GMAT GenZ Targeted Campaign
How do you convince a college student to consider taking yet another test? As the marketing agency of record for the GMAT® exam, GNF needed to do just that. GNF leads the undergrad marketing strategy for GMAT, the standardized test for business school admissions, with the goal of driving brand awareness, qualified prospects and exam registrations. Our strategy is to engage students where they are – both online and offline – with content that speaks to their unique mindset.
We began by building a distinct GMAT brand voice that resonates with the undergrad target and developing a comprehensive communication strategy based on in-depth consumer research and insights. We then tapped into the power of peer-to-peer influence, deploying student Brand Ambassador teams across 30 campuses nationwide to directly connect with their fellow classmates.
The Ambassadors engage online through social media and live digital events created and coordinated by GNF. These events include Trivia Nights powered the popular app “Kahoot!”. In person, they bring the GMAT key brand messaging to undergrads through large on-campus interactive events such as Job Fairs. Additional successful and well-attended events include stress-reducing yoga sessions and business-attire fashion shows co-hosted by Macy’s.
At these various touch-points our Brand Ambassador secure email addresses/ qualified leads. As part of our ongoing communications program, each of these leads enters the email nurture campaign created by GNF. This campaign is devised to drive undergraduate prospects to register for the GMAT exam.