Retail industry | Learnership Campaign





THE CHALLENGE
As one of the largest employers in the country’s retail sector, the client recognised the need to address critical skills gaps while fostering economic inclusion through learnership programmes targeted at both employed and unemployed learners. These initiatives aimed to upskill current employees for career advancement and provide unemployed individuals with valuable training opportunities, enabling them to enter the workforce.
Beyond meeting operational requirements, the programmes were designed to reflect the organisation’s core values of learning, empowerment, and social responsibility. By aligning with these principles, the client sought to inspire participation, strengthen engagement, and reinforce its commitment to societal impact.
To achieve these goals, the client required a dynamic campaign that would:
- Bridge Communication Gaps: Clearly communicate the learnership objectives to diverse audiences in an impactful and engaging way.
- Overcome Engagement Challenges: Develop messaging that effectively captured the essence of the programme, inspiring both understanding and active participation among target groups.
- Ensure Alignment Across Platforms: Create a cohesive visual and thematic identity that ensures consistency in messaging across all internal and external communication channels.
The campaign needed to balance the practical needs of the learners with the organisation’s overarching mission to empower individuals and drive long-term development.
STRATEGIC APPROACH
To address the client’s goals, we implemented a comprehensive strategy centred on creativity, collaboration, and alignment with their values:
- Creative Concept Development: Focused on crafting a narrative that highlighted learner experiences and communicated the core messages of growth, empowerment, and opportunity. Visual themes were developed to resonate with both employed and unemployed learners, ensuring alignment with the organisation’s overarching goals.
- Collaborative Refinement Process: Engaged closely with stakeholders throughout the campaign, iteratively refining content and messaging to ensure it accurately reflected the client’s objectives and expectations. Authentic stories were captured through interviews to enhance the campaign’s relatability and impact.
- Unified Campaign Identity: Established a cohesive identity under the slogan “Learn and Grow Together,” reflecting the programme’s values of collaboration and development. Custom themes and visual frameworks were tailored to meet the unique needs of diverse learner groups, fostering engagement and inclusivity.
- Integrated Communication Strategy: Developed a structured approach to ensure seamless communication across all internal and external channels. Messaging and visuals were optimised to maintain consistency, maximise reach, and enhance engagement across various platforms.
IMPACTFUL DELIVERY
The campaign delivered impactful results, providing the client with a robust suite of assets that elevated the visibility and effectiveness of their learnership initiative:
- Engaging Videos: Three short-form videos, each conveying key messages with authenticity and resonance, developed through a collaborative and iterative process.
- Themed Postcards: Six visually striking postcards that reinforced the programme’s themes and encouraged learner participation.
- Unified Visual Identity: The “Learn and Grow Together” slogan became a unifying element, fostering a sense of purpose and community across all campaign materials.
- Effective Internal Communication: The executive mailer ensured consistent messaging and organisational alignment.
- Broader Reach: Custom-designed social media banners extended the campaign’s impact across digital platforms, enhancing awareness and engagement.
Through a thoughtful combination of creative execution and collaborative refinement, the campaign successfully met its objectives, inspiring learners while aligning with the client’s mission to drive growth and opportunity.
