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Employer Outreach presentation by Full Capacity Marketing

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Celina Shands
Celina Shands

The document provides tips and strategies for effective employer outreach. It discusses setting measurable goals, building targeted messaging, leveraging various communication platforms like social media and news media, tracking return on investment, and developing global and individualized messaging. Key recommendations include understanding employer needs, highlighting program successes, and establishing internal systems to coordinate outreach efforts.

Education
1 of 65
Effective Employer Outreach U.S. Department of Labor Employment and Training Administration Presenter: Celina Shands Gradijan President/CEO Full Capacity Marketing, Inc. 2010 National Reemployment Summit December 14 & 15 - Arlington, VA
Welcome!
Topics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Measurable Employer Outreach Goals ,[object Object]
Employer Outreach Evaluation
Reality Check ,[object Object]
Communication Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Building the Message Global Messages 1-1 Messages
Global Messages ,[object Object]
Global Message Formula ,[object Object],[object Object],[object Object],[object Object],[object Object]
Communication Platforms
Exercise: ,[object Object]
Highlighting Successes ,[object Object]
Global Message Deployment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Web ,[object Object],[object Object],[object Object],[object Object]
Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object]
Cause Campaigns ,[object Object]
Baseline Data ,[object Object],[object Object],[object Object]
Campaign Components ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cause Partnerships ,[object Object]
National Workforce Campaign Leveraging Messages & Successes
Imagine having a single virtual repository filled with thousands of workforce success stories from each state and local area accessible to policy makers and other stakeholders that clearly demonstrates the return-on-investment (ROI) of workforce development.
 
 
 
 
 
 
 
 
 
Exercise From Global Messaging to 1-1 Communication
Everyone Sells?
1-1 Messaging During All Business Cycles
If your customer needs a flat screen TV, why are you trying to sell her a radio?
Know thy Audience
Sales Team Alignment ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Case Study
Sales Team ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tulare WIB Offerings Pre-Employment Solutions WorkKeys Job Profiling Company-owned Skills Testing Customized Training Downsizing & Layoff Aversions Sector-based Strategies
EDC Offerings   Enterprise Zone Federal/Local Tax Credit Programs Financing/Capital Foreign trade zone Location Assistance Business Attraction Entrepreneurship/Management
Referring Partner Offerings   Accounting/CPA Services  Business/Strategic/Marketing Plan   Construction/Engineering/Architectural Services   Cost Segregation Analysis/Services   Domestic/global marketing and sales    Environment/government regulations   Information technologies   Law enforcement   Local government services   Operations/production   Product development   Resource Center - Research   State government   Transportation/logistics/supply chain   Utilities/Energy Savings   Web Design/E-Commerce   
Employment Connection Offerings WorkKeys – WIA client Recruitment Services Training On-the-job (OJT) Occupational Skills Resources & Information Labor Market Trends HR Information EEO Information Labor Relations Government Resources Wellness & Ergonomics Information Employer Incentives Events & Workshops
Innovate Tulare County Collective Packaging # 1: Business Incentives #2: Business Services #3: Workforce Solutions
Subtle Communication Cues Celina Shands Gradijan – Business Services Representative Employment Connection – Visalia 2222 ABC Street Visalia, CA 22222 Phone (222) 222-2222 [email_address] Partner
A Familiar Cycle 2. Connect with them 1. Who might need us? 3. Make a suggestion
Sales Process 2. Outreach 5. Engagement/Close 1. Prospect Lists 3. Initial Consultation 4. Solution Selling
[object Object],Collaborate with FCM on identification of needs, design and focus of TA strategies, development of performance measures and synthesis of accomplishments and lessons learned. Case Study High Growth Youth Offender Initiative
HGYOI Business Engagement Model
Cross-Agency Partnerships
New Jersey Ohio Wisconsin Oregon California Texas Oklahoma Colorado Florida Dallas Fort Worth Colorado Springs Stillwater Sierra Vista Phoenix Arizona Cleveland Dayton La Crosse Portland Cherry Hill St. Petersburg Sarasota Hammond Louisiana Imperial Beach The Oregon Consortium
Aligning Supply with Demand Our Dual Mission
HGYOI Business Engagement Disconnects Lack of market research No systems to capture voice of business Data not used to improve operational structures Weak message strategies and lack of positioning No consultative sales process Lack of prospect lists Lack of business outreach coordination Defining business engagement Tracking ROI
Voice of the Customer Employer Outreach Tracking Tool
Happy Business Customers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Demand Dashboard
Demand Dashboard HGYOI Highlights Outreach & Engagement # of all contacts increased 74% 30-45% - cold calls Future Engagement 30% interested in future engagement New Hires # of part-time or full-time hires increased from 65 to 142 per month
Conclusions 1. Businesses want a partner that understands their issues. 2. They want a system that has internal efficiencies among its many partners 3. They will engage with you if they understand the value propositions. 4. Communication platforms are critical in both outreach and 1-1 sales efforts . 5. Credibility and perceived value increases if solutions are identified [ regardless of the funding stream ].
Exercise 2. Outreach 5. Engagement/Close 1. Prospect Lists 3. Initial Consultation 4. Solution Selling
Tracking ROI Outreach & Education
Tracking ROI Sales
Assignment Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Resources Online Web Evaluation Tool Complimentary Web Evaluation Web Enhancement Library Social Media Tutorials Marketing Workgroup Quarterly eNewsletter Follow Us www.FullCapacityMarketing.com
© 2010 All Rights Reserved Contact Information Celina Shands Gradijan – President/CEO Full Capacity Marketing, Inc. 3525 Del Mar Heights Rd. #296 San Diego, CA 92130 (858) 793-6694 - phone (858) 793-1728 - fax [email_address] Web: www.fullcapacitymarketing.com Questions or Comments? Contact Us!

