AACSB A more helpful Business Member Directory

AACSB International (AACSB) is a global nonprofit that accredits the best business schools in the world and unites the brightest minds in business education for positive societal impact. Imarc has already completed their comprehensive website redesign, architected a new gated content strategy, and several other projects previously. This one focused on providing more value to AACSB business members.

At AACSB, business members provide valuable services within higher education, such as curriculum development, software, and more. Their previous directory presented business member profiles in an alphabetical list and relied on filtering for discovery.

AACSB wanted to increase the profile of business membership to provide more value. Their goals were to increase traffic to the site, earn more leads for their partner businesses, and support their members as they work to communicate their position as thought leaders.

To help people find a company or service, we introduced more familiar discovery patterns and service overview pages to help educate and aggregate content and providers. We also exposed the industry filters to increase visibility. In addition, they were made more visual with custom iconography.

Visually, this project utilized expanded iconography for clarity and leaned into the teal from AACSB's style guide, which helped differentiate it from other content.

Unlike most projects Imarc works on, the goal was to get more outbound clicks, so the climbing bounce rate (+92%) and the upward spike in off-site interactions were great to see.

The all-new Business Member Directory and Solutions Library can be accessed here. We expect it will be just the beginning of other tailored sections of the ever-expanding AACSB website. We look forward to helping it grow.