Background
Kineo, a global leader in workplace learning, focuses on enhancing business performance through online training. Juntos has been a long-term partner, supporting Kineo in promoting its course materials more effectively. In 2021, Juntos conducted in-depth research with Kineo’s existing and prospective clients across various fields to better understand market trends and improve Kineo’s messaging within the online learning space.
Approach
Our 2021 research findings formed the foundation of a comprehensive content strategy and plan for Kineo, including targeted positioning, audience personas, content themes, channel recommendations, and key messages. This strategy was accompanied by an actionable content plan to ensure effective implementation.
Most recently, Juntos advised Kineo on launching its new Environment, Social, and Governance (ESG) online training course. We conducted market research across Australia, the UK, and the USA to identify potential target audiences, then crafted a launch strategy with audience mapping, positioning, and targeted messaging. The launch plan included tailored customer journeys for two key personas, a three-phase campaign approach, and a content plan with supporting materials like infographics and thought leadership pieces, such as white papers.
Outcome
The research and strategic planning provided Kineo with clear, actionable steps to improve their course promotion. The ESG campaign successfully launched with compelling, accessible content that made complex ESG topics engaging. The go-to-market strategy, content assets, and detailed white papers helped position Kineo as a thought leader in ESG training, extending their reach to targeted sectors and roles across key regions.
