as large donations, well known speaker coming to town, professor gets research published, etc.

We found some press releases on Mizzou Law’s website and on the MU News Bureau site, but they need to be more easily accessible for journalists looking to write a story on Mizzou Law.

When to write a press release: If an anonymous donor gives Mizzou Law $12 million, we would send out a press release because this is definitely newsworthy. This is a lot of money and journalist would be interested in your plans for how we will use the money.

82


Media Tactics & Rationale: Social Media The Tactic

Rationale

Mizzou Law should be posting on Facebook at least twice a day and posting on Twitter at least 4 times a day. This may seem like extra work, but we recommend using the free online tools developed to help manage social media platforms, such as HootSuite. This tool allows you to plan out your tweets/posts ahead of time. Use HootSuite for planned events such as speakers coming to Mizzou Law and holiday-related post.

Our research shows that Mizzou Law is a casual user, meaning on average one post a day. We would like this to be a little higher, but since you are already doing it, we just want to provide you with tactics of how to better utilize social media. For Facebook and Twitter, we recommend using the 70/20/10 rule, which means 70 percent of your content is related to law; 20 percent is reposting and sharing information from your followers and other law-related social media pages; and 10 percent of your content can be some bragging.

You will still want to make sure for analytical purposes that you are posting at least twice a day directly from your Facebook and Twitter accounts. To get more content for your page, we recommend sending out a monthly questionnaire to your faculty asking them what kind of things are going on in their classrooms that month. These questionnaires would provide you with law-related content and some great promotional content. You can create a free online survey using Survey Monkey.

Right now your Facebook page does the 70/20/10 pretty well, but most of your tweets are shout-outs to professors for their birthdays (which would be considered promotional). Although this is good for employee morale, the Facebook and Twitter pages are not for the professors. These are media that should be targeting prospective law students and alumni, so we want to make sure the content we push out is related to current law trends, happenings at Mizzou Law and admissions tips.

83


Moving Forward Right now Mizzou Law is keeping up with the social media trend, but to truly maximize the potential benefit of our recommendations, Mizzou Law should consider hiring a part-time intern. Missouri School of Journalism offers a class specific to social media. After this class, students have the necessary skills and knowledge to manage a Facebook and Twitter page. Instead of paying the intern, the student could receive class credit. This type of internship gives the student an opportunity to really hone in and perfect their writing and perfect their writing skills. In return, the communication department can focus on attracting prospective students moving forward. Because social media is a necessary component to an effective marketing plan, so Mizzou Law needs to ensure a team member is building their online social presence. This will help target prospective students while reflecting our new integrated marketing campaign “Earn Your Stripes.�

84


Budget

87


Budget: Good Web Ads Production Costs Placement Costs

$0 princetonreview.com (2 Mo.)

$5,000

abovethelaw.com (2 Mo.)

$5,000

Web Videos Production Costs General Welcome

Placement Costs

$10,000 $0

Direct Mail Production Costs Placement Costs

$1,000 $0.33/card

$4,950

Viewbook Production Costs Placement Costs

$1,000 $0

Information Packets Production Costs Placement Costs

Total

88

$7,400 $0

$34,350


Budget: Good - Calendar Flow Chart

Month week

Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Web princetonreview.com abovethelaw.com

$ Total

$5,000 $5,000

Digital Video Welcome

$0

Direct Mail Study for the LSAT Register for the LSAT Apply for early consideration Apply for scholarships Final deadline's around the corner

$1,980 1980 330 330 330

Viewbook Information Packet Website

Monthly Reach Monthly Frequency GRPs CPM Budget Monthly

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

494,285 7 3459995 $5.72 18.93%

80,228 7 561596 $8.25 4.41%

714,971 9 6434739 $7.92 37.86%

299,914 8 2399312 $10.54 21.14%

$14,950

89


Budget: Better Web Ads Production Costs Placement Costs

$0 princetonreview.com (2 Mo.)

$5,000

abovethelaw.com (2 Mo.)

