Branding the DuPage County Workforce Development Board-
Creating a New Identity and Name Recognition

Back to list of cases

Background

Due to changes in federal programs, a county-wide organization named “Private Industry Council” was required to change its name to reflect new job-training and employment opportunities provided by the government.

Challenges

The newly named “DuPage County Workforce Development Board” needed to create a new identity, become a well-known organization, and inform members of the DuPage County community about the numerous employment programs that were available to them throughout the county and state. Additional challenges in this branding effort included the opening of the Illinois Employment and Training Center, one of 26 such centers throughout the state run by various workforce development boards, and the launching of the Career Connector, a job-finding Web site.

Marketing/Public Relations Solutions

Clare Communications provided the following marketing/public relations services:

• Developed a new, modern logo
• Designed letterhead and envelopes with the new logo
• Created a series of flyers for various programs offered through the DuPage County Workforce Development Board using similar graphic elements to create a unified image and recognition
• Planned the grand opening of the Illinois Employment and Training Center in Lombard, Illinois, using it as a hands-on opportunity to demonstrate the features of the center to governmental and community leaders, human resources professionals, and job seekers
• Developed and distributed a detailed media packet about the new center and the background of job-training programs
• Sent out frequent news releases to the media about special programs, events, teen employment opportunities, meetings, conferences, and studies
• Arranged public speaking engagements for members of the DuPage County Workforce Development Board to various chambers of commerce throughout the county and to other targeted organizations
• Arranged radio interviews
• Held a press conference to announce and demonstrate the Career Connector Web site
• Held a special reception for human resources professionals to demonstrate the Career Connector, answer their questions, and elicit their feedback
• Provided Career Connector information packets and bookmarks to student career centers at colleges and universities and to local libraries

previous           next