The Colorado Office of Workforce Development (COWD), staff to the Governor's Workforce Council, developed a state brand for the public workforce investment system. After the brand was launched through numerous failed campaigns and little support from the local workforce investment areas, Full Capacity Marketing, Inc. (FCM) was assigned to the project to bridge the state and local outreach efforts and to improve brand awareness and market penetration among business customers across the state. FCM conducted market research and a market position analysis, developed a strategic business and marketing plan, and deployed an Executive Retreat with the Governor's Council. Out of this retreat, a vision for statewide marketing and outreach was developed and implemented with the local areas over twelve months.

FCM designed an integrated marketing system to bridge the gap between state and local efforts and improve brand awareness and market penetration, and managed the project. Statewide training occurred for all local marketing and outreach teams to prepare them for a statewide campaign, and to implement their local marketing tactics.

Through a 2004 and 2005 public awareness campaign, over 3,300 businesses, and 11,100 job seekers accessed services. Over 231 proactive news articles were placed about the workforce investment system, and approximately $17,500.00 was raised in sponsorship monies. Market penetration among businesses increased from 2.30 percent to 32.81 percent.

In 2006 - 2007, teams elevated their marketing and communications efforts through a "Marketing Certification" process designed by FCM. As part of the Malcolm Baldrige Continuous Improvement program, the certification process provides incentive monies to local areas for creating and deploying strategies that support human resource, and customer and market focus. The milestones require that local areas work from a regional perspective, linking with economic development, and building strategic partnerships for sustainability.

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