How do you take something as seemingly abstract (and potentially dead-boring) as online corporate learning and make it meaningful and resonant for a C-level audience? That was the question Thomson came to us with when launching a whole new strategic learning offering. Our answer: lead with human potential—and how bettering it through effective, customizable training programs can radically enhance the bottom line. Giving something technical and complex a human face and a simple story proved a brilliant way to make a big splash.
Not to mention, blow by their revenue goal in record time.
Our first step was to explore a variety ways to infuse the existing components of Thomson’s visual vocabulary with new life. Then we dove into competitive research in order to form a solid go-to-market strategy. With this strategy in-place, we created a messaging framework—and then the materials built upon it. Those included a series of trade-focused campaigns, a suite of collateral materials, and multiple waves of direct response marketing. Long story short, on launch, the campaign delivered more leads than the company could handle.
Nice problem to have.