FCM in the News
Our C-level executives share their thought leadership in strategic communications within the workforce, education and entrepreneurship sectors.
Interview
Hidden Gems: Meet Celina Shands of Full Capacity Marketing
SD Voyager interviewed Celina Shands for their “Hidden Gems” series highlighting businesses and creatives within the San Diego area. Learn more about Celina's backstory, from growing up in North Carolina to the educational and entrepreneurial path that led her to start 3 companies, including FCM, and the challenges she has faced along the way.
Webinar
Building Your Go-To-Market Strategy with Anika Jackson
Learn how to create go-to-market (GTM) strategies that help you build strong brands, attract the customers you want, and engage with your audiences.
Interview
The Spot Magazine
CEO Celina Shands reveals the remarkable journey she undertook to become the "go-to person" in the workforce development industry in an interview with Crystal’s Spot Mag. Dive into her inspiring article to discover how Celina transformed from a small-town girl into an unstoppable force in her field.
Interview
Where It Begins Magazine
FCM CEO Celina Shands was featured in Where It Begins Magazine's June-July 2023 edition! Read the full interview for insights on Celina's career journey as a communications expert and to learn about FCM's current and upcoming projects.
Webinar
Your Brand Is More Than Your Logo with Anika Jackson
FCM’s VP of PR and Operations shares the fundamentals of effective branding with actionable strategies, game-changing tips, & real-world case studies.
Interview
The Great Resignation – The Future of Work
Skills-based Hiring as the Gold Standard — Will employers shift to skills-based hiring versus the focus on degrees?
Webinar
Integrating Marketing & Communications for PR Pros
Why silo these practices when you can integrate them to meet your objectives?
Interview
A Story of Hope – Meet Author Celina Shands
Mentorship can make all the difference in your entrepreneurial journey. FCM’s CEO, Celina Shands, shares her story as a testament to that for National Month of Hope. Learn how she found the right people to support her, embraced setbacks positively, and built a thriving business.
Interview
Interview
Hidden Gems: Meet Celina Shands of Full Capacity Marketing
SD Voyager interviewed Celina Shands for their “Hidden Gems” series highlighting businesses and creatives within the San Diego area. Learn more about Celina's backstory, from growing up in North Carolina to the educational and entrepreneurial path that led her to start 3 companies, including FCM, and the challenges she has faced along the way.
Interview
The Spot Magazine
CEO Celina Shands reveals the remarkable journey she undertook to become the "go-to person" in the workforce development industry in an interview with Crystal’s Spot Mag. Dive into her inspiring article to discover how Celina transformed from a small-town girl into an unstoppable force in her field.
Interview
Where It Begins Magazine
FCM CEO Celina Shands was featured in Where It Begins Magazine's June-July 2023 edition! Read the full interview for insights on Celina's career journey as a communications expert and to learn about FCM's current and upcoming projects.
Interview
The Great Resignation – The Future of Work
Skills-based Hiring as the Gold Standard — Will employers shift to skills-based hiring versus the focus on degrees?
Interview
A Story of Hope – Meet Author Celina Shands
Mentorship can make all the difference in your entrepreneurial journey. FCM’s CEO, Celina Shands, shares her story as a testament to that for National Month of Hope. Learn how she found the right people to support her, embraced setbacks positively, and built a thriving business.
Webinar
Webinar
Building Your Go-To-Market Strategy with Anika Jackson
Learn how to create go-to-market (GTM) strategies that help you build strong brands, attract the customers you want, and engage with your audiences.
Webinar
Your Brand Is More Than Your Logo with Anika Jackson
FCM’s VP of PR and Operations shares the fundamentals of effective branding with actionable strategies, game-changing tips, & real-world case studies.
Webinar
Integrating Marketing & Communications for PR Pros
Why silo these practices when you can integrate them to meet your objectives?
Podcasts
Connect with a larger community and these informative podcasts.
Podcasts
The Marketing Playbook – Effective Marketing strategies with Celina Shands
Celina Shands joins the ‘Welcome to a Better Lifestyle’ Podcast to discuss the dynamic landscape of marketing in 2024 and share some great insights so you can elevate your marketing game.
Podcasts
The Path Forward Podcast: Living Your Brand
Celina Shands talks with Dr. Rick Fernandez about her journey of launching three distinct enterprises and her athletic background. While discussing FCM’s work, Celina also sheds light on the qualities she values in potential hires and the vibrant company culture she fosters. Together, Celina and Rick explore the pivotal role of branding in the education sector, emphasizing its significance for districts.
Podcasts
Marketing Mission-Driven Businesses with Celina Shands
When you’re running a mission-driven business, marketing is about more than just landing new clients–it’s about getting your message out to more people. Celina Shands is an expert at helping her clients tell their brand story and communicate their value to potential customers, partners, and funders.
