Let's build a campaign designed for learning experiences, not singular training events.
Many change and training programs are a collection of initiatives, content and events. They may be coordinated but they don’t work together as a system.
That’s why we take a coordinated, staged, multi-channel approach to learning. Don’t worry, it’s not as complicated as it sounds. It’s a campaign approach to learning and change.
So let's start with the basics. What is a campaign?
Consider a marketing campaign. It's a concentrated and coordinated series of activities, events and collateral designed to change a group of people’s behaviour. It's creative and it grabs people's attention. That's exactly what a learning campaign does too. Take a look at this comparison:
There's not much difference at all, is there?
Just like a great marketing campaign, a great learning campaign can be very effective. But why?
Well, to start with, we all forget things over time.
The longer we go without using skills and information, the more we forget. This is exactly why singular training events generally have short term value.
However, if we reinforce and repeat over time, and give people a chance to practice regularly, then the retention rate is much higher. By using spaced repetition, you’re not only embedding knowledge, but you’re building capability and habits in your workplace.
Now in addition to spacing out repeated messaging and training, we’re able to consistently build new skills and knowledge on top of what has already been learned. This is called scaffolding.
Learning campaigns also keep things interesting.
All this talk of repetition doesn’t mean we’ll be doing the same things in the same ways over and over again. That doesn’t work; people will get bored and lose interest, and the campaign will lose momentum.
We’ve found the most success by using all the tools at our disposal to create a blend of Digital, Physical and Personal learning experiences.
As you can see from the image above, there is a cross-over with these types of experiences. But what exactly are they? Here are some examples:
By building out a learner journey map and plotting out the emotional peaks and troughs of the campaign, we can schedule and space out these experiences for maximum impact.
Whether you’re implementing a new system, releasing a new product, embarking on a cultural change... okay, basically setting out to do something new in your company; a learning campaign approach is the most effective way to get results.
So what's the first step in building a successful learning campaign?
Step 1: Get in touch with us.
Video & Animation
Teaser trailers and Explainer videos often form an integral part of successful learning campaigns. Take a look at how we create awesome videos and animations.
A learning campaign approach works perfectly for large digital transformation projects. It's the best way to improve user adoption and embed change.