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Digital Strategy
New Ways to Elevate Awareness of Adult Education Benefits

The Coalition on Adult Basic Education (COABE) and the National Council of State Directors of Adult Education (NCSDAE) have launched a national educational campaign called Educate & Elevate to help America understand the importance of adult education and its positive impact in the lives of adult learners and the economy. The leadership of Educate & Elevate recently hosted a webinar to highlight three options that states can use to leverage the national campaign:

  1. Use the national campaign’s state-specific web pages to highlight successes and innovations.
  2. Use the assets from the national campaign (logo, press release, social media content, etc) on individual state adult education association websites to announce participation in the campaign.
  3. Create a microsite that uses a similar look-and-feel of the national campaign.

California decided to pursue the third option and has worked with Full Capacity Marketing to develop a microsite focusing on collective storytelling and demonstrating the value of adult education. In California, the Adult Education Block Grant (AEBG) funds 71 regional consortia – comprised of K-12 and community colleges – which are tasked to design and execute a comprehensive approach to adult education. The AEBG Office includes leadership from the California Department of Education and the California Community Colleges Chancellor’s Office.

Some of the methods California has used to tailor its campaign include: 1) Campaign Microsite; 2) eMagazine: Progress Report; 3) Capacity Building Webinars; and 4) Success Stories and Innovations.

The national Educate & Elevate campaign, as well as California’s campaign and others like it across the country, are designed to raise awareness about the relevancy of adult education. These efforts are extremely important to inform key stakeholders and policy makers. As soon as 2018, two-thirds of American jobs will require workers that have an education beyond high school. Yet, nearly half of the U.S. workforce—about 88 million adults—has only a high school education. Adult Education addresses this skills gap by teaching 1.5 million workers every year in Math and English; helping students earn a high school diploma or equivalency; and preparing workers through special programs for the jobs of the future.

For more information about the national campaign, go to www.EducateandElevate.org

How Government Uses
Social Media

With more than 2.5 billion users globally, social media is now accepted as a primary communications tools for individuals and businesses. The ease of connecting with others using Twitter, Facebook, or Instagram makes social media the communications form of choice for customer service, according to Sprout Social’s 2016 index. It is also the easiest way for people to voice their opinions on public policy, obtain news & information, and contact elected officials. While some public agencies still have stringent policies against the use of social media, many are taking advantage of applying social media strategies to gain insight from the citizens they serve. Social media provides a real-time platform for two-way conversations between government and the public, giving everyone a voice.

In the article Social Media & Government: Cutting Red Tape for Increased Citizen Engagement, Sprout Social shares social media data, case studies and strategies for government. Some of the key benefits for government organizations that use social media include:

  • opportunities to change opinions about “typical” government customer service, like this example from the TSA;
  • a quick way to distribute information and raise the awareness of important legislation, issues and news.
  • an effective method of keeping the public well-informed and up to date on issues, which builds trust and provides increased transparency.

While government organizations must take care to follow privacy, freedom of information, and recording keeping laws, careful planning and the right tools can help government organizations increase their engagement and interaction and use social media to grow awareness of their mission, services, and brand.

View FCM’s online portfolio for how workforce and education organizations are using social media to increase engagement with customers, partners and funders.


National Rapid Response & Business Engagement
Boston, MA
Telling Your Story: Messaging for Business Engagement

Organized by the Massachusetts Office of Labor and Workforce Development, the Summit will provide an opportunity to come together, across agency lines and state borders, to discuss how to effectively work together to best serve businesses and provide innovative solutions that contribute to their success.

Click here for more information.

How to Position Your Content
Using Social Media to Engage Key Stakeholders

Do you use social media to connect with local and state legislators? Social media has emerged as a powerful way for people and organizations to communicate with elected officials, and it has a role to play in advocacy strategies. Full Capacity Marketing recently welcomed guest presenters Jeff Arnott, from Brevard Public Schools Program, and Chris Binnix, Marketing Coordinator at the Coalition on Adult Basic Education for a webinar on best practices for using social media in advocacy.

Key takeaways from the webinar included the following:

  1. Engage with local press on Twitter – One of the most effective ways to build your following is by engaging with local reporters. Many reporters tweet from their own accounts, in addition to the official media account for the publication. Use the Twitter search box to search for “people” with the press outlet name in their account description.
  2. Learn how to use the new Facebook Townhall function – This new option for nonprofit and public sector accounts lets you link posts directly to your federal, state or local legislator.
  3. Use Links, Graphics, and Hashtags – Including hashtags, visuals, and links to news articles and other accounts shows a level of social media know-how that helps attract the notice of influencers on each channel.
  4. Use time management tools for social media – Using scheduling tools, an editorial calendar and adding social media accounts to mobile devices can enable you to be more effective in less time.
  5. Engage with legislators and their staffs on social media – In addition to official accounts, many legislators, as well as their staff members, volunteers, and interns have personal accounts on Twitter. Additionally, legislators often have several Facebook pages for different initiatives. Searching and following these additional accounts can raise your visibility with your legislative office.

Join our Workforce Professionals Social Media Workgroup 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


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

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July/August 2017
In this eNewsletter:


New Ways to Elevate Awareness of Adult Education


How Government Uses Social Media

Where is FCM?
Upcoming Conferences

Social Media Workgroup

Using Social Media to Engage Key Stakeholders

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