The percentage of higher education, including law school, target audiences responding to digital forms of communication such as html publications, e-mail blasts, online content, and social media continues to escalate. Most law schools are trying to add quality, effective digital communications to traditional communications plans, many while dealing with limited or reduced budgets. This session takes a practical look at how to re-evaluate communication plans to increase effectiveness and reallocate funds to take maximum advantage of new technologies and ensure alignment with law school objectives. Subjects include branding, staffing, target audience identification and differentiation, methodology, and social media “promises and perils.”