We knew once someone used Lynda.com, they loved it— simply not enough people used it. And since Lynda.com was usually listed as a technology resource, why would anyone expect it to have thousands of tutorials on business, interpersonal, or creative skills? Our goal was to change the perception that Lynda.com was just a technology resource and increase trials and usage among students, staff, and faculty.

We used aspirational photos highlighting the diverse tutorial library, focusing on most-watched subjects like Microsoft Excel and public speaking. We used active headlines that spoke to the specific skill with subheads that reinforced the on-demand availability of Lynda.com across digital signs, ads, social media, news stories, and a series of business cards. We also coached IT Service Desk agents, reached out to Penn State Learning, Lion Ambassadors, and emailed welcome emails to new FTE employees. The result: an 8.95% increase in unique logins and a 25.73% growth in total hours viewed—blowing past the 1.96% growth the previous year. Among students, trials increased by 53%.