Case Study 2: Boosting GMAT Exam Awareness and Lead Generation
Client:
The GMAT exam, developed by business schools for business schools, assesses skills critical for success in graduate management programs. For over 60 years, it has been the most widely used exam for MBA admissions.
Challenge:
Reaching and motivating potential test-takers online was crucial. The primary challenge was to raise awareness of the GMAT exam and generate high-quality leads for subsequent remarketing and lead nurturing campaigns. The company needed to engage potential test-takers across multiple online platforms effectively.
Goals:
- Generate leads.
- Increase the number of GMAT scores sent abroad in the target countries by sparking interest in pursuing a business master’s degree abroad.
- Boost subscriptions.
- Enhance GMAT exam brand awareness.
- Encourage more schools to consider the GMAT as a criterion for scholarships.
- Promote GMAT testing.
Solution:
To tackle these challenges and achieve the goals, we designed an intelligent, integrated, multi-channel marketing solution. This strategy combined channel preference data, analytics, and various communication channels to maximize lead generation. Our approach included:
- Gamification: Engaging potential test-takers through interactive and fun online games related to the GMAT exam.
- Webinars: Hosting informative sessions that provided valuable insights about the GMAT exam and its benefits.
- Competitions: Organizing contests that encouraged participation and awareness.
- Downloads: Offering downloadable resources such as study guides and practice tests to capture leads.
- Events: Conducting virtual and in-person events to engage directly with potential test-takers.
- GDN Campaigns: Utilizing Google Display Network campaigns to reach a broader audience with targeted advertisements.
Results & Benefits:
Our multi-channel strategy delivered outstanding results:
- 29,067,519 Impressions: Significantly boosted the GMAT exam’s visibility.
- 4,842,904 Reach: Increased awareness and interest among 5 million potential test-takers.
- 19,593 Leads: Generated almost 20,000 high-quality leads for remarketing and nurturing.
Our approach not only raised awareness about the GMAT exam but also encouraged many students to consider pursuing their business education abroad. Additionally, the campaigns promoted the GMAT as a criterion for scholarships in more schools, enhancing its overall value and recognition. This successful campaign demonstrates the power of an integrated, data-driven marketing strategy in achieving substantial results for educational institutions.
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