Empowering Brands: Insights from CEO Celina Shands on Marketing and Workforce Development

Empowering Brands: Insights from CEO Celina Shands on Marketing and Workforce Development

Full Capacity Marketing’s CEO Celina Shands recently shared her insights and experiences in an interview on “The Path Forward” podcast. With over two decades of experience in marketing and communications, Shands offered valuable perspectives on brand storytelling, workforce development, and education.

Shands’ journey as an entrepreneur began early, shaped by her challenging childhood and her sister’s unwavering support. This background instilled in her a passion for work-based learning and mentorship, which are now cornerstones of Full Capacity Marketing’s culture. Her path led her through various fields, including sports medicine and public sector communications, before founding her current company.

One of the most intriguing anecdotes Shands shared was her unexpected encounter with basketball legend Michael Jordan in her youth. This experience taught her valuable lessons about perseverance and leadership that she has carried throughout her career.

Shands emphasized the importance of brand storytelling for organizations, particularly in the education and workforce development sectors. She advised that the key to effective marketing is not just choosing the right medium, but crafting the right message. “You miss the message, you miss the mark,” she noted, highlighting the need for emotional, value-driven storytelling that resonates with target audiences.

For K-12 school districts and other educational institutions, Shands recommended focusing on developing a strong brand story before diving into tactical elements like social media or advertising. She stressed the importance of showcasing how an organization changes lives, rather than simply listing services or programs.

Shands also touched on the evolution of career and technical education marketing. She shared a successful campaign her company ran in California, rebranding “career technical education” to simply “career education” and using the tagline “Find It, Be It” to great effect.

Throughout the interview, Shands emphasized the value of understanding market segments, creating targeted messaging, and using data-driven approaches to build effective brands. She also highlighted the importance of embracing diverse educational paths, including community colleges and stackable credentials, to meet the varied needs and aspirations of students.

As a female entrepreneur, Shands offered advice on finding one’s voice in business and surrounding oneself with a well-rounded team. She advocated for continuous improvement, seeking feedback even when unsuccessful, and being selective about projects and partnerships.

Full Capacity Marketing’s commitment to nurturing the next generation of marketing professionals shone through as Shands expressed enthusiasm for offering virtual internships, potentially collaborating with schools to provide real-world experience in market research and brand development.

Shands’ interview provided a wealth of insights for organizations looking to improve their marketing and communications strategies, particularly in the education and workforce development sectors. Her emphasis on authentic storytelling, data-driven approaches, and adaptability offers valuable guidance for navigating today’s complex marketing landscape.