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The powerful effects of Campaign Learning

Blog posts | 02.07.2021

Sally Tutill

Nurture Marketing Specialist at Kineo AU

Your learners want more exciting bite-sized elearning in their ongoing training that will engage them and embed learning behaviour to assist them in the days and months ahead. 

Have you changed your learning design to meet these demands, now that you understand that this approach can drastically improve performance across the business, or are you taking your first steps into developing a campaign approach in your overall organisational learning strategy? 

Learners want to direct their own learning 

Take a moment to contemplate how we now absorb mass information in our daily lives. Leading with a campaign strategy befits your learners' social media influenced lifestyles and mirrors the way they already behave. 

Microlearning and marketing reinforcement with a 360 degree approach from start to finish sits perfectly. Consider how many ways you can connect with your people, how to maximise the impact of the resource with spaced repetition while tracking its success. The marketing function within a business is to attract, engage and convert people into advocates, and the same goes for learning. 

Examples of this type of spaced learning could involve email, videos, a series of bitesize elearning modules, questionnaires/surveys, company newsletters, workplace posters, physical activities, intranet articles and blogs. There are so many outputs to choose from so take care as all of your resources should be planned according to the best delivery approach. 

Firstly, choose the activity, then drip feed content to your audience according to the subject matter. Set milestones and remember to be cognizant that each touchpoint must have the same key objectives to achieve the right level of knowledge transfer. 

Further engage learners by encouraging regular reflection 

Typically delivered on a mobile platform, one of the key objectives is to spark communication in user groups and get them excited about the topic itself. When individuals engage with others about the subject matter, this informal transference of knowledge becomes sticky, therefore improving knowledge retention. It also seeds in reflection of the topic that if replicated will further embed the new learning. 

In a traditional training context, people forget almost 90% of the learning content within a month, due to factors widely documented in the Ebbinghaus Forgetting Curve. Reinforcing key objectives through short bursts is an ideal solution for slowing down information leaks. 

Partnering with marketing and adopting their campaign ways, such as publishing upcoming activities, will create an expectation for regular learning interventions. Consistency of messaging will lead to improved engagement and ultimately result in behavioural change. 

Bitesize learning provides a taste of the training requirement 

And like a taste, it could leave the end user wanting more! Microlearning is humble and hardly impedes day to day work responsibilities and deliverables. It’s likely the ‘distraction’ will be received well, unlike its comprehensive learning module counterparts. 

Campaign learning encourages the individual to self-serve. If they want to dive into the topic at hand further, or pursue other subjects of interest in their professional development journey, make it easy for them to grow with simple LMS navigation. 

Help them to reflect on the subject matter by asking them for feedback, how the program could be better. Anything that will encourage them to take more of a part will help to embed an always on learning mindset. Short video-selfies from colleagues that have come through the training previously will help with buy-in. 

Bitesize learning can be adapted quickly and easily as future requirements change with the evolving environment. Updating downtime is minimised with changes that only need to be made to the necessary parts. You could think of it as a follow up campaign! 

Nurture a culture of avid learners

Campaign learning can be truly transformative creating advocates of continuous learning within your organisation and influencing a genuine learning culture within your business that is truly community focused and where everyone has an equal voice. 

We hope this has you contemplating what would work best for your learners. A number of successful client projects such as Reece Group that has implemented diverse learning journeys with a Learning Experience Platform, and Vodafone have undertaken learning projects in this way. 

So, if it’s a campaign like blend, driving traffic to your learning, or designing an elearning course for real impact, get in touch to explore ideas. We’re here to help you on your journey to building a collective of people with a growth mindset.   


Sally Tutill

Nurture Marketing Specialist at Kineo AU

Since the year immemorial Sally has exercised an avid passion for creativity with words, images and Pilates.  She is most content in the workplace when crafting enticing messages that inspire and engage.