$5,000

Web Videos Production Costs General Welcome

$10,000

Meet a Student

$10,000

Placement Costs

$0

Direct Mail Production Costs Placement Costs

$1,000 $0.33/card

$4,950

Viewbook Production Costs Placement Costs

$1,000 $0

Information Packets Production Costs Placement Costs

Total 90

$7,400 $0

$44,350


Budget: Better - Calendar Flow Chart

Month week

Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Web princetonreview.com abovethelaw.com

$ Total

$5,000 $5,000

Digital Video Welcome Meet a Student

$0 $0

Direct Mail Study for the LSAT Register for the LSAT Apply for early consideration Apply for scholarships Final deadline's around the corner

$1,980 1980 330 330 330

Viewbook Information Packet Website

Monthly Reach Monthly Frequency GRPs CPM Budget Monthly

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

79,228 6 475368 $4.17 2.21%

494,285 7 3459995 $5.72 18.93%

80,228 7 561596 $8.25 4.41%

714,971 9 6434739 $7.92 37.86%

299,914 8 2399312 $10.54 21.14%

$14,950

91


Budget: Best Web Ads Production Costs Placement Costs

$0 princetonreview.com (2 Mo.)

$5,000

abovethelaw.com (2 Mo.)

$5,000

Retargeting Ads

$10,000

General Welcome

$10,000

Meet a Student

$10,000

Web Videos Production Costs

Placement Costs

$0

Direct Mail Production Costs Placement Costs

$1,000 $0.33/card

$4,950

Viewbook Production Costs Placement Costs

$1,000 $0

Information Packets Production Costs Placement Costs

Total 92

$7,400 $0

$54,350


Budget: Best - Calendar Flow Chart

Month Week

Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Web princetonreview.com abovethelaw.com retargetting ads

$ Total

$5,000 $5,000 $1,000

Digital Video Welcome Meet a Student Direct Mail Study for the LSAT Register for the LSAT Apply for early consideration Apply for scholarships Final deadline's around the corner

$1,980 1980 330 330 330

Viewbook Information Packet Website

Monthly Reach Monthly Frequency GRPs CPM Budget Monthly

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

80,228 7 561596 $5.15 2.21%

495,285 8 3962280 $5.88 18.93%

81,228 8 649824 $9.15 4.41%

715,971 10 7159710 $15.01 37.86%

300,914 9 2708226 $19.08 21.14%

$15,950

93


Evaluative Metrics Since our ultimate goal is to rebrand Mizzou Law and attract more applicants, we encourage Mizzou Law to evaluate our plan after implementation by viewing their analytics. Analytics means clicks on the website, clicks on the banner ads, and number of applicants. Mizzou Law will use Google analytics to determine if we were able to increase traffic to its Admission page, Dispute Resolution page and Newsroom. Mizzou Law currently has 97 Facebook likes and 622 followers on Twitter. By implementing our new social media strategy, Mizzou Law should see a 15 percent increase in these numbers (112 and 715 respectively). To evaluate engagement of these pages, Mizzou Law should see at least five outside sources (people not on Mizzou’s staff) commenting on posts each week, and Mizzou Law should see at least five of tweets retweeted each week. Finally, to evaluate if our marketing efforts to see if we hit our ultimate goal - to increase the amount of students who apply to Mizzou Law - Mizzou Law should see the number of applicants increase by 15 percent.

94


Appendix

97


Appendix In-Depth Interview Questions Phone Interviews: 5 potential Law students who are currently in undergraduate programs at MU.

• Where did you attend undergrad? • What are your top 3 school choices?

• What programs are you in currently?

• Why are these your top 3 choices?

• If money weren’t an issue, what are the top three law schools in your mind? If considering other factors, what are the top three?

• If money was not an issue, what would be your top 3?

• What are the most important factors in your decision on law schools (professors, law school programs, tuitions, future job market)? What are the proportions on each factors?

• What is the biggest factor when considering where to go to law school?

• What are your impressions of Columbia? How long have you been studying at Columbia? Do you think Columbia is a place full of opportunities? Are you from the state of Missouri? • What are the impression of MU law school? Do you think it is a classic one or a modern one? • Where do you see yourself in five years? • What comes to mind when you hear the word, “Missouri?” Do you like living in Columbia? Is Columbia appealing to you? If not, why?

98

Phone Interviews: 3 non-Mizzou potential MU Law students

• If location was not an issue, what would be your top 3?

