Board of Directors Meeting February 21, 2013 12:30 p.m. to 3:00 p.m. ET Augustus B. Turnbull III Florida State Conference Center 555 West Pensacola Street Tallahassee, FL 32306 Workforce Florida Board/Florida Workforce Chairs’ Alliance – Boxed Lunch Pick-up 11:15 a.m. Room 208 – Auditorium FWCA Meeting 11:30 A.M TO 12:30 P.M. ET Board of Directors Meeting Agenda FEBRUARY 21, 2013 • 12:30 TO 3:00 P.M. ET FLORIDA STATE CONFERENCE CENTER – ROOM 208 AUDITORIUM 555 WEST PENSACOLA STREET • TALLAHASSEE, FL 32306 Chairman’s Welcome & Opening Remarks Dwayne Ingram Race to Place Stacy Campbell-Domineck Florida Workforce System Branding Update IDEAS of Orlando Tab 1 Consent Items Approval of Designee Tab 2 Approval of Minutes Tab 3 Approval of Waiver Review Committee Recommendation Ric Shriver Tab 4 Action Items Approval of Legislative Agenda April Money Tab 5 Approval of Local Plans Mary Lazor Tab 6 Approval of Biennial Recertification of Regional Workforce Boards David Cooper Tab 7 Career & Professional Education Industry Certification List Approval Jayne Burgess Tab 8 Statewide Targeted Occupations List Jayne Burgess Tab 9 Approval of Electronic Board Packet Policy Scott Fennell Tab 10 Approval of Contract under Workforce Florida Contracting Policy Jay Barber Tab 11 o Quick Response Training – St. Petersburg College Council Reports Finance & Efficiency Council Andy Perez Tab 12 Performance Council Britt Sikes Tab 13 Global Talent Competitiveness Council Ric Shriver Tab 14 President’s Report Chris Hart Regional Workforce Board Reports Florida Workforce Chairs’ Alliance Lenné Nicklaus-Ball Florida Workforce Development Association Richard Williams New Business & Public Comment Chairman’s Closing Remarks Dwayne Ingram Information Items Tab 15 Biography of Jesse Panuccio, Executive Director, Florida Department of Economic Opportunity Employ Florida Statewide Marketing and Outreach Update Councils Membership List 2013 Meeting Schedule UPCOMING MEETINGS Workforce Florida Executive Committee Meeting April 17, 2013 Workforce Florida Board of Directors/Councils Meetings May 21-22, 2013 (please note - new dates) Naples FLORIDA WORKFORCE SYSTEM STATEWIDE BRANDING INITIATIVE UPDATE * * * * * * * * * * * Goal: Through research-based strategic market analysis and collaborative input from stakeholders throughout Florida’s workforce development system, develop recommendations for a single, common brand that conveys and promotes a comprehensive, unified and aligned system of world-class services for job seekers, workers and businesses. Project Launch Date: November 2012 Target Date for Rebranding Recommendations: May 2013 Quarterly Meeting of the Workforce Florida Inc. Board of Directors Background: At the November 2012 Board of Directors and related meetings, the Workforce Florida board and partners were introduced to Team IDEAS, the competitively selected Florida firm chosen to conduct the research and development of a statewide, unified brand for Florida’s workforce system, consistent with the branding provision in Chapter 445.007, Florida Statutes. Charged with leading the Florida Workforce System Branding Initiative, Workforce Florida has committed to a transparent and collaborative process. The next board update is planned for February 21, 2013. Team IDEAS of Orlando will report on Phase I research findings to date. The branding initiative was officially launched in November with an overview briefing for Workforce Florida’s board and partners and participation in the Florida Workforce Development Association and Florida Workforce Chairs’ Alliance meetings. Team IDEAS also held a daylong, open-door, “drop-in” session for regional and state workforce leaders to share initial thoughts and ideas regarding workforce system branding. Among major milestones completed to date are 27 Culture Mapping sessions held in nine cities, two, daylong StoryJam™ workshops in Tampa and a state Consumer Awareness and Perceptions Research Survey. The workforce Culture Mapping sessions were developed by Team IDEAS to better understand the cultural stories, practices, habits, rights and rituals of Florida’s workforce regions that may influence the successful development of a unified brand. The small, facilitated group dialogues provided the project team with a better understanding of how the current brands are perceived by a broad spectrum of stakeholders. The Culture Mapping sessions were conducted December through February as a series of two-hour interviews with frontline workforce professionals, regional workforce leaders, local board members, business leaders and partners as well as Workforce Florida staff members. More than 200 people participated statewide in Culture Mapping with 100-percent participation from Florida’s 24 Regional Workforce