ETS: Graduating from Distant
to Relevant, Globally
 

CHALLENGE: “We make tests. People hate tests. We’re not a likable brand.”

“Test-takers HAVE to take our tests, they don’t choose to. We don’t need to ‘sell’ them on our tests.” This was the mindset when I joined ETS. How could ETS expect its audience to emotionally connect with the brand if they themselves couldn’t?

• Assuring qualified teachers are in our schools.
• Proving you have the ability to attend the college of your choice—regardless of social stature.
• Knowing your programs are effective, and that your students are learning what you’re teaching.
• Demonstrating you have the skills to apply for your dream job.

SOLUTION: It’s not about making tests—it’s about connecting people and their skills with life-shaping opportunity. These concepts are extremely personal—they’re our dreams for the future. Using this as inspiration, I had my team focus on emotional connections to create the award-winning work that transformed the ETS brand from distant to relevant. We helped change the perceptions of our audience and our organization as we transformed from a house of brands to a branded house.

ETS also made operational changes to be true to its brand promise:

• Forming an Office of Quality to assure the highest standards were met in developing and delivering our tests.
• Providing not only a score result, but actionable feedback to help guide personal development.
• Enhancing user experience when registering for a test online.
• Improving customer service when contacting the call center. 

RESULTS: These efforts enabled ETS to gain market share while delivering on its brand promise and mission through a relevant brand image—and a truer brand experience. Download my portfolio to check out my ETS samples.

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