MARKETING STRATEGY / CREATIVE DIRECTION / PR / EVENT MANAGEMENT / PRINT PRODUCTION / MOBILE APP DEVELOPMENT / DIGITAL MARKETING / WEBSITE DEVELOPMENT / PHOTOGRAPHY
Skillsoft wanted what any savvy business does: excellent customer relationships and as much awareness of the company and its product portfolio as possible. With their global reach encompassing thousands of customers, any campaign to improve client relationships needed to be something universally engaging whilst also providing a PR vehicle with potential case studies and press coverage.
We gave them the Skillsoft Inspire Awards: in celebration of all the good work done by L&D professionals across EMEA. Establishing credibility in the inaugural year of an awards ceremony is very difficult, so we launched the Inspire Awards with much fuss and fanfare. A bold cinematic theme delivered striking visuals that were emblazoned in offices up and down the country. A personalised letter from the GM accompanied the awards pack, which took the customer through every step of the process and offered great advice on improving elearning, regardless of the customer’s actual participation in the awards. A microsite managed submissions, contained tips and tools and a whole host of free ‘Inspire’ collateral such as posters, balloons, bunting and pens. The guests and nominees received a film tin invite to the glittering awards ceremony, which was highlighted by the keynote speech from Sir Ken Robinson: the internationally renowned educationalist and author.
Highlighted by the keynote speech from Sir Ken Robinson: the internationally renowned educationalist and author
Skillsoft received 22 award submissions, the same average number achieved by the US team who have been running an awards programme for 9 years. These submissions led to five stellar case studies from the winners, which became integral pieces of content supporting their new business efforts. Such was the success of the event that the ‘Sequel’, Skillsoft Awards 2015, was released. Headlined by ex Dragon’s Den star James Caan, the movie theme was heightened to include a cinema ticket style invitation within a clapperboard envelope, and a competition to win back stage passes to ‘lunch with the stars’. Social media engagements maintained a consistent momentum, and submission numbers doubled from the first year. That’s the kind of growth and expansion we like to see.
Thanks to Gasp our very first Skillsoft Inspire Awards programme really hit the ground running. Having never run an awards programme before we wondered how much uptake it would get, but it was an initiative we wanted to try in order to gather customer success stories, create new case studies and provide our PR team with fresh news. The movie theme Gasp came up with gave the programme real sparkle and the accompanying website and brochure were beautifully produced (you could tell the team had thought of every little detail). Thanks to their creative genius it not only captured our audiences’ attention but the Skillsoft representatives required to drive the programme to success. The results were rewarding; we received more submissions than anticipated, our winners were over the moon and were forthcoming in celebrating their successes with us. We already have interest in next year’s awards programme and can’t wait to get started.
Sarah Jones, Marketing Manager, Skillsoft EMEA