Degreed

Overview

Degreed, a pioneer in the Learning Experience Platform (LXP) space, entered the Indian market in 2016 with plans to use the country as a gateway to expand across the broader Asian region. As a relatively new concept in enterprise learning, the platform sought to introduce a modern approach to skill development and corporate learning.

Client Mandate

Spectrum Communications was tasked with building brand awareness for Degreed in India and communicating its differentiated value proposition compared to traditional Learning Management Systems (LMS) and other learning platforms.

Challenge

At the time, the learning technology ecosystem was crowded and often confusing, with media and industry conversations overlapping between LXPs, MOOCs, and various edtech initiatives. Degreed was virtually unknown in the Indian market, and there was limited understanding of the LXP model within corporate learning circles.

Approach

Spectrum launched a thought leadership campaign centred around Degreed’s founder and chairman, David Blake, and his unconventional philosophy on skill development. A series of executive visits were organised to engage with the Indian media and industry stakeholders, highlighting the relevance of the LXP approach in the context of India’s evolving skill development landscape.

Global company developments — including fundraising announcements and acquisitions — were strategically leveraged to build visibility and interest among Indian media. Spectrum engaged leading business publications and HR-focused outlets to communicate Degreed’s value proposition and thought leadership in corporate learning.

Publications such as The Economic Times, Mint, Business Line, Businessworld, and Business Today interviewed Degreed executives and sought their perspectives on learning and development trends. Over time, Degreed evolved from an unfamiliar brand to a trusted voice in conversations around corporate learning.

Outcome

Following the two-year media outreach programme, Degreed’s Asia Pacific leadership reported a noticeable increase in interest from corporate organisations exploring the platform’s learning experience approach. The brand established credibility in the Indian market and became an active participant in media discussions around enterprise learning and skill development.