The Learner Marketing Plan: A Proven Way to Keep Learners Engaged Long Term
Do you have a Learner Marketing Plan in place? If not, you should!
You and your team have put in the time and hard work to design and create a training program that, once deployed, will bring better results to the company.
But without a push, your employees will not spontaneously participate in the training that you offer them. They might connect during the launch out of curiosity, but an effective communications strategy must be an ongoing part of the training program.
Our advice? Think like a marketer! To develop your marketing learner strategy and engage your learners on the long term, we suggest you create a Learner Marketing Plan. The first step is to get learners excited about the training offer by highlighting the benefits and key features of your program. But it is critical to have an ongoing, multi-channel communications strategy to keep learners updated about fresh content, announce new features, and ensure completion of required courses.
This Learner Marketing Plan Template was designed by CrossKnowledge experts to help you build and launch a communications strategy to promote your training offer.
If you don’t currently have a Learner Marketing Plan to communicate with your learners, we’ve got you covered! Our experts have put together a template that you can download and complete to get you started. Having the right communication plan will help your projects gain impact and enthusiasm, ensuring long-term success.
The learner marketing plan aims to put the learner back at the heart of the learning process, to attract their interest and demonstrate the value of the training. This will be indispensable to get the word out about your training activities and enrich the learning experience!
Creating an effective Learner Marketing Plan
We recommend dividing your communications strategy into 3 main phases:
The recruitment phase
Before the launch of the training, plan a strong communication campaign to arouse the curiosity of the employees. Get leaders and managers — real influencers and sponsors — to relay information to learners and advocate for their participation. Combine marketing efforts with the tools you normally use for internal communications. And think of branding your program from the very beginning, to establish familiarity and good will.
The launch phase
For maximum reach and familiarity, seek to combine several channels of communication such as email, newsletter, SMS, social networks, gamification, and the home page of the platform. To further diversify your communication, ask stakeholders to promote the program via personal messages or company announcements. Diversification allows you to reach as many employees as possible according to their habits and preferences. These “moments” of communication must be carefully planned and executed to get their attention and generate excitement about what you are promoting.
The loyalty phase
To engage your learners over the long term, you must brand your learning program the way you would a product from a favorite brand. The goal is to foster “customer” loyalty as you continue to generate interest throughout the year with new material and interesting announcements or reminders. Take into account learner feedback on courses and frame your communications in a way that resonates with your audience.