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Strategy
NEW: Sector Strategy Brand Toolkit
NEW: Sector Strategy Brand Toolkit

Does your sector strategy have a thoughtful, data-driven branding and communications plan? If not, then there’s no doubt your dedicated sector stakeholders will have difficulty in building the necessary long-term partnerships to succeed, as well as creating sustainable funding.

FCM has developed an affordable Sector Strategy Brand Toolkit to support regions and states in elevating the relevancy of sector strategies. The toolkit delivers the following items to maximize reach and engagement.

Positioning Strategy – Meet with FCM’s CEO in an online webinar to review your current communications tools and overall objectives. FCM will then develop a tailored positioning strategy which includes: 1) a compelling brand narrative that demonstrates the relevancy of the sector strategy; 2) a brand name, tagline and customized logo identity (if needed) to package the work of the sector strategy team for proactive outreach; 3) an elevator pitch that engages the necessary target audiences with the work of the sector strategy; and 4) a communications platform that contains messaging with specific calls to action for the multitude of stakeholders necessary to bring sector strategies to fruition including business/industry, policymakers, education, economic development and workforce professionals.

Sector Microsite – It’s important to create an online footprint that showcases all of the work of your sector strategy, along with early wins. How will you demonstrate effectiveness of your sector strategy and tell your story? A sector-specific microsite can achieve these goals and highlight the partners doing the work. The microsite contains sections for each target audience needed to bring the sector strategy to fruition, with each section detailing value propositions for engagement.

Communications Roadshow – How do your stakeholders engage others in the work of your sector strategy? A communications toolkit is needed to “take on the road,” including a PowerPoint presentation, a 60-second video about the sector strategy and multiple editable fact sheets for each target audience to engage them with specific calls to action.

If you are just getting started in sector strategies or your current efforts have stalled, let FCM help you with our customized Sector Strategy Brand Toolkit to maximize engagement and reach. We’ve earned more than 55 global awards for our workforce campaigns.

Contact us for a consultation.
Innovations
Campaign Contributes to a $35M Increase in Adult Education Funding
Campaign Contributes to a $35M Increase in Adult Education Funding

Georgetown Center on Education and the Workfoce reports that by this year, 63 percent of all U.S. jobs will require education beyond high school. Yet, nearly half of the U.S. workforce— about 88 million adults aged 18 to 64— has only a high school education or less, and/or low English proficiency. Adult education helps to close this gap and provide workers with the skills needed for the jobs of today and tomorrow, a key message that resonated across the country as part of the Educate & Elevate Campaign.

For the past 14 months, the national Educate & Elevate campaign has brought together more than 55,000 adult educators to proactively educate policymakers about the importance of adult education and how it is an investment in America’s future. Leadership from the Coalition on Adult Basic Education (COABE), the National Council of State Directors of Adult Education (NCSDAE), 36 national-level partners, the state associations, professional development consortia and Dollar General effectively mobilized the nation in support of adult education through a campaign website, social media, communications toolkits and proactive outreach efforts.

“The Educate & Elevate campaign was created at a time when our adult education system expected a reduction of $87 million in funding,” said COABE Executive Director Sharon Bonney. “Our collective efforts resulted in more than 76,000 connections with legislators by individuals from the adult education field, resulting in a $35 million increase in funding.”

This funding is critical to individuals ages 16 and older who no longer are enrolled in school and are functioning below the high school completion level. Adult education programs not only teach these individuals the foundations of reading, math and English, they also equip learners with college and career readiness skills that lead to employment or the transition to postsecondary education.

“Adult education is a critical component to making sure America has the skilled workforce needed to compete,” said NCSDAE Executive Director and campaign partner Pat Tyler. “Surveys show that more than 90 percent of American businesses do not believe workers have the right skills; we have to ensure that all workers are ready to help employers compete.”

The campaign earned six 2017 Davey Awards for integrated campaign, its website and video. The campaign website offers education advocates tools and resources, infographics, videos, fact sheets and success stories, including a short documentary from PBS' “The Success Files.” Information about these tools, as well as how to access adult learning programs may be found here.
Trends
Three $100K Winners to be Selected for Designing Innovative Adult Learner Education & Training Models
Three $100K Winners to be Selected for Designing Innovative Adult Learner Education & Training Models

Creating career pathways and systems is important in any community, but it is particularly important in those areas where adults without postsecondary training or education lack access to programs that are structured paths to economic success and mobility. The ECMC Foundation, a national foundation that makes investments in postsecondary programs to improve educational outcomes among underserved populations, is supporting communities to overcome these challenges through the Minds That Move Us initiative; partners leading Minds That Move Us include the Institute for Educational Leadership (IEL), Coalition on Adult Basic Education (COABE) and the National Council of State Directors of Adult Education (NCSDAE).

Minds That Move Us partners are challenging communities to design innovative education and training models that create social equity and economic mobility for all. Driven by the market demands of business and industry, as well as the needs of youth and adult learners, these challenges engage the bright minds of public-private partners to examine the current education and training gaps within their communities and then create models that can be scaled and replicated within various industries.

IEL President Johan Uvin said, “The Adult Career Pathway Design challenge aims to find teams around the country who will work together to design out-of-the-box solutions to pressing educational and economic challenges for the betterment of their communities.”

The Adult Career Pathway Design challenge is open to communities across the United States, and encourages teams of educators, employers, community organizations, and adult students to create innovative solutions that address common barriers preventing adults 26 and over from entering, persisting and successfully completing career pathway programs. The top 10 entrants will be involved in multiple activities including a two-and-a-half day Design Camp to hear from subject-matter experts about next generation career pathway design features and approaches that: 1) stack and aggregate learning experiences at various levels of education and industry credentials; 2) use prior learning assessments, competency-based assessments and/or micro-credentials; 3) provide academic and wrap-around supports; and 4) incorporate universal design principles to ensure adult learners with visible and invisible disabilities can benefit from programs. The top 10 entrants also receive ongoing coaching over three years to assist in designing their programs, culminating in a two-day Career Pathways Festival where teams pitch their programs to a distinguished panel of judges and a live, virtual audience including funders that may consider offering pre-commitments to provide implementation funding for ideas they want to support.

Applications for the Adult Career Pathway Design challenge are due Friday, June 29th. An informational webinar will be held Friday, June 8th at 2pm EST. For more information, go to www.MindsThatMoveUs.org.

Training
Employees as Brand Ambassadors?
Employees as Brand Ambassadors?

Brand ambassadors are traditionally thought of as happy customers who talk about a product or service in order to engage others. Outside of happy customers, organizations need to tap into their own employees as a source for brand ambassadors. Employees are often great storytellers, but there needs to be a strategy for identifying these stories and deploying them. Read more about how to motivate your team to share great things about your brand here.

Join our Workforce Professionals Social Media Work Group and weigh in. With more than 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.

Awarded Best Public Sector Marketing Company 2017 California Corp America


Website


West Coast Office
270 N. El Camino Real #285
Encinitas, CA 92024
Phone: (760) 274-6370
Fax: (760) 274-6235

East Coast Office
5614 Connecticut Ave NW #115
Washington, D.C. 20015
Phone: (202) 731-0904
Fax: (202) 244-7482

www.fullcapacitymarketing.com
info@fullcapacitymarketing.com
 
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May/June 2018
In this eNewsletter:
 

Strategy

NEW: Sector Strategy Brand Toolkit

Innovations

Campaign Contributes to a $35M Increase in Adult Education Funding

Funding Alert

Three $100K Winners to be Selected for Designing Innovative Adult Learner Education & Training Models

Social Media Workgroup

Employees as Brand Ambassadors?

Contact Us

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