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Higher Education Marketing

School Allows Application Via Mobile Device

Date posted: October 25, 2011

It hasn’t been an easy couple of years for law school enrolment. Applications have been their lowest since 2001, and dropped 11.5 percent between 2010 and 2011. The main driver for the drop seems to be a combination of poor job prospects and high tuition fees, making the profession less attractive than it was a few years ago.

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The John Marshall Law School (JMLS) in Atlanta has developed an innovative strategy to try and boost enrollment: it has introduced a mobile application process to prospective students. Prospective students can apply to the school using their iPhone, Android device, Blackberry phone, iPad, or other mobile device. Alan Boyer, associate dean of recruitment and marketing at JMLS, feels that the immediate nature of mobile devices means that the school will get applications from students, who, in the past, might not have applied: “If [prospective students] have to wait until they get home and turn on a computer, they may not apply.” In order to encourage early adoption, the school is waving the application fee for students who apply using the new process. It should be noted that the application procedure isn’t completely mobile: academic transcripts, letters of recommendation, and a personal statement must still be mailed in.

Boyer suggests that in today’s age, leveraging technology like mobile is critical to the marketing process at schools. “Technology like this is going to catch students’ attention…” he says, and indeed, in today’s age when students are increasingly tech savvy, having a mobile strategy that is cutting edge can definitely be attractive to prospective 20-somethings. A key element of a school’s marketing to potential students is its website, social media, and mobile presence. The more interaction schools can promote on these media, the more success they will have attracting students.