© 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!
© 2008 Full Capacity Marketing, Inc. 3
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
© 2008 Full Capacity Marketing, Inc. 4
The Upside The Challenges
© 2008 Full Capacity Marketing, Inc. 5
Workforce Websites & Social Media Evaluation
Branding PositioningMission/VisionProduct & Service PackagingMessaging
© 2008 Full Capacity Marketing, Inc. 6
What’s your story?
© 2008 Full Capacity Marketing, Inc. 7
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
© 2008 Full Capacity Marketing, Inc. 8
Social Media is Growing
© 2008 Full Capacity Marketing, Inc. 9
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
© 2008 Full Capacity Marketing, Inc. 10
Case StudyGrow Oklahoma Campaign
© 2008 Full Capacity Marketing, Inc. 11
Telling the Story
© 2008 Full Capacity Marketing, Inc. 12
Case StudyCentralina Workforce Development Board
© 2008 Full Capacity Marketing, Inc. 13
Positioning the Board & the One-Stops
© 2008 Full Capacity Marketing, Inc. 14
Sub-brandsCareer Centers
© 2008 Full Capacity Marketing, Inc. 15
Sub-brandsCareer Centers
© 2008 Full Capacity Marketing, Inc. 16
Social Media Tools
Podcasts
Blogs & Community Forums
Customer Surveys
RSS Feeds
Partner News
www.CentralinaWorks.com
© 2008 Full Capacity Marketing, Inc. 17
Virtual Press Offices
Media KitBrochurese-NewslettersPodcastsSuccess StoriesPress Releases
© 2008 Full Capacity Marketing, Inc. 18
Media Fact Sheet
© 2008 Full Capacity Marketing, Inc. 19
Staff Bloggers
© 2008 Full Capacity Marketing, Inc. 20
Case StudyFinger Lakes Advanced Manufacturers’ Enterprises
© 2008 Full Capacity Marketing, Inc. 21
Re-positioning
© 2008 Full Capacity Marketing, Inc. 22
© 2008 Full Capacity Marketing, Inc. 23
Case StudyColorado Workforce Development Council
© 2008 Full Capacity Marketing, Inc. 24
Re-positioning
© 2008 Full Capacity Marketing, Inc. 25
© 2008 Full Capacity Marketing, Inc. 26
© 2008 Full Capacity Marketing, Inc. 27
Sector Campaign
© 2008 Full Capacity Marketing, Inc. 28
Case StudyCalifornia Community Colleges Economic & Workforce Development Program
© 2008 Full Capacity Marketing, Inc. 29
Re-package
Re-position
Develop Communication Platforms
Use Social Media Tools
© 2008 Full Capacity Marketing, Inc. 30
© 2008 Full Capacity Marketing, Inc. 31
© 2008 Full Capacity Marketing, Inc. 32
Building a Great StoryStep 2: Human Interest Components
© 2008 Full Capacity Marketing, Inc. 33
Value Propositions
Profile
Challenge
Solution
Results & Benefits
© 2008 Full Capacity Marketing, Inc. 34
Value Propositions
Profile
Challenge
Solution
Results & Benefits
© 2008 Full Capacity Marketing, Inc. 35
Value Propositions
Profile
Challenge
Solution
Results & Benefits
© 2008 Full Capacity Marketing, Inc. 36
Customer Faces
© 2008 Full Capacity Marketing, Inc. 37
Building a Great StoryStep 3: Internal Systems
© 2008 Full Capacity Marketing, Inc. 38
Capacity Building
to Capture & Tell Stories
© 2008 Full Capacity Marketing, Inc. 39
Media Interview
© 2008 Full Capacity Marketing, Inc. 40
Building a Great StoryStep 4: Written, Virtual, Live
Non-traditional Mediums
© 2008 Full Capacity Marketing, Inc. 41
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
© 2008 Full Capacity Marketing, Inc. 42
Microsites
www.NHWorksYouthConnect.org
© 2008 Full Capacity Marketing, Inc. 43
Investments That Count
Microsite
© 2008 Full Capacity Marketing, Inc. 44
Cause-Related Marketing
Dislocated Worker Month
© 2008 Full Capacity Marketing, Inc. 45
Workforce – the Cause
Dislocated Worker Month
© 2008 Full Capacity Marketing, Inc. 46
Workforce Development Month
© 2008 Full Capacity Marketing, Inc. 47
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%
© 2008 Full Capacity Marketing, Inc. 48
Campaign ComponentsRecognition from GovernorLocal proclamationsPress releases and news storiesMedia Partner:VA Business MagazineWDM Toolkit Campaign Website
© 2008 Full Capacity Marketing, Inc. 49
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%
© 2008 Full Capacity Marketing, Inc. 50
Dislocated Worker Campaign
© 2008 Full Capacity Marketing, Inc. 51
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
© 2008 Full Capacity Marketing, Inc. 52
www.LifeAfterTheLayoff.org
© 2008 Full Capacity Marketing, Inc. 53
Download Our Campaign Wrap-up Video at:
http://www.lifeafterthelayoff.org/Pressroom.html
© 2008 Full Capacity Marketing, Inc. 54
www.LifeAfterTheLayoff.org
© 2008 Full Capacity Marketing, Inc. 55
Workforce Development Month
© 2008 Full Capacity Marketing, Inc. 56
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%
© 2008 Full Capacity Marketing, Inc. 57
Building a Great StoryStep 5: Track & Leverage
© 2008 Full Capacity Marketing, Inc. 58
Case Study
Media & ROI
© 2008 Full Capacity Marketing, Inc. 59
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
© 2008 Full Capacity Marketing, Inc. 60
Case Study
© 2008 Full Capacity Marketing, Inc. 61
Campaign Model
© 2008 Full Capacity Marketing, Inc. 62
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
© 2008 Full Capacity Marketing, Inc. 63
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
© 2008 Full Capacity Marketing, Inc. 64
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
© 2008 Full Capacity Marketing, Inc. 65
Resources
eNewsletterNational CampaignWebinar Series
© 2008 Full Capacity Marketing, Inc. 66
© 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 - [email protected]: www.fullcapacitymarketing.com
Questions or Comments? Contact Us!