Themis Bar Review
In-house (UWorld Acquisition)
Embedded Files
Goal:
Increase engagement with Themis Bar Review products by building a stronger connection with Gen Z law students across 1L, 2L and 3L years.
Framework:
Collaborate with social and email teams to establish a cohesive Gen Z voice. Research younger audiences and translate insights into a tone guide that resonates yet maintains trust.
My Contributions:
Audience research, tonal framework development, lifecycle campaign planning, strategic email copy
Tone:
Relatable · Quirky · Irreverent · Sarcastic · Witty
“Tessa is one of the most interesting marketing minds I’ve had the chance to work with. I challenged her to create a new tone for a pretty stodgy industry, and she delivered. After our brand took on the voice she built, our metrics skyrocketed across the board.”
- Benjamin Rookey, Product Marketing Manager (Themis Bar Review)
Original Email #1:
Start Preparing for the July Bar Exam.
Get Started With Themis Bar Review.
The recommended bar prep start date has passed, but there’s still time to get started.
As the bar exam approaches, Themis Bar Review is the best, most efficient way to pass.
[PRODUCT/FEATURE DETAILS REDACTED]
Your exam date is approaching. Start today.
Updated Email #1:
We’re Not Trying to Stress You Out.
Your Calendar Is Already Doing That.
Friendly Reminder: The bar exam timeline does not care about avoidance tactics.
The bar exam will happen whether you’re ready or not. Good thing you can still get started with Themis Bar Review.
[PRODUCT/FEATURE DETAILS REDACTED]
You’ve waited long enough. July is approaching at an emotionally inconvenient pace…
Original Email #1:
Try Themis Law School Essentials
During Your First Year of Law School
We've built a free resource with your 1L year in mind.
Your first year of law school introduces new subjects, study methods, and expectations.
Enter: Themis + UWorld.
If you haven't heard of us, we are are bar review company.
We have a FREE resource built specifically for 1L students, designed specifically to support you throughout the year.
[PRODUCT/FEATURE DETAILS REDACTED]
Ready to get started?
Updated Email #2:
Did You Miss the Official Secret Meeting
Where Everything About Law School Was Explained?
Okay, this meeting didn’t actually happen.
But when Brent from Civ Pro says, “I’m already building my attack outline,“ it sure feels like it did. (Chill, Brent).
Enter: Themis + UWorld.
Heard of us? (yes, the bar prep company)
We have a FREE resource built specifically for 1L students, designed to help decode the unwritten rules of law school.
[PRODUCT/FEATURE DETAILS REDACTED]
Want help navigating the chaos?
*Proprietary information such as pricing and product details has been redacted from the examples.
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