a "brand" new day: workforce innovation and opportunity act national convening
TRANSCRIPT
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A “Brand” New Day January 27, 2016
Adriane Glenn Grant, VP External AffairsWorkforce Innovation and Opportunity Act
National ConveningWashington, D.C.
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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
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What Didn’t Happen in Florida on February 10, 2014?
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The Who: Where We Started
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Look Familiar?
Photos Courtesy of Charlotte Motor Speedway Fan Photo Gallery
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Another Look at Florida’s NASCAR-like Constellation of Workforce Brands
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The What: Florida’s New Unified Brand
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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.
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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
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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
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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
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Our Unified Brand in Action — Board Websites
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Our Unified Brand in Action — Social Media
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Our Brand Reach:
• More than 21,900 people and businesses follow CareerSource Florida state and local accounts
Our Unified Brand in Action — Twitter
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Our Brand Reach:
• More than 41,360 people follow CareerSource Florida state and local pages
Our Unified Brand in Action — Facebook
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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
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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
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On the Horizon: Brand Integration
• WIOA and American Job Centers• Future Opportunities
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Ask the Experts
Q&A?
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Thank You!Learn more about the CareerSource Florida Network: careersourceflorida.com
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