Podcasts
The Education, Career, and Beyond Podcast with Celina Shands
CEO Celina Shands shares her backstory and how it led her to build her virtual business 21 years ago. Discover how education and mentorship propelled Celina from a difficult upbringing into sports, which gained her a basketball scholarship and set her on a different trajectory.
Podcasts
Your Brand, Your Impact with Anika Jackson
In a world inundated with profiles, your brand is critical to your message. The impact space is no different: whether you are running a for-profit or non-profit organization, clearly defining your beliefs and approach is key. Anika Jackson shares insights into crafting meaningful impact and navigating the intricacies of the industry.
Podcasts
How To Manage A Team Remotely, ft. Celina Shands | Sales & Cigars Ep. 139
Embrace the future of work with FCM CEO Celina Shands, a seasoned leader in remote team management for over 20 years. Whether you're fully remote or navigating a hybrid setup, discover nuggets of wisdom for effective leadership in the evolving workplace.
Podcasts
NonFiction Brand #229: “You can’t let somebody else get you out of alignment…” ft. Anika Jackson
USC Annenberg School for Communications and Journalism professor Anika Jackson joins host DP Knudten for a discussion about the intersection of PR and brand, and how the first step toward amplifying your brand is to actively identify the authenticity within it.
Podcasts
Famous Interviews with Joe Dimino Ft. FCM CEO Celina Shands
Join Joe Dimino in an interview with FCM Founder/CEO Celina Shands. From her roots in North Carolina to being crowned Female Athlete of the Year in college, discover how Celina's journey has shaped her unique approach to business leadership.
Podcasts
Empowering Cause-Drive Entrepreneurs
Anika Jackson shares her inspiring journey, from her role at Full Capacity Marketing to her mission-driven work with The Brand Amplifier. Discover how she empowers cause-driven businesses and entrepreneurs to amplify their impact in the world.
Podcasts
The Success Chronicles #343 – Celina Shands
In this episode of The Success Chronicles, host Chip Baker sat down with FCM’s Founder and CEO, Celina Shands to discuss her background, her path to success, and her mission to create positive change in the world.
Podcasts
How Nonprofits Can Position Their Brand To Solidify Their Niche with Celina Shands
A strong brand not only attracts supporters but also ensures long-term sustainability and success in fulfilling its mission. Celina Shands from Full Capacity Marketing, Inc. and Stephen Halasnik from Financing Solutions discuss how nonprofits can establish a strong brand identity that sets them apart.
Podcasts
Pretty Powerful Podcast Ep. 67
The Pretty Powerful Podcast is a platform that celebrates exceptional women and their stories. In this interview, Celina delves into her journey – from discovering true love to navigating the intricate world of entrepreneurship- and offers vital resources for businesses and entrepreneurs.
Podcasts
Entrepreneurship Unleashed: The Importance of Adult Education
Diversity of thought is going to create a better product and service hands down anytime.” -FCM CEO Celina Shands. Discover the secrets behind her 20-year journey in building a diverse and thriving remote workforce and the game-changing impact of entrepreneurship.
Podcasts
Women Empowerment 2023 (Better Lifestyle Podcast)
Listen to the powerful stories of 6 incredible women as they share their journeys of strength, resilience, and success on an episode of the "Welcome to a Better Lifestyle" Podcast. Featuring FCM’s CEO Celina Shands, this special edition on Women Empowerment is packed with actionable tips for embracing setbacks, building your skillset and expertise, and unlocking your true potential.
Podcasts
Integrated Marketing Strategies, but First, Brand
VP of PR and Operations Anika Jackson explains the benefits of integrating your marketing efforts across channels and the different strategies for each channel in the PESO model: paid, earned, shared, and owned. She also shares tips and insights on establishing an authentic brand identity, thought leadership, and building relationships in PR.
Podcasts
What Do You Need To Get Hired In Today’s Corporate Job Market?
No Woman Left Behind Podcast Host Rosie Zilinskas interviews FCM’s CEO as to what companies are doing to hire these days as they grapple with the world’s ever-changing landscape, and how workers can advance their careers.
Podcasts
The Lost Traveler Podcast with Henry-Cameron Allen
FCM’s CEO Celina Shands shares her incredible backstory, including how education and mentorship helped her gain a basketball scholarship that changed the trajectory of her life, starting three companies, including 21-year old Full Capacity Marketing.
What’s New
Thought leadership articles on marketing and communications
What’s New
3 Marketing Trends to Embrace in 2023
If you jumped into the new year without much chance to focus your marketing efforts in 2023, don’t worry. FCM reviewed this year’s predicted marketing trends and compiled some of the top trends in the list below to guide (or refine) your planning.
What’s New
Full capacity marketing earns 8 davey awards
Who won 8 international awards for their 2021 workforce and education campaigns?
What’s New
Cultivating Business Partnerships
FCM will deploy a Behind Every Employer campaign for College of the Canyons.
