With so many reputable law schools in the New York area and along the East Coast, competition between institutions to recruit top talent has risen to new heights. One of the biggest struggles law schools face during the recruitment process is differentiating from competitors and keeping the interest of prospective students engaged until they’re ready to start applying.

How can law schools bridge the gap between the student’s first interaction (such as visiting a booth at a law school fair) and their final application submission? When balancing how to connect with the students who are the best fit for our school, with keeping their interest alive while they complete their undergraduate studies, every touch point matters–and using online capabilities can strengthen your online brand for these offline results.

Gather Data, Then Segment

Law school fairs have always been important when building relationships with prospective students. But how can you turn that initial in-person interaction between school and student into meaningful and lasting online communication? It all starts with data.

(Next page: Hofstra’s online brand strengthens through data and customization, automation)

About the Author:

Andrew Berman is assistant dean for communications at the Maurice A. Deane School of Law at Hofstra University. He has been part of the Hofstra Law team since graduating from the University of Michigan in 2009, and received his Masters of Business Administration (MBA) degree from Hofstra University in 2013.