Lloyd’s Register (LR) is a leading professional services business for the maritime industry, with an unbelievable 260 years of experience. And in that time, they’ve seen a lot of change. But in 2022 they embrace a change that is arguably their biggest yet. The maritime industry is now embracing the digital revolution. They're focusing on the decarbonation of shipping. And they're welcoming emerging technologies into their day-to-day practice. And this means there's a lot of change afoot for the people of LR.
So the primary focus of LR Academy – the L&D division of LR – is upskilling and reskilling their people. The team spends time carefully creating, curating and developing learning content to help their people steer LR to a successful future. But how much impact are these resources going to have, if nobody knows about them?
With office, field and offshore employees, the wants, needs and pain points of LR’s target audience vary greatly. So we kick-started this project by developing two learner personas for LR Academy. In this research we garnered a deep understanding of LR’s people and their sentiment towards learning. With many employees longing for a pre-covid approach to learning, we had to ensure our campaign triggered emotions and demonstrated the benefits of LR Academy’s professional development offering.
Armed with our two learner personas, we realised there was a key area LR Academy needed help: updating and refreshing their learning brand. Since the initial inception of LR Academy, Lloyd’s Register had gone through a brand refresh – but the Academy hadn’t followed suit. This led to a dated appearance which was not grabbing the attention of their target audience. Following all the rules and guidelines set by LR’s marketing team, MAAS devised a new, fresh brand to help LR Academy stand out and grab attention.
Triggering emotions in marketing is a sure-fire way to get butts moving. So to appeal to both of LR Academy’s personas, we knew we had to develop a campaign which did just that. With the tagline ‘It’s time’, we put the target audience – regardless of their persona type – front and centre. This enabled us to flex the messaging, imagery and tactical approach to spark a reaction and get people learning. (Spoiler alert: It worked!)
Email is a noisy, busy channel in most organisations. And LR is no different. So we focused on marketing beyond email – and utilised a range of channels to raise brand awareness of LR Academy and their professional development offering. Utilising internal influencers, social media competitions and compelling visuals across channels, LR Academy saw incredible success with this campaign, with their employees finally realising it’s time to put their own personal development first.