Create an integrated marketing campaign for the graduate program’s (MCAT, LSAT, GRE, GMAT, DAT, OAT, PCAT) back-to-school season.

“Are you ready?” is a quick 2-mins quiz designed to assess how ready you are for the grad school experience. Once you find out which state of “readiness” you fall into, you are given the opportunity to submit your contact info for access to a set of customized tools and resources aimed at guiding you through the process of getting into grad school and educating you to the challenges that lie ahead.

We set off to purposefully laser-focus on junior and senior year students who, based on data, were most likely to convert into customers. To achieve this, we created highly engaging artwork and compelling/useful content targeted toward this Gen Z audience. The campaign was steeped in research and validated through Brand Ambassador focus groups.