Cubby Law
Media strategy, executive preparation, and SEO growth for an edtech startup
Situation
Cubby Law, the first AI teaching assistant for law school students, was preparing for a nationwide launch. Law school applications had surged 20%, and demand for legal education was at a high – but so was the competition for students’ attention
Despite its innovative product, Cubby Law faced a significant awareness gap. Cubby Law needed to cut through the noise, earn credibility with a discerning audience, and build a strong digital footprint to attract new users organically
Cubby Law partnered with Miller Ink to generate meaningful media coverage across key verticals, raise awareness and credibility among prospective users, and increase its presence at the top of Google search results to establish itself as a trustworthy and indispensable tool for the next generation of legal professionals.
Approach
Miller Ink developed a strategic communications plan designed to introduce Cubby Law to the audiences that matter most – students, legal educators and the technology and business reporters covering the future of AI in higher education.
To build early credibility, Miller Ink coordinated an exclusive early-access preview of the product with Fast Company, giving the outlet — and its influential readership — a first look ahead of the public launch. Miller Ink also arranged interviews between reporters and law students who had participated in Cubby Law’s Spring pilot program to ground the coverage in real-world experiences and results.
In parallel, Miller Ink prepared Cubby Law’s leadership team for media interviews by conducting mock interview sessions and developing targeted talking points to ensure executives could speak confidently and consistently across media appearances.
The media strategy was deliberately multi-vertical, targeting higher education, legal, technology, business and mainstream news outlets to maximize reach and ensure Cubby Law’s story resonated across the full spectrum of its potential audience.
Impact
Miller Ink secured and shaped coverage for Cubby Law in Fast Company, Law.com, Law360, TBPN and Legaltech, Reality Check — a LinkedIn newsletter with more than 27,000 subscribers. This coverage placed the product in front of the legal professionals, educators and students most likely to adopt and champion it. We also facilitated background interviews with key reporters at The Wall Street Journal and Inside Higher Ed.
Beyond generating awareness, the earned media campaign delivered a secondary benefit. Each new placement strengthened Cubby Law’s SEO presence, improving its organic ranking and making it easier for prospective users to discover the product.
By combining strategic media placement with executive positioning and authentic student storytelling, Miller Ink helped Cubby Law enter a competitive market with visibility and credibility, establishing it as a leading AI tool for legal education at the moment students needed it most.