Print & Web Communications for Education
Communications Audit
Louisiana State University Law Center
In the last five years, the LSU Law Center in Baton Rouge has experienced a period of rapid development. Based on that track record of excellence, it has now been challenged by its boards of Regents and Supervisors to become a national flagship institution. The story of the improvements, however, has not yet been told.
Funding resources have been relatively generous, many new faculty have been hired, and student quality as measured by selectivity and test scores has risen dramatically. There is perceived to be room for upward movement in law school rankings.
On the eve of a potential capital campaign, the Center must also deal with the unique challenges of communicating with an often-unfriendly alumni body whose impressions were formed in the previously existing flunk-em-out, “boot-camp” environment. The most vocal of those alums are threatened by the national flagship aspirations, believing that the Law Center is forsaking time-honored traditions.
The LSU Law Center chancellor came to Zehno to build and help implement a communications campaign. We interviewed some 50 of the school’s constituents and conducted a thorough review of the school’s market research and communication vehicles, as well as the messages and tools of its competition.
A 40-plus-page plan outlined elements of a successful campaign. Zehno is also advising on the internal staffing and budget needed to implement the plan.