1. Rebranding the Minnesota Workforce Center System GWDC– September 3, 2015

2. Our Current Environment

3. 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

4. How are we going to do this? Surveys Focus groups Develop and test brands and logos MJSP grant funding

5. 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

6. Focus Groups: Brand Perception Job 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

7. 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

8. 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

9. 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

10. 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

11. Name Finalists CareerSource Minnesota TalentWorks Minnesota TalentSource Minnesota Minnesota Works Regionalization opportunities

12. Logo 1 Represents ever-evolving and growing business industry. The ebb and flow of career pathways and opportunities and the intersection of business and job seeker.

13. Logo 2 Two hands shaking shows an obvious and immediate connection – universal symbol for sealing the business deal.

14. Logo 3 A subtle, abstract representation of the shaking hands.

15. Logo 4 Concept represents building a better future for MN.

16. Logo 5 Inspired 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.

17. Logo 6 This 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.

18. 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

19. 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

20. All names can have a regional identifier

22. Next steps  Develop a unified brand implementation and marketing strategy  Develop tiered brand implementation options  Identify funding sources