The standardized test preparation industry has long been dominated by a few well-known companies, but other companies have since entered the market and have become increasingly competitive, creating a more diluted market. The challenge was to place ILEX in an advantageous position so as to stand out from other test preparation companies. We needed to highlight the unique characteristics of ILEX that would attract and benefit customers.

ILEX is a book publishing company that special-izes in educational textbooks for students to use in preparing for the SAT® and ACT® standardized tests. ILEX’s textbooks are designed to help these students increase their scores on the aforemen-tioned tests. With more than 5 years of experience, ILEX has carefully developed effective test-taking strategies that they then incorporate into their publications. As a subsidiary of a homegrown test preparation academy, IES Test Prep, based in Metuchen, New Jersey, ILEX needed assistance in creating brand awareness and executing their marketing plan.