Allen & Overy – graduate recruitment campaign ‘magalog’.

FIrst-year students, and non-lawyers increasingly want information about careers in law and law firms, but struggle to know where to start.

Recognising that building relationships early is one of the best ways of establishing long-term engagement, we created a ‘magalog’. This is a vehicle designed specifically to fulfil the appetite for information at the first-year and non-lawyer level, both about the career and about the process of gaining experience and applying.

It will recast existing content as well as offering new ideas, and present a discrete audience with brand cues and information to drive early engagement.

Objectives:

• Driving up engagement of the brand on-campus

• Raising profile of law to non-law students

• Database nurturing – feeding the applicant pipeline

• Versatile print and online vehicle

• Wealth of content to cross-promote

• Highly targeted timely content The ‘magalog’ is a vehicle designed specifically to fulfil the appetite for information at the first-year and non-lawyer level, both about the career and about the process of gaining experience and applying.

Created whilst at This City, 2015.