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Rosetta Stone, an education technology software company, is well-known for its language learning programs and workplace training. Designed for both personal use and use within larger organizations, Rosetta Stone programs are proven to all type of language learners.
Virtually all growth in the US labor force will come from immigrants and their children. But most of these workers will have limited English proficiency. This causes several risks for employers which lowers productivity, such as higher OSHA incident risks, on-the-job accidents, difficulties engaging colleagues and customers, and employee turnover.
Rosetta Stone was looking for a way to communicate these crucial facts to their audience, and ensuring that they understand the importance of english language training in the manufacturing industry.
Rosetta Stone’s target audience was blue collar industries, appealing specifically to the line of business managers and operations executives who are responsible for green-lighting these types of initiatives within their companies.
They noticed that their audience was responding particularly well to infographics, and decided to use this easily digestible form of content to visually outline the benefits of English Language Learning (ELL) and how to effectively implement it in the workplace.
Rosetta Stone worked with Visually, by Rock Content to create an infographic that depicts a roadmap to ELL in manufacturing, including the current state and landscape of the manufacturing industry, challenges and obstacles that stand in the way of implementing ELL, and actionable steps and solutions to work towards.
Rosetta Stone published this infographic on their website’s Business Content Hub and on their social channels. They also leveraged this content through email campaigns, sales enablement kits for industry-focused outreach, with third-party content syndication partners for lead generation, and as micro-content in webinars, social cards and banners.
They saw an uptick in engagement from their intended audience, which led to higher click-through rates for emails and increased lead generation through their various paid channels.
Since this was a targeted piece for a specific audience, it performed better than their previous content campaigns. The infographic even went on to be named a finalist at the 2018 Content Marketing Awards.