2010 National Workforce Development Campaign N A W B Conference

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There’s no doubt that the economy and ARRA funding have put workforce issues “front and center” with the news media. How do you leverage these trends to capture the support of the news media and build community awareness and interest in your workforce initiatives? Join NAWB’s 2010 National Workforce Development Campaign to tell our powerful story in how our system impacts the lives of so many across the country.

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2010 National Workforce Development Campaign N A W B Conference

  1. 1. 2010 National Workforce Development Campaign Partnerships with the News Media Celina Shands Gradijan – President/CEO
  2. 2. Welcome!
  3. 3. Topics Positioning Workforce Dev in a Crowded Market Building & Telling Great Stories Everyday Non-Traditional Ways of Partnering with the News Media Workforce Case Studies 2010 National Workforce Development Campaign
  4. 4. The Upside The Challenges
  5. 5. Workforce Websites & Social Media Evaluation Branding Positioning Mission/Vision Product & Service Packaging Messaging
  6. 6. What’s your story?
  7. 7. Components of a Good Story <ul><ul><ul><li>Having the same qualities of news - timely, important, interesting </li></ul></ul></ul><ul><ul><ul><li>Qualifiers – must know, need to know, should know, will want to know, will be interesting to know </li></ul></ul></ul><ul><ul><ul><li>Topics that have an emotional appeal are “pitchable” </li></ul></ul></ul><ul><ul><ul><li>Human interest components are very important </li></ul></ul></ul><ul><ul><ul><li>Making the information localized is important </li></ul></ul></ul>
  8. 8. Social Media is Growing
  9. 9. Overcoming Challenges Building a Great Story <ul><ul><ul><ul><li>Step 1: Develop communication platforms. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Step 2: Intertwine human interest components. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Step 3: Develop systems internally to tell stories . </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Step 4: Use non-traditional mediums to deploy stories. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Step 5: Track and leverage your results </li></ul></ul></ul></ul>
  10. 10. Case Study Grow Oklahoma Campaign
  11. 11. Telling the Story
  12. 12. Case Study Centralina Workforce Development Board
  13. 13. Positioning the Board & the One-Stops
  14. 14. Sub-brands Career Centers
  15. 15. Sub-brands Career Centers
  16. 16. Social Media Tools Podcasts Blogs & Community Forums Customer Surveys RSS Feeds Partner News www.CentralinaWorks.com
  17. 17. Virtual Press Offices Media Kit Brochures e-Newsletters Podcasts Success Stories Press Releases
  18. 18. Media Fact Sheet
  19. 19. Staff Bloggers
  20. 20. Case Study Finger Lakes Advanced Manufacturers’ Enterprises
  21. 21. Re-positioning
  22. 23. Case Study Colorado Workforce Development Council
  23. 24. Re-positioning
  24. 27. Sector Campaign
  25. 28. Case Study California Community Colleges Economic & Workforce Development Program
  26. 29. Re-package Re-position Develop Communication Platforms Use Social Media Tools
  27. 32. Building a Great Story Step 2: Human Interest Components
  28. 33. Value Propositions Profile Challenge Solution Results & Benefits
  29. 34. Value Propositions Profile Challenge Solution Results & Benefits
  30. 35. Value Propositions Profile Challenge Solution Results & Benefits
  31. 36. Customer Faces
  32. 37. Building a Great Story Step 3: Internal Systems
  33. 38. Capacity Building to Capture & Tell Stories
  34. 39. Media Interview
  35. 40. Building a Great Story Step 4: Written, Virtual, Live Non-traditional Mediums
  36. 41. Writing for the Media <ul><ul><ul><li>Communicate information in clear, accurate, logical and concise format </li></ul></ul></ul><ul><ul><ul><li>Inverted pyramid – for essential information at the beginning of the story </li></ul></ul></ul><ul><ul><ul><li>5 “W”s and H – Elements of News – who, what, when, where, why and how </li></ul></ul></ul><ul><ul><ul><li>Lead – opening sentence and paragraph should be compelling and contain about 15-35 words </li></ul></ul></ul>
  37. 42. Microsites www.NHWorksYouthConnect.org
  38. 43. Investments That Count Microsite
  39. 44. Cause-Related Marketing Dislocated Worker Month
