The situation
Established in 1916, AACSB International is a global non-profit organization that aims to improve the quality of business education around the world. AACSB originally had three different sites and needed to consolidate them into one interface. Imarc worked with AACSB to design a high-performing, centralized digital experience that positions accredited members and students alike to succeed in the business world.
The challenge
As they offer so many different products and solutions, AACSB knew it was critical to provide an excellent customer experience, which is why they wanted to build out customized web tools to ease friction.
The solution
As one of AACSB’s primary goals was to deliver an improved user experience, Imarc built an enhanced search filter and implemented a tagging system for content and media assets. In more ways than one, Imarc’s strategists worked to personalize the digital experience and visualize member data in a way that aligned with their interests.
After strategy was complete, Imarc’s designers applied AACSB’s modernized brand seamlessly to the new site. The visually engaging design leveraged imagery and messaging to emphasize AACSB’s position as a leader in business education accreditation.
Working with Imarc is like having more team members on our marketing crew. They bring in skills and perspective that we otherwise wouldn’t have access to and I’m very proud of the work we’ve done together.
Andrea Smith, AACSB's Director of Marketing
The results
Since the launch in November 2021, metrics have improved significantly.
10/2/20–10/31/21 vs. 11/1/21–11/30/22
The future
AACSB’s new site is a digitally connected network that helps students, educators, and businesses shape future leaders. Imarc is excited to continue supporting them and position its members for success.
The Imarc team is an incredible partner that really understands our business. We’ve expanded our relationship with them to continually optimize the site and to manage our digital advertising work, and our teams work seamlessly together on our goals.
Smith
Statement of Work Included
Strategy & research
- Stakeholder interviews
- Research
- Project planning
- Analytics
- Competitive analysis
- Experience strategy
- Persona development
- User journeys
User experience
- Sitemaps
- Wireframes
- UX writing
- Content strategy
Creative
- Branding
- Style guides
- Visual design
- Art direction
- Copywriting