Build It and They Won't Come! Unless You Market Learning
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Are you building learning content and then waiting for your learners to take it? As a learning leader, reach and impact learners through savvy marketing. Relive the journey of Master Electronics and BizLibrary, a real partnership that forged a sustainable marketing model. Hear directly from talent development specialist, Thomas Harrell (Master Electronics) and client success consultant, Libby Powers (BizLibrary) about why partnerships, marketing plans, consistent messaging and various channels are key ingredients to successfully marketing your learning programs.
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Build It and They Won't Come! Unless You Market Learning
- 1. Build It And They Won’t Come
- 2. Presenters
- 3. Agenda 1. Opening / Introduction 2. Importance of Forging Partnerships 3. Iterate Marketing Plans for Learning 4. Why Consistent Messaging Matters 5. How to Leverage Various Communication Channels 6. Call to Action – Q&A
- 5. Vision
- 6. Challenges
- 7. Learning Content Creation Front Line . Learning Committee Senior Leadership Learning Development
- 9. Launch Branding & Promoting
- 10. Launch Branding & Promoting
- 11. Launch Branding & Promoting
- 12. Launch Branding & Promoting
- 13. Low User Adoption • Ad-hoc job support • Mentoring & Apprenticeship • Emerging need professional training • SME-Focused • Design Instruction • Governance & Operations • L&D Core Processes • Program Focused • Talent Development • Performance Consulting • Integrated with HR/TM • Improving Alignment • Process & Tech Focused • Business Performance Capability • Learning Agility • Executive Driven • Culture & Systemic Focus 1 2 3 4 ? Bersin’s Learning Organization Maturity Model
- 15. Why market?
- 16. Guess the logo…
- 17. Logo Examples
- 20. Examples
- 21. Examples
- 22. Examples
- 23. Outcomes 23
- 24. Outcomes 24 2017
- 25. Call to Action 1. Realize – it’s okay to start sucky & small 2. Commit – write down one marketing item you will do in the next 7 to 10 days
- 26. Re-Cap We learned the importance of key partnerships We discovered what iterative marketing looks like Answered why consistent messaging matters Learned to leverage various channels/mediums 26
- 27. Q&A 27
Editor's Notes
- Companies with a strong L&D environment reap many valuable rewards. Productivity increases, more innovation, higher employee retention rates, and competitive advantage. Who does not want this for the company they work for. As Millennials make up the largest segment of the American workforce the #1 benefit they look for is L&D. But, just having a L&D dept. is not enough. Without marketing your employees would have no idea what your L&D program offeres. Now, I know what you are thinking. I don’t have a degree in marketing, I don’t have a creative bone in my body. We understand some days you might feel like it’s hard enough to get through the million tasks on your list how can you possibly add another thing to your plate. Your marketing efforts do not have to be difficult or perfect, you just need to get the information out there.
- A strong learning brand communicates the promise you are making to your employees and shows them you are a partner in their success. A learning brand shows you are invested in their skills development and career growth. You could go as far as to create a corporate university or as simple as developing a logo, mission statement and messaging. The most important thing is that your learners know who you are and what you represent. People feel a deep connection and loyalty to brands, and by giving your L&D function a brand you’ll elicit those same feelings. Amazon Nike Target
- This is one of the number one challenges I hear from client. There are issues with communication across the entire organization. And, maybe this is one of the reasons you all have or are implementing a training program. Enhance company image to new hires Improve their skills – career advancement Increase Productivity Increase Sales Reduce Costs Risk management
- Intranet Newsletter Email Posters Word of Mouth Blog Vlog Social Media – LinkedIn, Facebook, Instagram Contests Swag – earbuds, tshirts, notebooks, pens, magnets, Email signature Table tents