網頁

星期三, 7月 26, 2017

麻州人力發展辦公室有話說

News from the 
Executive Office of Labor & Workforce Development

Overview of the EOLWD Rebranding Assignment

It is widely accepted that the Massachusetts’ economy is among the most robust and vibrant in the country. Our leadership and innovation is a great source of pride to all us. Yet, we still face a serious challenge: Employers are struggling to fill skilled workers and jobseekers need new skills for industries that are increasingly technology-driven.
 
Today, we have a vast network of workforce organizations and bureaus serving constituents – and serving them well. They operate, however, within a multi-pronged structure and under a wide variety of dissimilar names. It is a landscape that can be difficult to navigate for the people who need the services most.
 
Among many efforts in play to address the workforce challenge, the Commonwealth of Massachusetts and the Executive Office of Labor and Workforce Development (EOLWD) have identified a core requirement: Simplify and promote the workforce system under a clear, unified brand. Make it easier for service recipients to understand, access, and benefit from our services. And provide employers with the talented workforce it demands. Stress the clear opportunities before us: an enhanced, industrious workforce and a stronger, growing state economy.
 
Collaborating with stakeholders throughout the state, we are creating a new brand “look and feel” that connects with ALL EOLWD constituencies. It will present a compelling, immediately identifiable program name and logo system – one that uses strong, consistent, inspirational, and aspirational messaging. It will invite, engage, and excite the business community and jobseekers alike. The new brand will have the flexibility to connect with all geographic markets and demographically diverse audiences. It will underscore the fundamental truth that all stakeholders and constituencies are critical to the success of our state’s workforce and economic future.
 
Lead agency MORE Advertising, along with partners IDEAS and Market Street Research, have joined forces to deliver an exceptionally informed and strategically focused brand. The process will result in a brand that aligns with our collective Massachusetts Workforce and one that gives strong voice and clear vision to our goals and values. It will deliver an appealing, confident message: the state is fully invested in delivering the country’s most effective system of job creation, talent readiness, training, and connectivity.   
 
It’s an exciting and dynamic project, to say the least. We want to keep you informed about the program blueprint, its status, and the work ahead — which we will deliver through this regular newsletter update.

EOLWD Brand Approach and Project Team

A project of this magnitude requires an understanding of the objectives of each component of the workforce system, as well as an understanding of their respective roles.  This initiative has a Project Manager monitoring the two levels of supervision and oversight, a Project Team comprised of Alice Sweeney (Department of Career Services), Cheryl Scott (Massachusetts Workforce Development Board), Doreen Treacy (Career Solutions, representing the Career Centers), Jim Oliveira (Greater New Bedford Workforce Investment Board, representing the Workforce Development Boards), and Marina Zhavoronkova (Executive Office of Labor and Workforce Development,  and a Brand Advisory Panel (full participation list in development) to inform the brand research phase of the program.
 
Once that is determined, the MORE team will deliver the following:
  • A compelling, cohesive, customer-focused brand structure that makes an equally powerful impression on employers and jobseekers across all target regions — and one that features local adaptability.
  • A simplified brand structure that transforms the current, numerous workforce system brands into a unified, consistent visual and cultural identity.
  • An integrated multi-channel media mix to create the broadest possible awareness of services, as well as educational marketing materials.
  • A state-of-the-art brand “promise” of universal and standardized access to quality workforce services that resonates with employers/recruiters as well as jobseekers
  • A narrative that links Massachusetts’ workforce development initiative — local and state — to regional and state economic development priorities, as well as to talent development partners and stakeholders in education, economic development and industry.
 
In laying the foundation for this workforce transformation, we started by taking an in-depth look at Massachusetts’s workforce system. We have used these initial findings to develop a clear roadmap to success.  Most recently, Ideas conducted its Culture Mapping™ method at six regional sessions; they revealed insights and opinions from key identified stakeholders and their respective operational communities.
 
To craft the new brand story, we are applying a time-tested method called StoryJam™. The method taps into the expertise of stakeholders in order to: 1) gather their insights about the workforce system’s unique brand story, charter, and identity, and 2) generate broad-based understanding and ambassadorship for the overarching initiative.  The StoryJam™ sessions will take place on July 25 at the Tower Hill Botanical Gardens in Boylston, Massachusetts. This day long exercise will establish the rationale for the brand leading to the Brand Experience Plan. 
 
The team will produce and present a rigorous market analysis. It will incorporate a summary of key research findings, key respondent feedback, a SWOT analysis and actionable take-aways as they pertain to brand development. Two qualitative surveys are being conducted; one focused on the job seeker which has just been completed and the other focused on the employer, which is still in progress. A research report will be prepared for presentation to both the Project Team and the Brand Advisory Panel in the coming weeks.