© 2005 Full Capacity Marketing, Inc.1 Making Connections! ALMIS 2005 Database Seminar Using LMI as a Marketing Catalyst Celina Shands-Gradijan – President/CEO

© 2005 Full Capacity Marketing, Inc.2 Business is a primary customer. Prepare workers for high-growth, high demand, and economically vital sectors. Position workforce development as an economic development strategy. The Workforce Investment System A Demand Driven Mission

© 2005 Full Capacity Marketing, Inc.3 The Workforce Investment System A Demand Driven Mission Q: How does the System become demand driven without LMI? A: Mission impossible.

© 2005 Full Capacity Marketing, Inc.4 City of Cleveland & Cuyahoga County Demand Driven Model: LMI Marketing Pilot Project

© 2005 Full Capacity Marketing, Inc.5 The LMI Training Institute provided $20K for a LMI marketing pilot project. Purpose – to build a demand driven model to improve awareness and usage of the One-Stop services through the use of LMI. Local workforce boards partnered with their respective State LMI Office to devise strategies to target employers using LMI. Through a competitive process, City of Cleveland and Cuyahoga County were awarded the grant. What is the LMI marketing pilot project?

© 2005 Full Capacity Marketing, Inc.6 Marketing Focus: City and County – one brand identity. Outreach strategies to inform employers about the new brand/available services. Launch brand at Workforce Summit event. Use Summit outcomes to help drive policy and build meaningful workforce programs and services in the community. LMI Focus Use data for segmentation strategies. Use LMI to position the importance and necessity of the project. Create LMI Products - Outlook Report; Employer Newsletter. Project Goals LMI + Marketing = Demand Driven

© 2005 Full Capacity Marketing, Inc.7 High-Growth; High Demand; Economically Vital Sectors Manufacturing Construction Health Care Small Business Using LMI for Segmentation

© 2005 Full Capacity Marketing, Inc.8 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 build our economic future through an empowered workforce that can meet the demands of local businesses. Using LMI to Position the System Inroads: Strategies for Economic Growth

© 2005 Full Capacity Marketing, Inc.9 Overview of each Sector Employment Trends Gross State Product and Productivity Outlook for each sector Emerging Opportunities Key Workforce Issues Sector Summary Inroads Labor Market Topics

© 2005 Full Capacity Marketing, Inc.10 Rallied community partners around the importance of the event. Engaged Mayor, Governor, and Commissioners. Attracted high level keynotes – Forbes/Conner; and local business leaders. Played an integral role in all break-out sessions. Unveiled LMI products. LMI and the Summit’s Vision

© 2005 Full Capacity Marketing, Inc.11 Leverage sales team to sell sponsorship packages and booth space. Advertising campaign. Web site – cleveland.com. Sponsorship dinner. Ramp-up 8-12 page special insert. Publication of outcomes report. Executive Debrief Luncheon. Using LMI to Create Partnerships The News Media as a partner

© 2005 Full Capacity Marketing, Inc.12

© 2005 Full Capacity Marketing, Inc.13

© 2005 Full Capacity Marketing, Inc.14 Use of LMI in targeting sectors. Committee work; resources. Provided LMI data for news articles and collateral materials. LMI presentations and materials at the Workforce Summit. Role of LMI Teams

© 2005 Full Capacity Marketing, Inc.15 Brand Awareness Data Baseline Brand Awareness – 14.2% Brand Awareness Targets – 24.2% Post Summit Brand Awareness – 56.1% Market Saturation Data Baseline Market Saturation Percentages – 1.70% Market Saturation Targets – 3.50% Post Summit Market Saturation – 12.1 % Project Outcomes

© 2005 Full Capacity Marketing, Inc.16 Online LMI Employer Newsletter Target – 2100 employers Actuals– 2250 employers Business Participation Target percent being comprised of businesses Actuals total participants - 42 percent were comprised of businesses Project Outcomes

© 2005 Full Capacity Marketing, Inc.17 News Media Coverage Targets - 15 proactive stories; ad equivalency value of $30,000 Actuals – 38 proactive stories; ad equivalency value of $178,075 Revenues Target - $50,000 Actuals - $90,500 Project Outcomes

© 2005 Full Capacity Marketing, Inc.18 WIBs and state labor market teams can work together to create a demand driven system in a cost- effective manner. LMI can be used strategically for planning; building partnerships; and creating value and position with the workforce investment system. Bottom-line Results Win/Win Partnerships $$$ Seed monies - $80,000.00, leveraged with a net result of over + $42,000. The Synergy of LMI and WIBs LMI as a marketing catalyst

© 2005 Full Capacity Marketing, Inc.19 Questions

© 2005 Full Capacity Marketing, Inc.20 Demand Driven Resources Full Capacity Marketing: Executive Strategy Retreats National Marketing Workgroup: Online training –

© 2005 Full Capacity Marketing, Inc.21 Contact Info Celina Shands Full Capacity Marketing, Inc Del Mar Heights Rd. #296 San Diego, CA (858) – direct line