great marketing
Beat the forgetting curve C
Campaigning for better learning
hanging behaviours and forming new habits is not easy. Even with motivating, inspiring learning, old habits can creep back. So do we give up? No. Instead, go for a campaign approach to beat the forgetting curve, take learning deeper and form new habits.
Think of a product or brand - and a jingle, image, story or even a feeling will probably pop into your mind. That’s probably because it had a great campaign behind it. Great marketing campaigns: n grab attention – through all sorts of methods n target specific audiences with timely, useful, relevant content n go multi-channel – tapping into the places, virtual or physical, where their audience goes
n plant seeds of thought n build up in mental presence over time n go viral – by creating content people want to talk about and share n ultimately lead to action.
What does this have to do with learning? This has everything to do with learning. If you want to drive action or behaviour change, you should be looking at long term, targeted strategies that start with a hook.
But I’ve got amazing learning content… Brilliant – but does your audience know it’s there? And if they know it’s there, do they know why it matters to them? And if they do it, are you sure it will change their behaviour? To embed learning and bring about deep behaviour changes, you need more than a one-hit wonder. You need to sustain and deepen the learning journey through continued activity and experiences, making it rewarding along the way. Delivering short, targeted learning interventions and experiences in multiple
modes, across different channels is more likely to: n Drive up traffic – pulling more people into the learning from the (virtual) places they hang out;
n Beat the forgetting curve – by keeping learners aware of ideas and messages; n Take learning deeper – using well designed, spaced practice and social learning conversations to expand the learning framework;
n Make it stick – supporting people to change their habits. Changing behaviours and habits isn’t easy. But taking a campaign-based
approach can help sustain the learning curve through to unconscious competence, or habit.
As a learning designer who’s recently joined the marketing team, I’m straddling the two camps. Luckily, they’re not too far apart. I’ve pulled together five tips from marketing to help you maximise your campaign for learning.
Changing behaviours and habits isn’t easy. But taking a campaign- based approach can help sustain the learning curve through to unconscious competence, or habit.
Five tips for a cracking campaign 1. Set goals As with any learning project you need to be clear on your goals. What outcomes are you looking to achieve? Who’s the audience? What measures will show success? End goals or points where you review how you’re doing are crucial to any campaign.
2. Get planning Keep your campaign regular and relevant with upfront planning. Starting with the goal(s) you need to change, you need to plan your campaign in detail. Create a media plan that lists out what you’re going to do, for which goal, and on what channel. Each needs to have a purpose and a call to action.
3. Call to action Calls to action (CTA) aren’t just about the performance or action you want a learner to take in their workday. Each element of your campaign should be part of a journey and CTA help move it along. Include click-throughs, as buttons or text links, from each element to at least one other element in your campaign. Don’t forget to make it social too, with easy CTAs for sharing and commenting. Then you can measure them – if the click-through rate to get people from A to B isn’t high, what needs to change or how else can you get people there?
4. Create a brand Create an identity for your campaign that stands out from the crowd and gels together the disparate pieces. Consider a branded homepage to hold it all together. Use the same tone of voice and key terms across your channels. Get emotional with your brand identity – how is your campaign going to make people feel? Emotion helps learning stick, so strive for a reaction.
5. Trail it Think of your campaign as a funnel, where you start with some attention grabbers and then build up the content and context – using CTAs to move through it. Enable learners to explore, play, discuss and expand their learning through deepening content and activities. Just because it’s a campaign, doesn’t mean everything should be light touch: you need to challenge, stretch and surprise to drive deep changes.
Make learning campaigns part and parcel of what you do, and you’ll see the results. And don’t forget to measure the success of your campaign as you go.
Kirstie Greany, content producer, City & Guilds Kineo
To embed learning and bring about deep behaviour changes, you need more than a one-hit wonder.
30 e.learning age april 2016
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