Designing for enrollment
The unique industry of a law school compared to other higher education environments places a lot of the emphasis on the outcomes related to law student success. This is tied mainly to metrics such as passing the Bar and post-grad employment. Instead of focusing on attaining more applications overall, we aimed to convert higher-quality students who have greater chances of success. We enhanced the admissions experience with a better brand experience.
Spring VISIT DAY
Spring Visit Day occurs in the middle of the Admissions cycle, and offers prospective and admitted students an opportunity to visit the law school in person. They're offered opportunities to chat with professors, staff, and sit in on a class.
Our marketing team looked to amplify the brand experience. Primarily, we ordered a massive amount of giveaways such as stickers, totes, notebooks, pens, and other items. I also created chalk art outside of entrances to draw in our audience with an artistic touch -- reflecting the identity and mission behind the school of law.
JD Mailer
PERSONALIZED FOLIO
By the time a student is admitted, the real competition isn't for their attention, it's for their commitment. Most applicants are weighing multiple offers, and a generic acceptance packet rarely tips the scale. The JD mailer was designed to solve that specific, later-stage problem: not "consider us," but "choose us."
I decided to stretch the constraints of the brand to use black and white imagery with splashes of our primary "SU Red" to provide something strikingly different from typical materials. This is intended to be a crafted, almost-keepsake booklet for a potential law student.
Because this piece targets a small, high-intent audience, we kept distribution deliberately narrow, around 100 mailed per batch, which let us treat it less like a marketing send and more like a personal gesture. Each folio includes the admit's name woven directly into the copy three times throughout, so the experience reads less like a brochure and more like something written specifically for them.
The format itself does strategic work too. A large-format folio stands out physically in a mailbox full of standard letters, and that scale signals investment: we're not sending a flyer, we're sending something that took real production effort, which mirrors the message we want the student to internalize about what they'd be committing to.
Supporting email campaign
Print and in-person moments carry a lot of the brand experience, but they're infrequent. Email fills the gaps between them, keeping SU Law present throughout a prospect's decision timeline.
These examples target different moments in that journey, from a student's first consideration to a later, more competitive stage, each tailored with the context and urgency the moment called for.