Rebranding Microsoft Certifications
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Business Challenge
Microsoft Learning needed to communicate an update to its line of technology certifications, which had been streamlined to provide IT Professionals and Developers with a more relevant, flexible and cost-effective way to showcase their abilities while also providing a framework for IT hiring mangers to validate core technical, professional and architectural skills. Microsoft Learning launched the New Generation of Certifications initiative to enhance perceptions of the value of certification for both individuals and organizations, spark interest, and ultimately drive customers through the certification pipeline.Solution
To generate awareness of and drive excitement for the New Generation of Certifications, WrightRobbins worked with Microsoft to create and execute a communications campaign focused on educating Microsoft Field Representatives, Partners, IT Hiring Managers and customers about the value of the portfolio of certification options. Project activities included:- Developing and producing a full complement of collateral for the New Generation of Certifications, including datasheets, planning guides, roadmaps and web resources that clearly demonstrated how the streamlined certification paths better align with IT job roles, making them more relevant to both customers and hiring managers.
- Developing a consolidated set of messaging and related collateral to arm channel partners (vendors providing learning solutions) as well as Microsoft technical evangelists and audience managers worldwide with resources that effectively highlight the value of certification and deliver strong calls to action to partners and customers.
- Project management of the “Second Shot” certification campaign, which augmented the certification pipeline by orchestrating a diverse team of Microsoft Field and Business Marketing contacts and vendors worldwide to reach the audience of IT Professionals and Developers and communicate and deliver a “free second chance” to pass a certification exam.
Results:
- Achieving overall certification results of 500% above annual forecast, driven by the “Second Shot” campaign which delivered 95% of all incremental certification exams during the program year.
- Global delivery of certification toolkits to Microsoft field teams and more than 150 Certified Partners for Learning Solutions worldwide.
- Distribution of Microsoft Certification collateral and exam vouchers at product launch events in more than 50 countries.