January 2023 / Episode 4 / Under 15 minutes
Perspectives on Digital Marketing
Welcome to the Keeping Up to DataSM podcast, a new space in which we discuss, analyze, and contextualize trends and perspectives in the current law school admission cycle by taking a deeper dive into the most up-to-date data and making sense of the complicated world of legal education.
SUSAN KRINSKY: Welcome back to Keeping Up to Data. I해외 카지노 추천m Susan Krinsky, 카지노해외 카지노 추천S executive vice president for operations and chief of staff. At the end of January, we have just over 60% of the applications we expect to see by the end of this cycle. So far, there are close to 36,000 applicants this year, as compared to over 37,000 last year. The number of applicants compared to last year at this time is down by just under 1,700 individuals. That해외 카지노 추천s about a 4.5% decrease. Just over 39% of this year해외 카지노 추천s applicants identify as persons of color, slightly more than last year해외 카지노 추천s percentage. Applicants identifying as female are down by 3.1%. Applicants identifying as male are down by 6.7%. And those identifying as gender diverse are up by 5.4%.
Overall, applicants identifying as female represent 56.3% of this year해외 카지노 추천s applicant pool. Looking at application volume, applications are down 4.3% compared to last year at this time. Sixty-seven schools are experiencing increases in applications, 119 are seeing decreases in application volume, and 12 are showing no change. The only region of the country showing an increase in application volume is the Midwest. As always, you can find the latest applicant trends and numbers on our website, which is updated daily, 365 days a year.
Next, I am delighted to welcome 카지노해외 카지노 추천s senior vice president for marketing and communications, our chief marketing officer, Melissa Harris Thirsk. I asked Melissa to join us today to talk about 카지노해외 카지노 추천s digital marketing strategy, a term that certainly didn해외 카지노 추천t exist at 카지노 even five years ago. Melissa, welcome to Keeping Up to Data.
MELISSA HARRIS THIRSK: Thanks, Susan. It해외 카지노 추천s great to be here.
SUSAN: Melissa, what is digital marketing? And how is it used at 카지노?
MELISSA: Susan, people worldwide spend an average of seven hours a day online 해외 카지노 추천 checking email, texting, using social media, browsing the internet. And in the U.S., it해외 카지노 추천s even more. So we해외 카지노 추천re engaging with content and with each other through a variety of digital channels. As marketing and communications professionals, we want to understand where and how people are spending their time online, so we can reach them with information they may find useful. In the case of 카지노, we largely connect with our member law schools through email, webinars on our website, and of course, we always look forward to seeing each other at in-person events, like our Law School Forums, our Annual Meeting, and various workshops throughout the year. We also have many ways of connecting with prospective law students. In addition to the in-person events, which are so important, we use social media, the internet, our website, email, webinars, videos, you name it. We know from talking with prospective students just how incredibly busy they are and how much they appreciate bite-sized resources, those that are simple and geared toward helping them take that next step in their law school journeys.
SUSAN: What else do you hear from prospective law students?
MELISSA: We hear how much they are balancing, especially students who are less resourced and are going to school while working, maybe taking care of their family, sharing a family car or having to find other modes of transportation to get from place to place. It해외 카지노 추천s not surprising, but rather remarkable and inspiring, to learn that on top of everything, they해외 카지노 추천re often volunteering their time to help others in their communities. I find that this wanting to help others is what drives most law students today. And so I해외 카지노 추천m hoping we can help open access and ease the process of going to law school.
We also want to make people aware of helpful tools like the LSAT and free and low-cost resources to help them prepare and make very thoughtful decisions about if, when, and where to go to law school. As we know, law school is a rewarding experience, but one that requires a big commitment and sacrifice. And therefore, it해외 카지노 추천s important that people feel ready and equipped. Lastly, I해외 카지노 추천ll say that we hear questions like 해외 카지노 추천Am I too old?해외 카지노 추천 Or 해외 카지노 추천I feel like I해외 카지노 추천m an imposter.해외 카지노 추천 Or 해외 카지노 추천I해외 카지노 추천m the first in my family to go to college and law school.해외 카지노 추천 And so, applying to law school is overwhelming. And we say, 해외 카지노 추천You해외 카지노 추천re never too old. You해외 카지노 추천ve got this. You can do this. And we해외 카지노 추천re here to help.해외 카지노 추천
SUSAN: Melissa, what are some of those important steps that a prospective law student needs to take? And how does 카지노 help with that?
MELISSA: Well, the first step is often discovering law. From 카지노.org, we offer a range of discovery tools to help people get a feel for what they can do with a law degree, the various types of law and programs, what schools are looking for. We also share stories of individuals who are in law school or who have graduated and are working in the profession. We provide a wide range of stories from our blog, called Law:Fully, to help those who are thinking about law school see others like them, from similar backgrounds and situations, on how they successfully navigated law school and the law school process. The best place to start to gain access to a wide range of these tools and resources is LawHub, offered by 카지노. People can go to 카지노.org/LawHub.
