Achieving User Adoption Through Successful Branding and Communications

CHALLENGE: The Bureau of Alcohol, Tobacco, Firearms and Explosives (ATF), Human Resources Information Center Systems Administration Division (HRICSAD) needed help to build awareness and educate users and administrators about the new features within their upgraded SuccessFactors Learning Management System (branded LearnATF). ATF also needed to create a strong brand presence within the organization for LearnATF. One key challenge was to reach the geographically dispersed field employees to increase brand awareness and promote the value of LearnATF.

For their second upgrade, ATF needed to develop an effective transition plan. They required a fresh marketing and communications program in order to ensure a successful upgrade program. ATF also wanted to explore new learning delivery technologies such as mobile learning and eBooks.
SOLUTION: Over the past six years, Vertex Solutions Group (VSG) has provided first-rate change management consulting, branding and communication, and learning solutions to ATF.
  • Provided comprehensive marketing and communication program for the ATF Plateau LMS upgrade and future operation. A strategic message and robust campaign was created to connect the LMS value to the everyday job duties of the field staff. The campaign created excitement about the LMS upgraded features and benefits.
  • Developed an award-winning LearnATF brand and extended the brand throughout integrated communication materials and the user experience. Communications and marketing materials such as posters, splash page, and job aids resulted in a branded, engaging, and seamless experience.
  • Created a user friendly quick reference guide that simplified the presentation of system usage and training policies.
  • Designed Web-based training materials to help LearnATF users with basic operations and new enhancements.
  • Expanded learning capabilities of agents in the field by enabling them to post firearms certifications to the LMS using their mobile devices. With the development of a new mobile application, agents providing the training can post students' results directly to the LearnATF.
  • Created an interactive eBook prototype to demonstrate the potential for converting training materials into a user-friendly, mobile, and interactive format. The eBook was developed to effectively address training needs from prerequisite knowledge-to-classroom engagement and continued refreshment.
RESULT: ATF is a training and professional development leader in the government space and the LearnATF program serves as a role model to other federal agencies. ATF has implemented successful LMS upgrade programs that leveraged integrated communications and marketing to manage change, and drive employee engagement and awareness. ATF continues to explore new ways to effectively deliver training and resources to their geographically distributed workforce. The LearnATF brand and communications campaigns have earned leading industry awards.