Situation

Century-old and prestigious law school, New England Law|Boston, selected The Castle Group to create and execute a year-long public relations and marketing campaign to raise the school’s visibility, differentiate the school from peer institutions in the region and promote its centennial year. The year-long program culminated with a signature convocation and celebration. This project was a fully integrated public relations and events management program.

Project

Castle faced many challenges, including managing the school’s name change and rebranding efforts, while planning and executing a large-scale celebration.

Strategy

The Castle Group designed a strategic campaign that included expert commentary, NELB program publicity, and student/alumni/faculty profiles, directing efforts to legal, business, higher education and general consumer audiences.

Castle’s event division planned, designed and managed NELB’s 100th anniversary celebration, a signature event at the Banknorth Garden, featuring thousands of attendees, as well as participation from noted local and national legal luminaries.

Results

Castle promoted, planned and managed a highly successful milestone event, which brought together NELB and helped them reach their ultimate goal of revitalizing the NELB community.

Castle helped in NELB’s rebranding by securing widespread media coverage in hundreds of print and broadcast outlets both regionally and nationally, including:

• New York Times
• FOXNews
• Washington Post
• Boston Globe
• Lawyers Weekly
• National Law Journal