E. School

E.School was a unique learning experience designed to support and empower IBM’s marketing practitioners. Throughout the program, attendees (in their cross-functional teams) worked with an elite faculty as they elevate their skills to share belief, encourage action, and inspire advocacy. By understanding their buyers and authentically connecting with the essential principles of engagement design, we truly transformed the discipline of marketing within IBM, and beyond.

Mission:
To cultivate and scale outcomes-focused cross-functional marketing teams through an immersive, in person experience

Objectives:
• Build reflexes around compelling writing, focused questioning and constructive critique
• Ignite an environment of transparency, collaboration and iteration among cross-functional marketing teams
• Raise standard of excellence across elements of engagement

Expert instructors included Senior Executive Leadership from Brand Publis, General Assembly, George P. Johnson, IBM, Local Projects, Ogilvy, SY Partners, VSA Partners, West Wing Writers - speech writers for politicians inclusive of the President of the United States

Guided experiences included Improv hosted by Magnet Theater as well as visits to The Cooper Hewitt Design Museum and One World Trade Experience

Results:
• 505 IBMers attended
• 53 Cross-functional working teams participated (25 from local markets)
• 535 hours of team based learning
• 75 unique drills developed
• 28 Executive-level modules created
• 10 week-long sessions conducted in 2015 and 2016
• Unique brand system developed
• Bespoke learning and instructor manuals published
• 94 % of attendees agreed