How to campaign for learning?

Campaigns have several benefits for learning. First, they are targeted towards a specific audience and they are spaced out in time which increases memory recall.

A learning campaign can be a subtle way to engage the target audience and may feel more motivating when the content is “drip-fed” in small increments rather than in a full course.

For a campaign to raise awareness and increase knowledge about a topic, we could consider having two blog posts, a podcast episode, a small how-to video and in the end a webinar with break-out room sessions to wrap it all up. The campaign duration could ideally be around 30 days.

Choosing the channels and touchpoints is important. We want to avoid adding signing in to new applications or finding information in odd places. Ideally, the content would reach the target audience in their native environment such as on their LMS applications or Teams channels.

To maximise engagement, storytelling could be used with features of target audience members. This makes it easier for them to link the topic to their world of experiences.

A well-designed campaign collects data and improves over time. The goal should be learning impact but also an increased understanding of the target audience and how they learn.