Workforce development boards across the country are competing more than ever to communicate their important missions to funders, to the communities they serve, and to their key stakeholders. Building a competitive workforce and positioning the relevancy of a workforce board cannot be accomplished through business as usual.

Recognizing this, the Centralina Workforce Development Board (CWDB) contracted with Full Capacity Marketing, Inc. (FCM) to conduct a market position assessment to understand how the community viewed the organization. The new re-branding strategy positions the Board as the competitive force in our global economy, and encompasses a new tagline, mission, vision, elevator speeches and key organizational messages. FCM also conducted a "Live Your Brand" training in which all partners within the workforce system were trained in how to better communicate with customers to enforce the brand messages.

The final component of the re-branding project included a comprehensive redesign of the organization's Web site to create a real-time medium for internal and external communication. Part of the Web site strategy involves highlighting strategic initiatives from the Board to showcase relevancy and economic impact. The site includes a blog where the community can post comments, suggestions and ideas; customer surveys; and downloadable podcasts that address workforce, economic and education issues and solutions. Additionally, visitors can explore employment and training solutions for businesses, youth, and job seekers provided through the Centralina JobLink Career Centers.