Learning Campaigns

This is how you get from learning goal to behaviour

‘Would you please make this an eLearning?’

Does this question sound familiar to you? You probably don’t immediately say, ‘Yes, I’m gonna start right away’. You know that more than one intervention is needed to really change behaviour.

And this is why a Learning Campaign is a good idea

In the toilet you see a mysterious poster. Two weeks later, messages appear on your phone that throw you off balance. And then there’s a link to a minigame. Curious, you click on the link. There’s an irate customer in front of you…

From knowledge to behaviour

How do you deal with that customer? You can memorize all kinds of scenarios and the desired reaction. But knowledge does not automatically mean that you will react that way. To actually change behaviour, several interventions are usually needed. As a Learning Professional you therefore also turn the buttons of motivation, practice and repetition. Until the behaviour changes. But how do you connect these different interventions to each other?

With a Learning Campaign, you ensure that the message comes across better and behaviour changes sooner.

This is how you make a Learning Campaign

Successful Learning Campaigns combine content, didactics, design, copywriting and behavioural science. Have do you set your goal? Follow these 6 steps.

Know your target audience

What affects your target audience? When will they take action? Tune your message to their knowledge and ability. That makes the difference between success and failure.

Design with attention

Create your own identity. And give attention to your idea in text and images. Feel free to explore the boundaries of the house style. Your colleagues will appreciate it.

Deploy multiple channels

Determine which existing offline and online learning tools and systems you want to use. Take a good look at where your colleagues are now.

Chop it into pieces and make a planning

One big learning intervention? An information overload does not last long. Chop your Learning Campaign into pieces and make a planning of your contact moments.

Keep repeating

The power of repetition? They know all about it in advertising. It’s simple and effective. Use it.

Analyse action-oriented

Can you see the effect of your campaign? Do your colleagues apply the behaviour in practice? Adjust your campaign where necessary.

So…

Don’t just say ‘yes’ when someone asks if you can make an eLearning. Take the above steps and you will soon come up with creative ideas and increase your impact. Do you need help with that? We are there for you.