Brandscape Analysis
About This Project
A well-regarded law school in the Midwest, University of Kentucky College of Law that sought to identify core brand distinctions in an increasingly competitive legal education marketplace.
Owned Media Analysis
As part of market research, Merry Ann was retained to evaluate messaging and digital content for UK Law and key competing institutions. Twitter Analytics, Google Analytics, Instagram audit, Facebook Insights, Viewbook audit, LinkedIn profile review and YouTube Analytics revealed
- most prominent messaging for each institution,
- poor- and high-performing content (by views and engagement),
- insights on users, including top ten cities of users accessing the website,
- mobile site updates needed,
- Viewbook shareability issues and
- top SEO keyword phrases related to law school.
Merry Ann also assisted with market research phone interviews with prospective and current students, alumni, faculty and community stakeholders.
Brandscape Analysis Deliverables & Results
Deliverables included a matrix comparing applicant data, “Greatest Hits” digital engagement examples culled from competing universities, recommendations on best practice approaches to reach Millennials and alums, and a list of priority opportunities organized by digital platform.
UK College of Law admissions the year following this market research and competitive analysis increased by 30 percent.
Project Summary
As a subcontractor to market research firm The Pulse Group, Merry Ann conducted a brandscape analysis for a public university graduate school, evaluating the digital marketing of a dozen law schools.
Testimonial
“Merry Ann’s expertise in digital marketing was essential to the success of our market research project. She provided us solid feedback for short-term and long-term goals in our marketing initiatives. Although our project was large in scope and contained many layers, Merry Ann provided us with a list of items we could quickly accomplish that would make an immediate impact in our social media and marketing efforts. We are excited to further implement her insightful recommendations." -- Christina Briggs / Director of Marketing / U of KY College of Law