Marketing communications: BBC Training & Development

Inspiring creative business professional to invest in personal development

The brief

BBC Training & Development is one of the largest and most respected broadcast training organisations in the world. 22,000 people took advantage of the BBC's world-class training and development programmes last year.

We were asked to look at making the internal and external brand marketing reflect a new customer-focused culture that had been supported by a restructure and process redesign.

The solution

We involved internal and external stakeholders and customer panels to help shape our marketing proposition and help us develop a look and feel that engages people to 'Be your best'. Our approach was integrated and applied across all tools and materials including bulletins, learn.gateway, course programmes and supporting collateral.

Our success has been recorded through improved activity online and the number of attendees to events at the annual Learning at Work Week increased by 50%, from 600 to 900 over the previous year.

"Our faith in The Team has been repaid. Their slightly quirky, 'catch your eye and have a second look' approach really hit the nail on the head for our customer panel and audiences."
Kate Evans, Head of Marketing, BBC Training & Development

DBA Design Effectiveness Awards - finalist 2004
CiB Communication Excellence Strategy Awards - finalist 2004