The challenge: To create an internal marketing campaign with two aims: to acquaint AHA employees with the association’s new online learning platform and to encourage them to use it for their professional development.
Our solution: We brought together a team to develop a logo, tagline, infographic and marketing messages to brand the new learning platform and associate its use with adventure and advancement. We collected testimonials from beta users and used these to create an email campaign, promoting the learning platform’s launch. We produced an interactive launch event, including polls, PowerPoint slides and videos, and we encouraged the client to promote it with a same-day “desk drop” reflecting the event’s learning-adventure theme. We also worked with the client to rehearse the presenters and iron out technical difficulties. Almost a quarter of the association’s staff attended the live event, which the client graded “10 out of 10.”