Digital Strategy: Developed and executed a localized marketing plan to strengthen GMAT’s positioning in China.
Social Media Management: Handled GMAT’s WeChat and Weico presence to boost engagement and follower growth.
Localized Chinese Website: Created gmat.com.cn to provide tailored, practical content for Chinese candidates.
Multi-Channel Campaigns: Drove follower growth through WeChat, Zhihu, SEM, and other local platforms.
As the administrator of the globally recognized GMAT exam, the Graduate Management Admission Council (GMAC) plays a pivotal role in guiding future business leaders toward advanced education. With the increasing competitiveness in the graduate management education (GME) landscape in China, GMAC sought a comprehensive digital partner to support its marketing and communication needs—aiming to increase brand visibility, engage local candidates, and differentiate itself from alternatives like the GRE.
GMAC faced several challenges when engaging Chinese candidates:
A nuanced, local-first approach was essential to address these challenges effectively.
We began by aligning with GMAC’s global positioning while designing a China-specific digital marketing strategy. This included mapping the candidate journey, identifying key touchpoints, and understanding what motivates Chinese students to pursue graduate business education abroad.
The strategy emphasized consistent content delivery, platform-specific engagement, and performance-driven activities that aligned with recruitment goals.
To enhance GMAT’s visibility and trustworthiness, we took over the management of GMAC’s WeChat Official Account—the primary digital touchpoint for Chinese students. In parallel, we leveraged Zhihu, a trusted platform where candidates seek in-depth, unbiased information.
Key tactics included:
This approach not only fostered engagement but also positioned GMAT as an authority in graduate education discussions.
Recognizing the importance of local relevance, we designed and developed gmat.com.cn, a Chinese-language website tailored to local candidates’ needs. Unlike generic global content, this site provided:
The website served as both a content hub and a bridge between social media engagement and lead conversion.
To maximize reach, we rolled out an integrated promotion campaigns using platforms like:
The campaign focused on creating awareness for the newly launched Chinese site and driving qualified leads.
The digital marketing campaign delivered impressive outcomes, exceeding all key performance indicators:
159% of the KPI on impressions
123% of the KPI on page viewes
321% of the KPI on unique visitors
108% of the KPI on lead generation
This project demonstrates the power of a well-executed, locally adapted digital strategy. By integrating platform-specific engagement, content localization, and data-driven promotion, GMAC was able to significantly expand its reach and relevance in China’s competitive graduate admissions landscape.
Digital Strategy:
Developed and executed a localized marketing plan to strengthen GMAT’s positioning in China.
Social Media Management:
Handled GMAT’s WeChat and Weico presence to boost engagement and follower growth.
Localized Chinese Website:
Created gmat.com.cn to provide tailored, practical content for Chinese candidates.
Multi-Channel Campaigns:
Drove follower growth through WeChat, Zhihu, SEM, and other local platforms.
As the administrator of the globally recognized GMAT exam, the Graduate Management Admission Council (GMAC) plays a pivotal role in guiding future business leaders toward advanced education. With the increasing competitiveness in the graduate management education (GME) landscape in China, GMAC sought a comprehensive digital partner to support its marketing and communication needs—aiming to increase brand visibility, engage local candidates, and differentiate itself from alternatives like the GRE.
GMAC faced several challenges when engaging Chinese candidates:
A nuanced, local-first approach was essential to address these challenges effectively.
We began by aligning with GMAC’s global positioning while designing a China-specific digital marketing strategy. This included mapping the candidate journey, identifying key touchpoints, and understanding what motivates Chinese students to pursue graduate business education abroad.
The strategy emphasized consistent content delivery, platform-specific engagement, and performance-driven activities that aligned with recruitment goals.
To enhance GMAT’s visibility and trustworthiness, we took over the management of GMAC’s WeChat Official Account—the primary digital touchpoint for Chinese students. In parallel, we leveraged Zhihu, a trusted platform where candidates seek in-depth, unbiased information.
Key tactics included:
This approach not only fostered engagement but also positioned GMAT as an authority in graduate education discussions.
Recognizing the importance of local relevance, we designed and developed gmat.com.cn, a Chinese-language website tailored to local candidates’ needs. Unlike generic global content, this site provided:
The website served as both a content hub and a bridge between social media engagement and lead conversion.
To maximize reach, we rolled out an integrated promotion campaigns using platforms like:
The campaign focused on creating awareness for the newly launched Chinese site and driving qualified leads.
The digital marketing campaign delivered impressive outcomes, exceeding all key performance indicators:
159% of the KPI on impressions
123% of the KPI on page viewes
321% of the KPI on unique visitors
108% of the KPI on lead generation
This project demonstrates the power of a well-executed, locally adapted digital strategy. By integrating platform-specific engagement, content localization, and data-driven promotion, GMAC was able to significantly expand its reach and relevance in China’s competitive graduate admissions landscape.
