Marketing campaign · Kaplan Test Prep · 2019
Back to School Campaign
A full-funnel, multichannel back-to-school campaign for pre-college, grad, and licensure students, written in the language students actually use.
My role
Creative Director
Audience
Pre-college, grad, and licensure students
Channels
Out-of-home, social, display, email
Year
2019
01
The problem
The 2019 back-to-school season had two jobs at once: generate leads from new students, and convert the ones already in the right window of test prep time.
02
The bet
Speak like the students. Inspired by the conversations students have on Reddit, the creative put the “inside baseball” language of the study material front and center: shorthand only a test-taker would recognize.
“I crushed the CARS Qpack 1 Picasso passage.”
Campaign headline, MCAT
03
What shipped
An integrated campaign across out-of-home, social, display, and email, built on bold type and real Kaplan teachers.
