want some cookies?
We use cookies to make your browsing experience amazing.
SPECSAVERS
ENGAGING A GLOBAL AUDIENCE
BOOSTING ENGAGEMENT ON A GLOBAL SCALE
Specsavers isn’t just a household name on the UK high street. Its people are spread across the globe, delivering eye care and audiology to millions. But as the organisation grew rapidly, so did the challenge for the Global L&D team: how do you create a learning experience that feels relevant and impactful for everyone, no matter their role, culture or location?
The Specsavers L&D team weren’t looking for a quick campaign or a one-off launch. They wanted long-term engagement. They wanted employees to actually connect with learning, not just tick the box. And to do that, they needed a deeper understanding of their audience.
That’s where MAAS came in.
THE CHALLENGE
SEEING WHAT REALLY MATTERED 👀
The Specsavers L&D team has learning development down to a fine art. They know what works, how to engage in the moment and are always injecting new and innovative learning strategies into the organisation. So you might be wondering “why did they need MAAS Marketing’s help then?!” And the answer is simple: Once people were involved in learning, they loved it. But getting people involved in the first place? That was another story.
To truly boost engagement, by way of sign-ups and completions, Specsavers realised they needed a deeper understanding of their audience. They needed to know what mattered to them, what motivated them, and perhaps most importantly, what their pain points were. They knew they needed learner personas.
hours of research
different continents
employees partook
DEEP MARKET RESEARCH
UNDERSTANDING LEARNERS’ NEEDS
The first stage of helping Specsavers develop a thorough understanding of their audience was clear to see: We had to get to know their audience beyond job titles and completion rates. And the best way to do that? Speaking to them.
So, alongside the Global L&D team, we organised conversations with a diverse group of over 150 Specsavers employees about their experiences with learning, their role and what really mattered. This was supplemented by a thorough (yet engaging) survey that was completed by a further 130 employees — giving us an in-depth understanding of their global support office audience.
FROM DATA TO DEPICTION
DEVELOPING DETAILED PERSONAS
The conclusion of the research project left us with thousands of lines of data — which indeed told us a compelling story about life at Specsavers. However, time-poor L&D teams do not have the time to trawl through thousands of pieces of data every time they embark on a new project… so we had to do something with this data.
After some clever analysis and finessing from the MAAS pros, this data turned into four compelling, and easy to remember personas for Specsavers’ Global L&D team. From Purpose-Driven Penelope, to Career-Climber Casey, the Specsavers team now had a clear understanding of not only who their audience was, but also what mattered to them. These personas will not only help the team with their marketing for learning® efforts, but will also help shape their learning experiences into something Specsavers employees want to get involved with.
UPSKILLING L&D
EMPOWERING SPECSAVERS WITH PERSONAS
We didn’t just hand over the personas and walk away. We ran an interactive workshop with the Specsavers Global L&D team, bringing the personas to life. Together, we mapped messages and campaigns against real learner needs — equipping the team with practical tools to create learning that resonates.
And for added marketing for learning power — Specsavers’ Global L&D team is also home to not one, but two, Strategic Marketing for People Functions alumni! Meaning now that they’re armed with detailed research and personas, their marketing possibilities know no bounds.
YOU MIGHT ALSO LIKE
