As a business owner, it's imperative to understand that your financial metrics are inextricably linked to your marketing capacity.
What to know the characteristics that distinguish leading law schools from the competition? Most of the time it's not the quality of their product offerings -- it's their ability to communicate granular marketing messages to their customer base.
When multiple interests join together in a strategic partnership, they gain law schools avenues for combining the power of their marketing dollars and messaging with suppliers of complementary products. Joint ad campaigns, mailings and other marketing initiatives can be conducted on either a short- or long-term basis, as long as each partner is involved in the creation of messaging and has approval authority over the content that is released.
Directories are a common tool for finding a law school. Directory selection is often dictated by the market when promoting law schools to market segments. Premium directories may or may not deliver the ROI you expect to receive from paid marketing vehicles. Regardless of whether it is a premium or free listing opportunity, every directory needs to be evaluated on its own merits. As consumers demonstrate a preference for online channels, make sure your listing include your company's web address and possibly even information about your social media presence.
Some marketing initiatives lend themselves to simple measurement while others are more challenging. Direct mail can be evaluated by tallying the cost of inputs (e.g. a premium mailing list, printing, postage, etc.) and measuring the number of customer responses you receive from the campaign. The difficulty comes when you are tasked with quantifying market presence and brand influence. Fortunately, media monitoring has the ability to give your law school a sense of market presence and other variables that are difficult to quantify. Even more importantly, media monitoring can alert you to negative commentary early, giving you the opportunity to counter negative mentions with more accurate and more positive messaging.
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