Approaches to Identity

Word associations:

About - evolution, expansion, unfolding, innovation, inventive, leading edge, building, casting, spanning, bridge, momentum, labor,

Product - curriculum, instruction, expertise, local knowledge, partnerships, best practices, caring professionals, innovative, multi-sensory, customized, modular,

Organization - attentive, sympathetic, empathetic, professional, understand workplace environment, culture, trustworthy, integrity, refreshing, caring, devoted

Person - passionate, culturally sensitive, loves people and immigrants, collaborative, community minded, solution oriented, multi-cultural, values equality and diversity, diverse work background, good communicators, works toward a shared future, bridge-builder

Symbol - plant, bridge, ladder, trellis, open door, arrow, an echo, a ripple, a web, or network, net, chain, hand, voice, ear, toolbox, stairs, helping hand up, flag, quilt, patchwork, road, intersection, map, point

Mission: Using workplace language to improve employees quality of life, and to increase emplyers competative advantage.

Vision: Language proficiency gives all people access to improved quality of life.

Values: Opportunity, community, integrity, growth, (equality)

Brand Expectations: capture our heart and our expertise

Growth 3-5yrs: Associated businesses demonstrate a competitive advantage. The community recognizes E@W as a powerful positive force. Participants experience a better quality of life.

The Gap: That we could serve ten times more people.

Brand will rais commuinity awareness, help us hone our services to provide greater value to our clients.

Soul: Care for the most overlooked (linguistically isolated) potential in the workforce. An investment compassionate companies make in their most hard-working employees. A compasionate investment to increase productivity by breaking language barriers. Learning the language is a sure investment in your families future. That businesses and employees help each other grow by breaking the language barriers.

Beleifs: Learning the language leads to a better life. The workforce has untapped potential. Equality of access to opportunity. Investing in a diverse workforce. Stronger families and businesses build a better community. Employers have something to learn about their immigrant workforce, as much a immigrants have to learn about American workplace culture. Language instruction must be accessible, relevant, and local. All students learn best with access to a live teacher.

Areas of expertise: Workplace culture, Language instruction and aqcuistiion, Immigration

Stakeholder cirlce: Funders, businesses, teachers, students, staff, supporters, board

The story:

Students - A better life. Martin, Samuel, Rosa and Rosa. Transformations from
alienated > connected
powerless >empowered
surviving > thriving

What learning English does: gives confidence, do a better job, supporting family and children, earn more money, connect to services, not be afraid or feel alone, make friends, start a business

Businesses - Better business. Gueros, Dell Children’s Hospital, Hotel San Jose, Omni
divided > cohesive
critical > supportive
miscommunication > common understanding
inefficiency > efficient teamwork
weakness and division > strength through communication, teamwork, diversity
How proving English at Work leads to better business: Increased customer service rating, increased retention/loyalty, improved coworker relations, improved communication, decreased mistakes and conflicts.

Environmental factors and competition:
Students - fewer hours, jobs, immigration preasures, tough economic times
Businesses - needing to cut jobs, less money for English classes, legal requirements and preasures. computer based instruction.
Funders - less grant money available.

Argument for local, customized, human instruction: the need to practice, the need for a trained fascilitator for clarification, students need more than language help, they need confidence and connections