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, Monster.com, 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.
When the National Association of Workforce Boards chose a new communications firm, we did a thorough review of our choices and could not be happier with FCM. Their dedication to us as a client is exceptional, and their eye for what we need has been superb. The measure of their excellence is demonstrated through our selection for the International Davey Award for our integrated campaign
Without a doubt, FCM provided our organization with the right re-branding strategy and solutions. Using a collaborative approach to engage our stakeholders resulted in the development and deployment of logos, communication protocols, website design, social media strategies and more. Celina and the FCM Team provided comprehensive and efficient expertise that expanded the awareness and understanding of our mission.
Full Capacity Marketing has a distinct and effective style of collaboration that is highly successful in bridging gaps and finding common ground between various stakeholders. Their public awareness campaign was highly successful in improving our brand awareness, but most importantly laid the foundational groundwork for building partnerships with our most important community stakeholders within the public workforce investment system, economic development and community colleges.
FCM is masterful at bringing a brand strategy to fruition. Our project benefitted greatly from their expertise and we ended up with very effective, professional, on-time and on-target communication tools to engage the community with our mission.
FCM has an energetic, professional, smart team that understands the world of community colleges. What I appreciate most about FCM is their responsiveness and ability to deliver quality products and services very rapidly. Our brand strategy and subsequent marketing and communications tools developed by FCM are outstanding and have helped our team achieve great success. I would recommend FCM without hesitation to any community college.
California Corporate College hired FCM to help one of our customers with understanding their market position and how to best sell their products and services. We were so impressed with FCM’s approach, analysis and the presentation to our customer. It has far exceeded what we were contracted to do and I know the information will help our customer make an informed decision on how to best position their organization. Thanks FCM!
Part of our Board’s strategy in looking at future trends and creating solutions for our community requires engaging the many public/private workforce, economic and educational partners. FCM has greatly supported this strategy by developing a new website that provides a two-way communication mechanism for our community stakeholders to weigh-in on our funding, our strategies, and key initiatives.
FCM has a unique customer-centric model in approaching branding, marketing and communications strategies. We were highly impressed with the market research and upfront strategy sessions that enabled us to tap into the needs of our ultimate users. Working with FCM was an outstanding investment, and I wouldn’t hesitate to recommend the team at FCM. I hope to work with them again in the future.
FCM provided thoughtful recommendations and a professional quality website that has been instrumental in the brand awareness of the Institute. FCM was responsive, creative, and made us feel like we were their only client throughout the entire process.
By far, Celina Shands is one of the most talented PR professionals that I have ever met in my 20 years in broadcast. Thinking out-of-the-box is the norm for Celina as evidenced by her cause-related marketing projects.
Celina and FCM is an exceptional talent. Her ability to perceive the intellectual concept and the parameters of a problem or challenge and artfully apply solutions and expertise is astounding. She has powerful and effective interpersonal skills and consistently delivers outstanding products and service on time and without cost over runs. I strongly endorse her company and the work performed.
FCM is a resource that other workforce boards should tap. As a result of our work with FCM, we have completely re-branded our Board, restructured our customer service and communication processes, and deployed a highly effective website that meets our virtual communication goals. I would recommend their services without hesitation to any of my workforce colleagues.
We worked with FCM to teach employees consultative sales techniques and to think differently about service delivery for our employer customers. In a time constrained environment, FCM kept in regular contact with our office, developed marketing materials and trained all our staff. The staff enjoyed the training while they were learning and were pleased with the professional marketing materials.
The FCM team is bright, professional, creative and highly strategic. The brand strategy and outreach materials they developed exceeded our expectations, and have been instrumental in helping us meet our goals and objectives.
The plan developed by FCM has helped position CRY-ROP to clearly communicate its benefits to each of the target groups based upon evidence of impacts. CRY-ROP would not hesitate to hire/contract with FCM in the future. Working with the responsive, professional FCM support team has been a pleasant reminder of how powerful and effective the blending of industry leading professionals and progressive educators can be.
FCM was instrumental in helping our Foundation kickoff a critical giving campaign by focusing on the development of a long-term re-branding strategy. I’d highly recommend FCM to any nonprofit looking to be more strategic and focused about their image and fundraising strategies.
I’ve learned in our re-branding journey with FCM that there has to be a clear alignment from all of our business processes to our brand strategy. Their organizational ecosystem is a highly effective model that has propelled our organization to the next level of performance. I’d highly recommend their talented team.
FCM has decades of experience in workforce and education and understands the dynamics in our Strong Workforce environment in California. Their experience, coupled with innovative and cutting edge branding, marketing and communications strategies are executed effectively and result in elevating the work in our regions.
We are so proud of the six Davey awards for our national campaign and credit Full Capacity Marketing for mobilizing both leadership and educators in all 50 states to reposition our important mission. Their team is consistently strategic, on time, and on or under budget. I highly recommend FCM in developing and executing complex education and workforce campaigns that need targeted results. We have rehired them for future phases of our project.
Full Capacity Marketing is exceptional at understanding the market and knowing how to create the right strategies to engage students. They are responsive, available and highly strategic in working with our many stakeholders. Our region is very excited about their work to date and we look forward to continuing our relationship.