© 2008 Full Capacity Marketing, Inc. 1

2010 National Workforce Development Campaign Partnerships with the News Media

Celina Shands Gradijan – President/CEO

© 2008 Full Capacity Marketing, Inc. 2

Welcome!

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TopicsPositioning Workforce Dev in a Crowded MarketBuilding & Telling Great Stories EverydayNon-Traditional Ways of Partnering with the News MediaWorkforce Case Studies2010 National Workforce Development Campaign

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The Upside The Challenges

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Workforce Websites & Social Media Evaluation

Branding PositioningMission/VisionProduct & Service PackagingMessaging

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What’s your story?

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Components of a Good StoryHaving the same qualities of news - timely, important, interesting

Qualifiers – must know, need to know, should know, will want to know, will be interesting to know

Topics that have an emotional appeal are “pitchable”

Human interest components are very important

Making the information localized is important

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Social Media is Growing

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Overcoming ChallengesBuilding a Great Story

Step 1: Develop communication platforms.Step 2: Intertwine human interest components.Step 3: Develop systems internally to tell stories.Step 4: Use non-traditional mediums to deploy stories.Step 5: Track and leverage your results

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Case StudyGrow Oklahoma Campaign

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Telling the Story

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Case StudyCentralina Workforce Development Board

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Positioning the Board & the One-Stops

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Sub-brandsCareer Centers

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Sub-brandsCareer Centers

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Social Media Tools

Podcasts

Blogs & Community Forums

Customer Surveys

RSS Feeds

Partner News

www.CentralinaWorks.com

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Virtual Press Offices

Media KitBrochurese-NewslettersPodcastsSuccess StoriesPress Releases

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Media Fact Sheet

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Staff Bloggers

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Case StudyFinger Lakes Advanced Manufacturers’ Enterprises

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Re-positioning

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Case StudyColorado Workforce Development Council

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Re-positioning

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Sector Campaign

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Case StudyCalifornia Community Colleges Economic & Workforce Development Program

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Re-package

Re-position

Develop Communication Platforms

Use Social Media Tools

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Building a Great StoryStep 2: Human Interest Components

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Value Propositions

Profile

Challenge

Solution

Results & Benefits

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Value Propositions

Profile

Challenge

Solution

Results & Benefits

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Value Propositions

Profile

Challenge

Solution

Results & Benefits

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Customer Faces

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Building a Great StoryStep 3: Internal Systems

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Capacity Building

to Capture & Tell Stories

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Media Interview

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Building a Great StoryStep 4: Written, Virtual, Live

Non-traditional Mediums

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Writing for the MediaCommunicate information in clear, accurate, logical and concise format

Inverted pyramid – for essential information at the beginning of the story

5 “W”s and H – Elements of News – who, what, when, where, why and how

Lead – opening sentence and paragraph should be compelling and contain about 15-35 words

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Microsites

www.NHWorksYouthConnect.org

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Investments That Count

Microsite

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Cause-Related Marketing

Dislocated Worker Month

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Workforce – the Cause

Dislocated Worker Month

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Workforce Development Month

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Baseline Data20% of surveyed businesses were aware of VWN (aided brand awareness).

1% used the VWN as one of their top three recruitment methods (unaided brand awareness).

Of the 20% that were aware, only 33% correctly identified the associated services of the VWN.

Of the surveyed customers that had experienced VWN services (approximately 17%) customer satisfaction levels ranked:

Very positive – 38%Somewhat positive – 38%Somewhat negative Very negativeNo opinion – 24%

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Campaign ComponentsRecognition from GovernorLocal proclamationsPress releases and news storiesMedia Partner:VA Business MagazineWDM Toolkit Campaign Website

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Campaign Results29 PR events - attended by 7,610 participants (409 businesses)Developed 39 new strategic relationships20 local political offices attended events, providing 18 local proclamations102 print or broadcast stories about workforce systemVirginia Business Magazine distributed to 30,000 businesses across the stateCampaign Website

Visits from 249,317 to 277,516 Unique visitors increased from 114, 997 to 129,182

Aided brand awareness went from 20% - 47%

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Dislocated Worker Campaign

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Clear Channel Partnership

Four weeks of radio spots - :30/:60 secondStreaming on all 11 channelsDedicated Clear Channel Web pageRemote appearances by radio station at eventGuerilla street flyers to Bay Area eventsExtensive e-blasts to listenersRadio Interviews

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www.LifeAfterTheLayoff.org

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Download Our Campaign Wrap-up Video at:

http://www.lifeafterthelayoff.org/Pressroom.html

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www.LifeAfterTheLayoff.org

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Workforce Development Month

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Workforce Development Month Campaign

Yearly campaign in September since 2003Statewide system of brand ambassadorsPackaging & positioning workforce system statewideE3 Event - News media sponsorship – NBC 7/39Business sponsorships - $17,500 - $30,000 Statewide PR push – over 200 news media stories/campaignImproved awareness & market penetration – 2.3% to over 33%

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Building a Great StoryStep 5: Track & Leverage

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Case Study

Media & ROI

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Assignment Checklist1. Download PowerPoint and review case studies

2. Conduct Communication Audit

3. Revamp messaging using Platform Formula

4. Establish systems & protocols

5. Participate in and leverage National Workforce Campaign

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Case Study

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Campaign Model

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Why develop a National Campaign?

Leverage current news media trends - economy and ARRA funding

Mechanism to build WIB capacity & expertise in storytelling

Provide consistent messaging that influences and builds momentum for the system

Shape policy and capture funding and other opportunities

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What are the campaign goals?

Storytelling about strategic focus of WIBs & collective 2800 One-Stops Centers that served 30M people last year

Shape the national policy/public discussion on workforce development

Highlight ARRA implementation

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What are the campaign components?Campaign Theme: USA is Working!

Campaign WebsiteWIB-generated print and broadcast stories from across the country focuses on WIB impact, successes, & ARRA

CBS produced :60 Vignette explaining the role and value of WIBs across the countryLinks for jobseeker/business/youth workforce resources Links to WIBs and One-StopsSponsorship sectionPodcasts – interviews Board Chairs across the country

WIB Capacity Building & SupportIntranet – houses WIB campaign toolkitProvides online TA support for local WIBs

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Resources

eNewsletterNational CampaignWebinar Series

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© 2010All Rights Reserved

Consultant Contact Information

Celina Shands Gradijan – President/CEOFull Capacity Marketing, Inc.3525 Del Mar Heights Rd. #296San Diego, CA 92130(858) 793-6694 - phone(858) 793-1728 - faxCelina@FullCapacityMarketing.comWeb: www.fullcapacitymarketing.com

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