Background
A global FMCG company had been running an ‘academy-style’ internal marketing training programme since the mid-1990s but, the programme was deemed no longer fit for purpose and needed radical re-thinking to meet the needs of an organisation which had evolved and grown significantly in size and complexity.
Challenge
The fundamental challenge was to develop a marketing capability development programme that would result in a real, sustainable behaviour change that would contribute directly to driving brand growth.
Solution
An Intranet portal was created to facilitate a blended learning journey. The marketers using the portal use sophisticated media themselves, working on award-winning global campaigns with top creative agencies. To ensure this was replicated internally, we set out to create a learning journey and experience which was engaging for users without compromising on usability – substance with style.
The portal uses a mix of technologies, techniques and includes a Virtual Campus, video avatars, intuitive navigation, a contextual search, personal bookmarks, bespoke content management and live tracking.
Impact
- 86% gave a positive comment when asked what the programme meant to them
- 74% agree or strongly agree that the programme is helping them achieve stronger business growth
- 82% agree or strongly agree that the concepts and tools in the programme will significantly improve their own/their teams business analysis skills
- 93% agree or strongly agree that programme is an invaluable coaching tool for new joiners
The Internal marketing programme has played a critical role in contributing to brand growth in key markets worldwide.