{"id":136332,"date":"2025-09-18T11:00:33","date_gmt":"2025-09-18T15:00:33","guid":{"rendered":"https:\/\/trainingindustry.com\/?post_type=magazine&#038;p=136332"},"modified":"2025-09-18T11:30:01","modified_gmt":"2025-09-18T15:30:01","slug":"think-like-a-marketer-a-practical-guide-to-promoting-your-training-department","status":"publish","type":"magazine","link":"https:\/\/trainingindustry.com\/magazine\/fall-2025\/think-like-a-marketer-a-practical-guide-to-promoting-your-training-department\/","title":{"rendered":"Think Like a Marketer: A Practical Guide to Promoting Your Training Department"},"author":52,"featured_media":136621,"template":"","tags":[36055,36054,36056],"class_list":["post-136332","magazine","type-magazine","status-publish","has-post-thumbnail","hentry","tag-employee-development-strategy","tag-training-department-branding","tag-training-team-recognition","global_topic_tax-learning-services-and-outsourcing","magazine_issue_tax-fall-2025","magazine_article_type_tax-feature"],"acf":{"sponsored":false,"gated":false,"gated_content_type":"","file_attachment":null,"gated_content":"","form_instruction_header":"To access the full article, please fill out the form below:","pardot_html_embed":"","author_override":true,"author_name":"Jen Ritter-Tomasik, CLT, CPTM ","author_image":"","author_bio":"A former technical trainer with over 20 years of experience in law firm marketing and technology, Jen Ritter-Tomasik, CLT, CPTM, brings a practical, user-focused approach to learning and development. As marketing technology and innovation manager at <a href=\"https:\/\/www.parkerpoe.com\/\" target=\"_blank\" rel=\"noopener\">Parker Poe<\/a>, she leads the adoption and strategy of tools that make client development more efficient, intuitive and impactful.","excerpt":"Transform your training department\u2019s perception by building a recognizable brand, hosting signature events, and leveraging marcomm.","main_content":"Within many organizations, the training department is viewed as the department that forces everyone to complete mandatory training or introduces new applications or processes to team members who think the older versions work \u201cjust fine.\u201d If that perception sounds familiar, this article will highlight three actionable strategies to help you reshape how your department is seen. The trick is to think like a marketer.\r\n\r\nPromoting your training department\u2019s role in key workforce areas will both showcase its value and reinforce its position as a go-to resource within your organization. Here\u2019s how to get there:\r\n<h2>Build a Logo for Instant Connection<\/h2>\r\nThink of Nike, McDonalds and Apple. Just reading or hearing the names of these companies conjures their iconic logos. A logo is the visual representation of a brand, making it easily recognizable to consumers and helping them quickly identify a company or product.\r\n\r\nA great logo can make you stand out, communicate values and personality, build trust and loyalty and, when used consistently, create brand awareness and reinforce brand identity.\r\n\r\nDeveloping a unique logo is one effective way that you can help your organization\u2019s members recognize who the training department is and what it stands for. To create a logo for your training department, consider these key elements:\r\n<ul>\r\n \t<li><strong>Imagery:<\/strong> Use an icon or symbol that reflects learning, growth or your department\u2019s mission. Keep it simple and memorable.<\/li>\r\n \t<li><strong>Typography:<\/strong> Fonts can be a powerful tool in logo design and branding. Match the font to the message you want to convey. For example, bold, heavy fonts imply strength and power, while flowy fonts convey elegance and creativity.<\/li>\r\n \t<li><strong>Color palette:<\/strong> Align with your organization\u2019s brand color if possible. And keep in mind that colors ignite emotions or thoughts. Blue conveys trust; red grabs attention; green implies growth.<\/li>\r\n \t<li><strong>Tone of voice:<\/strong> The imagery, typography and color palette you select will all give your logo the elements to make it instantly recognizable, but the tone of voice of your brand is represented in how you communicate in messaging and interactions with your internal stakeholders. To define your tone of voice, consider your organization\u2019s culture and how it aligns with your department\u2019s mission. If your culture is buttoned up and serious, then your logo and communications should match.<\/li>\r\n<\/ul>","full_width":false,"content_band":[{"acf_fc_layout":"social_callout","blockquote":"Signature events can help establish and reinforce your department\u2019s identity."},{"acf_fc_layout":"content_area","wysiwyg":"Once you have determined your training department\u2019s brand identity and your logo is created, you can begin an internal campaign to create some buzz.\r\n\r\nHere are a few ways to start:\r\n<ul>\r\n \t<li><strong>The slow drip<\/strong>: Gradually incorporate your logo into all training materials, from slide decks to quick reference guides (QRGs). To maintain consistency in your branding, create templates with the logo placed prominently. Consider asking your IT department if your logo can be placed on all training department email signature lines.<\/li>\r\n \t<li><strong>The air of mystery:<\/strong> Print out the logo on a blank white background with a tagline like \u201cIt starts here\u2026\u201c or \u201cWhere growth begins...\u201c Include a call to action, such as a QR code to scan or a URL that directs users to your training department\u2019s intranet page, a PDF that highlights all of the training department\u2019s functionalities or a bio for your new logo describing how the different elements represent your brand identity.<\/li>\r\n \t<li><strong>The scavenger hunt:<\/strong> Hide your logo on your department\u2019s intranet site or within specific training materials. Kick off the hunt with an email displaying your department\u2019s logo and offer a prize to the first person that finds it.<\/li>\r\n<\/ul>\r\nAfter the internal campaign is kicked off, use the logo consistently. Place your logo prominently on all training materials and communications, both digital and print. Over time, your logo will create an instant connection to your training department.\r\n<h2>Host Signature Events<\/h2>\r\nMany organizations invite their clients or customers to regularly occurring or \u201csignature\u201d events. Signature events can help establish and reinforce your department\u2019s identity, allow opportunities for strategic communication and position your department members as learning and development (L&amp;D) leaders within your organization.