Challenge: ETS, the largest nonprofit education measurement and research organization in the world and developer of the GRE®, TOEFL® and TOEIC® exams, was experiencing a significant increase in interest in their testing programs in China, and this came with some challenges protecting their intellectual property in China. The company wanted to increase government support and reduce its vulnerability to criticism, and ultimately enhance its reputation with test takers and stakeholders over the long term.
Solution: APCO developed and over the last 10 years implemented a comprehensive corporate communications and government relations program to boost ETS’s reputation in China. This includes advising on branding, media relations, corporate responsibility programs, government relations and business opportunities.
Result: ETS has been able to raise its corporate profile among academic institutions, government officials, students, the media and the general public leading to increased brand recognition, robust business growth and expanded partnership opportunities.