Green Belt Program: “Do You Have What It Takes?”
The Fisher Sales Engineering Academy Green Belt Program is Emerson’s 10-year training program, designed to transform sales engineers into industry-leading subject matter experts. Applied Art & Technology was tasked with reinvigorating this long-standing program through a fresh, engaging approach to internal promotion.
Client
- Emerson Fisher
Services
- Video
Challenge
For over 20 years, the Green Belt Program was promoted sporadically, attracting less than 50 total participants. Despite its vital role in the company's success and its function as a bridge for generational knowledge transfer, the program struggled to gain traction due to the long-term commitment and waning internal excitement. Emerson needed a dynamic solution to drive new interest and underscore the program's importance as a key differentiator in the industry.
Solution
Applied Art & Technology developed a high-energy promotional video leveraging martial arts imagery and comic-book-style visuals to dramatize the "Grandmaster" concept. The video presented the program as a fun, powerful journey of mastery, reframing it as an exciting opportunity rather than a tedious obligation.
Results
Before and After Applied Art’s Approach:
- Before: With minimal engagement over two decades, the program had fewer than 100 participants.
- After: Following the release of the promotional video via an internal email campaign, enrollments skyrocketed to over 1,500 in just three months.
Key Learnings
- A creative, unconventional approach can revitalize longstanding programs and drive engagement.
- Internal marketing benefits from aligning fun, engaging storytelling with strategic company objectives.
- Effective promotions not only boost immediate results but also lay the groundwork for knowledge continuity within the organization.
