Is there a better way?

This project spanned more than half a year and affected all aspects of Kaplan Test Prep.

It started with a colored bracelet, handed out to students in college on their way to class. All you needed to do was tell one of Kaplan’s brand ambassador's what you were planning to be when you grew up and provide your email address.

Instead of calling students "Future Doctor" or "Future Grad Student," we opted for empowering messages that would embody the way they feel currently. Future Doctor became "Life Saver."

The bracelet contained a code that would unlock a secret microsite. There, they could browse valuable information related to their career path.

We also attracted people online by releasing ads that showed different “study styles,” each obviously not great ways to prepare for exams. But we could retarget these customers and feed them a special quiz so they could find out what study style they were.

We also offered entry into a $10K raffle for participating.