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FCM Earns Daveys for Student Awareness & Recruitment Campaigns.

SAN DIEGO – Full Capacity Marketing, Inc (FCM) was recognized by the Academy of Interactive and Visual Arts (AIVA) through its 2021 Davey Awards for eight workforce and education projects executed amid the pandemic. With 2,000 entries from across the U.S. and around the world, the Davey Awards honors the finest creative work from the best small agencies, firms, and companies worldwide.AIVA is 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, General Electric, Microsoft,, MTV, Publicis, Sesame Workshops, The Marketing Store, Worktank, Yahoo! and many others.

“We are especially excited that the campaigns we developed collaboratively with our customers did exceptionally well during the pandemic,” FCM CEO and founder Celina Shands said. “It has been difficult for the workforce and education organizations we represent to engage prospective students and adult learners during the upheaval they have experienced over the past 18 months. It has required constant rethinking and readjusting, and we’re glad we were able to support them in meeting their enrollment goals.”

Among FCM’s awards are two Gold Daveys for a #MoveAheadWithAdultEd campaign, in partnership with the Coalition on Adult Basic Education (COABE), a nonprofit association that represents more than 55,000 public-sector adult educators across the nation. The integrated campaign included a toolkit for adult schools to raise awareness about the value of adult education; a campaign website and a locator map to help adult learners find providers in their area; and execution of a $120,000 Google Ads scholarship to drive prospective adult learners to the locator map.

A second campaign with the Kern County Superintendent of Schools scored a Gold and a Silver Davey for the Kern County Find It. Be It. Virtual Career Awareness Month. An annual Career Expo was moved online during the pandemic to help parents, employers and students understand available career pathways and provided a remote experience during COVID-19. The online campaign had the highest view rates from youth 13 – 18 years old in the lower 50% of average household incomes.

The third campaign was awarded a Silver Davey for marketing effectiveness for an integrated campaign. The campaign for Saddleback College, called Make Your Comeback, supported the college in its enrollment goals for students who were not sure about their choices during the pandemic. This campaign yielded more than 4,000 leads to support the college with boosting enrollments.

The fourth campaign focused on recruiting students into automotive technology courses in the San Francisco Bay Area’s 14 community colleges. FCM conducted extensive research to identify the right message to excite young people, especially women and underserved populations, who would excel in the automotive field if they understood the available opportunities. Called NextGen Auto, the campaign earned two Silver Daveys: one for integrated campaign and the other for diversity, equity and inclusion. The campaign generated more than 320 leads for the automotive technology programs at the 14 colleges in the region. More than 35% of the leads were from women, while minorities comprised approximately two-thirds of all the leads which were highly concentrated (85%) in the targeted low-income, high-unemployment zip codes, meeting the equity goals set for the campaign.

Lastly, the #ComeBackCASchools campaign led by the California Collaborative for Educational Excellence earned a Silver Davey for its microsite to spotlight local educational agencies’ collaborative approaches to getting California students back to school. The site focuses on sharing tools, resources, and practices to leverage partnerships and facilitate dialogue among local educational agencies to support each other during the pandemic.


Full Capacity Marketing, Inc is a national corporation specializing in branding, marketing and communications for workforce and education organizations. The company has earned more than 75 international awards, including a 2021 Stevie® for Women in Business for Communications Campaign of the Year.


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