2009 RAMA Marketer of the Year Awards

Element K


Semi-finalist: Start-Up/Turn Around Marketer of the Year

Case Study:
Element K, a provider of e-Learning products and services, invented online learning but recently found itself a distant second player in the corporate e-Learning market. A newly merged SkillSoft and NETg has greater than 80% market share. Element K decided step out of the shadow of this dominant player to more actively defend its share and attract new customers, with an objective to raise its current 45% awareness rate to 55% among its core audience of Chief Learning Officers, Training VPs and Directors. Element K undertook an aggressive advertising strategy in which they questioned the value of the merger of SkillSoft plus NETg to the end customer. Element directly questioned the benefit of the merger by asking, “When SkillSoft merged with NETg, was that good for you, or good for them?” Element K backed up its aggressive headline in their ads by presenting itself as having greater content, more subject matter experts, and as a more flexible provider with greater content and delivery options. Element K implemented their campaign across multiple channels including advertising in major learning publications and website banner ads. Element K measured the results of their campaign, and found that their 45% awareness rating had jumped to 63%, which was twice the stated goal of a 20% increase.

Judges Comments:
“Great positioning, great concept, great results.”