Charting a Course: Responding to the Industry-Related
Adult Basic Education Needs of the Texas Workforce
Handbook One: Planning and Implementation Tips
for Program Planners and Administrators

Module One: Determining Program Capacity, Services, and Solutions

Preparing a Marketing Packet: Proactive Strategies

In marketing your services to business and industry, keep in mind that you are reaching out to an audience unaccustomed to communicating in the language of educators. It is also likely that you are unaccustomed to communicating in the language of business and industry. Thus the importance of learning up front what you can about businesses in your area, services they offer or products they manufacture, and their status in the industry and the community. The language you use to market your services/solutions should be precise and free of educational jargon. Your marketing efforts might include one or more of the following:

• a letter of introduction or a brochure highlighting services to be offered
• a fact sheet about adult learning and second language learners and the impact a lack of basic skills and English language proficiency can have on the workplace
• copies of newspaper articles recognizing your program’s accomplishments
• endorsements/testimonials from other employers/employees served
• a brief, unobtrusive survey to capture information from companies that employ nonnative speakers of English

Along with the results of your SWOT Analysis, answering the following questions may assist you in describing your services:

1. What are the primary educational needs your adult education program addresses?
2. Who and how many do you serve annually?
3. How many complete or remain in the program each year?
4. How many GED diplomas are issued to your students annually?
5. What are the key strengths and accomplishments of your program and teaching staff?
6. Why are you interested in providing workforce-related services?
7. What are the benefits adults can expect from participating in your program?
8. What are the potential benefits to an employer having its workers participate in the program?
9. What are the advantages to offering ESL at the worksite?
10. What do you know about adult learners/workers with limited English language proficiencies?
11. What qualifications and expertise can you offer employers in terms of assessing needs and designing/delivering workforce-related instruction?
12. What do you know about assessing and addressing work-related English language needs?
13. What evidence is there of your creativity, accomplishments, and recognition within the community?
14. How much does a workplace ESOL program cost? How long might it last?
15. What other employers have partnered with you for education services?
16. How can interested employers learn more about your services?