Case Study: Tufts University Fletcher School
About Tufts Fletcher School
Tufts University Fletcher School of Law and Diplomacy is the oldest graduate school of international affairs in the United States. Fletcher’s new Master of Laws (LL.M.) in international law offers legal education within the broader context of the geopolitical forces that influence and shape international law. The program provides preparation for careers in international or non-governmental organizations, government agencies, international businesses and law firms, diplomatic missions, foreign and defense ministries, media, and other international institutions.
Business Challenge
The Fletcher School sought to introduce this new program to an international audience of mid-career professionals and gain awareness and consideration within a tight timeframe. With hundreds of other colleges and universities approaching the same group, timing was critical in gaining applicants and a student body for the program’s first year.
The School wanted to gather qualified applicants and ultimately fill 35-40 slots per year. However, they understood that in its first year, the program may not meet those goals and decided that 20 students would be labeled a success.
Hart-Boillot Strategy
Working directly with the LL.M.’s director and lead faculty, the Hart-Boillot team developed a plan for approaching professionals in law firms and diplomatic offices throughout the world. A combination of direct mail and advertising was deployed to create awareness among potential students as well as with the senior members of those concerns that could influence participation from within. A well-crafted story was developed and communicated in an elegantly designed and informative brochure as well as with confident, break-through advertising.
Results
Tufts University Fletcher School of Law and Diplomacy is the oldest graduate school of international affairs in the United States. Fletcher’s new Master of Laws (LL.M.) in international law offers legal education within the broader context of the geopolitical forces that influence and shape international law. The program provides preparation for careers in international or non-governmental organizations, government agencies, international businesses and law firms, diplomatic missions, foreign and defense ministries, media, and other international institutions.
Business Challenge
The Fletcher School sought to introduce this new program to an international audience of mid-career professionals and gain awareness and consideration within a tight timeframe. With hundreds of other colleges and universities approaching the same group, timing was critical in gaining applicants and a student body for the program’s first year.
The School wanted to gather qualified applicants and ultimately fill 35-40 slots per year. However, they understood that in its first year, the program may not meet those goals and decided that 20 students would be labeled a success.
Hart-Boillot Strategy
Working directly with the LL.M.’s director and lead faculty, the Hart-Boillot team developed a plan for approaching professionals in law firms and diplomatic offices throughout the world. A combination of direct mail and advertising was deployed to create awareness among potential students as well as with the senior members of those concerns that could influence participation from within. A well-crafted story was developed and communicated in an elegantly designed and informative brochure as well as with confident, break-through advertising.
Results
- The LL.M. gained 23 students in its first year in existence – surpassing its goal of 20
- With hundreds of inquiries and thousands of web hits to the LL.M. web site from around the world, instant awareness of the program was undeniable
- The LL.M.’s key internal and external constituents were effusive in their praise about the new look and feel of the program, feeling as though the story was spot on and that it would be an instant success:
“We selected Hart-Boillot as our agency partner for this campaign because we’d seen the team’s work and it was elegant, simple, and dramatic,” said Michael Glennon, Professor of International Law and Director of the LL.M. program. “We needed to create a fresh, innovative message about the program without generating something so radical that it undercut the school’s venerable tradition…”
From another professor to Mr. Glennon: “I must tell you having worked at Fletcher for 26 years, your new LLM booklet is tops! You certainly did a fantastic job on it - so easy to read/understand. And the layout is perfect.”
- Bell Ringer merit recognition, presented by the Publicity Club of New England
- Gold Hermes Award, presented by the Association of Marketing and Communication Professionals
