The LMI Training Institute LMI Marketing Pilot Project January 2004 – September 2004 Celina Shands – Project Consultant

What is the LMI Marketing Pilot Project? The LMI Training Institute provided $20K a LMI marketing pilot project Purpose is to help build brand awareness and drive targeted business customers to One-Stop services through the use of LMI Focus is to have local WIBs partner with their respective State LMI Offices to devise strategies to target employers using LMI Through a competitive process, City of Cleveland and Cuyahoga County were awarded the grant

Develop a unified employer outreach team to serve local employers Create an outreach strategy to inform employers about available services Develop a labor market outlook report for employers and an ongoing LMI Employer Newsletter Launch the initiatives at a Workforce Summit event Use the outcomes from the Summit to help local WIBs drive policy and build meaningful workforce programs and services in the community What are the project goals?

a percentage increase in the WIB’s/One-Stop’s brand awareness a percentage increase in market saturation for businesses using the One-Stops a percentage increase in the LMI Office brand equity number of subscriptions to the online LMI newsletter a percentage of business participation at the Workforce Summit a dollar value for proactive news media stories What are the project outcomes?

Marketing Roadmap Segmentation using LMI Market research SWOT Positioning - Build a brand Marketing mix [tactics] Staff involvement Monitor marketing tactics Monitor customer satisfaction

Segmentation and Market Research Aware of the One-Stop & Services –Manufacturing – 17.1% –Health Care – 33.3% –Construction – 14% Aware of the WIB –Manufacturing – 6.8% –Health Care – 9.1% –Construction – 5.0%

SWOT Main Findings Eliminate duplication of effort among employer services teams Opportunity to build a community event Dedicated LMI Teams willing to frame products for event Strong Board support Ample news media opportunities

New identity – Employment Connection: Your competitive advantage Grant signifies a new way of helping local employers succeed via a collaborative effort between the City and County During this election year, jobs and the economy are at the forefront of every American’s mind The Summit provides an opportunity for the community to get involved in creating jobs and building economic growth Positioning/Brand Building

Whether as job seekers or businesses, understanding the economy and navigating the road to success is a difficult task The Workforce Summit 2004 provides inroads to gaining insight and knowledge on how to come together as a community and build our economic future through an empowered workforce that can meet the demands of local businesses Theme of the Summit Inroads: Strategies for economic growth

Elements of the Summit Opening plenary –Sets the agenda and tone Proclamation for Workforce Development Month Morning Keynote – Chip Conner – Chairman/CEO – Sherwin Williams Luncheon Keynote – Steve Forbes Four sector break-out sessions - Key industry leaders discuss local issues and solutions Unveiling the new brand between the City/County for the Employer Services Team Unveil new labor market forecast report and LMI Newsletter

Over 100 businesses will participate in the job fair looking to hire local talent The Expo will have seminars and workshops to help job seekers prepare for the working world and build career ladders A resource room will have Internet access and career counselors to provide guidance Community partners will be on hand to provide information for available employment and training resources Elements of Career EXPO

Marketing Mix Collateral materials – Direct Mailer; Brochure; Special Web site; Customized Sector PowerPoints; Online LMI Employer Newsletter; Labor Market Report designed for the Workforce Summit Launch event – Workforce Summit Creating a Community - Alliances with Chamber; industry assn. as marketing arm; corporate sponsorships Post-Summit Employer Events – Workforce Development Month News Media Alliances

Inroads LMI Report Topics Overview of each Sector Employment Trends Gross State Product and Productivity Outlook for each sector Emerging Opportunities Key Workforce Issues Sector Summary

Leverage sales team to sell sponsorship packages and booth space at the EXPO Advertising campaign – on-air and on-line Web site – cleveland.com – business and job seeker sections Sponsorship dinner Ramp-up 8-12 page special insert Publication of outcomes report Executive Debrief Luncheon Cable TV spots Creating the Partnerships The Plain Dealer News Media Package

January 2004 – August 2004 – preparation for Summit; LMI report; LMI Newsletter; marketing and promotions; committee work September 9, 2004 – Workforce Summit September 10, 2004 – Final report to The LMI Training Institute and Board members October 2004 – December 2004 – Development of training course by The LMI Training Institute on pilot project – check Web site for Project Timeframe

Project Management Celina Shands Full Capacity Marketing, Inc Del Mar Heights Road #296 San Diego, CA Phone: (858) Cell: (858)

City of Cleveland Allison Motz – Director of Workforce Development Phone: (216) – ext Cuyahoga County Bob Paponetti – Director of Workforce Development Phone: (216) Ohio Bureau of LMI Office Keith Ewald - Bureau of Labor Market Information Office of Workforce Development - Ohio Department of Job and Family Services Phone: (614) The LMI Training Institute Joe Ward Phone: (803) Project Leads