California Western School of Law
Challenge
California Western School of Law (CWSL) was underutilizing the voices of esteemed faculty thought leaders outside of the local San Diego market. CWSL looked to Circa Interactive’s digital PR team to amplify faculty voices on current social justice issues in our country in order to elevate the law school’s thought leadership and brand recognition.
Solution
Innovative Solution Understanding the challenges facing CWSL, Circa Interactive deployed a robust digital PR campaign. We partnered with 10 CWSL faculty members in order to expand the school’s reputation as a national thought leader and participant in important discussions about the preeminent legal and social justice issues of our time while also building quality backlinks for SEO that influence search rankings and act as vital trust signals for Google. Through our 17-month digital PR campaign, Circa Interactive: Expanded 10 faculty members’ thought leadership and reach by generating 50 media placements, amounting to a total publicity value of over $370,000 and over 400 million unique visitors per month Built high-quality backlinks that act as trust signals for Google Grew the CWSL brand nationwide by securing placements in The Washington Post, CNN, HuffPost, Vox, and Salon, as well as op-eds in outlets such as The Hill Here’s What to Expect From Today’s Starbucks Racial Bias Training – The Washington Post Whose Side Is HR Really On? – CNN How Uber Silences Women After Sexual Assaults – HuffPost Starbucks Won’t End Racism in a Day, but Its Racial Bias Training Could Still Have Value – Vox Trump Exploits Parkland Shooting by Trying to Push More Kids Out of School – Salon By leveraging CWSL faculty members and understanding their passions and expertise, Circa Interactive showcased the school’s voice to address the world’s most prominent events, such as the rise of the #MeToo movement, the devastating impact of school shootings, and the continued efforts to end racial bias in business.
Results
Increased organic traffic to the CWSL website: 5% increase in new users to the site via organic traffic 40% increase in conversion from referral traffic 16% increase in time on site for faculty bio pages
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