The next step is usually trying to figure out what you need to do to get into law school 해외 카지노 추천 what law schools are looking for, how to pay, how to apply, and so on. Again, I해외 카지노 추천d encourage people to check out the great tools from LawHub and to attend the many free webinars we host throughout the year. The next step is often taking the LSAT, which is a great way to evaluate the skills one needs, determined by law schools themselves, to be successful in law school, and to evaluate one해외 카지노 추천s readiness in reasoning, writing, and reading comprehension. Preparing for and taking the LSAT is a helpful part of the process, and there are many resources available online. Once one has applied and has determined they해외 카지노 추천re going to law school, we can continue to help them through LawHub. We offer online programming to help people get a better feel for what law school is like.
SUSAN: As you know, we have member law schools who listen to this podcast. What should they know?
MELISSA: Yes, Susan. This podcast is another example of how we communicate digitally. They should know that we해외 카지노 추천re here to help and support them. They해외 카지노 추천re doing a great job at engaging and supporting prospective law students. So many people care, and they해외 카지노 추천re working tirelessly to help students succeed. I know this firsthand from working at a law school. It해외 카지노 추천s rewarding to now be at 카지노, engaging and supporting students on a national and global scale. As we know, all boats float, and we해외 카지노 추천re in this together. For schools who are just getting started in digital marketing, or for those who may want to grow in this area, we are extending our Legal Education Consulting services to offer digital marketing support. Schools should get in touch with John Miller at jdmiller@카지노.org. Or, Susan, they can get in touch with you or me or any one of us at 카지노. We해외 카지노 추천re happy to help.
SUSAN: How do we measure success in digital marketing?
MELISSA: Well, at 카지노, especially as a not-for-profit, we want to ensure we are always making good, responsible choices in how we spend our money. When we are leading a campaign 해외 카지노 추천 to encourage interest in law, to take the LSAT, to apply to law school 해외 카지노 추천 that we해외 카지노 추천re actually reaching people and that they해외 카지노 추천re actually taking that next step. So, one way to measure success is what we call return on ad spend. Typically, organizations see about a 3:1 or 4:1 return on ad spend, and we are seeing considerably higher than that. So we know our efforts are working and that they are optimized. And we해외 카지노 추천re always looking at ways to expand and reach even more people.
We해외 카지노 추천re also seeing increasing numbers of people visiting our website and taking that next step. Last year, more than 2.3 million people visited 카지노.org, and there were over 135,000 accounts created. Increasing diversity in the legal profession is also a key goal. We launched a Diversity in Law campaign about a year and a half ago, increasing awareness of 카지노 resources among audiences who have shown interest in law and DEI-related topics. Since then, we해외 카지노 추천ve seen 20,000 people engage with us on that campaign alone. It해외 카지노 추천s wonderful to see the progress of our community overall. There해외 카지노 추천s so much work to do, as always, but we are proud that the incoming class of 2022 set another record. It is the most diverse class in history. More than 37% of incoming students are students of color, and more than 98% of the class took the LSAT.
SUSAN: How does 카지노 approach the goal of maximizing attendance at a Forum, as opposed to, say, LSAT registration?
MELISSA: If we look at paid media, for example, we boost advertising spend as registration deadlines approach, whether it be for Forums or the LSAT. And then, of course, we scale up when we are launching new products and services. And that way, we해외 카지노 추천re able to be very cost-efficient in the marketplace.
SUSAN: Melissa, what해외 카지노 추천s next? What is the team working on?
MELISSA: We해외 카지노 추천ve got a great team of experts here at 카지노, and they해외 카지노 추천re always moving and shaking. One fun thing to do is ask Alexa questions about the LSAT or LawHub. That해외 카지노 추천s a newer addition. So, say, 해외 카지노 추천Alexa, enable 카지노,해외 카지노 추천 and then ask a question. We해외 카지노 추천re also experimenting with ways to communicate through digital TV. We해외 카지노 추천re creating more short-form videos to reach audiences on platforms such as TikTok, Instagram, and Facebook Reels. And we해외 카지노 추천re always doing this in ways that ensure high integrity and user privacy. We also appreciate hearing from our member schools, and from individuals who are interested in law, about additional ways we can support them. We love what we do, and I could talk about this all day long. So I appreciate the opportunity, Susan. Thank you so much.
SUSAN: Thank you, Melissa, for being here today. This is certainly one of the more interesting podcasts we해외 카지노 추천ve done. Thanks. To our listeners, thank you for joining us at Keeping Up to Data. We look forward to your joining our next episode, when we will continue to take a close look at the data from the current admission cycle. Until next time, stay well.
Thank you for joining us. Keeping Up to DataSM is a production of 카지노. If you want to learn more about the current law school admission cycle and the latest trends and news, visit us at 카지노.org.