We’ve been working with Dechra Pharmaceuticals PLC, namely their Academy L&D team, since July 2020. The Academy offers free CPD training to veterinary practitioners in 24 countries - it’s a highly competitive market, so differentiation is key. After winning a competitive bid for the project, we got to work modernising and refreshing their brand, whilst ensuring it played nice with the master Dechra brand.
We developed a new logo and colour palette, enriched their messaging and tone of voice, and created a market-leading visual identity. We also invented their new tagline: “Better veterinary care starts with you.” The result is a beautiful, showstopping brand that’s uniquely targeted to the Academy’s target audience.
To ensure the new brand was globally adopted and consistent we created a range of reusable templates and assets, allowing the team to develop marketing assets in different languages and support local business partners. We also created two promo videos to support the launch of the new brand.
The newly developed Dechra Academy brand provided a substantial springboard for further marketing initiatives. When MAAS undertook the strategic development of the brand, much consideration was given to Dechra’s target audience. Who are they? What do they want? What’s in it for them?
This initial strategic work meant that when we worked with Dechra on a marketing for learning® campaign to celebrate their UK 10-year anniversary, we already had a deep understanding of their audience and the brand. The goals for the campaign were clear:
Differentiate the Academy in a highly saturated UK market
Increase brand awareness
Increase volume of users to Dechra’s Academy (powered by Docebo) and increase repeat visits, i.e. build learning habits with learners
We wanted to put Academy learners at the heart of the campaign, knowing that their authentic user stories would tap into the emotions of audiences and answer the WIIFM. We used storytelling across email, LinkedIn, paid ads and YouTube, as well as their LMS, to drive engagement with potential learners.
When compared to the previous 9 months’ average, the first month of the campaign realised: 91% increase in active users, 76% increase in new accounts, 115% increase in course enrolments and 149% increase in completions.
This engagement translates into significant YoY increases in learner behaviour, including new and active users, a 30% increase in course enrolments and a 44% increase in completions.
The campaign has been a resounding success, smashing all of their goals and also becoming a finalist in three awards including:
External Learning Solution of the Year 2023, The Learning Awards - FINALIST
Pharma, Learning Excellence Awards 2023 - FINALIST
Integrated Digital Marketing Campaign 2023, VMAs - WINNER
Not only has Dechra Academy been able to significantly increase its brand awareness and business impact through our campaign, our continuous collaboration means they are able to learn new marketing techniques and skills and apply them to their own initiatives. We’ve supported Dechra Academy through four separate projects and are a trusted partner, friend and advisor to their team.
Our partnership has challenged the L&D team at Dechra Academy to think differently. We’ve helped them make more of what they’ve already got. So instead of throwing more content or an updated LMS at their engagement problems, Dechra leveraged our unique skills in marketing for learning and realised a significant impact WITHOUT investing in additional learning solutions #winning.