We began a partnership with Propellant Media out of Atlanta in 2020 to build an omnichannel marketing campaign in support of Mitchell Hamline’s premiere distance-learning J.D. program. Propellant delivered ads through Facebook (in Facebook and Instagram and ad-supported apps like game and news apps) and streaming TV services. These campaigns were geofenced to target the addresses of students who had shown in interest in the program and those who had begun the application process. After the success of that campaign, in 2021 we built a similar campaign that positioned the law school, because of the distance learning option, as a law school of the region the prospective students lived in. We designed the ads and landing pages to give a vibe connected to the regions.

West

Landing pages spotlighted students and stats about the number of current students and graduates from the region.

Southwest

Landing pages included upcoming recruiting events where Mitchell Hamline representatives would be in that region.

Southeast

The landing pages were also used with targeted email campaigns.

Northeast

Ads targeting the New York area stressed that Mitchell Hamline graduates were bar-eligible in all 50 states, a difficult claim for most school’s outside of New York for students intending to take the NY bar exam.

Midwest

In our home region, we stressed our place as Minnesota’s Law School of Choice where the majority in the state’s bench and bar are Mitchell Hamline grads.