Project Overview
Client: Absorb LMS
Industry: EdTech / Corporate Training
Scope: Creative Direction, Campaign Strategy, Copywriting, Content Planning, Social Media, Stakeholder Collaboration
Learnport, a provider of workforce development programs across California, partnered with Absorb LMS to scale and streamline training for a growing learner base. While the platform's technological capabilities were a key differentiator, the story extended beyond features to highlight the value of ongoing client support and partnership.
The goal of the campaign was to position Absorb LMS as both a powerful learning management solution and a trusted, people-focused partner in long-term training success.
Outcome
The campaign successfully elevated Absorb LMS’s brand perception, highlighting both its product strengths and its commitment to client success. The story resonated with existing customers and prospects, reinforcing the value of choosing a platform backed by responsive, expert support.
Creative process
Discovery & Alignment
I began by leading cross-functional discovery sessions with the Absorb product, customer success, and marketing teams to understand the client's objectives, pain points, and differentiators. I also interviewed Learnport stakeholders to gain insight into their real-world challenges and outcomes using the platform.
Strategy Development
A messaging framework was developed to focus on three core themes: scalability, learner engagement, and personalized support. A key testimonial from Learnport’s CEO served as an anchor for the narrative, emphasizing the human element of the partnership.
Creative Direction & Content Creation
Creative outputs included:
Long-form brand storytelling and editorial copy
Video testimonial scripting and creative briefs
Social media content calendars and post design
Sales enablement collateral aligned with the campaign message
All creative maintained consistency in tone and visual identity, aligning with the core brand while remaining authentic to the client’s voice and goals.
Execution & Optimization
Campaign assets were launched across social media, web, and internal sales channels. Performance data was used to refine messaging and creative elements for continued relevance and engagement.