We've redesigned the Zehno Web site using Web standards to be faster, more interactive, more accessible, and easier to use. For the new site to display correctly, you must be using a standards-compliant Web browser -- that is, version 5 or higher. To learn more about accessibility and view a list of links to upgrade your browser, read our accessibility statement.

Case Study

Graduate Management Admission Council
Selections magazine cover and spread, and Diversity Pipeline Alliance brochure spread

The Graduate Management Admission Council, the industry trade group for graduate business schools and owner of the Graduate Management Admission Test (GMAT), came to us in 1995 for help with branding, including message development and visual identity/graphic standards. The organization had just hired a new president to replace a long-time incumbent, had moved its offices from Los Angeles to suburban Washington, DC, and was embarking on several new strategic directions.

We conducted focus groups and surveys, as well as interviews with members of key constituent groups, and developed a detailed set of strategic communications recommendations.

Since that time, we have consulted with the group extensively in a successful program of consistent branding. Results of our partnership have included

  • preparing print and online graphic standards manuals.
  • creating graphics and editorial content for almost all publications — from annual reports to event promotion to direct mail.
  • developing Web approaches.
  • building interactive CD-ROMS.
  • launching Graduate Management News, an online publication.
  • redesigning Selections magazine to be a leader in its field.
  • conceptualizing and implementing communications strategies and tools for several stand-alone GMAC projects, including Diversity Pipeline Alliance (brochure) and MBA Futurestep (promotional postcards, strategy).
  • breaking an attention-getting advertising campaign in wide-circulation, targeted national and international publications to encourage 20-somethings to consider an MBA.
  • producing PowerPoint presentations and electronic postcards.
  • developing a traveling exhibit.
  • working closely on key strategic communications issues.

Our efforts have helped GMAC move toward its strategic intent to be the “premier provider of assessments and information that create and promote access to graduate and professional management education.”