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> BARBRI

Challenge

BARBRI helps students survive law school through specialized courses and study materials. They’ve been in business for over 40 years, and have long been considered the leader in the field. For years, their traditional, reputable brand image was an asset.

Recently, bar review companies projecting a fresher, more innovative brand image emerged as tough competition. Law students, many of them under 30, were having trouble connecting with the traditional BARBRI brand. BARBRI realized that in order to compete, they needed to emphasize their innovative side. They needed to rethink the way they spoke to their three separate audiences, all at different points in law school.

Solution

PlumLines partnered with Gage Marketing to re-engineer the BARBRI website and marketing campaigns. Our work began with an in-depth interview with the energetic, innovative BARBRI president. He gave us a clear understanding of BARBRI’s strengths, and how the company is keeping up with changing times and technologies. He also passed on his enthusiasm, which became an important ingredient in writing actionable, compelling copy.

The next step was to strategize about how to reach the three different audiences. Working with Gage, PlumLines created a three-track structure for the home page to quickly orient site visitors. We wrote friendly, actionable copy that brought timely features to the fore—like the new BARBRI mobile app. Once the updated brand image and voice were established on the website, we wrote a series of marketing materials to match.
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Case Study: BARBRI Website

Challenge

Solution