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Universal WorkOne Brand Strategy Presentation
1-1-2008
What is WorkOne’s brand vision and who are we
serving?
A brand vision infuses the following...
• Forces management to reach consensus on longer-term growth objectives and stake out where that growth will come from.
• The brand vision should guide research.
• The vision will tell all stakeholders where the company is heading and what role the brand will play in getting there.
Why is having a strong, cohesive, universal brand
important to WorkOne?
• Describes
• Distinguishes
• Delivers your promise
• Drives business
What is A Universal Brand?
The general consistency and uniformity of a brand across geographic regions.
The value of brand• Builds an emotional connection (trust) with
your audience.
• Multiplies the value of your efforts by
increasing loyalty.
• Guides you in making decisions.
• The best people want to be a part of
a great identity experience.
Managing your brand
• Built over time, not over night
• Delivers on the promise
• Requires discipline and leadership
• Internally, live it
• Externally, communicate it
What are some similarities you will find with a strong brand?
• Wherever you go, it is always the same!
To maintain a strong brand, WorkOne needs to maintain
cohesiveness throughout the state!
Definitions
• Brand: Whatever a person thinks of when he/she hears your organization’s name (products, service, reputation, image, feelings, etc.)
• Brand promise: What your company commits to deliver consistently
• Position statement: A one-sentence statement of differentiation about your organization• (Internally Focused)
• Slogan/tagline: Verbal synopsis of the promise
• Logo: is a graphical element, symbol, or icon that, together with its logotype form a trademark or brand
• Brand Statement: A one-sentence statement of differentiation about your organization(Externally Focused)
What defines WorkOne?• Brand: Place to show people how to find jobs, get training, and unemployment services
• Brand promise: Customer Bill of Rights: 1. Customers have the right to know their skills2. Customers have the right to improve their skills3. Customers have the right to find the best job to match their skills• Position/Mission statement: • (On a daily basis) Raise Everyone Up One Level• (Internally Focused)
• Slogan/tagline: Make Your Move
• Logo:
• Brand Statement: WorkOne is a comprehensive, statewide career and employment resource for job seekers and employers.
• (Externally Focused)
The brand development process
Who do we serve at WorkOne Centers?
• People looking for jobs
• People looking for job training
• People looking for unemployment services
• People looking for Skills Assessments
Future endeavors for WorkOne Marketing
1. Quarterly Marketing Meetings (1st Meeting in Columbus, In on November 14, 2007)
2. Updated Brand Portal Website (www.in.gov/dwd/brandportal)
3. Updated best Practices Website (www.in.gov/dwd/workone_best_practices/)
4. Brand new WorkOne Portal Website (www.in.gov/dwd/WorkOne)
5. Job Matching website coming 3rd Quarter of 2008