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America’s Learning eXchange (ALX), an online marketplace
for training and educational resources, was in the developmental
stage for a rollout. ALX is a free public service created by
the U.S. Department of Labor (DOL), 15 states, and several
leading national trade organizations.
You might think a free service would have little trouble encouraging
usage, but the real problem came from the supply side. Before
ALX could get citizens to take advantage of its resources,
it needed to bring those resources to the site — in other
words, attract universities, colleges and organizations that
provide training and education. To put it in retail terms,
ALX had to lease the mall before it could draw in the shoppers.
Compounding the problem was the lack of an advertising budget
for introducing the site to resource providers. To sum up:
new site, no content, no money. Quite a challenge! More...
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