The Why

More than 10 years ago, CareerSource Florida hired Moore as their external communications arm. Our mission was to increase the awareness and perception of the CareerSource Florida brand among Florida businesses and job seekers, and promote local-state collaboration, while strengthening the CareerSource Florida network brand statewide.

In other words, CareerSource Florida works with Moore to help connect businesses to training grants, and talented people to career services and jobs.

Services

  • Advertising
  • Brand Development
  • Crisis Communication
  • Digital Marketing
  • Graphic Design
  • Media Relations
  • Public Relations Strategy
  • Research
  • Strategic Planning
  • Video Production
  • Website Design

The How

To achieve CareerSource Florida’s goals, Moore creates and executes an annual marketing and communications plan. Three strategies are particularly effective:

Research and Analysis

In 2013, when Florida’s workforce system was undergoing a rebrand, Moore advised on how to conduct market research, then analyzed the findings to inform brand development and launch. From this baseline research, Moore led a follow-up research project to measure the perception and awareness of the CareerSource Florida brand, as well as 24 local workforce development boards, among businesses and job seekers.

Digital Marketing

Under Moore’s leadership, CareerSource Florida has expanded its use of digital platforms to reach and nurture more of its audience. Our approach includes SEO, SEM, social media, programmatic advertising, dynamic landing pages, and email marketing.

Statewide Cooperative Outreach Program

In 2016, CareerSource Florida launched a cooperative outreach program that would meet the diverse communications needs of each of 24 local workforce development boards. Moore developed the program’s strategy and managed the administration of the program and executed each board’s scope of work—a mix of branding, digital marketing, asset development, collateral design, advertising, website strategy and social media training.

Sector Strategies Video

The Results

From 2013 to 2017, awareness of the CareerSource Florida network and their services increased among employers by 96%. Their Net Promoter Score, measuring brand perception, among employers improved by 81% and increased by 16% among job-seekers. More than 80,000 businesses and 392,000 people were served by the CareerSource Florida network in FY 2015-16, with another 81,700 businesses and 369,100 people in FY 2016-17.

The Cooperative Outreach Program resulted in 28.8 million impressions and 2,212 total leads among employers and job seekers in FY 2015–2016, and 32.7 million impressions and 2,335 total leads in FY 2016–2017. Thanks to the success of the program since it launched, the budget has increased by nearly 60 percent, providing the local workforce development boards additional resources to reach even more of their target audience.