A result of the CITO project, a collaboration between high-level public authorities in Malta, Ireland and Norway, the Skills Checker is an easy-to-use online assessment tool, which allows the user to explore their learning goals, recognise their existing skills and identify the skills to be developed. Piquant was commissioned with developing a communications outreach model and toolkit for the local promotion and engagement of Skills Checker.
What we did:
- Brand Development
- Graphic Design
- Web Design
- Video and Photography Production
- Marketing Campaign Management
- Content Creation
- Web Design & Development
CONCEPT DEVELOPMENT — We developed a visual identity for the Skills Checker, to be used as part of the promotional campaign across print and digital applications. We created a colour palette based on the Skills Checker website, and created supporting elements to help make the visuals more recognisable and unique, and support the message being conveyed.
GRAPHIC DESIGN — Using the visual identity and photography developed for the Skills Checker, we created a suite of print and digital assets promoting a variety of messages, including brochures, flyers, social media assets and posters.
VIDEO PRODUCTION — As part of the Irish communications campaign, Piquant was commissioned with producing a series of promotional videos to encourage learners to visit and use the Skills Checker. We produced 3 scenario showcase videos that demonstrated the value of this online tool, each one connecting with one of the key audience target groups. We also produced a training video that completely explains the Skills Checker to stakeholders and tutors, and helps them to promote the Skills Checker to learners and to support them in using it.
PHOTOGRAPHY PRODUCTION — We developed a photography style and moodboard, and shot photography for the Irish campaign in our studio in Limerick. Photography depicted people of various backgrounds, shot against simple (brand colour) backgrounds. We photographed real people so that the audience could better relate to the message being conveyed.
TOOLKIT DESIGN & DEVELOPMENT — We developed a toolkit for the local promotion and engagement of the Skills Checker. The Toolkit included a selection of local awareness-raising activities and identified best practices in the promotion and adoption of the Skills Checker. The aim of the Toolkit development was to fully explain the Skills Checker to stakeholders and to provide a scalable solution that can be replicated in different cultures and countries across Europe.
EVALUATION & IMPACT — As part of the project, feedback was sought from members of the target audience in order to inform a design review of the promotional assets. The purpose of this review process was to gather feedback on the CITO Project promotional materials (print, digital, and video) from two audiences: adult learners and adult education tutors. The aim was to analyse the response and interaction from these audiences to the promotional materials and generate insights that would inform the approach to the promotional materials going forward.
CAMPAIGN — We developed a cross channel social and digital strategy to plan the promotional campaign, outlining the aims, audiences and initiatives to be carried out. We created Skills Checker Ireland social accounts on Facebook, Twitter and YouTube, and placed organic content natively across Facebook, Twitter and also the NALA LinkedIn. Organic content included the campaign videos, articles hosted on the CITO project site, and graphic assets linking to the Skills Checker, the downloadable toolkit, and the webinar registration. The Skills Checker social and digital campaign successfully achieved its aims of raising awareness of the Skills Checker and driving target audiences to the relevant websites, by driving impressions, reach and clicks. We also successfully raised awareness of literacy issues in Ireland and Europe by releasing articles hosted on the CITO project site, which proved to be some of the most successful content.
