AAR Group Ltd
AAR invests in future leaders with ‘No Bullsh*t’ e-learning programme.
Organisation
AAR Group Ltd
Sector
Professional skills: Business Consulting & Services
Date of activity
Launched in June 2023
The challenge
AAR is a marketing consultancy that specialises in the design and development of marketing ecosystems, working with both brands and agencies to build inspiring partnerships and drive growth in the modern marketing age. They believe in ‘Creative Capital’ - that creative thinking and ideas are the engines of growth, better connecting businesses and customers.
Central to AARs growth strategy, they wanted to explore new ways to reflect and extend their influence on one of the 4 key pillars of the marketing ecosystem - People. They identified online learning as an effective and complimentary path to delivering more value to their audiences and to create a new and scalable business model.
AAR began working with Chris Hirst - best-selling author of ‘No Bullsh*t Leadership’ and former Global CEO of Havas Creative. Together, they saw an opportunity to re-frame how people see the role of leaders and dispel the myths about what makes a great leader.
To bring their vision to life and to create a model for a wider e-learning strategy that reflected the AAR brand, they needed a trusted and experienced online learning partner.
The brief was to translate Chris’s ‘Best Business Book of the Year 2020’, into an eight-week CPD accredited online course, hosted on a white-labelled community learning platform. Following a competitive tender, AAR selected Learning with Experts as their e-learning content and platform partner.
The solution
Learning with Experts worked closely with the AAR team to develop the concept and learning pathway for the ‘No Bullsh*t Leadership’ course. We collaborated with Chris Hirst and executive coach Vonnie Alexander (the course presenter), to create a production approach which would enable them to deliver all of the core content in a natural and engaging manner.
To maximise the value and quality that AAR got from their budget, we guided their in-house team on all aspects of the project, including course design and structure, scripting, locations, filming, editing, graphics, course assignments, tutor training, reading materials and CPD Standards Office accreditation. Learning with Experts also created a selection of high-quality promotional video trailers and edits for use on AAR’s e-learning website and across social media channels.
The Learning with Experts learning platform was branded for AAR and configured to deliver a seamless user journey, including purchasing the course, onboarding, engaging with peers in the online classroom, sharing assignments and tutor feedback.
The results
The goal was to provide a rich learning experience with the best possible learning outcomes. The inaugural cohort in June 2023, exceeded volume expectations - with online classrooms of senior level professionals from multiple industries and global brands. The course received high praise from participants, prompting feedback such as, “Embracing vulnerability has been a game-changer”, and “fascinating, reaffirming and challenging”.
“One of the most exciting parts was the opportunity to learn about myself in a whole new light. Breaking down the walls of my preconceived notions about leadership was truly eye-opening. I used to think that leaders were cut from a specific cloth, distant from someone like me. But this experience shattered that stereotype, and I've come to realise that leadership is something I can embody too. The demystification of leadership—what a concept!”
Charlie – Course participant
What next?
The rich behavioural data that has been collected from the first two cohorts is now helping to inform continuous improvement to the learner experience and future AAR e-learning courses.
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