A project of this magnitude requires an understanding of the objectives of each component of the workforce system, as well as an understanding of their respective roles. This initiative has a Project Manager monitoring the two levels of supervision and oversight, a Project Team comprised of Alice Sweeney (Department of Career Services), Cheryl Scott (Massachusetts Workforce Development Board), Doreen Treacy (Career Solutions, representing the Career Centers), Jim Oliveira (Greater New Bedford Workforce Investment Board, representing the Workforce Development Boards), and Marina Zhavoronkova (Executive Office of Labor and Workforce Development, and a Brand Advisory Panel (full participation list in development) to inform the brand research phase of the program. Once that is determined, the MORE team will deliver the following:
- A compelling, cohesive, customer-focused brand structure that makes an equally powerful impression on employers and jobseekers across all target regions — and one that features local adaptability.
- A simplified brand structure that transforms the current, numerous workforce system brands into a unified, consistent visual and cultural identity.
- An integrated multi-channel media mix to create the broadest possible awareness of services, as well as educational marketing materials.
- A state-of-the-art brand “promise” of universal and standardized access to quality workforce services that resonates with employers/recruiters as well as jobseekers
- A narrative that links Massachusetts’ workforce development initiative — local and state — to regional and state economic development priorities, as well as to talent development partners and stakeholders in education, economic development and industry.
In laying the foundation for this workforce transformation, we started by taking an in-depth look at Massachusetts’s workforce system. We have used these initial findings to develop a clear roadmap to success. Most recently, Ideas conducted its Culture Mapping™ method at six regional sessions; they revealed insights and opinions from key identified stakeholders and their respective operational communities. To craft the new brand story, we are applying a time-tested method called StoryJam™. The method taps into the expertise of stakeholders in order to: 1) gather their insights about the workforce system’s unique brand story, charter, and identity, and 2) generate broad-based understanding and ambassadorship for the overarching initiative. The StoryJam™ sessions will take place on July 25 at the Tower Hill Botanical Gardens in Boylston, Massachusetts. This day long exercise will establish the rationale for the brand leading to the Brand Experience Plan. The team will produce and present a rigorous market analysis. It will incorporate a summary of key research findings, key respondent feedback, a SWOT analysis and actionable take-aways as they pertain to brand development. Two qualitative surveys are being conducted; one focused on the job seeker which has just been completed and the other focused on the employer, which is still in progress. A research report will be prepared for presentation to both the Project Team and the Brand Advisory Panel in the coming weeks. |
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