Positioning law in the service of humanity
CUNY School of Law | New York
CUNY School of Law in New York is the premier social justice law school in the country. MOK2's directive was to find a few golden needles in a haystack of potential applicants. Qualifying and increasing recruitment was the goal. Our role was to define and leverage the passion of the brand into practical tools that would attract and relate to a distinctive group of applicants while differentiating this law school from a sea of options. This required a comprehensive strategy that included all of the school's communication channels and the admissions and retention processes to maximize available digital and print touchpoints. CUNY's media-savvy, progressive, future students, are famously unreceptive to traditional marketing. Our broad campaign involved the development of an intensely authentic voice that took risks in speaking to potential applicants in a language they related to, when they were most receptive to listening. It necessitated tools that were unique and effective at separating CUNY Law from every other law school through strong on-line, off-line and location-based tactics.