GEICC Branding Initiative Presented: 9/16/2011

Workforce Challenges – Our Perspective Retirements Availability of a qualified workforce Competition for Talent Perception(s) of the Industry (Google vs. Utility) Connecting Education to the Industry

Georgia Energy and Industrial Construction Consortium (GEICC) Formed in 2007 Board of Directors and Executive Committee Nearly 40 member organizations Became a 501(c)(6) non-profit organization Partnerships: Electric & natural gas utilities, oil & gas, nuclear industries Alternative fuels and related industries Department of Labor, state offices Education Industrial construction Utility associations EMC community involved is GSOC, GTC, OPC and several EMC’s Bi-monthly meetings, hosted by a member company

Committees There are 7 committees to address our strategic initiatives Executive E.N.E.R.G.E. Grant Legislative Member Relations Career Outreach Funding Strategies Education and Training Industrial Construction Host member meetings bi-monthly Board of Directors meet semi-annually

Strategic Initiatives Raise awareness about the looming construction labor shortage and its impact on the energy industry Elevate the image of skilled crafts careers Implement performance-based education and training programs for skilled craft workers through career and technical education programs Recruit from untapped labor pools to educate and train for construction and energy workforce needs Align investments and workforce development initiatives Build state partnership teams that promote talent and economic development

Accomplishments E.N.E.R.G.E. Grant ($1M) Get Into Energy Summer Camps MAGIC Camps (Mentoring a Girl in Construction) Advanced Learning Center – Thomson Career Expo / First Robotics Educator Forums Sub-recipient, Get Into Energy Career Pathways Grant (Bill & Melinda Gates) Golf Tournament – Fund Raising Event

This Proclamation : Raise awareness of Careers in Energy. Celebrations will be held to highlight those working in energy and those who may be interested in careers in energy. Urges all citizens to become familiar with the services and benefits offered by the career and technical education programs in this community and to support and participate in these programs to enhance their individual work skills and productivity. “Careers In Energy Week” Resolution passed in 2011!

Branding Initiative

Purpose of the Branding Initiative Enhance the “Get Into Energy Georgia” brand Raise awareness of careers in energy and industrial construction Support the activities associated with the E.N.E.R.G.E. Grant Promote GEICC to potential members

Our Message - “I Am Energy Statement” GEICC 2009 ©

Three-Phases – Phase 1 (Branding) GEICC Logo Hot/Cool Message 4 Ads Energy “Green” Nuclear Industrial Construction Avatars

Three Phases – Phase 2 (Sales Tool Kit) Four areas of focus Business Leaders & Potential Members Students & Pathways Hot/Cool Jobs Get Into Energy “Pathways Brochure” Event Banner

Three Phases – Phase 3 (Web Design/Development) Interactive Site On-line training Links to GEICC and other energy partners

Project Costs Total project costs - ~$41,625 $30,625 – ENERGE Grant funds $6,000 – GEICC funds (ownership of the Avatars) $5,000 – GEICC funds (I am Energy…statement) Does not include hosting fees

Closing Thoughts Determine your branding strategy Identify best funding sources What does your consortium want to own? If purchased by grant dollars – it’s not yours!

Resources

Contacts CEWD: Ann Randazzo Center for Energy Workforce Development GEICC: Angie Farsee Georgia Transmission Corporation Branding: Jeff Faught BCHORD – Branding Identity + Communications