Reality Summer

Frustrated by its recruiting and retention efforts throughout the latter part of the 90s, Howrey Simon Arnold & White designed Howrey Bootcamp, a shorter, more intense summer program that exposed students to the reality of being a third or fourth-year associate.   HBC’s challenge: successfully market a program that was a radical departure from the traditional wine-and-dine offerings of top-100 law firms.  Through targeted media efforts, HBC promoted messages that established the reasoning behind the new recruiting program and counteracted any negative reaction from competitors.  Ultimately, HBC secured a front page story in The New York Times Business Section and a feature in The Washington Post; top legal trades also covered the program.  Most significantly, as a result of the successful marketing of the program, Howrey Bootcamp saw an increase in applicants and acceptance rates.