rebranding the minnesota workforce center system gwdc– september 3, 2015
TRANSCRIPT
Rebranding the Minnesota Workforce Center System
GWDC– September 3, 2015
Our Current Environment
Branding Objectives• Clarify the identity of Minnesota’s workforce
system by reducing or eliminating market confusion
• Leverage outreach resources by unifying MN’s local workforce boards and the state workforce board under one common brand
• Increase awareness of services among the workforce system customers
How are we going to do this?
• Surveys• Focus groups• Develop and test brands and logos• MJSP grant funding
Survey Research• Businesses, job seekers and partners• 80% said Workforce Centers were convenient, useful,
welcoming and respectful• Perception that we only serve low skill, entry level
workers, low wage jobs • High MinnesotaWorks.net brand recognition• Workforce system logo/identity disconnect• Statewide support for brand change• Unified brand would bring increased awareness and
understanding and reduced confusion
Focus Groups: Brand PerceptionJob seekers and employers• Services help people find entry level jobs• Handout to those who are ‘less than’ and cannot do for themselves• Unemployment services• Technology is out-dated/cumbersome; limited hours for service• Eliminate the confusion of multiple logos and establish one centralized brand
Partners• Need for a centralized brand – but, fear a loss of identity• WFS is ‘old and tired’• Confusion about who does what among multiple logos
Logo Recognition / Messaging• Nearly universal recognition of the
Minnesotaworks.net logo • Logo/brand should appeal to all• Multiple logos out-dated and not connected• Consolidate logos to eliminate confusion• Regional identifier
Who should be the primary customer?
• Available and accessible to all• Driven by market conditions• Unemployed or laid-off workers (job seeker)• Support non-English speakers & immigrant
Where & how should services be delivered?
• Brick and mortar buildings• Updated technology and mobile platforms• Social media sites• Libraries• On-demand and opt-in services
How responsive is the WFS?• Embedded in past practices• Not capitalizing on new college graduates, new
immigrants and diverse populations• Suggest technological advances, mobile platforms,
extended hours, service delivery to an on-demand world (24/7)
• Better respond to employers by providing access to mid-career candidates
Name FinalistsCareerSource MinnesotaTalentWorks MinnesotaTalentSource Minnesota
Minnesota Works
Regionalization opportunities
Logo 1Represents ever-evolving and growing business industry. The ebb and flow of career pathways and opportunities and the intersection of business and job seeker.
Logo 2Two hands shaking shows an obvious and immediate connection – universal symbol for sealing the business deal.
Logo 3A subtle, abstract representation of the shaking hands.
Logo 4Concept represents building a better future for MN.
Logo 5Inspired by “connecting” businesses with job seekers. Originally two arrows pointing at each other, we moved them into an overlapping shape to create one center or source. Also represent direction and leadership.
Logo 6This logo shows the “source” – the source of a statewide network of professional. Arrows pointing toward each other also represent bringing businesses and job seekers together. Different arrow colors help represent “personalized” service.
Name and logo survey results• Survey developed by outside marketing firm• Respondents included same group of
workforce partner organizations, employers and jobseekers
• Overall preferences were generally consistent by group and by region of respondents
Name and logo survey results• Top 2 names:
-Minnesota Works and CareerSource Minnesota• Top 2 logos:
Handshake, Making a Connection
Building Blocks To a Better Future, In shape of M for Minnesota
All names can have a regional identifier
Next steps Develop a unified brand implementation and
marketing strategy
Develop tiered brand implementation options
Identify funding sources