What’s New
The Future of Auto Tech
FCM receives another round of funding to support Bay Area regional colleges in CTE equity enrollment for NextGen Auto.
Recent Blog Posts
Get the latest advice from FCM on how to elevate your brand.
Recent Blog Posts
TEGL 03-23 Opens the Door for Digital Campaigns to Support WIOA Enrollments
Have you been struggling with reaching underserved populations that fit the criteria for your WIOA programs? Maybe you’ve thought about more targeted strategies like digital campaigns but didn’t think you could use funding for outreach. Think again! September’s 2023 Department of Labor Training and Employment Guidance Letter (TEGL) 03-23 has opened the door for WIOA-funded programs to
Recent Blog Posts
Brand Videos: A Valuable Asset for Workforce & Education Organizations
Often short, well-produced, and designed to capture the attention of a target audience,a brand video is a marketing tool that promotes a brand, its products or services, or itsvalues and mission. In today’s fast-paced digital landscape, many private sector companies use well-craftedbrand videos to stand out from their competitors. But can this marketing asset also bevaluable
Recent Blog Posts
How Workforce & Education Can Leverage the Hottest 2025 Marketing Trends
Many of last year’s annual predictions in workforce and education marketing came to fruition as we leaned into Artificial Intelligence (AI) and Personalization, Voice Search Optimization, Video Marketing, Email Deliverability, and Third-Party Cookies Phase-Out. From AI data integration to building communities through creators and incorporating humor into campaigns, here’s what to watch for in 2025
Recent Blog Posts
Getting Down to Business: Advocating for Small Businesses on Capitol Hill
FCM’s VP of Operations, Anika Jackson is a member of the Intuit Small Business Council which represents over 10 million small businesses. She recently had the privilege of participating in a visit to Capitol Hill to brief policy makers on the challenges facing small business owners and advocate for policies that support their growth and success. Here is Anika’s account of the visit.
Recent Blog Posts
Hacienda La Puente Adult Education: A Case Study in Effective Storytelling
People love a good story. Stories create emotional connections. They make information memorable. Read on to learn why you should pause to ask: What’s my organization’s story, and how are we telling it?
Recent Blog Posts
Lead Generation Got You Down?
Is college worth it? That’s a question more and more people are asking themselves – and that is creating a need to rethink lead generation campaigns and take a step toward building greater brand awareness for your college.
Recent Blog Posts
FCM & Contra Costa Workforce Board Launch Pop-Up Business Resource Centers
Coming out of a strategic retreat in 2022, the Workforce Development Board of Contra Costa County (WDBCCC) identified four key priority areas that supported the Board’s rebranding and positioning of “achieving equity.” One of these priority areas was to develop a Business Resource Center (BRC) that embraces Racial Equity Diversity & Inclusion (REDI) principles and...
Recent Blog Posts
Building Sustainable Statewide Outreach Systems to Recruit Adult Learners A Case Study in Post-Pandemic Strategies for Adult Education
The Illinois Community College Board (ICCB) embarked on a coordinated statewide capacity-building system initiative to support 75 adult education provider organizations across the state including community colleges, school districts and community-based organizations. The initiative led to an overall increased student enrollment in fiscal year 2022 that was 40.5% higher than the total enrollment in fiscal
Recent Blog Posts
Understanding Brand Sentiment Analysis: A Game-Changer for Organizations, Brands, and Entrepreneurs
At the start of Q3 2023, 64.5% of the world’s population were using the internet – a total of 5.19 billion people! According to DataReportal, 94% of internet users also use social media every month (Digital Around the World — DataReportal – Global Digital Insights). In today’s hyper connected digital landscape, brand sentiment analysis has
Recent Blog Posts
Interview with Brianna Boyd: The Marketing Wonder Woman Amplifying Solano Workforce Board’s Brand
Brianna Boyd is no stranger to workforce marketing. As a seasoned journalist in her former life, she has taken on the role of marketing specialist for the Workforce Development Board (WDB) of Solano County and its hosted Small Business Development Center for the past four years. Brianna recently completed the Brand Amplifier for Workforce & […]
Press Releases
FCM shares the great work of its clients and partners.
Business on Purpose Vol. 2
FCM’s founder/CEO, Celina Shands is a best-selling author in this women’s anthology, which hit #1 in three categories in the U.S. The second volume of Business on Purpose showcases twelve women who’ve faced life’s challenges with bravery and intuitive trust. In the process, they’ve discovered what they’re made of and how they’re meant to serve the world. Get a copy to inspire your female workforce.
Learn moreMeet the FCM Team
Our executive team brings you the latest trends in branding, marketing and PR and helps you apply them to help you build a successful brand. Check out our webinars, workshops and learning events.
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T: 310.567.0038 // FX: 760.274.6235
info@fullcapacitymarketing.com
East Coast
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Washington, D.C. 20015
T: 202.731.0904 // FX: 202.244.7482
info@fullcapacitymarketing.com