Capital Region Workforce Development Board
The Capital Region Workforce Development Board (CRWDB) was looking to increase awareness and devise a marketing campaign to reach key stakeholders, or the people and organizations that were partners and beneficiaries of the programs being offered in its extensive 37-town network. To do so, they had to identify the stakeholders, craft messages, plan tactics and create materials to showcase CRWDB's programs.
Description:
CRWDB coordinates comprehensive programs provided through contracted private and public partner organizations. These programs develop a skilled, educated and vital workforce to support the economic growth of the 37 municipalities in the region.
Issues:
CRWDB was faced with mixed market perceptions coupled with time and funding constraints. It was thought that the role CRWDB plays in the workforce development through the region lacks definition and visibility. In addition, a situational analysis showed that CRWDB was a virtually unknown entity, operating behind the scenes with minimal awareness/understanding.
Deliverables:
CERC's marketing department met with CRWDB's marketing and public relations representative to review past tactics and results, and to identify a sampling of key stakeholders; eleven groups that were considered partners, customers and/or other targets closely linked to CRWDB. Nine facilitated brainstorming sessions were then conducted, headed by a CERC certified facilitator, to determine the appropriate messages and vehicles needed to increase awareness of CRWDB.
CERC's marketing department developed a marketing communications campaign that included media and vehicles for message distribution, as well as information on how to implement the plan. The plan was outlined the target audiences, messages, strategies and tactics needed to build awareness. Included under strategy was a new name and logo, a new web site, new collateral and highlights for a successful launch.
Outcomes:
The final plan was presented and well received by CRWDB, which has already begun acting on the recommendations in an effort to increase awareness for its programs. CRWDB has since changed its name to The Capital Workforce Partners (CWP).
Visit the The Capital Workforce Partners (CWP) web site for more information.