Onboarding marketing program

Philips

The challenge

Philips had the ambition to enhance the digital marketing skills of marketers, bridging the gap between specialists and generalists. And to empower marketers to effectively communicate their requirements to agencies and accurately interpret proposals.

The approach

A program was designed with 3 components: 1) personal digital marketing learning experience; 2) masterclass; and 3) deep dives.

2 versions of the masterclass were designed. 1: Digital Strategy & Planning and 2: Digital Activation & Performance.

The whole learning experience was centered around the development of a digital marketing campaign plan.

The result

Digital marketing program and digital masterclass

Global deployment: 4 business groups and 11 markets

400 participants trained, 70% scored NPS > 8

The Assignment

Can you help us to develop and worldwide deliver an on boarding program so new marketers within Philips learn what the Philips marketing way of working is?

1. Define

Philips wants new marketers to know:

– what the relevant processes and connecting decision making documents are where marketers can make impact.

– what tools are being used and where marketers need to go to have easy access to all of these marketing materials.

RESULT

Completed scoping tool

2. DISCOVER

There were different ways of working and not a central place where people could find all marketing materials.

Together with the team of marketing excellence we have defined all important marketing processes, tools and decision making documents.

RESULT

Insights

3. DESIGN

We created a marketing logic in which the marketing language was formulated.

And we created a digital marketing hub which is the central place where people can find all the marketing materials like the marketing processes, decision making documents and tools.

Also a connected on boarding training was designed and delivered worldwide.

RESULT

Marketing logic, digital hub, tools and training

4. DELIVER

An onboarding program for new marketers in Philips with different resources like marketing processes, documents, tools, hub and a worldwide delivered training.