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GLOBAL BANKING AND FINANCIAL SERVICES INSTITUTION
ENGAGING 90K EMPLOYEES WORLDWIDE
OPENING UP A WORLD OF LEARNING OPPORTUNITIES
Grabbing attention is hard at the best of times, but with an audience of almost 90,000, our super secret banking client had a tough job on their hands. And historically, engagement had been poor. In fact, 65% of their audience didn’t really engage with learning at all. *Sigh*
But this client was clued up on the HUGE impact increasing engagement could have on their organisation. They weren't just looking at smile sheets and bums on seats – they were looking at data that proved real organisational impact. So they knew there was only one thing for it… getting the MAAS Magicians onboard, obvs.
DEEP AUDIENCE UNDERSTANDING
LEARNING WITHOUT BORDERS
With a globally dispersed team, market research was critically important. We had to understand who the audience was beyond their job titles. We needed to know what mattered to them, what they need and want from their role, and perhaps most importantly, their pain points and barriers to learning.
So we got to work, conducting over 25 hours of conversations with employees at this super-secret organisation. And we did not let time zones stop us from getting a balanced view! With discovery calls running as early as 7am UK time, we can safely say we put the leg work in.
And work that resulted in four personas – that truly embodied the target audience. And enabled the organisation to ditch job-title-segmentation once and for all.
learners
countries
hours of research
SPARKING ENGAGEMENT WORLDWIDE
GAMIFYING MARKETING FOR LEARNING
Our client had fallen into the age-old programme-by-programme approach to communicating their learning offering. And to be frank: it was boring. This organisation had an incredibly diverse audience, who have very serious and difficult jobs. So, unsurprisingly, outside of their main roles, they were looking for fun! And of course – we delivered.
We gamified marketing for this client, in the form of a magazine style quiz. (Think old school Cosmo quizzes, and you’ll be on the right track!) This approach immediately got people talking: which meant L&D was front of mind.
Although awareness is essential, it’s engagement that’s going to impact the business bottom line. So from the quiz, each employee was given a learning pathway based on their group, which was designed to help them strengthen their strengths. And it worked… a whopping 55% of people went on to complete a learning experience. #Winning
CLIENTS WE'VE HELPED
UPSKILLING L&D
MARKETING FOR LEARNING TRAINING
Alongside our project work with this client, we have also trained their L&D team on the fundamentals of marketing for learning. This meant the team was equipped to continue marketing their offering, long after our project finished.
Across four sessions we taught the team to:
Adopt a marketing mindset; ensuring they are deliberately collaborative, creative and challenging in all they do.
Understand their audience deeply – with the help of the nifty personas we created in our research phase.
Design and create marketing-grade assets that would truly grab their audience’s attention and get butts a’movin!
This training changed the game for this L&D team, and now they’re rolling out marketing that *actually* boosts engagement. And isn’t that what we all want?
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