Kaplan Partners with NOCAP Sports to Reach the Next Generation of Test Takers
As student-athletes juggle demanding schedules filled with classes, practices, competition, and personal branding, feeling prepared for graduate-level exams often feels challenging.
Kaplan recognized this difficulty for students as an opportunity to position its test prep services as a valuable “hack” for busy students, helping them excel in the classroom while preparing for their next step in higher education.
In partnership with NOCAP Sports, Kaplan activated nine athletes from nine universities across five states, creating a total of 17 authentic UGC content pieces highlighting how Kaplan fits seamlessly into a “day in the life” of a student-athlete.
The content emphasized efficiency, balance, and the role of Kaplan in helping students achieve long-term career goals. TikTok emerged as the top-performing platform, driving $13,645 in earned media value and a 177% ROI.
The campaign delivered 175,000 organic impressions, a 5.68% engagement rate, and over 3,500 engagements, which significantly outperformed industry and competitor benchmarks, where average engagement rates typically plateau around 2–3%.
Athletes like Alyssa Utsby (leading ROI of 611%), Charlotte Booth, and Fuji Nimmo stood out as MVP creators, with their TikTok content driving both efficiency and authenticity. In the end, Kaplan recorded 60 new sign-ups and a 350% ROI on paid test-prep conversions, proving a strong bond between athlete voices and higher education test prep.
This case study emphasizes how NIL campaigns drive measurable business outcomes in education, not just awareness. By leveraging student-athletes as authentic storytellers, Kaplan was able to connect with Gen Z audiences where they spend the most time, on TikTok and Instagram, and translate engagement into real customer growth.
If you are a brand looking to connect with college audiences through authentic athlete marketing, visit nocapsports.io or reach out to sales@nocapsports.io
About NOCAP Sports
NOCAP Sports is redefining the business of college athletics by building solutions that help athletes earn, empower brands to grow, and enable universities and collectives to generate the sustainable revenue needed to excel in today’s sports landscape. Through a combination of technology and services, NOCAP connects athletes with meaningful opportunities, delivers measurable ROI for brands, and creates long-term financial pathways for universities. Learn more at www.nocapsports.io or contact our sales team at sales@nocapsports.io.
About Kaplan
Kaplan, Inc. is a global educational services company that helps individuals and institutions advance their goals in an ever-changing world. Our broad portfolio of solutions help students and professionals further their education and careers, universities and educational institutions attract and support students, and businesses maximize employee recruitment, retainment, and development. Stanley Kaplan founded our company in 1938 with a mission to expand educational opportunities for students of all backgrounds. Today, our thousands of employees working in 27 countries/regions continue Stanley’s mission as they serve about 1.3 million students and professionals, 16,000 corporate clients, and 2,700 schools, school districts, colleges, and universities worldwide. Kaplan is a subsidiary of the Graham Holdings Company (NYSE: GHC). Learn more at kaplan.com.