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.

1. 2010 National Workforce Development Campaign Partnerships with the News Media Celina Shands Gradijan – President/CEO

2. Welcome!

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. The Upside The Challenges

5. Workforce Websites & Social Media Evaluation Branding Positioning Mission/Vision Product & Service Packaging Messaging

6. What’s your story?

8. Social Media is Growing

10. Case Study Grow Oklahoma Campaign

11. Telling the Story

12. Case Study Centralina Workforce Development Board

13. Positioning the Board & the One-Stops

14. Sub-brands Career Centers

15. Sub-brands Career Centers

16. Social Media Tools Podcasts Blogs & Community Forums Customer Surveys RSS Feeds Partner News www.CentralinaWorks.com

17. Virtual Press Offices Media Kit Brochures e-Newsletters Podcasts Success Stories Press Releases

18. Media Fact Sheet

19. Staff Bloggers

20. Case Study Finger Lakes Advanced Manufacturers’ Enterprises

21. Re-positioning

23. Case Study Colorado Workforce Development Council

24. Re-positioning

27. Sector Campaign

28. Case Study California Community Colleges Economic & Workforce Development Program

29. Re-package Re-position Develop Communication Platforms Use Social Media Tools

32. Building a Great Story Step 2: Human Interest Components

33. Value Propositions Profile Challenge Solution Results & Benefits

34. Value Propositions Profile Challenge Solution Results & Benefits

35. Value Propositions Profile Challenge Solution Results & Benefits

36. Customer Faces

37. Building a Great Story Step 3: Internal Systems

38. Capacity Building to Capture & Tell Stories

39. Media Interview

40. Building a Great Story Step 4: Written, Virtual, Live Non-traditional Mediums

42. Microsites www.NHWorksYouthConnect.org

43. Investments That Count Microsite

44. Cause-Related Marketing Dislocated Worker Month

45. Workforce – the Cause Dislocated Worker Month

46. Workforce Development Month

48. Campaign Components Recognition from Governor Local proclamations Press releases and news stories Media Partner: VA Business Magazine WDM Toolkit Campaign Website

50. Dislocated Worker Campaign

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

52. www.LifeAfterTheLayoff.org

53. Download Our Campaign Wrap-up Video at: http://www.lifeafterthelayoff.org/Pressroom.html

54. www.LifeAfterTheLayoff.org

55. Workforce Development Month

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%

57. Building a Great Story Step 5: Track & Leverage

58. Case Study Media & ROI

60. Case Study

61. Campaign Model

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

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

65. Resources eNewsletter National Campaign Webinar Series

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!