The Who, What, Why and How of Florida’s National-Award-Winning, Unified Workforce Brand

1. A “Brand” New Day
January 27, 2016
Adriane Glenn Grant, VP External Affairs
Workforce Innovation and Opportunity Act
National Convening
Washington, D.C.

2. 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

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

4. The Who: Where We Started

5. Look Familiar?
Photos Courtesy of Charlotte Motor Speedway Fan Photo Gallery

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

7. The What: Florida’s New
Unified Brand

8. 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.

9. 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

10. 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

11. 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

12. Our Unified Brand in Action —
Board Websites

13. Our Unified Brand in Action —
Social Media

14. Our Brand Reach:
• More than
21,900 people
and
businesses
follow
CareerSource
Florida state
and local
accounts
Our Unified Brand in Action —
Twitter

15. Our Brand Reach:
• More than
41,360 people
follow
CareerSource
Florida state
and local
pages
Our Unified Brand in Action —
Facebook

16. 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

17. 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

18. On the Horizon: Brand Integration
• WIOA and American Job Centers
• Future Opportunities

19. Ask the Experts
Q&A?

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