Transcript Slide 1

Making Connections!
ALMIS 2005 Database Seminar
Using LMI as a Marketing Catalyst
Celina Shands-Gradijan – President/CEO
© 2005 Full Capacity Marketing, Inc.
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The Workforce Investment System
A Demand Driven Mission
Business is a primary customer.
 Prepare workers for high-growth, high
demand, and economically vital
sectors.
 Position workforce development as
an economic development strategy.
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© 2005 Full Capacity Marketing, Inc.
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The Workforce Investment System
A Demand Driven Mission
Q: How does the System become
demand driven without LMI?
A: Mission impossible.
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City of Cleveland & Cuyahoga County
Demand Driven Model: LMI Marketing Pilot Project
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What is the LMI marketing pilot project?
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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.
© 2005 Full Capacity Marketing, Inc.
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Project Goals
LMI + Marketing = Demand Driven
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.
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Using LMI for Segmentation
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High-Growth; High Demand; Economically
Vital Sectors
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Manufacturing
Construction
Health Care
Small Business
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Using LMI to Position the System
Inroads: Strategies for Economic Growth
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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.
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Inroads Labor Market Topics
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Overview of each Sector
Employment Trends
Gross State Product and Productivity
Outlook for each sector
Emerging Opportunities
Key Workforce Issues
Sector Summary
http://www.ohioworkforceinformer.org
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LMI and the Summit’s Vision
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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.
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Using LMI to Create Partnerships
The News Media as a partner
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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.
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Role of LMI Teams
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.
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© 2005 Full Capacity Marketing, Inc.
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Project Outcomes
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 %
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Project Outcomes
Online LMI Employer Newsletter
 Target – 2100 employers
 Actuals– 2250 employers
Business Participation
 Target - 300 - 50 percent being comprised of
businesses
 Actuals - 403 total participants - 42 percent were
comprised of businesses
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Project Outcomes
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
© 2005 Full Capacity Marketing, Inc.
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The Synergy of LMI and WIBs
LMI as a marketing catalyst
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WIBs and state labor market teams can work
together to create a demand driven system in a costeffective manner.
LMI can be used strategically for planning; building
partnerships; and creating value and position with
the workforce investment system.
Bottom-line Results
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Win/Win Partnerships
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Seed monies - $80,000.00, leveraged with a net
result of over + $42,000.
© 2005 Full Capacity Marketing, Inc.
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Questions
© 2005 Full Capacity Marketing, Inc.
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Demand Driven Resources
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Full Capacity Marketing: Executive Strategy
Retreats
National Marketing Workgroup:
www.fullcapacitymarketing.com
Online training – www.imagishift.com
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Contact Info
Celina Shands
Full Capacity Marketing, Inc.
3525 Del Mar Heights Rd. #296
San Diego, CA 92130
(858) 793-6694 – direct line
[email protected]
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