CASE STUDY

St. Mary's School of Law logo

MF Digital Marketing gets results for partners like St. Mary’s University School of Law.

St. Mary’s Law applications increased nearly sixfold during the 2022-2023 school year.

 

Here’s how.

Objective

St. Mary’s University School of Law partnered with MF Digital to increase their number of Master of Jurisprudence (M.Jur.) applications and matriculants. 

Approach

The MF Digital team drew upon years of real data from M.Jur. programs nationwide to craft a digital marketing campaign with effective keywords, creative, and target demographics. Fewer potential applicants are familiar with an M.Jur., so the campaign included an educational component for prospective students, targeting upwardly mobile professionals seeking to accelerate their careers through a flexible program designed to meet them where they are.

At St. Mary’s, applicants can select from 15 concentrations, and with each click, our team was closely observing and tracking prospects’ behavior and reporting back to admissions on those most likely to apply. Equipped with knowledge about what each individual had clicked on and the content they consumed, the admissions team could have data-informed conversations focused on what an applicant was interested in.

St. Mary's LinkedIn ad featuring professional woman.
St. Mary's example banner ad featuring professional woman

In a survey of 1,000 current and recent graduate students, respondents indicated that any additional data about the return on their investment could help them decide which program was right for them.

Results

Together, we updated their online application process and built a digital advertising campaign designed to distinguish the school from a large in-state competitor that had started advertising in San Antonio.

The results were swift and dramatic, with the number of applicants, admits, and matriculants more than tripling by the campaign’s third year.

For the 2022-2023 school year, applications increased nearly sixfold, reaching an all-time high of 142 individuals.

Going Forward

For the staff at St. Mary’s, recruitment and retention are more than just numbers: they’re a meaningful way to measure the university’s ability to fulfill its mission to serve the diverse San Antonio population and positively impact the community in return.

St. Mary’s School of Law is preparing a new campaign for the school year, intending to become one of the biggest M.Jur. programs in the US.

Success begets success, and with higher enrollment, the department can build out its staff and bring new resources to the program. The sky is the limit for students, faculty, and staff alike.

Bar chart of yearly enrollment for St. Mary's School of Law

After 20 years in higher education, I know first-hand how challenging it is to cut through the digital noise and reach prospective students innovatively. MF Digital brought our team a depth of research and data we could never have obtained. As a result of this partnership, an entirely new prospect pool is learning about our M. Jur. degree, our program offerings are growing, and we’re hiring more faculty and staff to serve this community

Shannon Sevier, M.A.T., J.D., M.P.A

Asst. Dean of Graduate Law Programs and Adjunct Professor of Law

READY TO INCREASE

 

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