MAZDA ACADEMY UK
The Brief
Mazda is a Japanese automotive manufacturer renowned for its quality craftmanship, human-centred design, innovative technologies, and vehicles that are built for pure driving pleasure. Amongst Mazda’s line up of award-winning vehicles is the iconic and much-loved Mazda MX-5.
In recent years, the company has increased investment and focus on network learning & development. And for the first time, Mazda UK are combining all dealer training under one roof at a bespoke, state-of-the-art Academy in Stewartby, Bedfordshire. This exciting move will bring their training offering in line with the company’s status as a fully-fledged premium brand.
T Media were Mazda UK’s agency of choice to firstly create a communications strategy that delivers ongoing targeted information to engage all stakeholders. In addition, the strategy included plans for building excitement and intrigue around the launch of the new Academy training centre.
Secondly, we were asked to create and deliver the interior design elements of the internal spaces of the Academy that reflect Mazda’s vision and showcases its rich Japanese culture and heritage.
The Solution
A Communications Strategy with Measurable Outcomes
Our approach to developing and delivering a successful communications plan for Mazda Academy was simple yet effective. The core elements included:
- Streamlining Mazda Academy’s internal & external communications by focusing on using the core Academy LMS portal for all formal emails & notifications
- Increasing dealer engagement & building a culture of curiosity & continuous learning through:
– Personalised & targeted communications
– Relevant calenderised social media activity - Developing assets & templates for a consistent Mazda Academy brand representation & tone of voice. This included:
– Emails
– Newsletters
– eGuides
– Social Media Posts
– Training Animations - Producing assets from the build with timelapse photography & drone footage to create intrigue & desire for the new Academy during the pre-launch & launch phase
The Results
The communication campaigns delivered outstanding results with over 5,200 personalised emails sent across four email blasts with an outstanding open rate of 89%.
During the initial 3-month period across Mazda Academy’s social media platforms, followers grew successfully by 120%, impressions reached 40,000, and engagement in shares, likes and comments achieved 5,800 – an incredible 800% increase.
A Premium Space for Inspired Learning
We collaborated with Mazda UK on space planning, furniture specification, graphic design, and managing the procurement and installation of all the graphics and artwork for the new Academy training centre.
Our approach began early by working with Mazda UK and developers during the build planning process. This helped us understand space usage and flow of visitors so we could influence and identify ways to integrate Mazda’s heritage and branding throughout.
On arrival, the welcoming reception area displays Mazda’s inspiring brand philosophy, iconic heritage vehicles and the evolution of the Mazda logo through custom graphics and signage.
Branding within the large technical workshop area were kept premium and simple in design with a gentle nod towards Mazda’s brand values.
Running the full length of the main staircase connecting the ground floor and first floor, is the striking brand history wall exploring Mazda’s origins and celebrating key milestones.
The first floor features a canteen and break-out area designed to allow visitors to socialise, rest and unwind with soft lighting and modern Japanese inspired features.
The concept behind the training room naming strategy was inspired by Japanese tradition, incorporating names that create a sense of progress and personal development for visitors as they move through their learner journey.
The outcome of all these elements combined is a new building that has become more than just a training centre. Mazda Academy’s interior design has shaped the space into a brand immersive environment for the next generation of Mazda talent to experience and enjoy.
