Marketing Non-JD Law Programs: Lessons from Wake Forest University School of Law

In the latest podcast episode of the Education Marketing Leader podcast, I spoke with Tara Ebrahimi, Executive Director of Marketing & Communications at Wake Forest University School of Law.

We covered how to market niche, non-JD programs effectively.

Here are the key takeaways for higher-ed law school marketers:

1️⃣ Quick and Clear Messaging is Essential

Tara emphasized that explaining the program's benefits in a few seconds is crucial for grabbing attention.

2️⃣ Different Programs, Different Strategies

MSL: Wake Forest uses a multi-pronged approach—digital marketing, B2B outreach, regional ads, and social media campaigns. The focus is on highlighting why someone needs this degree and why Wake Forest is the best choice.

LLM: For international students, her team relies heavily on partnerships with alumni networks. This builds credibility in markets where Wake Forest isn't as well-known.

3️⃣ Leverage Alumni Networks

Alumni success stories are a key component of marketing both programs. Wake Forest recently launched a LinkedIn group for LLM alumni, turning them into ambassadors and tapping into organic word-of-mouth marketing.

4️⃣ Prioritize the Right Metrics

Conversion rates (both RFIs and applications) are the main success metric. Tara also uses engagement data, like click-through rates, to assess what's working and where to make adjustments.

Connect Tara on LinkedIn to continue the conversation.

For more on Wake Forest's law programs, visit its website.

This episode is packed with actionable insights for marketing niche academic programs.

Don't miss it.

Until next time. ✌

#HigherEdMarketing #LawSchoolMarketing