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#MoveAheadWithAdultEd Celebrates 1 Year and Thousands of Adult Learner Leads

During the height of COVID-19, the Coalition on Adult Basic Education (COABE), the National Association of State Directors of Adult Education and Full Capacity Marketing partnered to develop a national campaign to address plummeting enrollments in adult education programs.

During the height of COVID-19, the Coalition on Adult Basic Education (COABE), the National Association of State Directors of Adult Education and Full Capacity Marketing partnered to develop a national campaign to address plummeting enrollments in adult education programs.

Fast forward a year, and #MoveAheadWithAdultEd has built awareness for over 5 million potential learners through national and local campaigns and resulted in more than 5,000 new adult learners added to the student pipelines of 12 adult education organizations. In addition, 2,300 participating schools nationwide have boosted their visibility via a school locator map on the campaign website and on their social media pages, using the campaign’s free student recruitment toolkit, and by using the #MoveAheadWithAdultEd tag.

To reduce substantial enrollment declines as a result of the pandemic, Full Capacity Marketing worked with COABE to offer schools and consortia the opportunity to leverage the national effort with local, paid digital adult learner recruitment lead generation campaigns in multiple languages. The campaigns have allowed FCM to create digital profiles of the various segments of adult learners and to gain valuable insights for effective demographic and behavioral targeting, messaging, creative and best practices on capturing underserved audiences who can benefit most from participation in adult education programs.

The effort is getting recognized! In the past year, #MoveAheadWithAdultEd has earned two global Davey Awards for integrated campaign, which included the student recruitment toolkit; the campaign website and the locator map. The partners used a digital campaign, covered by a $120,000 Google Ads scholarship, to drive prospective adult learners to the locator map.

If your organization serves adult learners and you want to list your services on the campaign locator map to receive free referrals, or if you want to run a localized lead-generation campaign with Full Capacity Marketing, go to https://moveaheadwithadulted.org/join-the-movement/.  Adult learners interested in finding their local adult education programs can check out the campaign website at www.MoveAheadWithAdultEd.org.

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