Taking a different approach to law student recruiting
Jaffe Client Case Studies
Source: Jaffe Associates Case Studies
Problem:
Our client, a large firm that provides services globally, was extremely well recognized
in Europe and Asia, but did not enjoy much visibility in the United States. As a result,
it was having problems recruiting U.S. law students for its summer associate program.
Solution:
To gain an understanding of the scope of the firm's programs and activities-both before
and after the recruitment period-we met with key recruitment personnel. In the course of
our research, we learned that the firm is the only firm recruiting in North America that
allows summer associates the option of rotating in three cities: London, New York and Tokyo.
We recommended that we focus on this unique aspect as the key distinguishing feature of the
firm's summer associate program.
We developed, designed, and created copy for a postcard campaign highlighting the
three cities and the life of a summer associate at the firm. The copy was very
informal and focused on restaurants, sightseeing, and shows.
The three postcards were distributed over a two-month period prior to
the firm's recruiting trip to each of the select law schools.
Result:
This simple yet creative solution was extremely effective.
Attendance at the firm's presentation rose seven-fold.
The client is extremely pleased with the campaign; we are now in the process of
developing other recruitment materials focusing on the same concept of travel and
the firm's being a summer associate's "Ticket to the World."
