The TOEFL test is the leading assessment of English as a second language, and it has been an integral part of more than 40 million students' dreams of studying abroad in over 180 countries over the past six decades. The evolution of the international education space for today's global Gen Z audience presented an opportunity for the TOEFL brand to be reimagined to engage with students and those who accept scores in a whole new way; representing its broadest acceptance in over 13,000 institutions, recent innovations to the test including shortening it while maintaining its validity and reliability, and building an ecosystem of resources to support test preparation and enrollment success.
We learned that 89% of Gen Z audiences believe they have a responsibility to shape the world they live in and that 80% say education is a source of hope (Source: Wheebox, Varkey Foundation). These insights served as the cornerstone for repositioning the brand promise to champion their potential to move the world, to make their mark.
The campaign’s primary objective was to break through to a new group of Gen Z consumers through social media content and a rejuvenated brand image. Through further research and consultation with Gen Z, the team landed on a new set of creative guidelines that best represent the philosophy and dynamism inherent in all efforts including extending our engagement to several countries in Asia Pacific, EMEA, and LATAM.
All brand assets were reimagined with this new approach in mind—everything from the website and registration portal to all social channels and collateral materials.
To launch the reimagined brand identity, we landed on "Make Your Mark," a social media campaign across Instagram and LinkedIn featuring one of today's most notable education activists and influencers, Vee Kativhu, a Zimbabwe native who has completed her studies in the UK (Oxford) and the US (Harvard) and is pursuing her doctorate in California. Vee uses her platform to inspire young girls to pursue their own educational dreams, which embodies the essence of the new TOEFL brand.
The “Make Your Mark” campaign generated 237,620 views, 12,759 likes, 496 comments, and 361 saves, with an engagement rate of 5.8% and a reach rate of 43.82%.
The rebrand enabled TOEFL to communicate with Gen Z and Gen Alpha knowledge seekers and change makers in a whole new way; highlight TOEFL’s new capabilities as a highly respected, valuable assessment AND passionate journey partner for anyone who wants to study, live and work abroad; express in a fresh way TOEFL’s ongoing mission to provide resources, tools and advice for learners and doers who want to reach their goals and make an impact; and set the stage to build an ecosystem beyond the assessment to serve students and institutions better worldwide.
In conclusion, the TOEFL rebrand reflects TOEFL’s evolving role in a dynamic, interconnected world; echoes the needs and aspirations of audiences that are changing with dynamic educational and professional landscapes; displays TOEFL’s commitment to meeting these changing demands with innovation, curiosity and confidence; symbolizes TOEFL’s dedication not only to the science of measurement but to learners around the world who want to bring positive change in their own lives and their communities; and expresses TOEFL’s ongoing work to provide vibrant, inclusive and inspiring experiences for anyone who wants to move the world forward.
