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Sector Education

Women in Business


The Brief

The Graduate Management Admission Council wanted to attract more undergraduate students in the UK to take the GMAT exam and continue their studies in business. They identified to do this, they would need to create more brand awareness by gaining coverage and links in mainstream press, as well as mass sharing on social media.

Women in Business

What We Did

To achieve this, we decided to use GMAC’s data along with other sources to take on the issue of gender equality in business around the world. Our research showed this subject would interest their target market, as well as allowing us to position GMAC as a thought leader: unafraid to speak out and take a stance from a considered and responsible viewpoint.

We created an interactive piece which featured over 30 countries, highlighting relevant statistics for each. This included the number of women who took the GMAT exam, and the percentage of women in senior management. We also spoke to businesswomen in as many of the countries as possible, and added their opinions to the piece.

View the finished piece here on


  • Featured in Yahoo! News, International Business Times, Time, The Independent, plus many more
  • Seen by over 800,000 people
  • Estimated organic reach of around 10,000 people through social media alone
  • Over 4,400 likes, clicks, comments, and shares from a modest paid social campaign

Here's how we did it!



First things first: we got together in front of a whiteboard and came up with as many ideas as we could. Knowing what data GMAC had that we could use in the piece helped to steer us in the right direction. We narrowed all of our ideas down to the three most promising, and discussed these with the client to decide on the final one.



We had our basic idea down, but before we sunk too much time into designing or building the piece, we reached out to journalists and bloggers who we knew would be interested in the topic to get their opinions. We asked them questions like, “Would you publish this piece? How could we improve it?” With enough positive responses – and some really helpful feedback – we knew we could push forward.



With the piece built and tested, it was time to start making sure everyone knew about it! We got back in touch with the journalists we had premarketed the piece to, along with a list of relevant influencers we had researched during the build, asking them to cover it. We wrote these emails individually, too, personalising each one – no spammy bulk mailing to hundreds of people at once! We also picked up the phone to journalists we speak to on a regular basis.

Complimenting this outreach was a paid social campaign, which we ran on Facebook, Twitter, and LinkedIn. This helped to give coverage on social networks a boost, encouraging more people to talk about it.

Want to know what we could achieve for you?

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Meet the team

Jon Buchan
Hannah Brown
Jenny Longmuir
Tess Bowles
Lee Buchan
Asher Baker
Bree Van Zyl
Sam Reynolds
Aida Staskeviciute
Laura Reddington
Dipak Hemraj
Jess Collett
Gemma MacNaught
Laila Khan
Gary Buchan
James Hackney
Stuart Lawrence

Jon Buchan Chief Executive Officer
07949 283 785
Hannah Brown Creative Yet Technical Manager
07453 779 030
Jenny Longmuir Content Marketing Editor
Tess Bowles Social Media & Content Marketing Manager
Lee Buchan SEO and Social Media Executive
Asher Baker SEO & PPC Manager (and Lord)
07525 744 178
Bree Van Zyl Video Productionista
Sam Reynolds Copywriter
Aida Staskeviciute Graphic Designer
Laura Reddington Copywriter
Dipak Hemraj All Rounder
Jess Collett Copywriter
Gemma MacNaught Head of UX and Conversion Rate Optimisation
Laila Khan Head of PR
Gary Buchan Managing Director
07525 839 157
James Hackney Client Services Manager
07725 209 820
Stuart Lawrence Chief Technical Officer
07725 209 819

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