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Strategic Marketing for L&D teams
STOP HOPING FOR ENGAGEMENT. START CREATING IT.
You've built brilliant learning programmes. Thoughtful leadership development. Employee engagement initiatives that actually matter.
And yet? Tumbleweeds. Low sign-ups. "I didn't see the email" excuses. Managers who don't see the value.
The problem isn't your content. It's that nobody taught you how to market it.
This course fixes that.
In six weeks, your L&D team will learn how to position, promote, and embed your learning initiatives so they're impossible to ignore - using the same marketing strategies that make people queue up for iPhones and binge Netflix shows.
Your team will walk away knowing how to:
- Trigger emotion and drive action through compelling messaging (not corporate waffle)
- Build employee personas that actually inform your campaigns (not tick-box exercises)
- Write copy that gets read, clicked, and acted on
- Design communications that don't look like they were made in PowerPoint 2003
- Launch and execute a full internal marketing campaign from scratch
No marketing degree required. Just a willingness to stop accepting "low engagement" as normal.
HOW IT WORKS
From a quick enquiry to a live campaign, here's the shape of it.
COURSE BREAKDOWN
Our two-hour live workshops are designed for maximum engagement and knowledge retention. We have tonnes of break out sessions and challenging discussions to ensure you are tackling these topics head on, and applying what you learn immediately.
Every module bends around a real problem from your world, not a hypothetical one. You'll see exactly how under each session below.
We can’t change our behaviour if we don’t change our mindset first. So this session is tailored to challenge deep-rooted beliefs in learning functions and encourage attendees to start thinking differently. We'll help you:
- Understand the impact internal marketing has on People functions
- Learn how to conduct market research
- Define your L&D function's product and value proposition
HOW WE CAN CUSTOMISE THIS MODULE
We'll use your team's actual value proposition and the real objections you hear from stakeholders, so this lands on your function, not a hypothetical one.
We often see L&D's understanding of their audiences being very shallow, which results in their marketing and comms efforts misfiring and not resonating with audiences. This session is designed to show attendees how to build employee personas that are useful and practical. After this session you will:
- Understand why customer centricity is key
- Understand how to build a persona
- Understand how to use a persona
HOW WE CAN CUSTOMISE THIS MODULE
We'll build your personas around a real employee group you're struggling to reach, using whatever data and gut instinct you've already got. If you've already got personas we'll examine and enhance them.
This session introduces the techniques behind a modern and effective internal marketing strategy and helps you:
- To think 'big picture' about marketing for internal audiences - no more programme by programme approach
- To empathise with your audiences in order to make marketing impact
- Understand your real, true competition
HOW WE CAN CUSTOMISE THIS MODULE
We'll map this against the real thing you're competing with for attention inside your business, whether that's another initiative, apathy, or the inbox. We'll also tailor to your tech stack and channels, so it's hyper-relevant and easy to apply.
This session is designed to help you develop one of the most integral skills in internal marketing: copywriting. We'll show you how to:
- Reach audiences & grab attention with marketing tactics
- Understand and leverage the power of copywriting
- Focus on consistency in marketing for optimal results
HOW WE CAN CUSTOMISE THIS MODULE
You'll rewrite a real piece of comms you've sent in the last six months and see exactly why it didn't land.
What does it really take to develop an internal brand? And where does good design come in all this? Session five will explore:
- The importance of design in internal marketing
- The power of an internal brand beyond a logo
- The core components of a good internal brand
HOW WE CAN CUSTOMISE THIS MODULE
We'll audit your actual internal brand, or the lack of one, and build the case for what yours needs.
The coup de grace. This session shows you how all of the previous sessions work together to build out an effective internal marketing campaign. It explores:
- The six essential steps to building a learning campaign
- When to use campaigns to market your learning initiatives
- Real-life campaign examples from our projects, to establish what good looks like
HOW WE CAN CUSTOMISE THIS MODULE
This is where your real problem gets built into an actual campaign, not a case study about someone else's. Most of our clients finish the course with 2-3 new learning campaign strategies that they can use straight away!
Once you've completed our six week course, we want to see all your learnings put into practice (ie, ensure maximum application and retention). Using tasks and assignments that you've had over the past 6 weeks, small cohort groups will be asked to create their own marketing strategy for your function. We provide loads of tools and templates to make this as straightforward as possible - and then you'll have at least 8 weeks to complete and submit this. Of course, Ash is on hand throughout to support and provide expert steer and advice.
We do this to ensure you have something really useful and tangible to take away from this course. It's not mandatory, but it is highly recommended!!
