© 2005 Full Capacity Marketing, Inc.1 Making Connections! ALMIS 2005 Database Seminar Using LMI as...

© 2005 Full Capacity Marketing, Inc. 1

Making Connections!ALMIS 2005 Database Seminar

Using LMI as a Marketing Catalyst

Celina Shands-Gradijan – President/CEO


Business is a primary customer.Prepare workers for high-growth, high

demand, and economically vital sectors.

Position workforce development as an economic development strategy.

The Workforce Investment SystemA Demand Driven Mission


The Workforce Investment SystemA Demand Driven Mission

Q: How does the System become demand driven without LMI?

A: Mission impossible.


City of Cleveland & Cuyahoga CountyDemand Driven Model: LMI Marketing Pilot Project


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.

What is the LMI marketing pilot project?


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.

Project GoalsLMI + Marketing = Demand Driven


High-Growth; High Demand; Economically Vital Sectors Manufacturing Construction Health Care Small Business

Using LMI for Segmentation


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.

Using LMI to Position the SystemInroads: Strategies for Economic Growth


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

Inroads Labor Market Topics


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.

LMI and the Summit’s Vision


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.

Using LMI to Create PartnershipsThe News Media as a partner


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.

Role of LMI Teams


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 %

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

Project Outcomes


News Media Coverage Targets - 15 proactive stories; ad equivalency

value of $30,000 Actuals – 38 proactive stories; ad equivalency

value of $178,075Revenues Target - $50,000 Actuals - $90,500

Project Outcomes


WIBs and state labor market teams can work together to create a demand driven system in a cost-effective manner.

LMI can be used strategically for planning; building partnerships; and creating value and position with the workforce investment system.

Bottom-line Results Win/Win Partnerships $$$

Seed monies - $80,000.00, leveraged with a net result of over + $42,000.

The Synergy of LMI and WIBsLMI as a marketing catalyst


Questions


Demand Driven Resources Full Capacity Marketing: Executive Strategy

Retreats National Marketing Workgroup:

www.fullcapacitymarketing.com Online training – www.imagishift.com


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]

© 2005 Full Capacity Marketing, Inc.1 Making Connections! ALMIS 2005 Database Seminar Using LMI as...

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