How Intent-Based Marketing Increased Law School Applicant Quality and Diversity

A Case Study with Magnolia University*

Magnolia’s School of Law aimed to grow application volume and enrollment among highly qualified students while increasing student diversity. To reach their class-shaping goals, Magnolia’s leaders realized they needed to adopt a more sophisticated approach to marketing and engage more top applicants at scale.

Magnolia decided to partner with EAB to optimize their targeting strategy and launch personalized multichannel campaigns to attract their top-priority students.

After one year, Magnolia increased average applicant LSAT score by 1 point, in addition to increasing the number of minority applicants by 11%.

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*A pseudonym

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