• What comes to mind when you hear the word “Missouri?” • What knowledge do you have of Columbia, Mo.?


Focus Group - 6 Current Mizzou Law Students • Where else did you apply for law school? • How did you decide on Mizzou? What was your bottom line? • Did anyone here visit another law school? What was that experience like? • Where do you see yourself in five years? • What about Mizzou Law gets on your nerves? • What’s the most challenging part about studying law here? • What’s your favorite thing about Mizzou Law? • Describe your peers. • Describe your ideal professor. • Describe the ideal law school. • Now we’re going to do some drawing. Think back to when you were a senior in high school. When you thought of law school, what did that look like? What were people doing? What was the professor saying? How were people dressed? What were the expressions you saw?

99


Meet the Team

101


Small Agency. Big Ideas.

102


103


Tuva Aasen

Lauren Flaker

Arthur Fykes

Tuva Aasen is a senior journalism major with an emphasis in strategic communication and a business minor. Besides having made her way across the ocean from Bergen, Norway to pursue her American dream of a journalism degree, she is an adventurous world traveler. Traveling across the globe has made Tuva bilingual and broadened her understanding of various cultures worldwide. She has also sailed along the Norwegian coast to the Russian border countless times as a waitress and housekeeper on a Norwegian cruiseline the past eight summers. After graduating in December 2013, she plans on returning to Norway to attend graduate school to finish her advertising education.

Lauren Flaker is a senior (yikes!) majoring in journalism with an emphasis in strategic communication and a minor in business. She is also a member of the Honors College and a Bright Flight recipient. After completing a creative internship at MediaCross Inc. in St. Louis last summer, Lauren decided she still loved advertising and came back for her final year at Mizzou. In her free time, she enjoys her time spent running in circles as a letterwinner on the Missouri track & field team as well as knitting, which she does while watching the Big Bang Theory. After graduating in May of 2014, Lauren plans on attending graduate school to become an advertising guru.

Arthur Fykes IV is a senior journalism major with an emphasis in strategic communication and a minor in psychology. He is also a multicultural certificate recipient. From Chicago, Arthur spent the summer of 2013 interning as a Visual Communications Intern at The Field Museum, and in the fall he was a Student Design Teaching Assistant at the J-School, where he taught a lab section of 16 students about the creative advertising process and design. After graduation, he plans to pursue a career in creative (art direction), applying to portfolio schools such as VCU Brandcenter and the Chicago Portfolio School. He eventually wants to work for an entertainment advertising agency on the West Coast.

Account Executive

104

Copywriter

Art Director


Jake Klinghammer

Rebecca Langhorst

Danruo Zhong

Jake Klinghammer is a senior pursuing dual degrees in journalism and business with respective emphases in strategic communication and finance. During his undergraduate years, Jake has interned in businessto-business content marketing and worked as Associate Editor of the Columbia Business Times. He spent the summer of 2013 interning with Standard & Poor’s Ratings Services in the company’s editorial and thought leadership department. After graduation, Jake will work as an account planner in corporate and financial communications.

Rebecca Langhorst is a senior journalism major with an emphasis in strategic communication, business minor and sales certificate recipient from St. Louis. She is currently working as a freelance copywriter for School Webmasters, an Arizonabased company. After graduation in December 2013, Rebecca will work as an Account Strategist at Influence & Co. in Columbia, Mo., where she will work with business owners, consultants, authors, universities and experts who want to build their personal or company brand through full content guest contributions to online publications. Rebecca also plans to continue to develop its awards department into a sustainable facet of the company

Danruo Zhong is a senior pursuing dual degrees in journalism and psychology with emphases on strategic communication and social psychology. She has been honored as the 5th Reynolds Journalism Institute Student Competition finalist, and she was the recipient of the College of Arts & Science Rising Star Award. Danruo served an ambassador of the Chancellor's Diversity Initiative Program in which she has coordinated and participated in various diversity-related events and programs. Danruo has interned at Missouri House of Representatives. After graduation, she will pursue her career in the public relations field.

Media Planner

PR Specialist

Strategic Planner

105


Created By Little Giant Creative


Mizzou Law Campaign Book