Since 1938, Kaplan Test Prep has helped millions of students navigate the college entrance process and beyond. Kaplan was a ubiquitous brand during the 80s and 90s. You’d see them in newspapers, magazines, and on the television and radio. You would even find them in the streets of most major cities nationwide in the form of their brick and mortar testing centers. The 2010s brought with it a shift to an all-digital strategy. No longer would students have to take classes in those physical storefronts – this could now be done via virtual classrooms. All traditional print and media advertising would move online and through paid media services. The result of this fundamental shift in Kaplan’s business model was an urgent need to re-evaluate its marketing platform, kaptest.com.