Last month the SNAP E&T Policy Academy held a webinar to look at marketing, outreach, and creative funding for SNAP E&T programs.
States and territories continue to prioritize SNAP Employment & Training (E&T) program growth amid federal policy changes and evolving workforce needs. SNAP E&T is a flexible and adaptable tool for promoting family economic stability and strengthening workforce participation. The program supports traditional workforce development strategies, including job search and compensated job training, as well as critical wraparound supports like targeted child care coverage or textbooks purchases. Program marketing and outreach are key to overcoming low consumer awareness, the most common barriers for program expansion. As states and territories adapt to tightened fiscal environments, SNAP E&T presents an opportunity to maximize federal funds and create public-private partnerships with employers and third-party service providers.
This NGA webinar, delivered in partnership with Seattle Jobs Initiative, provided tactical advice across two critical strategies for expanding program reach: effective marketing and outreach to potential participants, and innovative approaches to funding program operations and services.
Speakers:
- Andrew Schramm, Consultant, Seattle Jobs Initiative
- Kathi Medcalf, Consultant, Seattle Jobs Initiative
Strengthening Marketing and Outreach | Key Takeaways:
Prioritize Participant-Centered Marketing and Processes to Increase Effectiveness:
- Marketing materials should be easy to read, and immediately convey value while explicitly spotlighting the benefit the program offers to program participants
- Best practices include bold key questions, clear “no cost” messaging, multiple contact methods, and eye-catching social media graphics
- Use plain language without jargon and include participant testimonials
- Include clear calls to action (QR codes, phone numbers, email addresses) in marketing/outreach material
- Make marketing cyclical by testing messages and gathering feedback from providers and participants to continuously improve material
- Consider streamlining enrollment by combining applications for co-enrolled programs
Design both Broad and Targeted Messaging Strategies:
- Foster name recognition for the program through consistent framing via emails, text messages, social media, websites, and printed materials
- Extend messaging efforts by embedding SNAP E&T information into existing touch-points w/ SNAP consumers processes, including certification/recertification appointments, mailing inserts, county office interactions
- Leverage data sharing agreements across agencies to identify high-percentage SNAP areas and coordinate cross-department referrals between workforce and human services agencies
Strengthen Agency and Community Referral Pipelines:
- Identify consistent referral sources with state/county agencies, like American Job Centers, community-based organizations, and state or territory Department of Corrections
- Establish multiple points of contact with referral partners, foster two-way relationships by engaging in regular communication (like monthly or quarterly meetings)
- Provide training materials, including desk cheat sheets and required documentation lists, to referral staff
Expanding SNAP E&T Funding Opportunities | Key Takeaways:
Expand state or territory capacity through public/private partnerships
- Seek philanthropic funding for technical assistance, staff training materials (webinars, standalone modules, train-the-trainer models), professional development convenings, and research on operational efficiencies to offset administrative costs
- Develop relationships with organizations that have aligned missions or strengthen existing ties
- Leverage existing consumer impact data and testimony to communicate need for specific support
Promote Inter-Agency or Inter-Governmental Collaboration:
- Analyze process-mapping to identify cost-sharing opportunities, like data management and training material expenses, across state and territory departments, counties, and cities
- Provide instructional materials to local governments understand which of their programs (recurring assistance, foster youth programs) may be SNAP E&T reimbursable
Engage Third-Party Providers:
- Develop partnerships that meet specific consumer needs, like supportive services, training cohorts, tuition scholarships, books, or supplies
- Engage/encourage employers to sponsor training cohorts or skill-up training for their SNAP-receiving employees
- Demonstrate the valued partnership with SNAP E&T providers, and embed feedback on program administration into operations
For more information on this webinar or the Policy Academy please contact Jess Kirchner, JKirchner@nga.org.