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Employer Outreach presentation by Full Capacity Marketing

  • 1. Effective Employer Outreach U.S. Department of Labor Employment and Training Administration Presenter: Celina Shands Gradijan President/CEO Full Capacity Marketing, Inc. 2010 National Reemployment Summit December 14 & 15 - Arlington, VA
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  • 8. Building the Message Global Messages 1-1 Messages
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  • 22. National Workforce Campaign Leveraging Messages & Successes
  • 23. Imagine having a single virtual repository filled with thousands of workforce success stories from each state and local area accessible to policy makers and other stakeholders that clearly demonstrates the return-on-investment (ROI) of workforce development.
  • 24.  
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  • 33. Exercise From Global Messaging to 1-1 Communication
  • 35. 1-1 Messaging During All Business Cycles
  • 36. If your customer needs a flat screen TV, why are you trying to sell her a radio?
  • 38.
  • 40.
  • 41. Tulare WIB Offerings Pre-Employment Solutions WorkKeys Job Profiling Company-owned Skills Testing Customized Training Downsizing & Layoff Aversions Sector-based Strategies
  • 42. EDC Offerings   Enterprise Zone Federal/Local Tax Credit Programs Financing/Capital Foreign trade zone Location Assistance Business Attraction Entrepreneurship/Management
  • 43. Referring Partner Offerings   Accounting/CPA Services  Business/Strategic/Marketing Plan   Construction/Engineering/Architectural Services   Cost Segregation Analysis/Services   Domestic/global marketing and sales    Environment/government regulations   Information technologies   Law enforcement   Local government services   Operations/production   Product development   Resource Center - Research   State government   Transportation/logistics/supply chain   Utilities/Energy Savings   Web Design/E-Commerce   
  • 44. Employment Connection Offerings WorkKeys – WIA client Recruitment Services Training On-the-job (OJT) Occupational Skills Resources & Information Labor Market Trends HR Information EEO Information Labor Relations Government Resources Wellness & Ergonomics Information Employer Incentives Events & Workshops
  • 45. Innovate Tulare County Collective Packaging # 1: Business Incentives #2: Business Services #3: Workforce Solutions
  • 46. Subtle Communication Cues Celina Shands Gradijan – Business Services Representative Employment Connection – Visalia 2222 ABC Street Visalia, CA 22222 Phone (222) 222-2222 [email_address] Partner
  • 47. A Familiar Cycle 2. Connect with them 1. Who might need us? 3. Make a suggestion
  • 48. Sales Process 2. Outreach 5. Engagement/Close 1. Prospect Lists 3. Initial Consultation 4. Solution Selling
  • 49.
  • 52. New Jersey Ohio Wisconsin Oregon California Texas Oklahoma Colorado Florida Dallas Fort Worth Colorado Springs Stillwater Sierra Vista Phoenix Arizona Cleveland Dayton La Crosse Portland Cherry Hill St. Petersburg Sarasota Hammond Louisiana Imperial Beach The Oregon Consortium
  • 53. Aligning Supply with Demand Our Dual Mission
  • 54. HGYOI Business Engagement Disconnects Lack of market research No systems to capture voice of business Data not used to improve operational structures Weak message strategies and lack of positioning No consultative sales process Lack of prospect lists Lack of business outreach coordination Defining business engagement Tracking ROI
  • 55. Voice of the Customer Employer Outreach Tracking Tool
  • 56.
  • 58. Demand Dashboard HGYOI Highlights Outreach & Engagement # of all contacts increased 74% 30-45% - cold calls Future Engagement 30% interested in future engagement New Hires # of part-time or full-time hires increased from 65 to 142 per month
  • 59. Conclusions 1. Businesses want a partner that understands their issues. 2. They want a system that has internal efficiencies among its many partners 3. They will engage with you if they understand the value propositions. 4. Communication platforms are critical in both outreach and 1-1 sales efforts . 5. Credibility and perceived value increases if solutions are identified [ regardless of the funding stream ].
  • 60. Exercise 2. Outreach 5. Engagement/Close 1. Prospect Lists 3. Initial Consultation 4. Solution Selling
  • 61. Tracking ROI Outreach & Education
  • 63.
  • 64. Resources Online Web Evaluation Tool Complimentary Web Evaluation Web Enhancement Library Social Media Tutorials Marketing Workgroup Quarterly eNewsletter Follow Us www.FullCapacityMarketing.com
  • 65. © 2010 All Rights Reserved Contact Information Celina Shands Gradijan – President/CEO Full Capacity Marketing, Inc. 3525 Del Mar Heights Rd. #296 San Diego, CA 92130 (858) 793-6694 - phone (858) 793-1728 - fax [email_address] Web: www.fullcapacitymarketing.com Questions or Comments? Contact Us!
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