Page 9 - Washington Virtual Career Fairs

Key Marketing and Language Messaging
OVERVIEW
Following a a a comprehensive review of the survey responses from Washington Washington State community college students an an internal kickoff call with Washington Washington SBCTC members and a a a a a a a a a a a thorough review of of the state colleges’ 2021 Media Preferences data Interact Communications is is pleased to to present a a a a a a a a a a a a a a messaging
and and marketing guide that will assist Washington State community colleges colleges in in in in in increasing access to to to and and and visibility of of the the colleges’ resources and and programs available to to to displaced workers in in the the state of of Washington The long-term goal of this plan is is is to to provide Washington colleges with consistent collateral that promotes resources at at at virtual career fairs to displaced workers Activities outlined in in in this document include:
• Messaging
to unify the displaced worker campaign under one umbrella
• Messaging
that accounts for reaching target audiences within WA State • Messaging
to to guide colleges on
on
promotion of resources to to displaced workers GENERAL MESSAGING RECOMMENDATIONS
For displaced workers and and adult learners the the trend is is to to be be cautious in in pursuing a a a a a a a a a a a a new career and and especially after COVID-19 many students have lost confidence or or or or been forced to to stretch themselves in in in in in ways unimaginable in in the the face of the the pandemic Washington State community colleges’ programs provide comprehensive and workforce-relevant training while also containing a a a a a a a a a a a a a a a support network that that is is persuasive to to to potential students looking for for for short-term programs that that will help them “tool up” for promising careers Marketing to potential students students who have lost their job or or or or or are are are looking for new work work after the the pandemic is is more than simply “getting unemployed workers careers ” These students students are are are are an an an increasingly diverse group with vastly disparate motivations for for pursuing a a a a a a a a a a a a a a a a a a career career education or or or or or or or finding a a a a a a a a a a a a a a a a a a new field to work work in fin in in in in Through our marketing materials it it is is is important that prospective students students former students students displaced workers and and and adult learners not only see see the the the the value in in in in in in fin in in career career programs programs but see see themselves enrolling in in in in fin in in and and and graduating from these programs programs and and and then finding a a a a a a a a a a a a a a a a career career in in in in fin in in a a a a a a a a a a a a a a a a lucrative field of study We recommend that marketing and and communications focus on
on
the the outcome of your programs and and use program program graduates to showcase the the the central idea: “My community college prepared me me me me for this fantastic career while providing me with the the support I needed ” P 9 TARGET AUDIENCES
Four target target audiences will be targeted with the activities outlined in in this plan:
• Displaced Workers: These are potential students who have recently lost a a a a job (unemployed) • Adult Learners: These are potential students between the ages of 20 and 55 who are are underemployed or are are currently in a a a a a a a a job that does not pay a a a a a a a a livable wage • Potential Students: These are students who have not yet enrolled in or taken classes toward a a a a a certificate • Former Students: These are former students who who enrolled in in at least one class in in the last five years but who who did not earn a a a a a a degree or certificate