Imagine being responsible for the development of over 30,000 people. Scary, huh? But it’s a challenge that our super secret client takes in their stride. For over 20 years’ they have empowered and motivated professionals across the globe to learn, grow and develop. And in 2020 they digitised their offering – bringing their super snazzy learning library to the market.
Targeting employees from over 190 locations, this online offering is unique, providing both personalised and self-directed learning. But these professionals are busy, so our client needed to find a way to grab their attention and get them moving. They needed an approach that stood out amongst the digital marketing their people were seeing day-in, day-out. And they needed something that kept their online learning offering front of mind. They needed MAAS Marketing.
Before diving head-first into marketing tactics, you need to know who you’re marketing to, right? So that’s exactly where we started with our partnership. After analysing rows upon rows upon rows of data, and speaking to some learners first-hand, we devised 4 personas that represented our client’s target audience. These characters became real people in our minds and meant our campaigns – and all marketing they’ve run independently since – was hyper-focused.
So armed with a deep insight into our target audience, we created a marketing for learning campaign that truly captured attention. Utilising email marketing, social media marketing and educational resources, we devised a multi-channel, integrated campaign that boosted active users from 6% to 24% in just one month.
The marketing for learning impact at this top secret company did not stop after our initial campaign. We have trained the L&D team on marketing fundamentals, enabling them to create amazing impact with their marketing initiatives. In fact, since 2021, they’ve run re-engagement campaigns, events and have launched their own marketing campaigns and strategies with amazing success.
This has been an incredible partnership that has truly resulted in a mindset shift in the L&D team at this organisation. And although we can't name them here, we’re ruddy proud of this project and wanted to share it with you all #winnin