Global Professional Masters of Law (GPLLM) program targets individuals working in leadership roles who often engage with lawyers or legal documents as part of their role, Helping them strengthen their understanding of the legal environment.
Ideal candidates were older than existing prospecting and segmented their career-building activities to particular day, week and year parts. We implemented the following:
Updated targeting to focus on professionals 35+ within a 1.5-hour drive of Toronto.
Changed campaign creative to reflect a more clearly defined audience and campaign budget.
Adjusted the campaign budget, putting heavier spend on Saturdays, mornings and in December.
Introduce a lead-drip campaign with custom landing pages for particular program streams.
