Client:
Free 2 Learn

Project:
Brand positioning, website

Services:

✓ Brand Positioning
✓ Creative
✓ Social Media
✓ Strategy
✓ Website

Free2learn@work specialises in providing free, government funded, accredited work-based training to private and public companies, voluntary sector, sole traders and the self employed.

Challenge

As an extension to the Free2Learn brand, Free2Learn at Work is aimed at SME businesses who wish to aid employees in personal development whilst benefiting from accredited qualifications. Government funded courses incur no costs to the employer.

Working across a a broadening range of industry sectors from Construction, Retail, Health & Social care, Hospitality & Catering to Warehousing, they required brand positioning and a website which had to appeal to a diverse set of job roles and companies. We worked with the F2LAW team to develop the proposition for each market segment and understand the benefits that the courses would bring.

    Approach

    After defining the customer segments and relative benefits, we mapped out the site architecture and content plan. This gave the team a clear set of goals for content production as well as a feel for how the site would work.

    Mood boards explored competitive offerings and determined the importance of bringing the training specialists to the forefront. From the mood boards we agreed the approach and overall look and feel, which helped steer the wireframing and architecture of the site.

    The site was built on WordPress to give the F2LAW team the flexibility to be able to easily add industry sectors, trainers and news updates as the company grows. We incorporated relevant 3rd party news feeds to each industry sector section and the team are actively blogging and using social media for creating broader awareness and prospect engagement.

    The application process for companies wanting free training was critical to the project. We worked with the F2LAW team to design the process and determine how this should be conveyed in as simple a way as possible.

    Outcome

    The website is the central hub for all marketing activity, with the content produced being used across social media channels.

    The flexibility of the CMS has helped F2LAW manage their channels, driving traffic in from social media and digital marketing.  Content produced for the site is used across social channels to attract and educate new audiences.

    Excellent reviews and feedback on social media has helped to quickly establish the F2LAW team as key players in the industry. Due to the success there are further plans to expand into other industry sectors.

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