\r\n\r\nTo create a signature event that will reinforce your brand identity, look at your organization\u2019s industry and culture. The signature event should reflect both. For example, when I was the technical trainer at a law firm, our signature event was a monthly, virtual training session that was scheduled for no more than 15 minutes. These sessions took place on the first Wednesday of each month at 10 a.m. The message around these monthly sessions was that if you attended, you would learn a new skill that would allow you to work more efficiently, giving more time back in the day to dedicate to legal work.\r\n\r\nAll of these decisions were made with purpose. The sessions were short because in a law firm time is measured in tenths \u2014 and every tenth counts. They were hosted virtually so that attendees could join from anywhere or view a recording on demand. And they were scheduled on Wednesday mornings to avoid conflicts with internal meetings and the business development efforts that often fill the lunch hour.\r\n\r\nBy hosting the event virtually, we emphasized the firm\u2019s culture of inclusiveness. Keeping the sessions short and avoiding crucial hours out of the day, like the lunch hour, showed that we understood the scheduling needs of learners in our organization.\r\n\r\n<img class=\"alignnone size-full wp-image-136623\" src=\"https:\/\/trainingindustry.com\/content\/uploads\/2025\/09\/TIM_Fall2025_ThinkMarketer_QuickTips.jpg\" alt=\"\" width=\"1787\" height=\"1920\" \/>\r\n\r\nAll of these details led to a successful internal signature event, with increased engagement and attendance quarter to quarter. The growing attendance numbers allowed our training department to strategically offer sessions related to application updates and rollouts, as well as issues that were common across the firm based on help desk call data.\r\n\r\nOther signature event ideas include:\r\n<ul>\r\n \t<li><strong>Learning showcases:<\/strong> Invite other departments or team members to highlight how they are applying what they\u2019ve learned from training.<\/li>\r\n \t<li><strong>Lunch and learns:<\/strong> Provide demos or Q&amp;As on software or tools used in your organization.<\/li>\r\n \t<li><strong>Training department office hours:<\/strong> Allow team members to drop in and out to ask questions or get application or process insights from the training department.<\/li>\r\n<\/ul>\r\nOrganizing and hosting a signature event is a lot of work \u2014 don\u2019t let it go to waste after the event ends. Repurpose signature event materials by creating recordings, QRGs, writeups and other resources to keep the learning momentum.\r\n<h2>Amplify Your Brand With MarComm<\/h2>\r\nOften referred to as marcomm, marketing communications are all messages and media used to promote your brand and services to a target audience. By sending consistent, branded (remember that great logo you created?) communications, you can inform your organization of what the training department can offer, remind them of your value and presence and reinforce your brand identity and mission.\r\n\r\nMarcomm can take many forms, depending on your audience and objectives. Consider you\u2019re launching a new training program. You could:\r\n<ul>\r\n \t<li>Send an email teaser to build curiosity.<\/li>\r\n \t<li>Create a poster or graphic announcing the launch.<\/li>\r\n \t<li>Record a short video highlighting the benefits of the new program.<\/li>\r\n \t<li>Send follow-up emails leading up to the new training program to encourage signups.<\/li>\r\n \t<li>Send follow-up emails following the new training program with links to any recordings and support materials.<\/li>\r\n<\/ul>\r\nIn addition to using marcomm to promote training programs and other initiatives, you can consider creating regular content like monthly or quarterly newsletters. Newsletters provide a platform to announce upcoming training sessions, remind users of mandatory training obligations and provide links to recordings of previous trainings, learning management system (LMS) modules and other learning-centric sites.\r\n\r\nIncluding a quick tip in newsletters is a powerful way to build a strong connection between learners and the training department. By proactively offering solutions to common challenges or sharing time-saving techniques, you demonstrate awareness of user needs and add immediate value. These unpromoted insights position the training team as a trusted, go-to resource across the organization.\r\n\r\nUse marcomm to add a human element to your department. Introduce your trainers with their photo and contact information and include personal details they are willing to share, like what they did for their first job or how many pets they have and their names. Or highlight a \u201ctrainee of the month\u201d or subject-matter expert in your organization. Connecting your training department to the real people behind the scenes, both the trainers and the learners, makes you relatable. Also, it\u2019s much easier to ignore mandatory training emails from the anonymous training department than from Janet, your instructional trainer with three rescue dogs named Kirk, Pat and Rick.\r\n<h2>Start Small, Build Steadily<\/h2>\r\nCreating a strong brand for your training department won\u2019t happen overnight, but taking small, incremental steps will allow you to build your brand and market the training department as the learning and development powerhouse of your organization. By adopting a marketer\u2019s mindset, you can elevate the perception of your training department from a support function to a valued, strategic brand within your organization."},{"acf_fc_layout":"social_callout","blockquote":"By sending consistent, branded communications, you can inform your organization of what the training department can offer."},{"acf_fc_layout":"content_area","wysiwyg":"[hubspot type=\"form\" portal=\"47185625\" id=\"6a2c3c6c-507d-45ef-bedf-a7ffd7053773\" version=\"v4\"]"}],"tice_sponsors":"","custom_dfp_keywords":"","featured_article":true,"feature_type":"landscape","theme":"light","remove_gradient":true,"title_in_image":true,"featured_text_image":136622,"magazine_link":"https:\/\/www.nxtbook.com\/nxtbooks\/trainingindustry\/tiq_fall2025\/index.php#\/p\/42"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.8 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Think Like a Marketer: A Practical Guide to Promoting Your Training Department - 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