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GEICC Branding InitiativePresented: 9/16/2011
Workforce Challenges – Our Perspective
• Retirements• Availability of a qualified workforce• Competition for Talent• Perception(s) of the Industry
– (Google vs. Utility)• Connecting Education to the Industry
Georgia Energy and Industrial Construction Consortium (GEICC)
• Formed in 2007– Board of Directors and Executive Committee– Nearly 40 member organizations– Became a 501(c)(6) non-profit organization
• Partnerships:– Electric & natural gas utilities, oil & gas, nuclear
industries– Alternative fuels and related industries– Department of Labor, state offices– Education– Industrial construction– Utility associations
• EMC community involved is GSOC, GTC, OPC and several EMC’s
• Bi-monthly meetings, hosted by a member company
Committees
• There are 7 committees to address our strategic initiatives• Executive
• E.N.E.R.G.E. Grant
• Legislative • Member Relations• Career Outreach• Funding Strategies• Education and Training• Industrial Construction
• Host member meetings bi-monthly• Board of Directors meet semi-annually
Strategic Initiatives
• Raise awareness about the looming construction labor shortage and its impact on the energy industry
• Elevate the image of skilled crafts careers• Implement performance-based education and
training programs for skilled craft workers through career and technical education programs
• Recruit from untapped labor pools to educate and train for construction and energy workforce needs
• Align investments and workforce development initiatives
• Build state partnership teams that promote talent and economic development
Accomplishments
• E.N.E.R.G.E. Grant ($1M)• Get Into Energy Summer Camps• MAGIC Camps (Mentoring a Girl in
Construction)
• Advanced Learning Center – Thomson• Career Expo / First Robotics• Educator Forums• Sub-recipient, Get Into Energy Career
Pathways Grant (Bill & Melinda Gates) • Golf Tournament – Fund Raising Event
This Proclamation : Raise awareness of Careers in Energy. Celebrations will be held to highlight those working in energy and those who may be interested in careers in energy. Urges all citizens to become familiar with the services and benefits offered by the career and technical education programs in this community and to support and participate in these programs to enhance their individual work skills and productivity.
“Careers In Energy Week”
Resolution passed in 2011!
Branding Initiative
Purpose of the Branding Initiative
• Enhance the “Get Into Energy Georgia” brand
• Raise awareness of careers in energy and industrial construction
• Support the activities associated with the E.N.E.R.G.E. Grant
• Promote GEICC to potential members
Our Message - “I Am Energy Statement”
GEICC 2009 ©
Three-Phases – Phase 1 (Branding)
• GEICC Logo• Hot/Cool Message• 4 Ads
• Energy• “Green”• Nuclear• Industrial
Construction• Avatars
Three Phases – Phase 2 (Sales Tool Kit)
• Four areas of focus• Business Leaders & Potential Members• Students & Pathways• Hot/Cool Jobs• Get Into Energy
• “Pathways Brochure”• Event Banner
Three Phases – Phase 3 (Web Design/Development)
• http://getintoenergyga.com.s79629.gridserver.com/• http://geicc.org• Interactive Site
• On-line training• Links to GEICC and other energy partners
Project Costs
•Total project costs - ~$41,625• $30,625 – ENERGE Grant funds• $6,000 – GEICC funds (ownership of the Avatars)• $5,000 – GEICC funds (I am Energy…statement)
• Does not include hosting fees
Closing Thoughts
• Determine your branding strategy• Identify best funding sources
• What does your consortium want to own?• If purchased by grant dollars – it’s not yours!
Resources
www.getintoenergyga.org
www.getintoenergy.com
www.cewd.org
www.careeronestop.org
www.geicc.org
Contacts
CEWD: Ann Randazzo
Center for Energy Workforce Development
202 638-5802
GEICC: Angie Farsee
Georgia Transmission Corporation
770 270-7614
Branding: Jeff Faught
BCHORD – Branding Identity + Communications
404 377-3035
