Undergraduate law degree launch

Background
The College of Law is the country’s leading postgraduate law school, with many years’ experience in training professionals to succeed in the legal job market.

From September 2012 The College is bringing its expertise and unique approach to the undergraduate market by launching a new Bachelor of Laws degree – the LL.B.

This accelerated, two-year, focused undergraduate course is different to traditional law degrees. Not only is The College of Law’s LL.B rigorous and academically challenging, but completely focused on equipping students with the knowledge and skills to succeed in the modern world of law.

The brief
Our brief was to launch and communicate these unique aspects of the two-year LL.B, to create awareness and attract students, by reaching and convincing a broad audience of schools, prospective students, parents and other influencers in the profession.

It was clear from our initial research, that prospective students had very different motivations from, say, parents and careers advisers. By focusing on the core needs and motivations of each of the different audience groups, we devised a campaign that used real case studies and endorsements from real law students, real teachers, real parents and real lawyers to convey the benefits and strengths of The College of Law and its new LL.B course.

The results
The case studies formed the basis of the launch campaign, which also involved developing The College’s strong visual identity to create a distinct visual language for the LL.B. and differentiate the course from its other postgraduate programmes. This was implemented across an integrated media mix including a prospectus, on-line and print advertising, event graphics and digital.

Using real people, rather than hired models, was critical to the authenticity of the campaign. To reinforce this, during the advertising photo shoot we filmed a behind-the-scenes video showing the students, teachers, parents and law professionals talking about the key benefits of the course to demonstrate where the endorsements came from. The film is featured on The College of Law’s YouTube channel.

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