Using New Insights to Market the TOEFL® Test
Xiaofei Tang, Strategic Marketing Director at ETS, the maker of the TOEFL® test, during a recent trip to China discussed
with 21st Century her aspirations for TOEFL and English-language learning.
One of Xiaofei's major goals for TOEFL is expanding the knowledge that the TOEFL test can help students attend
institutions anywhere in the world. One example of this is through her TOEFL Passport campaign.
Another top priority for Xiaofei is obtaining TOEFL test taker feedback to ensure the TOEFL test is meeting students' needs. Test takers have reported some anxiety before taking the TOEFL test. To help put them at ease, the TOEFL programme has developed a six-minute video, "Welcome to the TOEFL iBT™ Testing Site." This video walks students through the test day experience and previews the identification requirements, check-in procedures, security protocols, and testing sequence to increase awareness of the testing process. The TOEFL programme has also created in-language websites for Chinese and Korean test takers.
Xiaofei also plans to continue communicating with the more than 7,500 worldwide institutions that accept the TOEFL test. This includes making TOEFL research available and communicating the latest TOEFL test information through the TOEFL eNews Update, press releases, conferences and other means.
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