Communications Vision, Goals

To increase employer engagement in English at Work and community awareness of the opportunities made possible through language proficiency

Objective 1: Build reputation

To establish English at Work’s reputation as the leading language instruction program

Re-brand as more than ESL program through relevant and effective curricula and a holistic community approach
Increase visibility at key community events
Facilitate endorsements from businesses
Engage in a community leadership awareness initiative

Objective 2: Demonstrate Business Advantage

To effectively demonstrate the direct connection between E@W programs and competitive business advantage

Quantify results
Demonstrate through marketing
Business & student testimonials

Objective 3: Become Thought Leaders

To become thought leaders on issues of immigration opportunity and workforce culture

Speaker program
Establish website as resource for relevant topics
Newsletter
Blog
Internal constituent education program

Communications & Image in 2011

Communications

E-Newsletter

Social Networking

Symbol proudly displayed at businesses like union label represents achievement & success, community and E@W values

Reputation

Serving as model for other states
Featured on NPR as how tiny NPO has achieved so much with immigration issues & success stories
Recognized as effective by entities that are client pipeline

Website

Multilingual
Impt part of branding, info & referral
key positioning tool from where some educ services are delivered
used by foreign companies coming to US to train workers
Recognized as leader in push for literacy