3.24.11

1. 3.24.11 We connect job seekers with employers, deliver work force solutions to Idaho businesses and help people with career and life transitions.

2. CAMPAIGN PLANNING Step 1: Idaho Department of Labor

3. /// Goals Increase employment Increase # of green jobs Increase productivity Reduce turnover More workers, better wages Promoting life long learning /// Role of Marketing Raise Awareness Change attitudes and perceptions Use messaging to change behavior

4. Industry knowledge. • Employment landscape is ever-evolving • We need to deliver tools that allow Idahoans to thrive • Low awareness of the Idaho Department of Labor agency services • Many Idahoans view the Department of Labor as the “unemployment agency” • Untapped opportunities should be utilized • Target Industries: • High Technology • Power & Energy • Advanced Manufacturing • Healthcare

5. Macro Trends. • Changing nature of business: quicker decisions, leaner organizations, info chunking • Information overload (technology) • Current economy – Work is good • People & business is more casual • Multiple careers • People looking for transparent, value-giving organizations • Desire specific language (their language) • Two way conversation • Better informed workforce • Constant communication

6. Competitive Activity. Job Seekers • Monster.com, Career Builder, Craig’s List • Local sites include zidahojobs.com, idahojobseekrs.com, (Boise)helpwanted.com • We take personal interest in putting Idahoans to work by going far beyond our competitors • Competitors can actually be our partners • Several are heavy consumer marketers

7. Competitive Activity. Business • For-profit companies providing management and financial services • Complacency • We are the leading expert on all things within employment and work force landscape • Our systems are at no additional cost

8. Target Audience & Behavior. • Idahoans aged 17 to 65 – overall awareness • The independent Idaho mindset • Young people preparing to graduate from high school • Displaced adult workers • Business community that has the ability to hire, train and create jobs for Idaho’s job seekers • Choose to live in Idaho • Work hard and play hard • Can-do attitude – no fluff, no handouts

9. Points of Uniqueness. • Experts of Idaho employment • Local offices • Job fairs • CIS in schools & available to adults • Data • Career Development & Continued Ed • Many products • Access to technology • Services available to job seekers to support them in their job search • One-on-one

10. Liabilities to Manage. • Current economy - lack of jobs • May have product overload to manage • More technology = perceived fewer touch points • Job seekers: slower, lack of awareness (esp. >21), little marketing share of voice • Businesses: afraid of DOL audits, it’s complicated, perceptions (low end jobs), skeptical • Too many acronyms, alphabet soup • Production overload

11. /// Getting the Word Out

12. Establish who we are. Critical first act, get it set and then move on. Heavier emphasis on mass media vehicles. • Share what we do. Act II – we (the messenger) deliver workforce products and services. Larger chunk, still mass media, plus more vertical channels to better target and give more opportunity to build relationship. • Voice. Think HUM. (don’t shout) • Timing. Development takes time for leads, stakeholders and audience input, then execution. Adhere to grant deadlines.

13. /// Overall – Two Thirds/One Third ACT I: WHO we ARE 37% Establish the messenger Launches our efforts ACT II: WHAT we DO 63% Products & Services Takes the drivers seat

15. /// Mass Media WHO we ARE 38% WHAT we DO 62% Breakout Television 65% Radio 20% Print 15%

16. /// Target Media WHO we ARE 25% WHAT we DO 75% Breakout Virtual Job Fairs 21% Movie Theater 19% Direct Mail/Businesses 21% Posters/bus signs 2% Custom Publications 17% Presentations 7% Ed Publications 14%

17. /// Social Media & Web WHO we ARE 19% WHAT we DO 81% Breakout Re-tool Mass for Social 10% Engage audience with conversation 5% E-newsletters 14% SEM 32% Web Tools 14% Microsite 25%

18. /// Earned Media WHO we ARE 50% WHAT we DO 50% • Extend beyond current efforts • Mass media & targeted efforts • Beyond audience expectations • Opportunity with green jobs new products and publications

19. /// Theme development • Foundation. • Name – Idaho Department of Labor (long name) • People • Our key point of difference • Government Agency • Revitalize • Recognize • Longevity • Lasting theme moving beyond current economic times • Positive • Perception and behavior change • Culture • Where our message is delivered

20. Measure / Refine. What type of results do we need? How will we measure them? How can we improve future efforts? • Product & message testing • Target audience baseline • Post campaign tracking • Adjustments

21. 3.24.11 CAMPAIGN PLANNING Step 2: Customers

22. ///Audience Research: Focus Groups • Guide strategy and message development • For “green” employment services • Department of Labor • Inform the baseline study scope. • Idaho Falls, Twin Falls, Boise, Lewiston, Coeur d’Alene • March and April • Job Seekers • Business/HR, Target Industries

23. ///Audience Research: In-depth Interviews • Understand strategic positioning • For services and marketing • Working collectively • April • Idaho Executives in Target Industries • Statewide • Telephone interviews, 25 minutes each

24. ///Audience Research: Qualitative Surveys • Phone and Online surveys • Establish Baseline among general population. • May • Follow-up survey will gauge program success. • November/December

25. Testing Message Development Concepts. • Tone • Visual Appeal • Approach

26. JOB SEEKERS

31. 3.24.11 BUSINESS/HR