Suggestions when Designing Promotional Tactics

Differentiate sector strategies from what has been done in the past

Consider developing a message that differentiates sector strategies from traditional workforce development and business outreach services. Sector strategies overcome a set of weaknesses inherent in past and existing business and worker support strategies - single-employer focus, arbitrary geographic boundaries, lack of meaningful employer engagement, lack of coordination among key stakeholders, and limited focus on job quality. Messaging campaigns can help various constituents and stakeholders understand that this is a “new way of doing business,” not just another “program.”

Keep the end in mind

What is the purpose of your marketing campaign and how will you know if and when you have reached your goals? Once you have clearly articulated your purpose and goals, you should then develop a strategy for achieving those goals. Try to avoid developing a menu of “tactics” without being clear about your purpose.

Gather and use outcome and impact data to support your message

As you develop your sector strategy message, you will want to have access to outcome and impact data. This is particularly relevant for potential funders, policy makers and legislators who will likely want to see data to justify their investment.

Focus on telling the story

Impact data is important as you begin to develop a messaging campaign for your state sector strategy. However, you will want to use data to support your message, not drive it. Effective promotional campaigns reach people at an emotional level – the facts and data are used to back up the story you tell. Write a message and story that people want to read, not a compilation of facts and figures. How has your sector strategy made a difference in the lives of your citizens and the competitiveness of your businesses, regions and states? Worker and employer testimonials can be one powerful tool to tell the story.

Do not wait to begin messaging

You should not wait until you have concrete impact results before you begin your messaging campaign. It is important to message throughout the stages of your strategy development. You can:

• Use other state sector strategy’s successes to tell a story before your sector initiative has its own successes to highlight.
• Position early success as a proof of concept and as part of a strategy for scaling up.
• Frame your strategy as evidence-based by highlighting promising practices and lessons learned from other states and your own.
• Share credit with sector initiative partners and supporters to build continued support - success has 1,000 parents!

Differentiate your messages to the various constituencies

Target your message to various constituents. For example:

• Communicating impact and “return on investment” measures is important for legislators, businesses, policy makers, economic developers and funders.
• Utilizing case studies of how the sector initiative has helped workers to advance is important for CBOs, public partners, funders, and legislators.
• Using business champions to deliver the message of success is an effective way to engage other businesses.

Leverage limited resources and minimize duplication

Typically, few state resources exist to support promotional work. Therefore, it is important to leverage existing resources and expertise across public and private partners. Consider that even routine reports (i.e. annual reports, strategic plans, plans-on-a-page, and industry sector reports) are resources to promote sector strategies. Leveraging these resources will require significant planning and coordination across the partners.

Use lessons learned and case studies to promote your strategy

Lessons learned about what works (and what does not) can often be turned into promotional tools. Short case studies about activities and scope of influence; synopses of what's been working over the lifetime of the initiative; and even references to what's been the most challenging can be effective ways to illustrate the value of the strategy.

Maximize the use of e-communication

Technology, e-communication and websites offer tremendous opportunities for states to promote their sector strategies. When legislative funding to support Pennsylvania's Industry Partnerships was threatened in 2009, WorkforcePA created a website where employers and other stakeholders could sign a letter of support. The website featured links to op-eds, employer testimonials, and talking points.