A “Brand” New Day January 27, 2016

Adriane Glenn Grant, VP External AffairsWorkforce Innovation and Opportunity Act

National ConveningWashington, D.C.

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

What Didn’t Happen in Florida on February 10, 2014?

The Who: Where We Started

Look Familiar?

Photos Courtesy of Charlotte Motor Speedway Fan Photo Gallery

Another Look at Florida’s NASCAR-like Constellation of Workforce Brands

The What: Florida’s New Unified Brand

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.

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

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

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

Our Unified Brand in Action — Board Websites

Our Unified Brand in Action — Social Media

Our Brand Reach:

• More than 21,900 people and businesses follow CareerSource Florida state and local accounts

Our Unified Brand in Action — Twitter

Our Brand Reach:

• More than 41,360 people follow CareerSource Florida state and local pages

Our Unified Brand in Action — Facebook

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

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

On the Horizon: Brand Integration

• WIOA and American Job Centers• Future Opportunities

Ask the Experts

Q&A?

Thank You!Learn more about the CareerSource Florida Network: careersourceflorida.com

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