SkillSoft

SkillSoft is a leading provider of on-demand e-learning – it lets busy professionals access the learning they need. Better still, it's online and on-demand, so it fits into busy schedules. Sounds like an easy sell? Not so much... the challenge lay in getting past the gatekeeper secretary.
 
The Proctors response
How do you reach – and interest – a busy decision maker? You get physical... then up close and personal. The 'Sceptics' campaign is a perfect example on 1-2-1 personalisation – an aerial map of the recipient's premises, beautifully framed and delivered well before the age of google maps. The second example, the 'Naked Leader' piece, uses the law of  reciprocation   reciprocation – and a striking bit of design work –  to deliver message that's hard to ignore.
 
The results
Both communications drove traffic online, where each visitor’s activity was tracked, and response was measured. Those who didn't contact Skillsoft directly to order are classed as ‘warm leads’ for telesales follow up. This approach has generated course bookings of up to 7.2% – an increase of 61% on previous activity.