  40. 45. Workforce – the Cause Dislocated Worker Month
  41. 46. Workforce Development Month
  42. 47. Baseline Data <ul><li>20% of surveyed businesses were aware of VWN (aided brand awareness). </li></ul><ul><li>1% used the VWN as one of their top three recruitment methods (unaided brand awareness). </li></ul><ul><li>Of the 20% that were aware, only 33% correctly identified the associated services of the VWN. </li></ul><ul><li>Of the surveyed customers that had experienced VWN services (approximately 17%) customer satisfaction levels ranked: </li></ul><ul><ul><li>Very positive – 38% </li></ul></ul><ul><ul><li>Somewhat positive – 38% </li></ul></ul><ul><ul><li>Somewhat negative </li></ul></ul><ul><ul><li>Very negative </li></ul></ul><ul><ul><li>No opinion – 24% </li></ul></ul>
  43. 48. Campaign Components Recognition from Governor Local proclamations Press releases and news stories Media Partner: VA Business Magazine WDM Toolkit Campaign Website
  44. 49. Campaign Results <ul><li>29 PR events - attended by 7,610 participants (409 businesses) </li></ul><ul><li>Developed 39 new strategic relationships </li></ul><ul><li>20 local political offices attended events, providing 18 local proclamations </li></ul><ul><li>102 print or broadcast stories about workforce system </li></ul><ul><li>Virginia Business Magazine distributed to 30,000 businesses across the state </li></ul><ul><li>Campaign Website </li></ul><ul><ul><li>Visits from 249,317 to 277,516 </li></ul></ul><ul><ul><li>Unique visitors increased from 114, 997 to 129,182 </li></ul></ul><ul><li>Aided brand awareness went from 20% - 47% </li></ul>
  45. 50. Dislocated Worker Campaign
  46. 51. Clear Channel Partnership Four weeks of radio spots - :30/:60 second Streaming on all 11 channels Dedicated Clear Channel Web page Remote appearances by radio station at event Guerilla street flyers to Bay Area events Extensive e-blasts to listeners Radio Interviews
  47. 52. www.LifeAfterTheLayoff.org
  48. 53. Download Our Campaign Wrap-up Video at: http://www.lifeafterthelayoff.org/Pressroom.html
  49. 54. www.LifeAfterTheLayoff.org
  50. 55. Workforce Development Month
  51. 56. Workforce Development Month Campaign Yearly campaign in September since 2003 Statewide system of brand ambassadors Packaging & positioning workforce system statewide E3 Event - News media sponsorship – NBC 7/39 Business sponsorships - $17,500 - $30,000 Statewide PR push – over 200 news media stories/campaign Improved awareness & market penetration – 2.3% to over 33%
  52. 57. Building a Great Story Step 5: Track & Leverage
  53. 58. Case Study Media & ROI
  54. 59. Assignment Checklist <ul><li>Download PowerPoint and review case studies </li></ul><ul><li>Conduct Communication Audit </li></ul><ul><li>Revamp messaging using Platform Formula </li></ul><ul><li>Establish systems & protocols </li></ul><ul><li>Participate in and leverage National Workforce Campaign </li></ul>
  55. 60. Case Study
  56. 61. Campaign Model
  57. 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
  58. 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
  59. 64. What are the campaign components? <ul><li>Campaign Theme: USA is Working! </li></ul><ul><li>Campaign Website </li></ul><ul><ul><li>WIB-generated print and broadcast stories from across the country focuses on WIB impact, successes, & ARRA </li></ul></ul><ul><ul><ul><li>CBS produced :60 Vignette explaining the role and value of WIBs across the country </li></ul></ul></ul><ul><ul><ul><li>Links for jobseeker/business/youth workforce resources </li></ul></ul></ul><ul><ul><ul><li>Links to WIBs and One-Stops </li></ul></ul></ul><ul><ul><ul><li>Sponsorship section </li></ul></ul></ul><ul><ul><ul><li>Podcasts – interviews Board Chairs across the country </li></ul></ul></ul><ul><li>WIB Capacity Building & Support </li></ul><ul><ul><ul><li>Intranet – houses WIB campaign toolkit </li></ul></ul></ul><ul><ul><ul><li>Provides online TA support for local WIBs </li></ul></ul></ul>
  60. 65. Resources eNewsletter National Campaign Webinar Series
  61. 66. © 2010 All Rights Reserved Consultant Contact Information Celina Shands Gradijan – President/CEO Full Capacity Marketing, Inc. 3525 Del Mar Heights Rd. #296 San Diego, CA 92130 (858) 793-6694 - phone (858) 793-1728 - fax [email_address] Web: www.fullcapacitymarketing.com Questions or Comments? Contact Us!

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