Boards. The StoryJam™ workshops were designed to bring leaders through a series of facilitated and directed exercises to develop a shared collection of core story assets, key narrative elements, success factors, perceived failure drivers and action steps relevant to creating a new brand strategy. These intensive workshops were created to develop a compelling narrative about how the Florida workforce system can be perceived by job seekers and businesses as a powerful ally and resource. StoryJam™ participants included more than 50 workforce, business, education and economic development leaders from across Florida. The Tampa Bay-area Regional Workforce Boards — Tampa Bay WorkForce Alliance, WorkNet Pinellas, Pasco Hernando Workforce Board and Suncoast Workforce — were particularly instrumental in driving participation among stakeholders in these workshops. Workforce Florida board members who attended a StoryJam™ workshop were: Chairman Dwayne Ingram, Dan Baldwin, Mary Lou Brunell, Kevin Doyle, Leslie Ingram and Linda Sparks. Project updates, including monthly reports (which are included in this briefing packet), are available at http://www.workforceflorida.com/PrioritiesInitiatives/BrandingInitiative/WorkforceBrandingInitiative .php. Months October November December January February March April May June Weeks 1-2 3-4 1-2 3-4 1-2 3-4 1-2 3-4 1-2 3-4 1-2 3-4 1-2 3-4 1-2 3-4 1-2 3-4 PHASE ONE Planning and Meetings Culture Mapping Planning and Session Dates: Dec. 5-18, Feb. 5 Quantitative Research 1, Design and Fielding StoryJam Planning and Sessions Brand Strategy Briefing: Feb. 21 WFI Board Meeting Culture Mapping Report StoryJam Report Quantitative Research 1 Report Executive Interviews PHASE TWO Brand/Competitive Audit Brand Strategy and Positioning Identity/Logo/Nomenclature Quantitative Research 2: Identity Testing Identity revisions and Style Guide Implementation and Outreach Plan Brand Recommendations at May WFI Board Meeting Final Report Statewide Branding Initiative Florida’s Workforce System Monthly Progress Report January 2013 Goal: Through research-based strategic market analysis and collaborative input from stakeholders throughout Florida’s workforce development system, develop recommendations for a single, common brand that conveys and promotes a comprehensive, unified and aligned system of world-class services for job seekers, workers and businesses. Launch Date: November 2012 Target Date for Rebranding Recommendations: May 2013 Quarterly Meeting of the Workforce Florida Inc. Board of Directors Work accomplished this reporting period: • Conducted two, full-day StoryJam TM workshop sessions on January 9 & 10, 2013, in Tampa. Team IDEAS and Workforce Florida welcomed stakeholders and leaders from across the state. Workforce, business, education and economic development were all represented at each of the daylong, intensive facilitated workshops. • Received briefing from North Star Destination Strategies on top-line findings from its initial research, as Enterprise Florida Inc. develops a new business brand for Florida. • Worked with partners at the Florida Department of Economic Opportunity and Workforce Florida to negotiate/approve database sharing agreement, which would provide access to employer contact information available through the Employ Florida Marketplace and the Florida Labor Market Statistics Center, to support the Employer Awareness and Perceptions Research. • Designed and launched the Competitive Brand Audit with interviews planned for Florida’s 24 workforce regions, the Department of Economic Opportunity, and research and analysis of state programs in Texas, Kentucky, Georgia and Alabama. • Began executive interviews with executive directors from the 24 Regional Workforce Boards and other selected leaders, as part of the Competitive Brand Audit. • Participated in the January 29, 2013, Employ Florida Communications Consortium monthly teleconference to follow-up on previous request for marketing collateral materials from workforce boards and answer any questions regarding the Competitive Brand Audit. • Began interviews with communications directors for the 24 Regional Workforce Boards. • Began compilation and analysis of Culture MappingTM session insights to deliver Session Report in February 2013. • Began to review and apply StoryAnalyticsTM to insights collected in StoryJam TM sessions to deliver the StoryJam report in February 2013. • Began Quantitative Research Report on insights gathered through the Consumer Awareness and Perceptions Research online survey conducted in late December to deliver on February 2013. IDEAS – The Innovation Studio 64 East Concord Street, Orlando, FL 32801 407.601.7878 ideasorlando.com Statewide Branding Initiative Florida’s Workforce System Monthly