The University of Law

The Challenge

As part of its transition from The College of Law to The University of Law, the institution sought to strengthen its market position and increase enrolments in an increasingly competitive higher education landscape. With multiple law schools and universities vying for prospective students, it was vital to understand:

The motivations driving students to consider studying law.
The barriers to enrolment, including perceptions of cost, accessibility, and career outcomes.
The hierarchies of importance when choosing an institution (e.g. reputation, employability, teaching quality, course flexibility).
How to position The University of Law to maximise appeal and differentiate itself from traditional universities and alternative providers.

This was central to ensuring future growth and reinforcing the institution’s reputation as a specialist, career-focused legal education provider.

The Solution

Skopos developed a bespoke online survey, designed specifically for relevance and accessibility:

Mobile-optimised design: Ensured high levels of participation, particularly among younger audiences who primarily browse via smartphones.
Target audiences: Reached sixth form students, undergraduates, and postgraduates across the UK, with quotas ensuring balanced coverage.
Focused recruitment: Targeted both those actively seeking to enrol in a law course within 12 months and ‘non-rejectors’ (students open to law but not yet committed).
Motivation and barrier mapping: Captured perceptions of law as a career pathway, institutional preferences, and emotional as well as rational drivers of decision-making.
Quantification: Delivered statistically robust “hard numbers” to complement anecdotal assumptions, providing the University with a reliable evidence base.

The Outcome

The project delivered clear, actionable outputs that shaped the University of Law’s marketing and partnership strategy:

Quantified the key motivations to enrol (career prospects, professional credibility, employability outcomes) and the main barriers (perceived cost, competitiveness, uncertainty about career pathways).
Enabled the institution to refine its cross-channel marcomms strategy — tailoring content, tone of voice, and messaging across digital platforms, events, and traditional media.
Supported partnership activity by highlighting which organisational affiliations (e.g. with law firms, professional bodies) carried the most weight in driving enrolment.
Informed the positioning of The University of Law as a specialist institution, distinct from generalist universities.
Provided a strategic framework for future student recruitment, ensuring activity was data-driven and targeted toward the most receptive audiences.

As a result, The University of Law was able to optimise its appeal, strengthen its brand positioning, and increase conversion rates, reinforcing its role as a leading provider of legal education.

The University of Law

The Challenge

The Solution

The Outcome

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