Caste Study 2
Government Certification Webinar Series: Scaling Vendor Certification Awareness
Client
Broward County Public Schools
Economic Development & Diversity Compliance (EDDC)
Strategic Partners
U.S. Small Business Administration (SBA)
Broward County Government
Broward County Public Schools
Project Overview
The Government Certification Webinar Series was developed to help entrepreneurs understand how to become certified vendors and access government contracting opportunities.
The objective was to increase the number of certified small, minority, veteran, and women-owned businesses eligible to work with Broward County Public Schools and government agencies.
To accomplish this goal, Diana Agenor designed and executed a three-part educational certification series that guided businesses through the certification process step by step.
The program included:
Certification Basics (Virtual)
Financial Requirements for Government Contracting (Virtual)
Hands-On Certification Assistance (In-Person)
The series created a clear pathway for businesses to move from awareness to certification readiness.
Diana Agenor's Role
Diana Agenor served as the creator, strategist, and campaign lead for the entire initiative.
Her responsibilities included:
Conceptualizing the educational series
Developing the partnership framework
Coordinating presenters and government agencies
Building the registration funnel and outreach system
Designing all marketing materials and promotional assets
Managing webinar logistics and moderation
Overseeing audience engagement and follow-up
She built the program from a single conversation about outreach into a full-scale educational campaign designed to drive real participation and measurable outcomes.
Marketing Strategy
A key factor behind the program’s success was the strategic marketing language and outreach strategy used to attract business owners.
Diana developed messaging designed specifically for entrepreneurs seeking opportunities to grow their businesses.
Examples of messaging strategy included:
Strong call-to-action language
Opportunity-focused messaging
Highlighting government contracting benefits
Emphasizing lead generation and revenue growth
Examples of messaging used in promotions included:
“Get Certified and Unlock Government Contracting Opportunities”
“Position your business to work with SBA, Broward County Government, and Broward County Public Schools.”
“This opportunity is designed to help your business grow, generate leads, and access government contracts.”
These messages were designed to speak directly to business owners looking for real opportunities, which significantly increased engagement and participation.
Marketing Channels Used
To drive participation, Diana implemented a multi-channel marketing strategy that included:
Targeted email campaigns
Partner organization email lists
Social media promotion
QR code registration links
Webinar registration landing pages
YouTube session recordings
Outreach meetings with partner organizations
These efforts created a strong awareness funnel that drove registrations and engagement across multiple platforms.
Results
The certification series achieved record participation and engagement.
Key performance metrics included:
767 total registrations
507 live webinar attendees
263 attendees for session two
154 businesses completed the in-person certification assistance session
2,000+ engagements across marketing channels
18,000+ impressions on promotional materials
These results made the program one of the most successful certification outreach initiatives for the department.
Long-Term Impact
The success of the certification series created lasting value for the organization.
The initiative resulted in:
Increased awareness of vendor certification opportunities
Stronger engagement between entrepreneurs and government agencies
Scalable outreach model for future certification programs