The College of the Desert - Center for Training and Development hired Full Capacity Marketing, Inc. (FCM) to develop a brand strategy for their unique 6,000 square-foot training facility to service the traditionally fluid retail and tourism industries in the Coachella Valley area [Palm Desert, California]. The Institute for Sales and Service Excellence (ISSE), a highly-visible, recruitment, training and placement facility, serves prospective employees, employers and local businesses in the retail, hospitality and tourism industries.

FCM created a unique brand approach to engage private sector companies as customers, Industry Board members, and sponsors of the ISSE. The brand strategy included a logo identity; tagline; Web site; Industry e-Newsletter; staff sales training; and a grand opening event attended by public-private partners and the community including representatives from the U.S. Department of Labor, the NRF Foundation (National Retail Federation), California Community College's Economic and Workforce Development Programs, Riverside County Workforce Development Center, Riverside Workforce Development Board, Riverside County Economic Development Agency, and the Westfield Group.