San Diego-based Thomas Jefferson School of Law was in crisis. A handful of former students brought lawsuits against the school alleging it misrepresented the likelihood of employment after graduation. The New York Times wrote of Thomas Jefferson School of Law, “Debt load per student, was the highest among all schools surveyed by U.S. News & World Report. Nine months after graduation in 2013, only 29% of graduates had a fulltime position in a job requiring passing the bar exam.”
MJE Marketing was hired to develop and implement a comprehensive strategic communications and crisis management plan for Thomas Jefferson School of Law to help mitigate damage, rebuild its reputation and increase student enrollment to keep the school open. The plan included a number of ambitious public relations and marketing strategies designed to rebuild credibility for the school, including a complete rebrand and identity overhaul, the development of new collateral, a social media relaunch, direct mail campaign, recruitment email blasts and ongoing proactive and reactive media relations.
- The school remained open and exceeded fall 2015 enrollment goal by 18%, a 6% increase over the previous year
- Website traffic increased by 17% and MJE distributed 64,000 emails to prospective students with an open rate of 42%
- Class size increased by 10% and the second-year transfer rate dropped by 13% in full-time students and 17% in part-time students