Marketing the certificate program to associates/students is critical to its ongoing success, and many mediums should be used to reach the masses.

Employees will be inclined to take courses if they are marketed properly. Motivation is the key to an associate's participation in the WAFC Certificate Program.

Some major motivators include:

• Solid endorsement by the Company President for the program.
• Flexible scheduling that allows associates to enroll and complete the course work.
• Recognition of associates who are enrolled.
• Testimonials from associates attending classes in newsletters and at store meetings.
• Company-specific incentives (lunch with the president, participation on special projects, etc.) for program enrollees.
• Tuition Reimbursement – in addition to the WAFC honorarium, tuition reimbursement helps send the message that this program is important to the company.

Below are several marketing suggestions. Specific content and advertising ideas can also be obtained from the WAFC.

Letter from top management to all employees

• Write a letter to employees, signed by local top leaders, that endorses the Retail Management Certificate as well as: espouses the value of, and need for, higher education in our industry; makes a commitment to work around school scheduling needs; mentions tuition reimbursement commitment (if applicable).

Marketing Brochure

• A "print-ready" version of the "WAFC Retail Management Certificate Program" brochure is available from the WAFC. The brochure is generic, and can easily be customized, but in general, it includes content that all WAFC member companies and participating colleges can utilize. Customization should include: Replacement of existing photos, listing of geographically selected colleges that offer the certificate, chain-specific detail such as H.R. phone numbers, tuition reimbursement, etc.

Poster for employee break rooms/colleges

• Draft poster content is available from the WAFC that includes basic/general information regarding the certificate program. The poster should ideally be designed to include a plastic holder for the brochure mentioned above. In addition, consider creating attention-getting flyers to attach to paychecks or direct-mail, etc.

"Back to School"/Career Night informational meetings

• The idea of going to - or returning to - college can be very intimidating. In fact, "re-entry fears" keep many adults from going back to school. To combat this re-entry issue, companies should conduct informational meetings (like an internal career seminar/fair) throughout their geographic regions. As a "draw", invite top leaders in the organization to speak to the group about the company, career opportunities, and the need for more people to pursue higher education opportunities such as this certificate.
• Many participating colleges are willing to "team up" with companies, providing enrollment assistance, answering questions, etc.   

Company newsletter articles/videos; Paycheck "stuffers/messages

• Include key information about the program, featuring employees who have actually enrolled; highlighting success stories, etc.

Other opportunities to provide information about the certificate program:

• New hire orientations
• Management development sessions
• Performance Evaluation process