Hum, sing and shout!
An all-round marketing strategy for your learning offer.
Keeping your training programs fresh in everyone’s mind can be a bit of a juggling act. That’s where the “Hum, Sing, and Shout” strategy comes into play—think of it as a symphony for making sure your L&D offerings are always front and center. By mixing subtle reminders, lively promotions, and bold announcements, you’ll ensure your training programs get the attention they deserve and keep your team engaged. Learn how to execute each phase:
The hum phase is all about creating a subtle yet continuous presence for your L&D offer.You want to create steady, subtle reminders to keep your L&D programmes top-of-mind for employees. And at the same time, it's about ensuring you're not overwhelming them with persistent communication.
Actions in this phase involve integrating your offering into regular company updates. Think about an internal newsletter, a mention on a Teams channel or a highlighted training on screens in the canteen. You want to create touchpoints in the spaces your audiences are present, without taking up too much attention.
Polly, Manager of People Development & Organisational learning at Puma, said:“We embedded our e-learning and training solutions into different HR process. For example, in the onboarding and appraisals. This means you can see our bits and pieces everywhere. So everyday our employees will see a footprint of L&D.”
By consistently embedding these reminders, you ensure that your audience remains aware of your expertise and the benefits of your programs without feeling overwhelmed.
This subtle reinforcement helps build a continuous awareness of your training solutions, making them an integral part of the organizational culture and daily routine.
While the "Hum" phase focuses on maintaining a steady presence, the "Sing" phase is about stepping up your efforts to capture more attention and generate greater interest in your L&D offerings. This stage involves amplifying your messaging to make a more significant impact and ensure that your programs stand out. The goal here is to highlight the success of your training initiatives and create a buzz that encourages engagement.
One effective strategy is to showcase success stories and share testimonials that illustrate the real-world benefits and positive outcomes of your training programs. By celebrating the achievements of participants and demonstrating the tangible impact of your offerings, you create compelling evidence of their value. This not only boosts credibility but also inspires others to take part in your programs.
For instance, at Puma, Polly outlines their approach to this phase: “We’ve established a quarterly plan for our 'Sing' activities. Every few months, we hold a top learner recognition event, which is essentially an internal competition that highlights the achievements of our top performers. This event not only celebrates individual success but also reinforces the value of our training programs.”
In addition to regular recognition events, Puma also strategically aligns their promotional activities with specific themes or events throughout the year. Polly explains, “We take advantage of special days or awareness weeks, such as Brain Day or Mental Health Week, to promote related training programs. These occasions provide the perfect platform to emphasize training that aligns with the theme, making it more relevant and engaging for our audience.”
By amplifying your messaging in these ways, you can create a more vibrant and compelling presence for your L&D programs. As this phase is about standing out and making sure that your training initiatives are not only noticed but also valued.
The final phase is all about making bold, direct promotion that are impossible to ignore. It’s time to shout! This approach is essential for generating immediate interest and action. It’s your chance to go all out and ensure that your messaging cannot be ignored.
In this phase, the goal is to create a powerful, memorable presence that captures the attention of your audience and generates excitement. This might involve large-scale campaigns, vibrant visuals, and high-energy activities designed to make a strong impression. The key is to be bold and make sure your message stands out in a crowded space.
For example, Polly from Puma shares how they approach the "Shout" phase: “We typically execute a major promotional push once or twice a year. During these periods, we go all out with extensive activations. This includes a plethora of posters and eye-catching signage throughout the office, engaging challenges that encourage participation, and even setting up event stands where employees can interact with our L&D offerings directly.”
These high-impact activities are designed to cut through the noise and grab attention. The use of challenges and event stands not only draws people in but also provides opportunities for direct engagement and interaction with your training initiatives. By investing in these dynamic promotional activities, you can generate immediate interest, boost participation, and reinforce the importance of your training offerings within the organization.
By applying the “Hum, Sing, and Shout” strategy, you create a dynamic approach that keeps your L&D programs consistently visible and engaging. This method ensures that your offerings remain a key focus for your audience, driving ongoing interest and participation.