The GMAT exam, owned and administered by the Graduate Management Admission Council or GMAC, is the most widely used assessment for graduate business school admissions. To widen the pipeline of business school applicants and GMAT test takers, GMAC’s Americas marketing team works to entice new and diverse candidates from the United States to consider business school.
To solve for this challenge, the Adfero team helped the GMAC Americas department reach a new segment of prospective business school students. Engineers, who have the background and technical skills business employers seek, currently make up 25 percent of MBA students. How does GMAC increase that percentage? Adfero researched what motivates engineers, including the types of roles they seek, the salaries they expect and what drives their career ambition. With data in hand, the team produced an integrated communications campaign to convert engineering prospects to business school applicants and GMAT test takers.
The team created a suite of products for the GMAC Americas team to educate engineers on the benefits of business school. From a PowerPoint presentation to engage event attendees, to an eye-catching and persuasive print brochure for candidates to take with them, to a series of emails to nurture new contacts and finally a webpage to drive those candidates to register for the GMAT exam, Adfero managed all aspects of production from start to finish, including research, content creation, design and development.
Armed with multimedia communications materials and effective messaging tailored to this discerning audience, the GMAC team is now prepared to persuade engineers to consider and apply for business school.