Home » News » Article » Step Four – Planning and Executing your Campaign
Posted May 8th, 2019

When thinking about planning and executing your campaign, it’s a good idea to consider a mix of communications delivered using a variety of media to ensure your approach is focused, targeted and relevant for your staff. Stick to the key messages you want to share across the organisation to effectively position your learning initiatives for your audience.

We explored the concept on AIDA in a previous post, where we considered first raising AWARENESS, then a slow release of information to create INTEREST, relating it to the motivation and DESIRES of your staff, and finally encouraging ACTION. So to carry out this AIDA approach, what are the options for communicating your learning initiatives throughout your organisation?

Well first, consider what will work best and most effectively for your teams? Is there a method of communication which is most likely to reach their desks? Is there a medium of delivery that will very likely to be ignored? If we understand our audience, we can more successfully target and communicate with them.

For example, if you know that your staff are too swamped with emails on a regular basis to pay attention to your internal marketing piece, could you better reach them with a poster above the kettle in the breakout area or on the back of a cubicle door? Maybe your staff are encouraged to join an internal messaging channel which

The second consideration is how much these ideas and initiatives may cost. Whether you start with the budget first is up to you, as this may limit your thinking. However, it’s important to set SMART goals for your projects, where your objectives as specific, measurable, achievable, realistic and time-bound to have the best chance of success.

Here are just a few communication methods you could consider:

  • Newsletter articles
  • Posters
  • Emails
  • Leaflets
  • Desk drops
  • Banner exhibition stands in key areas
  • Seminars to win over change leaders, who will then act as champions
  • Seminars for learners
  • Social media posts
  • Pop ups
  • Internal messaging channels
  • Webinars
  • Word of mouth

We can use these forms of communication to generate interest and share the message, but also think about the following:

  • Including the information in new employee inductions
  • Compiling usage reports and providing rewards for people/departments who complete the most training or recommend the learning initiative to the most colleagues.
  • Providing case studies of successful learning opportunities, so create a positive upwards spiral
  • Create a forum where staff can leave reviews and recommendations, to involve and enthuse learners to participate and help to develop the programme organically.
  • Chief Executive statements and letters to learners
  • Monthly promotions for new courses, like for example our Module of the Month concept which promotes a different course each month based on an awareness day or global event.

It’s not just about the written message, so also take time to think about creating high impact communications using high quality imagery, like perhaps photography of users. As an example, a well-known leisure organisation showed learners using the digital learning on laptops in various locations such as in the wild or up a tree. Be creative and tie these in with your key messages, which in this case may be that you really can learn anywhere!

Utilise all the possible methods available to you to maximise the success of the initiative company-wide. It could be effective to use champion seminars to influence leaders, as this is an important part of changing ingrained company culture and gaining acceptance for a new way of learning throughout the organisation.

If your workforce is dispersed or divided amongst a number of locations, aim to spend time in each office space where possible, delivering seminars and providing demonstrations as well as opting for high-visibility digital campaigns which overcome geographical boundaries and share the same message across regions, time-zones and continents instantly!

It’s essential to create and sustain energy and buzz about the digital learning you are offering if you want the programmes to be successful and have a meaningful effect on the overall culture of the organisation.

So, when you’re considering the planning and implementation of your campaigns, plot your marketing communications over a reasonable length of time which helps to sustain and boost the messaging throughout the training cycle and beyond. What is key here is not to do everything within 2 weeks and then just stop! This will inevitably have negative results and your organisation will not see that all-important return on investment as the initiatives are not adequately endorsed and promoted long-term.

The secret to successful marketing communications is drip, drip not big bang. For a major initiative like an all-new learning portal or a brand-new library of content, think about an initial campaign in terms of 9-12 months. What’s more, review the campaign after the period set out and repeat what worked well, modifying what was less effective, in order to sustain the success of the campaign further into future training cycles.

For more on marketing your content internally, check out the playlist of blogs below. Alternatively, chat with the team today via hello@microlearn.com.

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Written by Ali Soper

Ali Soper is Creative Director and Cofounder of MicroLearn, a passionate team of eLearning creators, developing stunning, engaging and effective microlearning resources across a wide and ever-growing range of topics. Ali has a First Class Honours Degree in English and first started creating professionally deliverable eLearning content during her years at Jenison Digital Learning. She refused to accept that ‘click next continue’ was really the best way to learn so alongside her father Steve, the pair cofounded MicroLearn to deliver top class, bite-sized content which actually helps people to work better, safer and smarter.

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