CA Community Colleges - Economic & Workforce Development
The California Community Colleges Economic and Workforce Development Initiative (EWD) is a program administered by the Chancellor's Office to support high growth sector businesses in California with workforce training, technical consulting and business services. There are 11 programs that comprise the EWD initiative throughout California including advanced transportation and energy, biotechnology, healthcare, environmental safety and homeland security, international trade, new media, small business and entrepreneurship, workplace education, manufacturing, Californian Corporate College, and the Centers of Excellence.
Customer surveys revealed several communication disconnects that were reflected in EWD's former Website. These included a) a lack of understanding about how programs were connected with the EWD brand; 2) missed opportunities to make cross-referrals among 12 different Websites versus a single portal; 3) messaging that targeted an internal stakeholder group (community colleges) versus the primary target of California business and industry; 4) lack of collective packaging of EWD's products and services for businesses; and 5) a text heavy, static Website.
EWD contracted with FCM to design a collective brand strategy that better leveraged individual program efforts and engage business and industry as a partner, funder and customer through a redesigned integrated Web portal.
"Celina helped us define our brand and created a fabulous Website to promote our new image, products and services to our customers. It changed the way we are perceived and gives us a great place in which to drive our customers for up-to-the-minute industry reports we have written and events we are conducting."
Jennifer Oliver
Center Director
Greater Silicon Valley COE
View Former Website
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