Hook. A marketing campaign uses a hook to grab the audience’s attention. It raises awareness of a product through a series of messages making the same point and delivered via different channels.
Learning campaigns take the same approach. The repetition of small chunks of information over time (spaced learning) is necessary to make information stick, help develop a learning habit, and change behavior.
Conveying a sense of urgency encourages an audience to pay attention to a campaign. Campaigns also are more likely to succeed if they trigger an audience’s aspirations or fear of consequences. In a learning campaign, you can increase your audience’s awareness of the need for self-improvement in a specific area by explaining how a change in behavior will benefit them.
Nurture. In this stage of the learning campaign, a member or learner decides to take you up on your offer and try out the campaign. Every day, they receive an email notification with a link to their LMS dashboard where they find a small chunk of microlearning content waiting for them: a short video, blog post, or discussion prompt.
The more ways you engage your audience with the campaign content, the more opportunities they’ll have to digest, apply, and recall the content. Learning becomes sticky.
Convert. Next, the member converts from a curious LMS visitor to a committed learning campaign participant. Your job is to motivate them—through education—to change behavior. Encourage them to collaborate with others in the community and share ideas and information.
Answers & Comments
Answer:
Hook. A marketing campaign uses a hook to grab the audience’s attention. It raises awareness of a product through a series of messages making the same point and delivered via different channels.
Learning campaigns take the same approach. The repetition of small chunks of information over time (spaced learning) is necessary to make information stick, help develop a learning habit, and change behavior.
Conveying a sense of urgency encourages an audience to pay attention to a campaign. Campaigns also are more likely to succeed if they trigger an audience’s aspirations or fear of consequences. In a learning campaign, you can increase your audience’s awareness of the need for self-improvement in a specific area by explaining how a change in behavior will benefit them.
Nurture. In this stage of the learning campaign, a member or learner decides to take you up on your offer and try out the campaign. Every day, they receive an email notification with a link to their LMS dashboard where they find a small chunk of microlearning content waiting for them: a short video, blog post, or discussion prompt.
The more ways you engage your audience with the campaign content, the more opportunities they’ll have to digest, apply, and recall the content. Learning becomes sticky.
Convert. Next, the member converts from a curious LMS visitor to a committed learning campaign participant. Your job is to motivate them—through education—to change behavior. Encourage them to collaborate with others in the community and share ideas and information.
Explanation: