This just shows you can't judge a book by its cover. With roots stretching back over 130 years, this institution has delivered more lawyers into the British legal system than any other. You might expect them to be somewhat conservative in their attitude - yet in their student recruitment campaigns we've developed a
tone of voice that is anything but....
Do actions speak louder than words?
Maybe it's time for a straight-talking, no-nonsense approach...
Studying to be a lawyer is no small undertaking. On top of a degree it takes a minimum of a further two years study and a not insubstantial investment for fees. So we thought communications with potential students needed to reinforce the College of Law’s position as market leader with the highest standards. Confident. Straight talking. No nonsense. But with a lightness of touch.
College of Law prospectus
Maximising the brand positioning
Cross platform, cross channel, the message is consistent and clear
Tone of voice is one thing, look and feel and usability another. Having solved the first part of the equation we were asked to make recommendations as to how the new brand positioning should be reflected in their website.
Bold ‘benefit blocks’ were central to delivering the message online. Unequivocal statements with supporting proof points leave the browser in no doubt as to where the College stands.
Taking to the streets
It's good to talk, so strategic campaigns make the case for the College
Launching of new centres and promotion of existing centres means putting the message on the street for maximum visibility. Press, posters and radio are all part of the media mix.
Hot topics to test legal minds
Future Lawyers Network is a vibrant meeting place for aspiring and qualified lawyers alike
No man is an island and none more so than a lawyer. And wannabe lawyers need to find a voice, a platform where they can exchange views, learn from their peers and even shoot the breeze about what's hot and what's not in the world in general. So we helped the College of Law create this new environment where social is the name of the game.