Universal WorkOne Brand Strategy Presentation

1-1-2008

What is WorkOne’s brand vision and who are we

serving?

A brand vision infuses the following...

• Forces management to reach consensus on longer-term growth objectives and stake out where that growth will come from.

• The brand vision should guide research.

• The vision will tell all stakeholders where the company is heading and what role the brand will play in getting there.

Why is having a strong, cohesive, universal brand

important to WorkOne?

• Describes

• Distinguishes

• Delivers your promise

• Drives business

What is A Universal Brand?

The general consistency and uniformity of a brand across geographic regions.

The value of brand• Builds an emotional connection (trust) with

your audience.

• Multiplies the value of your efforts by

increasing loyalty.

• Guides you in making decisions.

• The best people want to be a part of

a great identity experience.

Managing your brand

• Built over time, not over night

• Delivers on the promise

• Requires discipline and leadership

• Internally, live it

• Externally, communicate it

What are some similarities you will find with a strong brand?

• Wherever you go, it is always the same!

To maintain a strong brand, WorkOne needs to maintain

cohesiveness throughout the state!

Definitions

• Brand: Whatever a person thinks of when he/she hears your organization’s name (products, service, reputation, image, feelings, etc.)

• Brand promise: What your company commits to deliver consistently

• Position statement: A one-sentence statement of differentiation about your organization• (Internally Focused)

• Slogan/tagline: Verbal synopsis of the promise

• Logo: is a graphical element, symbol, or icon that, together with its logotype form a trademark or brand

• Brand Statement: A one-sentence statement of differentiation about your organization(Externally Focused)

What defines WorkOne?• Brand: Place to show people how to find jobs, get training, and unemployment services

• Brand promise: Customer Bill of Rights: 1. Customers have the right to know their skills2. Customers have the right to improve their skills3. Customers have the right to find the best job to match their skills• Position/Mission statement: • (On a daily basis) Raise Everyone Up One Level• (Internally Focused)

• Slogan/tagline: Make Your Move

• Logo:

• Brand Statement: WorkOne is a comprehensive, statewide career and employment resource for job seekers and employers.

• (Externally Focused)

The brand development process

Who do we serve at WorkOne Centers?

• People looking for jobs

• People looking for job training

• People looking for unemployment services

• People looking for Skills Assessments

Future endeavors for WorkOne Marketing

1. Quarterly Marketing Meetings (1st Meeting in Columbus, In on November 14, 2007)

2. Updated Brand Portal Website (www.in.gov/dwd/brandportal)

3. Updated best Practices Website (www.in.gov/dwd/workone_best_practices/)

4. Brand new WorkOne Portal Website (www.in.gov/dwd/WorkOne)

5. Job Matching website coming 3rd Quarter of 2008