Case
STUDY
GRE General Test
Reversing the trend of schools going “test-optional”
The Challenge
As the creator of the GRE General Test that is required by many — but not all — graduate school programs, ETS came to one50one as a multicultural agency with the goal of reversing the trend of schools going “test-optional” through the lens of historical mistrust and perceived bias in the multicultural community.
ACTION
one50one put into motion a plan to counterbalance the argument that standardized tests, like the GRE, are biased, too expensive and a poor indicator of future educational success. one50one conducted audience research that led to the inception of the “Settle the Score” campaign. The goal of the campaign was to start a conversation online through live panels and social media posts that offered a platform for current and future person-of-color (POC) graduate students to discuss the real hurdles and challenges of academic admissions. That data was then used in conjunction with social media, partnerships and paid media to share the insights with the public.
Capabilities Used
- Marketing research
- Creative conceptualization
- Paid media
- Social media
- Design and creative execution
- Video production
- Influencer marketing
RESULTS
160 B2B and 324 B2C attendees
at virtual ETS Listening Sessions