MEET YOUR EXPERT
If you’re going to learn marketing, learn it from the best. Enter Ashley Hinchcliffe - your no-nonsense, battle-tested guide to mastering internal marketing.
With nearly 15 years of experience (most of it spent transforming L&D functions from ignored to indispensable), Ash doesn't just talk marketing. She lives it. She's got extensive experience building campaigns that turned apathy into action, strategies that made employees actually want to engage, and has fought (and won) the battle against ‘if we build it, they will come’ thinking.
She knows what works, what doesn’t, and exactly how to get you from silence to success. Her mission? To make marketing second nature for you, so you can stop chasing engagement and start creating it.
If you want more from your L&D strategy - more impact, more buy-in, more measurable results - then you need more than just great initiatives. You need employee engagement.
This six-week strategic internal marketing course gives you the skills to stop pushing initiatives that get ignored and start driving real action. It’s the only course in the world designed to equip L&D teams with marketing mastery, so your programs don’t just exist, they thrive.
It’s bold. It’s practical. And it’s guaranteed to change the way you build, position, promote, and embed your learning initiatives. If you’re serious about making your work essential, this is a no-brainer.
LET'S BUILD YOUR TEAM'S COHORT 🍍
FAQs
This course was designed for in-house People professionals by experts who know the game. Whether you’re a Learning Leader, Head of People, Employee Experience Lead, Talent Manager, Internal Comms Pro, or anything in between, if you’re responsible for driving engagement, this is for you.
If you’re tired of initiatives that get ignored and want to build real, lasting influence inside your organisation, you’re in the right place.
Great question, and one that will come up often throughout the course.
This course is for you and your team if you want to:
- Gain a clear understanding of how to apply marketing effectively within your People function
- Develop a deeper knowledge of internal marketing strategy and tactics that drive real employee engagement
- Learn practical, hands-on ways to use key marketing tools like email and design platforms
- Connect with peers in a supportive learning environment and have ongoing access to marketing specialists within a community format
We are here to make sure you get the most out of this experience and will support you every step of the way.
The strategic internal marketing course covers the essential techniques and strategies that drive real engagement in learning initiatives today. Through a combination of practical workshops and asynchronous learning, you’ll gain hands-on experience applying marketing principles to your own work, guided by leading experts in the field.
This isn’t theory for theory’s sake. Every session is designed to give you actionable insights, practical tools, and real-world strategies that you can implement immediately. You’ll leave with new marketing skills, a fresh perspective on employee engagement, and the confidence to make your People initiatives impossible to ignore.
This is a closed, customised cohort for your team, so there's one straightforward price: £2,499 per person. That's all in, no extra fee for building it around your world. We need a minimum of 8 attendees to run a cohort. Got more than 12 people keen to join? Get in touch and we'll put together bespoke pricing for your group.
You can pay either by credit/debit card or bank transfer, whatever works for you.
Customisation is the whole model here, not an optional extra. Every cohort gets built around your team's real context: your challenges, your language, your actual work. No swapped logos on generic slides. Just a real problem, solved together, live in the room. Genuinely, the world's your oyster on what we tailor.
An open mind, a passion for people, and a drive to make your initiatives truly matter.
That’s it. No marketing background required. No complex prerequisites. Just a willingness to learn and a commitment to doing things differently.
If you work in HR, Talent, Internal Comms, or L&D, this course is built for you. It gives you the foundational marketing knowledge you need to create impact straight away. Everything is designed to be practical, actionable, and immediately relevant to your role.
So bring your brain, a notebook, and a healthy dose of curiosity. We’ll take care of the rest.
Yes. We ask for a minimum of 8 attendees to run a cohort, which makes this a brilliant fit for enterprise L&D teams who want to evolve together, not alone. Got more than 12 people who want in? Even better. Just get in touch and we'll build bespoke pricing so the whole group can take part.
No it's not. Because this is a closed cohort we deliver sessions that are right for YOU and YOUR team. Unless it's at like, midnight our time. That might not work.
All attendees will have access to the recordings at the end of the course for the 8 weeks until their assignment is due. So if you miss a session or just want to refresh, it’s all there for you afterwards!
Most cohorts run bi-weekly, a two-hour live session every other week. But that's a starting point, not a rule. We'll build a cadence that actually fits your team's diary, and we'll nail it down together in your scoping session.
It’s a six-week course with a mix of live workshops and self-paced content. We get it, you’re busy. But what’s taking up more of your time – learning a few high-impact marketing strategies, or spending hours chasing engagement that never comes?
That’s unfortunate. But we won’t hold it against you.
