Many economic and workforce development state agencies attempt to unite their local organizations with a single brand identity. There can be distinct advantages to this branding strategy, however many times it falls short due to a lack of buy-in at the local level. Recognizing these issues, the Virginia Workforce Council (VWC) assigned the Awareness and Confidence Taskforce to initiate a marketing campaign by establishing a contract with Full Capacity Marketing, Inc.(FCM), in an effort to engage the seventeen local workforce investment areas (LWIAs).

FCM completed three phases to the project including 1) a market position analysis of the Virginia Workforce Network (VWN) brand; 2) development and deployment of a strategic campaign; and 3) and analysis of the campaign and its return on investment (ROI).

For one-tenth the cost of customary campaigns, FCM created a "Workforce Development Month Campaign", in conjunction with the LWIAs, holding 29 public relations events across the state. Attended by 7,610 participants, the campaign provided a mechanism to strengthen or develop 39 new strategic relationships with businesses, chambers of commerce, economic development and education. Over 100 print and broadcast stories were successfully placed about the campaign. Brand awareness of the public workforce investment system increased from 20 to 47 percent among Virginia businesses.

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