training modules completed since the academy launched
Hanson had identified a lack of knowledge about their packed products range among staff at builder’s merchants and other retailers that stock them, which they wanted to address, given the role these staff play in selling Hanson’s products to end users.
Taking the concept of a ‘Hanson Academy’ they wanted to engage and educate staff at builder’s merchants, with a training initiative designed to give them the knowledge to confidently recommend the right Hanson products to end users.
Through providing training and additional support, Hanson aimed to strengthen their existing partnerships with builder’s merchants, retain and expand product listings, and ultimately, increase sales too.
We created a standalone identity for the Hanson Merchant Academy, aligned with their parent brand and flexible enough to be rolled out across other Hanson product divisions in the future.
We developed messaging that was light-hearted and informal to appeal to the target audience, which was used across a range of engagement materials to drive awareness of the initiative and encourage people to sign up to complete the online training.
We delivered an integrated campaign, including an animation and digital assets to support online training, handy product pocket guides, merchandise and on and offline trade advertising.
“The Hanson Merchant Academy has been a great success, with 100’s of staff completing the online training modules to date. We’ve also had very positive feedback from merchants about the pocket guides, which we’re now adopting across our full range of packed products.”
“The campaign Michon delivered was spot on; not only has it engaged the target market, but it has real longevity too.”