SPEAK THE TEST

Company
Kaplan Test Prep
Project
Multichannel campaign to launch company rebrand
Audience
College students prepping for tests to get into med school, business school, etc.
Contribution
Copy director
Team
Creative director, Collins agency
The goal of Kaplan's 2019 back-to-school campaign was to capture leads with a free trial of various test prep materials that, used together, show how Kaplan can help students break down complicated test material, or "learn to speak the test."

The work incorporated Kaplan's new brand direction and voice, and focused on the uncommon advantage that expert teachers provide. The samples below are mainly geared toward our most engaged audience, future med students taking the MCAT.

The campaign was versioned for students taking different tests, with copy and visuals tailored to each audience.

Email journey

Static display ads

Dynamic ads for social and YouTube