Peoplecert is a global leader in the assessment and certification of professional skills, partnering with multi-national organisations and government bodies to develop and deliver market leading exams worldwide, with a reach extending to over 140 countries. It is registered in London, UK, with headquarters in Athens, Greece and offices in Cyprus, Turkey, UAE and UK.
Peoplecert promptly identified its digital presence as the major pillar via which it will accomplish its long-term strategic goal to dominate the global certification market and revolutionize the exam and certification industry.
Following Peoplecert’s official Request for Proposal to which more than 15 leading digital agencies from around the world responded, we were awarded the task of designing and implementing Peoplecert’s new B2C and B2B2C Marketplace to become the international default go-to place for a certification.
Linakis Digital undertook several important goals for the project:
Linakis Digital worked on a holistic Service Design approach enabled by best-of-breed technology. On one end we put great emphasis on the User Experience layer. We set out to design a stunning, engaging, efficient, goals-oriented environment which would clearly place visitors’ needs and expectations at the forefront. On the other end we utilized the world’s leading Content Management and Context Marketing platform to meet the projects very high technical demands in terms of intelligent content personalization, sales funnel optimization, automation, speed, high availability and security, allowing Peoplecert to drive advanced digital business optimization and context marketing initiatives.
In order to design the best possible environment for our multiple user segments we worked closely with the stakeholders and it’s users. We researched, observed and understood the problem we are solving, as well as the people we are designing for, so we could generate meaningful insights.
Determined to create a great human experience we carried out several Stakeholder’s Workshops, we researched actual users, we visited training and examination centers and received feedback directly from B2C and B2B users, we held several user testing sessions, we examined Peoplecert’s existing ecosystem of tools such as mobile apps, email notifications and examination tools, we did in-depth competitors’ analysis, we studied existing analytics and reviewed all available marketing research material.
As a result, we delivered:
After careful consideration of the project’s functional and technical requirements, we chose the Sitecore Experience Management platform as the technological layer. Sitecore is the world’s most advanced and intelligent Content Management and Context Marketing platform that gives marketers everything they need, in order to understand visitors' needs and intents and deliver a more relevant, personalized experience, from initial visit to post-purchase engagement and nurturing. Sitecore empowers businesses with comprehensive digital marketing tools, a holistic view of customer needs and machine learning-generated insights, in order to deliver highly effective personalized experiences.
Linakis Digital is a certified Sitecore Gold Implementation Partner with extensive international experience in enterprise-grade projects for Banks, Airline companies, large Travel organizations and others. This deep knowledge of the platform was utilized throughout the entire implementation process of the project ensuring that all advanced context marketing features of the platform are fully supported by design and that all strict speed, availability and security needs are met to the highest extent.
The final solution is delivered to its international audience through Microsoft’s Azure Cloud infrastructure, achieving maximum security, performance, availability and geographic redundancy with minimum needs for maintenance from Peoplecert’s personnel and real flexibility to the organizations’ constantly growing needs.
We were also asked to design a new brand identity and clear guidelines on how it will be used across the entire marketing mix including website, Direct Mail, Electronic Direct Mail, Social Media, advertising etc.
Envisioning an “act locally, think globally” strategy, Linakis Digital designed a new brand identity, that spoke both individually to each and every customer, and globally to an international audience. A new brand tagline was invented: “PeopleCert. All talents, certified”, that reflected PeopleCert’s vision and was applied to all marketing communications, across digital and analogue channels.
In visual terms, we created a simple colour coding for the brand’s main market groups: Orange & black for B2C audiences, Black & white for B2B partners and we carefully developed the brand guidelines and a comprehensive style guide, including library of visuals that clearly depicted Peoplecert’s key messages as a business, taking into account the target groups.