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Published byJeremy Hensley Modified over 8 years ago
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A “Brand” New Day January 27, 2016 Adriane Glenn Grant, VP External Affairs Workforce Innovation and Opportunity Act National Convening Washington, 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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Introducing Florida’s Brand Story in 110 Seconds
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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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Why Did We Change?
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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 Vision and Mission
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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 Brand New Day: Activating the CareerSource Florida Brand
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Introducing Our New Brand to Florida Businesses
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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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Our Unified Brand in Action — Key Priorities Like Employment First Florida
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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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Living the Brand
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Ask the Experts Q&A?
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Thank You! Learn more about the CareerSource Florida Network: careersourceflorida.com Follow us on:
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