1. Workforce Development System Branding and Identity

2. Brand Planning Principles o Branding starts at the top. o Employee brand behavior is transformed over time. o Development of the brand introduction program must take into consideration the organization’s culture. o Reframe the “brand” conversation. Build a “story” that encourages dialogue and involvement. o Make the brand personal to each employee, in each department.

3. Brand Planning Principles o Drive behavior and action. o Recognize and reward on-brand behavior. o Launch the brand internally before launching it externally. o Transition Plan: Set an end-date for all partners to fully transition to new identity.

5. Branding and Outreach Accomplishments o Identified 12 Regional Brand Champions o Held immersion session for 20+ stakeholders facilitated by Landor and Associates o Established charter and guiding principles o Developed an implementation plan and strategy o Hired Brand Management Specialist, Holly Neal o Held 32+ internal branding events across the state

6. 2013 Brand Implementation Plans o Launch new www.kentuckycareercenter.com websitewww.kentuckycareercenter.com o Install new Kentucky Career Center signage o Create and distribute branded office supplies/materials o Launch new brand to the public o Measure return on investment

7. Identified Issues and Opportunities o Local Workforce Investment Boards will lose their names and identity. External signage will include regional names Three branding options have been presented to LWIB’s for websites o Customers will walk into a stand-alone office that is branded Kentucky Career Center and will not have access to all the services. Signage will include service of that particular location Stand alone offices will be phased out over time o If we change the name on the building and do nothing to change the customer service experience, we’re damaging the new brand. Several system transformation initiatives underway to deliver on the Brand Promise  One Stop Certification  Workforce Development Academy  Business Service Redesign  Sector Strategies