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EleVate - Building Great Brands
Digital Strategy
Animated Explainer Videos - An Effective Storytelling Tool

An explainer video is a short online video used to describe an organization’s services or products. A great placement for these videos is on the homepage of your organization’s website to introduce viewers to the importance of its mission. Explainer videos are an effective storytelling tool because the combination of language and images makes them easy to remember. This article explains that as humans, we think in narrative structures, and the development of both thought and language follow the patterns of storytelling.

How can you create a great explainer video? Use these strategies:

  • Keep the script short. Wistia reported that fewer than 60% of viewers watch an entire 4-5 minute video, compared to 75% for a 1-2 minute video.
  • Organize your video with a logical structure:
    • The beginning of the story sets up the challenge or need that your organization is solving.
    • The middle identifies solutions that your services provide to the challenge or need, along with the benefits (not features) of these solutions.
    • The end is a call to action to engage the viewer.
  • Animate data and numbers, creating infographics to coincide with the voiceover.
  • Use sound effects and background music to provide depth and texture to the final product.

School of Career Education - Why We Love our Mission
Foothill Workforce Development Board - Organizational Video (Davey Award Winner)
Wireless U - Wireless Job Opportunities (Davey Award Winner - see Innovation article below)

SETA - Southeastern Employment & training Association
Connect with us Live at Upcoming Conferences

Southeastern Employment & Training Association
2017 Spring Conference
Hyatt Regency
Jacksonville, Florida
March 19 - 22, 2017

Communicating Your Workforce Brand in a World of Collaboration and Partnerships

Successful execution of regional strategies requires collaboration among various organizations that have individual brands in the market. Explore how to design a regional brand strategy and communications plan (BCP) that packages and promotes all of the available regional workforce and education initiatives, services, and resources while cross promoting the individual participating brands. Using FCM's Brand & Communications Blueprint, this session deconstructs the major decision points required to develop a thoughtful and effective BCP. The results "connect the dots" for job seekers, youth, and businesses, helping them navigate a network of regional brands and maximizing their engagement.

Using Simplified Mystery Shopping Strategies for Improving Service Delivery

Customer-focused service delivery is a key component of WIOA to ensure that the workforce system designs innovative products and services that are truly responsive to customer needs. Mystery shopping is a tool generally used by market research companies to measure quality of service, or compliance with regulation, or to gather specific information about products and services. This session breaks down the process of developing a mystery shopping initiative for your workforce organization to support staff in improving service delivery, customer service and a high performing brand. Participants understand how to develop a standardized rubric to capture data accurately while developing simple” and believable scenarios that align with defined scripts for the shoppers to follow. Models will be shared on how data was translated to build the capacity of customer-facing staff and improve community perceptions on workforce brands.

The Forum 2017

National Association of Workforce Boards
The Forum 2017 Conference
Washington Hilton
Washington, D.C.
March 25 - 28, 2017

Communicating Your Workforce Brand in a World of Collaboration and Partnerships (see description above)

Wireless U
Department of Labor-Funded Program Scores Two International Davey Awards

The collaborative partners that form WirelessU, along with Full Capacity Marketing, Inc. (FCM), are proud recipients of two International Davey Awards for the development of a workforce educational video and website.  WirelessU is funded by the U.S. Department of Labor through a Trade Adjustment Assistance Community College and Career Training initiative grant to develop a training program for the wireless workforce of the future, focused on educating veterans, displaced workers and others for careers in building and maintaining America’s wireless networks.

WirelessU Program Manager, Dr. Ephrem Eyob said, “Our partners focus on the needs of regional and national employers in the wireless industry to develop relevant curriculum for our students, followed by work-based learning opportunities and jobs this growing industry.”

WirelessU partners include Virginia State University, the Wireless Infrastructure Association, Crater Regional Workforce Investment Group, Richard Bland College of William & Mary, and the Virginia Employment Commission.

“The website and educational video were designed to educate and recruit students and job seekers into programs that yield employment in the wireless industry,” said FCM CEO, Celina Shands. “More than 330 million Americans are wireless subscribers, and wireless network providers are projecting an 11X increase in traffic over the next five years, which drives demand for a skilled workforce in this industry.”

The Davey Awards are judged and overseen by the Academy of Interactive and Visual Arts (AIVA), a 700+ member organization of leading professionals from various disciplines of the visual arts dedicated to embracing progress and the evolving nature of traditional and interactive media. Current membership represents a "Who's Who" of acclaimed media, advertising, and marketing firms including: Condé Nast, Disney, GE, Microsoft, Monster.com, MTV, Yahoo!, and many others.

“On behalf of the Davey Awards and our Academy, we want to applaud this year’s entrants and winners for their dedication and commitment to their craft; we offer our congratulations once again for the exceptional work they submitted,” said Linda Day, executive director of the Davey Awards.

For more information about the WirelessU program go to http://wirelessu.net/

How to Position Your Content
Social Media Optimization

Simply Measured explains that 2017 is going to be a monumental year for social media and to help keep us organized they’ve created a social media planning template and checklist with an editable excel file. Get the download from them and share the resource with your colleagues.

Join our Workforce Professionals Social Media Workgroup and weigh in. With nearly 2,000 workforce, education and economic development professionals, it’s an easy and fun way to share and learn practices from your colleagues.

Contact Us

Full Capacity Marketing, Inc.


West Coast Office
3525 Del Mar Heights Rd. #296
San Diego, CA 92130
Phone: (858) 793-6694
Fax: (858) 793-1728

East Coast Office
5614 Connecticut Ave NW #115
Washington, D.C. 20015
Phone: (202) 731-0903
Fax: (202) 244-7482

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February 2017
In this eNewsletter:

Digital Strategy

Animated Explainer Videos - An Effective Storytelling Tool

Where is FCM?

Connect with us Live at Upcoming Conferences


Department of Labor Funded Program Scores Two International Davey Awards

Social Media Workgroup

Social Media Planning Guide for 2017

Contact Us

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