Manhattan Prep
Produced interactive courses, product demos, customer testimonials, and social media content for aspiring graduate students preparing for the GMAT, LSAT, and GRE exams.
Results: Increased gross margin of video courses. Increased learner engagement and adoption rate. Increased customer satisfaction. Reduced customer acquisition cost. Increased efficiency of instructor-led training.
GRE Word of the Day Series
Problem: Manhattan Prep’s marketing team was looking for new ways to attract leads and reduce the cost of customer acquisition for their GRE product suite.
Solution: Focusing on an evergreen element of the GRE exam, my team partnered with a charismatic cast of GRE teachers to produce an addictive series of short videos explaining vocab definitions.
Results: This content marketing series has received over 4.3M views and continues to grow in viewership on YouTube. For over 5 years, the series has been a gateway to Manhattan Prep’s GRE product suite, including printed books, on demand video courses, in-person courses, and 1-on-1 tutoring.
Interact
A product landing page video my team produced for Interact for the GRE
Problem: Manhattan Prep was looking to gain a competitive advantage in a crowded market for on-demand LSAT, GMAT, and GRE prep products. As a boutique business with the requirement that all instructors score in the top 99th percentile of exams, they needed to scale their world-class instruction beyond their brick-and-mortar classrooms, live virtual classes, and 1-to-1 private tutoring sessions.
Solution: A team of instructors, curriculum designers, and in-house video producers collaborated to create Interact, a suite of choose-your-own-adventure style video courses covering the content of the LSAT, GMAT, and GRE exams. I managed production, and our team created over 50 hours of interactive modules.
Results:
Increased efficiency of instructor-led training. Interact courses were offered as a standalone product and the modules were used in combination with in-person live classes, allowing instructors to tailor live instruction to learners.
Increased gross margins of video courses and increased learner engagement and adoption rate. Five months from launch, sales for Interact for the GRE (2018) and GMAT (2014) grew 136% and 46%, respectively, over the previous, non-interactive self-study product.
Reduced customer acquisition cost. Offering the first module free as a trial contributed to our product’s success and increased gross margins from the previous offering.
Increased customer satisfaction. Three years from launch, the Net Promoter Score (NPS*) for Interact for GMAT was 82. This score increased 180% over the old, non-interactive self-study product (NPS was below 45), and was at least 328% better than the NPS scores for competitors’ GMAT self-study courses (NPS 18 and 25). NPS is calculated using the question, On a scale of 0 to 10 with 10 being extremely likely, how likely are you to recommend our company to a friend or colleague?, subtracting the percentage of detractors (1–6) from that of the promoters (9–10.) NPS scores above 70 are considered world-class.
Here are some user testimonials from Interact:
The lessons are clicking with me, and I really appreciate being able to pick up a book or watch a lesson at my convenience. I also like how the lesson is adaptive to individual timing, thinking, and answers.
After using Interact for GMAT my score jumped from 530 to 730 in 8 weeks.
I am loving Interact for GMAT! I thought I'd let you know, as it's really playing a key motivator to practice regularly, despite my rather crazy working hours. Good work you guys.
It combines the best of both worlds from group instruction and personal study, in that you can work through what lesson you want, at your own pace, while also providing a clear organization of concepts and the slightest bit of interpersonal element that helps motivation for studying.
I tackle each lesson with excitement and real energy! It’s so much fun and still extremely useful - I already look forward to my next lesson.
This interactive lesson covers GRE math skills.
My Manhattan Prep Story [Customer Testimonials]
Problem: Manhattan Prep’s marketing team had a vision for updating the home page of their website to feature video testimonials from students who had achieved their goal scores.
Solution: We cast a group of enthusiastic students who reached their goal scores, and my team produced video interviews with each student sharing their personal success stories. The footage was cut into several formats, including a longer cut for the main website page and shorter segments for paid advertising.
Results: The customer story videos reduced the cost of customer acquisition on Manhattan Prep’s marketing site and the content performed well on paid ad campaigns.
How-To Series
Problem: Manhattan Prep’s marketing team was looking for new ways to engage social media audiences interested in general education topics.
Solution: Focusing on what made the brand special, smart and charismatic instructors, our team produced a series of videos that educated audiences about topics that instructor was passionate about, including giving gifts, winning Scrabble, making pour-over coffee, and meditating.
Results: Most videos in our series received thousands of views, with at least one reaching 168K, effectively spreading brand awareness.