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Case study

Positioning law in the service of humanity.

CUNY School of Law in New York is the premier social justice law school in the country. Despite earning this praise, CUNY was not immune to the recent downward turn in enrollment, primarily driven by hostile and expensive environments prevailing at many traditional law schools where the cost per semester can reach and sometimes exceed $25,000.

What sets CUNY apart is that it is cognized not only for its faculty and curriculum, that are dedicated to defending public rights, but also for its affordability, with full-time rate per semester in 2014 recorded just below $8,000.

After thorough assessment, it became clear that in order to attract prospective students, CUNY needed messaging tactics that were as progressive as the school itself. MOK2 sought to have the inspiration and dedication of CUNY’s student body permeate through non-traditional recruitment tactics. Our goal was to leverage this collective passion of the students and to have this emotion manifest itself through a comprehensive strategy that included all of the school’s communication channels: from the admissions brochures to the website.

CUNY’s media-averse, forward-thinking students were not going to be receptive to a traditional marketing campaign.

In order to genuinely resonate with the particular niche of students that CUNY was seeking, our team developed an outreach strategy that did not bear any resemblance to an advertising campaign, instead focusing on crafted thoughtful messages that the students would amplify themselves. Stickers, posters, and carefully targeted online messages were pivotal to increased enrollment numbers at CUNY.

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