Universal WorkOne Brand Strategy Presentation

1-1-2008

What is WorkOne’s brand vision and who are we

serving?

A brand vision infuses the following...

• Forces management to reach consensus on longer-term growth objectives and stake out where that growth will come from.

• The brand vision should guide research.• The vision will tell all stakeholders where

the company is heading and what role the brand will play in getting there.

Why is having a strong, cohesive, universal brand

important to WorkOne?

• Describes• Distinguishes• Delivers your promise• Drives business

What is A Universal Brand?

The general consistency and uniformity of a brand across geographic regions.

The value of brand• Builds an emotional connection (trust) with

your audience.• Multiplies the value of your efforts by increasing loyalty.• Guides you in making decisions.• The best people want to be a part of a great identity experience.

Managing your brand

• Built over time, not over night• Delivers on the promise• Requires discipline and leadership• Internally, live it• Externally, communicate it

What are some similarities you will find with a strong brand?

• Wherever you go, it is always the same!

To maintain a strong brand, WorkOne needs to maintain

cohesiveness throughout the state!

Definitions• Brand: Whatever a person thinks of when he/she hears your organization’s name

(products, service, reputation, image, feelings, etc.)

• Brand promise: What your company commits to deliver consistently

• Position statement: A one-sentence statement of differentiation about your organization• (Internally Focused)

• Slogan/tagline: Verbal synopsis of the promise

• Logo: is a graphical element, symbol, or icon that, together with its logotype form a trademark or brand

• Brand Statement: A one-sentence statement of differentiation about your organization(Externally Focused)

What defines WorkOne?• Brand: Place to show people how to find jobs, get training, and unemployment services

• Brand promise: Customer Bill of Rights: 1. Customers have the right to know their skills2. Customers have the right to improve their skills3. Customers have the right to find the best job to match their skills• Position/Mission statement: • (On a daily basis) Raise Everyone Up One Level• (Internally Focused)

• Slogan/tagline: Make Your Move

• Logo:

• Brand Statement: WorkOne is a comprehensive, statewide career and employment resource for job seekers and employers.

• (Externally Focused)

The brand development process

Who do we serve at WorkOne Centers?

• People looking for jobs• People looking for job training• People looking for unemployment services• People looking for Skills Assessments

Future endeavors for WorkOne Marketing

1. Quarterly Marketing Meetings (1st Meeting in Columbus, In on November 14, 2007)

2. Updated Brand Portal Website (www.in.gov/dwd/brandportal)3. Updated best Practices Website (

www.in.gov/dwd/workone_best_practices/)4. Brand new WorkOne Portal Website (www.in.gov/dwd/WorkOne)5. Job Matching website coming 3rd Quarter of 2008