Marriott International
Complexity, clarified: Powering high-impact digital experiences for global leaders
Client Success
Imarc has been partnered with AACSB since the early 2020s, when we first began redesigning their web experience to better serve their distinct personas. From there, we've gotten involved with strategic initiatives focused on the online user experience and have assisted with paid media.
Key outcomes
- A web experience built for both members and students
- Gated content strategy and slide-in module experience for the LINK newsletter
- Heavy up, Always on, and other paid media campaign success
- Optimized budget use of a Google for Nonprofits grant
Our Approach
Right from the start, our two businesses have been constantly innovating to stay competitive in the crowded education space, and that collaboration has delivered strong results. We're using every brain on our two teams to build better.
How Imarc partnered
How we've partnered
AACSB engages with Imarc to design a high-performing, centralized digital experience that positions accredited members and students alike to succeed in the business world.
Imarc architects a sign-up and subscriber slide-in module experience for LINK, AACSB’s weekly newsletter for educator and business audiences, to facilitate a softer lead capture for open content.
Imarc begins running paid media campaigns to support AACSB's content.
AACSB's opt-in form submissions increase by 240%, and their leads improve by a factor of four after Imarc's gated content strategy, which encourages logging in, is put in place.
Imarc works to optimize AACSB's monthly Google for Nonprofits allotment, resulting in more conversions and brand awareness.
Imarc helps AACSB provide more value to members by developing a new Business Member Directory.
AACSB and Imarc continue to partner on web development, performance marketing, and other strategic initiatives under a retainer.
Partnership at Work
Website redesign
increase in site users
As the premier accreditation body for business schools worldwide, AACSB International needed a website that reflected its global authority and served its diverse member base. Imarc led a comprehensive redesign focused on transforming a dense, complex site into a modern digital hub. The project involved a complete re-architecture of the site’s information, prioritizing user journeys for educators, business professionals, and students. The result is a high-performance, accessible platform that positions AACSB as the definitive leader in business education quality and innovation.
Key highlights
- Executed a full-scale redesign for a global accreditation leader.
- Simplified a complex information architecture to improve content discovery.
- Developed a modern, professional aesthetic that reflects global authority.
- Created targeted pathways for diverse audiences (educators, students, business leaders).
- Built a scalable, accessible platform to support AACSB’s international mission.
A gated content strategy
increase in gated content opt-in form submissions
AACSB partnered with Imarc to transform its thought leadership content into a powerful lead-generation engine. Moving beyond simple open content, Imarc architected a gated content strategy that includes a "subscriber slide-in" module for the LINK newsletter and optimized form experiences for report downloads. This approach helped users understand the value of creating an account while dramatically increasing conversions. Since launch, the gated content work has increased opt-in form submissions by 240% and improved overall leads by a factor of four.
Key highlights
- Implemented a strategic gated content architecture to capture high-quality leads.
- Developed a custom "slide-in" module for newsletter sign-ups.
- Increased opt-in form submissions by 240% through optimized UX.
- Achieved a 4x increase in lead generation from thought leadership resources.
- Provided a scalable solution that integrates seamlessly with existing CMS logic.
A more helpful Business Member Directory
increase in outbound clicks
AACSB worked with Imarc to transform its Business Member Directory from a simple list into a powerful resource for the global business education community. Imarc introduced intuitive discovery patterns, custom iconography, and service overview pages that aggregate content from provider schools. By improving the search and filtering capabilities, Imarc helped AACSB drive significantly more value to its business members, resulting in a 92% increase in off-site interactions and strengthening AACSB’s role as an industry connector.
Key highlights
- Redesigned the directory with intuitive search and discovery patterns.
- Increased off-site interactions by 92% through optimized UX.
- Aggregated content from multiple providers into cohesive service pages.
- Positioned AACSB as a primary hub for business education resources.
Optimizing Google for Nonprofits grant paid media
increase in Business Partner Form Submissions from 2024-2025
Imarc partnered with AACSB to maximize the impact of their Google for Nonprofits grant, ensuring the $10,000 monthly ad spend was used strategically to drive meaningful engagement. By performing deep keyword research and optimizing ad campaigns for the global business education community, Imarc helped AACSB drive significant traffic to key initiatives and resources. This expert management ensured that the grant served as a powerful tool for global reach and brand awareness.
Key highlights
- Managed the $10,000/month Google Ad Grant for maximum nonprofit impact.
- Optimized campaigns for global keywords in the business education sector.
- Drove significant high-intent traffic to key AACSB initiatives and reports.
- Provided transparent reporting on grant performance and engagement metrics.
Content efficacy with paid media support
increase in website users
Working in a collaborative partnership, Imarc supported AACSB and Beacon Hill in maximizing the reach and efficacy of their thought leadership content through strategic paid media. By identifying high-value content pieces and promoting them across targeted LinkedIn and Google channels, Imarc helped both organizations reach new, high-intent audiences. This data-driven approach ensured that premium content didn’t just live on the site but activeley drove lead generation and brand authority.
Key highlights
- Amplified existing thought leadership through targeted paid media campaigns.
- Leveraged multi-channel strategies (LinkedIn, Google) to reach new audiences.
- Focused on data-driven content selection to maximize media ROI.
- Successfully bridged the gap between content creation and lead generation.
AACSB's digital experience continues to evolve because our partnership extends far beyond the website itself. By combining user-centered strategy, thoughtful design, performance marketing, and ongoing optimization, Imarc has helped the organization reach more educators, deliver greater value to its members, and make every digital interaction more effective. Together, we're continually identifying new opportunities to improve engagement, strengthen performance, and support AACSB's mission on a global scale.
Learn how we helped other strategic partners grow their digital experiences, solve complex business problems, and achieve measurable results through enduring collaboration.
