LSAC

LSAC was concerned about decreasing attendance at their law school forums. In order to investigate the reasons for the decrease, as well as leverage experienced marketing consultation for online advertising, LSAC turned to Stamats.

Stamats began by conducting an audit of an LSAC law school forum in Washington, D.C. Based on the findings—which pointed in part to underutilized and underperforming online advertising—we conducted an audit of LSAC’s website. We provided actionable recommendations for enhancing LSAC’s online presence and to call more attention to its forums to increase attendance.

Our team first developed new creative concepts and implementations for the LSAC site. Strategic usage and placement of links to the forums began providing immediate improvement. And in order to nurture forum attendees and encourage them to return, we crafted an e-mail campaign. Search engine marketing, including keyword analysis, rounded out this phase of the project.

In addition to traditional keyword-targeted ads on Google, we recommended a focus on social networking, and then developed a campaign featuring ads on sites for select Google partners.

Early in the campaign, LSAC started tracking conversions on their end and realized that the vast majority of their forum sign-ups were generated from the PPC campaign. LSAC was so pleased with the overall strategy and the campaign that they renewed their pay-per-click advertising campaign and in addition, partnered with us to implement various new technologies on their website. For the LSAC law forum held in Houston in February 2009, attendance was up 64 percent from the previous year’s event. The March 2009 Los Angeles forum had a total of 995 attendees compared with 504 in 2008—a 97.4 percent increase. LSAC credits the PPC campaign for these successes.