A MARKETING CAMPAIGN appropriate for all learning and training situations
Filter through the noise and be heard.
Out of 500 messages received, an employee will address 50 and remember 10. Surrounded by all of this noise, it’s no wonder that trying to change the behaviour and habits of an employee is an up hill struggle.
Campaign messages filter through all this noise and become part of the communication that is happening throughout the organisation. It takes the learning beyond the space of programme delivery and into day-to-day life. Campaign messages are orchestrated in such a way as to become recognised and heard amongst the noise.
Engage the learner. Make them stop, think and reflect on a day-to-day basis.
The orchestrated messages of a campaign reach out to the learner in a language they can relate to. In a way they makes them stop, think and reflect.
The campaign must be relevant and in context so the messages are easy to digest in small bites, and easy to put into practice in the workplace. Make the learning easy to implement and make it engaging.
Like any effective campaign your messages must speak to the viewer, using the type of wording, imagery and interaction that resonates with them.
Accessible messaging that sits right in front of the learner’s eyes.
Did someone say mobile? Being accessible is about more than being able to access an app on the train. Yes, it must be accessible from anywhere, anytime, any device. It must be integrated into the the day to day communication streams of the company. From your intranet, to the staff room walls.
Make it loud, make it proud, make it impossible to ignore.
Keep the end goal in mind. Curate the development of staff performance. Then Generate relevant data to show these changes.
All these messages must be tied together, curated in a way that takes the learner on a journey. Always with the end goal in mind, to make the behaviour changes, to improve performance.
A learning campaign sits around the learning pathway, it is structured from before the learning ‘begins’ until well after a learning programme or pathway has ‘finished’. Through messaging that is designed with the clarity and structure of a well told story.
There is no end goal without measurables. An effective campaign contains the ability to measure, track and compare the ‘before’ and ‘after’. This provides that crucial business data for the leadership team and informs future learning pathways.