Marketing Workforce Center Services

Aron DiazBusiness Outreach Representative

Colorado Workforce Development Council

The Colorado Workforce Development Council

• WDC mission and the Workforce Investment Act 1998 – 4 Committees of the CWDC

• State Workforce Investment Systems• Skills Development and Partnership• State Youth Council• Business Outreach and Marketing

Statewide Marketing Initiative

• BOAM Committee Objectives– Create and implement a statewide

marketing plan that increases the awareness of business and individuals that there is a new workforce system.

– Colorado is the first State in the Nation to attempt to brand its Workforce Centers on a statewide scale.

Purpose of the Marketing Initiative

• Raise Brand Awareness

• Increase Market Saturation

• Develop a systematic approach with measurements

• Create a “self-sustaining” program for workforce centers

Building a Strategic System

• What is Marketing

• SWOT Analysis

• Commissioned a Marketing Task Force

• Marketing Training

• Baseline analysis

Statewide Campaign

• September to be proclaimed Workforce Development Month

• Use of Standard Logo

• Best Practices – Taskforce– E-Mail Blasts

Example of Local Efforts - Denver Metro

• Collaborative effort between the Denver region

• Small Business Symposium as a regional initiative

• Cause-related marketing and Channel 9

• Partnering with CDLE

Ongoing Support and Capacity Building

• Hired marketing consultant

• Continued assessment of strategic efforts at WDC level

• Continued training and support of regional marketing efforts

• Field support to local Workforce Boards

Ongoing Support and Capacity Building- continued

• Continued training of local staff and managers

• Money to local boards

• Individual assistance for each region to build a strong brand identity in their respective areas

Marketing a Win/Win

• Businesses– Improved customer service – Improved communications – Better referrals – Knowledge of services provided – Bigger bang for their tax dollars

Marketing a Win/Win

• Workforce Centers– Increased support– Save money! – More professional and market driven

image– Link statewide efforts – Employers recognize the workforce

system

Contact Information

ARON DIAZBusiness Outreach Representative

Colorado Workforce Development Council

(303) 866-3719

Aron.Diaz@state.co.us