In May 2006, Full Capacity Marketing, Inc. (FCM) and the teams at the PeninsulaWorks Career Centers launched a community awareness media campaign called Life After the Layoff™. The campaign goals were to increase brand awareness of PeninsulaWorks among San Mateo area businesses about layoff aversion strategies, and employment and training services; and to enroll dislocated workers into training programs and other services at the PeninsulaWorks Career Centers.

FCM developed a campaign theme - Life After the Layoff; a special campaign Web site; collateral materials; advertising packages; and designed a special event targeting businesses and dislocated workers. FCM conducted sales training for the "Job Squad", the customer contact teams at the Career Centers. The job seeker event consisted of mini sales orientations about PeninsulaWorks and the available services, a Dislocated Worker Toolkit, and follow-up calls to those interested in services.

A proclamation was deployed by the County Board of Supervisors declaring May 2006 "Dislocated Worker Month" in San Mateo County. FCM negotiated contracts with media partners including Clear Channel Communications and The San Mateo County Times. Clear Channel distributed 40,000 guerilla marketing flyers at their events, conducted outreach at community colleges, ran :30 and :60 second spots, developed banner ads, and streaming on all ten stations in the Bay Area. Additionally, they provided two "Groove Crews" at the event with prizes. Ramp-up media interviews occurred on the stations as well. The San Mateo County Times ran promotional ads, and conducted a direct mail campaign to over 100,000 households.

Additionally, FCM negotiated a sponsorship package with thirteen of the fifteen local chambers participating. Chambers sent email blasts to their members inviting them to the campaign event, posted Web site promotional materials, ran newsletter articles, donated prizes to the event, and promoted the event to its members at various meetings.

FCM developed media kits and press releases to ramp-up the event and increase participation and news media coverage. The event attracted over 200 job seekers with teams producing a 50 percent close rate and meeting their operational objectives. Over 50 businesses attended the networking and layoff aversion education event producing new customers for PeninsulaWorks teams. FCM, in conjunction with support from one of the Workforce Investment Board members, produced a wrap-up promotional video on the project to support future funding efforts.