Graduate Management Admission Council
Challenge
The Graduate Management Admission Council (GMAC), an association of graduate business schools and owner of the Graduate Management Admission Test (GMAT), needed help with branding, including message development and visual identity/graphic standards. GMAC desired an image of quality and professionalism and wider exposure with all of its audiences — business school administrators, potential business students, media and other consumers of information about graduate business education.
Solution
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. In our partnership with GMAC since 1996, we have established many successful strategies and developed dozens of tools including:
- a communications plan
- a visual identity program
- a tag line, “creating access to graduate business education” to help define the organization
- Web and print collateral pieces
- annual reports
- newsletters
- event promotion tools
- a conference display
- an introductory pack for members
- ads for national and international publications
- a website home page that helped double the number of hits to more than 1 million a month
Results
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.”
We can count on Zehno for smart, fresh — and award-winning — approaches to our print materials.
Even though we have been a client for several years, Zehno always brings a new, creative perspective to each communications challenge.
Judy PhairVice President, Communications
