A few months back, BASIC partnered with Fender to launch a new proprietary line of professional IEM’s. During the course of that project, we identified that there was a breakdown in how retailers and employees were educated on brand history and both new and existing products. After a few discussions with their internal team, we presented and created an incentivized education platform that would teach sales associates about the brand history and products, called Fender Academy.

  

 

The new platform is designed to educate, motivate and engage sales associates, while connecting them to the heritage and rich culture of Fender. Chapter based curriculum made it possible to create a learning portal filled with lessons, quizzes and tests. We also concepted and built a reward system we call Fender IQ to incentivize and motivate sales associates as they master the academy content. This point-based rewards system was a way to assess and compare Fender knowledge and gives users the ability to earn certifications and rewards.

Fender Academy will be released exclusively to Fender sales associates as a tool to increase sales knowledge around  the Fender brand and products. With a fully responsive platform designed to scale with the Fender team, we couldn't be more excited for the launch. Fender Academy will be released only to Fender sales associates as a tool to increase sales knowledge around both Fender brands and products. With a fully responsive platform designed to scale with the Fender team, we couldn't be more excited for the launch.

For a closer look inside the project, head over to our Fender Academy case study.

About Fender

Fender Musical Instruments Corporation is the world's foremost manufacturer of guitars, basses, amplifiers and related equipment. Fender has touched and transformed music worldwide and in nearly every genre: rock 'n' roll, country and western, jazz, rhythm and blues, and many others. Everyone from beginners and hobbyists to the world's most acclaimed artists and performers have used Fender instruments and amps, and legendary Fender instruments such as the Telecaster and Stratocaster guitars and Precision and Jazz bass guitars are universally acclaimed as design classics.

About BASIC

BASIC is a San Diego-based brand strategy and digital design agency that helps brands deliver better experiences to their consumers. BASIC has built a solid reputation for using design to connect brands and people through the things they love... products, services, experiences and stories. With a growing client list of world-class brands and as a frequent partner to other high-caliber creative agencies, BASIC specializes in strategy driven and design-led brand communications and digital innovation. BASIC has earned Webby Award Honoree recognition within Best Practices, e-Commerce and Best Web Application/Services categories.

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