Case Study: Massachusetts School of Law


Located in Andover, MA, Massachusetts School of Law (MSL) provides a high-quality, practical, and affordable legal education to deserving persons who have been unfairly excluded from law school. But MSL faces stiff competition, primarily from the abundance of quality law schools in the Boston metro area. What’s more, because MSL has elected not to seek accreditation from the American Bar Association (although it is fully accredited by the New England Association of Schools and Colleges), there has been a lingering perception that the quality of the education is inferior to ABA-accredited schools.


Bulldog Communications created a comprehensive advertising and public relations campaign, not only to raise the profile of the school but to convey the message that an MSL education is far more cost-effective than other schools. Eye-catching space ads, placed in local newspapers, conveyed the “value” of an MSL education, as well as the fact that working adults could fit classes into their already busy schedule. The ads also emphasized one of the school’s primary competitive advantages: MSL focuses more on the practical application of the law than on theory. A targeted public relations campaign gained significant exposure in a variety of high-profile consumer and trade media, including a spread in the Boston Globe magazine.


The effectiveness of the campaign has been remarkable – and quantifiable:

  • Schools officials confirm that inquiries about the school are up, both in terms of phone calls and Web site visits.
  • Open houses to introduce potential applications to the school regularly attract more attendees than before the campaign began.
  • MSL reported a record enrollment of 660 students for the 2008-09 academic year, a gain of about 10 percent over last year.
  • Schools officials place the credit squarely on the effectiveness of the advertising and public relations program.

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