a "brand" new day: workforce innovation and opportunity act national convening
TRANSCRIPT
A “Brand” New Day January 27, 2016
Adriane Glenn Grant, VP External AffairsWorkforce Innovation and Opportunity Act
National ConveningWashington, D.C.
What We’ll Cover Today• The Who, What, Why and How of Florida’s National-
Award-Winning, Unified Workforce Brand
• Our CareerSource Florida Brand in Action
• From the Source – Florida Team Members Share Their Leadership Perspective
• Brand Integration – WIOA, American Job Centers and Future Opportunities
• Ask the Experts – Branding Q&A with the Florida Team
What Didn’t Happen in Florida on February 10, 2014?
The Who: Where We Started
Look Familiar?
Photos Courtesy of Charlotte Motor Speedway Fan Photo Gallery
Another Look at Florida’s NASCAR-like Constellation of Workforce Brands
The What: Florida’s New Unified Brand
The Case for Change• Market Confusion: High lack of market awareness
and clarity about workforce services and resources
• Policy Support: Governor and Legislature called for rebranding local workforce development boards
• Business Support: Idea for a “common” workforce brand had long been discussed in business community
• National Leadership Opportunity: Florida ultimately became the first state to rebrand all of its state and local workforce development boards and 100 career centers through a unified name, logo, vision, mission, promise, etc.
How Did We Do It?
Florida Regional Workforce Boards Accountability Act
Takes Effect
July 2012
Florida Launches Brand Research and Development Project
Nov. 2012
Nearly 30 Culture Mapping Sessions
Statewide; Customer Survey Launch
Dec.2012
National and Local Brand Audit; Leadership Interviews
Jan.2013
Employer Survey Launch
Feb. 2013
Brand Creative Work; Nomenclature and Logo Concepts
Market Testing
Mar.-Apr.2013
New Unified Brand Approved by State
Workforce Development Board
May 2013
Brand Implementation Underway; Statewide Implementation Plan
Released
June-Oct. 2013
Internal Brand Orientation Begins;
Local Implementation Plans Completed
Nov.-Dec.2013
CareerSource Florida Brand Public Launch
Feb.2014
Florida Recognized for National Brand
Leadership NASWA SEAL Award
Sept.2014
CareerSource Florida Brand Charter
• Vision — Our Compelling Aspiration and Goal
• Mission — What We Do Every Day to Achieve Our Vision
• Values — Our Core Beliefs; the Foundation of Our Workforce Network
• Promise — Our Customer Commitment
• Pillars — Actions We Will Take to Deliver on Our Promises
Working From the Inside Out —Internal Branding Must Come First
• Statewide and Local Brand Implementation Plans
• Brand Champions• Internal Brand Orientation – Living the
Promise Together• Brand Standards Manual
Our Unified Brand in Action — Board Websites
Our Unified Brand in Action — Social Media
Our Brand Reach:
• More than 21,900 people and businesses follow CareerSource Florida state and local accounts
Our Unified Brand in Action — Twitter
Our Brand Reach:
• More than 41,360 people follow CareerSource Florida state and local pages
Our Unified Brand in Action — Facebook
Our Unified Brand in Action — Impacting How We Do Business
• Employment First Florida• Expanding Business Engagement• Quick Response Training Program
Rebranding — FloridaFlex• Performance Funding Model• Sector Strategies
From the Source: More Florida Team Perspective
• Aleisa McKinlay, Division of Vocational Rehabilitation
• Bruce Ferguson, CareerSource Northeast Florida
• Rick Beasley, CareerSource South Florida• Lois Scott, Florida Department of
Economic Opportunity
On the Horizon: Brand Integration
• WIOA and American Job Centers• Future Opportunities
Ask the Experts
Q&A?
Thank You!Learn more about the CareerSource Florida Network: careersourceflorida.com
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