Marriott International

Evolving a training service brand to better resonate with key audiences.

PURPOSE

AL came to Versed with an all-too-common challenge for inside shops within enterprise global brands. They were struggling a bit with aligning communication efforts with the needs of its diverse audiences, and there was a relative lack of brand awareness and service attribution with respect to their organization overall.

With this in mind, Versed went about looking to solve 2 primary challenges: how do we better reach AL's core audience types, and how do we boost the group's brand stickiness?

Services
Brand Strategy
Identity Services
Audience Research
Production Design

PROCESS

To get things started, we dove head first into audience research and engagement - getting to know AL's key sponsors, partners, and customers. Once we had a firm understanding of the players, we went to work mapping out a holistic communication plan to a Versed-defined set of AL personas.

From here, we shifted our focus to brand strategy and conceptualized ways to evolve and enhance AL's perception across Marriott. First, we went to work reimagining AL's visual and verbal identity, creating a distinguishable brand presence commensurate with the quality of its offering. From here, Versed transitioned into reinforcing brand reach by exploring different parent-level architectural relationships between AL and its portfolio of training products and services.

Lastly, we went into production design, creating comprehensive identity assets and an extensible style guide to support AL's identity rollout.

PAYOFF

Ultimately, Versed was able to better position AL for stronger, more timely communication with its key audiences, as well as increase its brand recognition and presence within Marriott International, overall. In short order, Versed produced a clear definition of key audience types, developed a highly actionable communication plan, and created a new AL identity and brand architecture to position them as the premier training delivery group within Marriott.

Americas Learning is an internal agency delivering critical brand, corporate, and professional development training to Marriott associates across the greater Americas and CALA.