By: Elizabeth Scavnicky Yaekle

 

What’s In It for You?

If one of your goals is to take your marketing initiatives to the next level, check out this creative campaign that successfully converted the coveted 18 to 30-year-old demographic—college students.
 

The Challenge

1-800-LAW-FIRM is a national company that represents plaintiffs on everything from tax issues, bankruptcy and divorce to medical malpractice and nursing home abuse. A team of experts at High Level Marketing manages the national law firm’s website, SEO and online campaigns.
 
1-800-LAW-FIRM sought to engage law school students to uncover new ways to significantly improve the legal system and/or make it more accessible to the public. The ultimate solution was to reinforce 1-800-LAW-FIRM’s brand positioning as community stewards who lead the charge to make the legal system available to everyone. Given such a narrow target market, the account team at High Level Marketing challenged themselves to think outside of the typical marketing mix in order to appeal to college students.
 

The Solution

An essay contest open only to current law students and offering a $10,000 grand prize was determined to be the best method to generate groundbreaking ideas about how to improve the legal system.
 
1-800-LAW-FIRM, PLLC’s CEO, Ari Kresch, stated,
“Our system doesn't simply need to be repaired, it needs to be re-engineered. Law schools must empower their students to be that change…They will not accept the status quo and will not accept jobs that perpetuate the shortcomings of the past.”
 

Appealing to College Students

The experts at High Level Marketing understand that successfully marketing to the college student segment of millennials requires a shift in tactics and strategy. Overall, millennials comprises 24% of the US population—77 million total people between the ages of 18 and 35. While typical traditional marketing techniques, such as public relations, were used to promote the essay contest, its success can be attributed to the modern methods implemented specifically to appeal to college students.
 
The professionals at High Level Marketing understand what works with this generation—and what does not. The message must be special and succinct in order to appeal to college students’ needs to feel unique, and the media must be authentic and accessible 24/7. The overall marketing campaign, therefore, included tactics such as:
  1. Relevant Reach—The engagement of over 100 of the top law schools across the US to announce the essay contest
  2. Social Media—The empowerment of thousands of current law students to share the essay contest with like-minded friends, classmates, etc.
  3. Touting the Topic—The encouragement to reject and challenge the status quo by sharing their monumental magic bullets.
In addition to procuring a plethora of realistic solutions to significantly improve the legal system, 1-800-LAW-FIRM has planted seeds within many college students who will eventually seek employment at the national law firm in hopes of becoming true agents of legal change.
 
You can also benefit from unique, creative marketing solutions for your products and services while remaining within budget and achieving stellar results. If one of your goals is to take your marketing campaigns to the next level, contact the experts at High Level Marketing.