Los Angeles City & County
Client
The City and County of Los Angeles and six other
regional workforce investment boards operate 50 one-stop workforce
development centers throughout the county.
Challenge
The 50 centers sought to launch a unified marketing and advertising
campaign throughout the 4,000-square-mile county to increase the use of
their collective services.
Enter Reingold
Reingold created a streamlined WorkSource California logo, tagline,
brand, and identity for the entire workforce system; in effect, we
built a franchise. We introduced WorkSource California through a $2
million multidimensional marketing campaign that included print, radio,
and transit ads; brochures in nine languages; billboards; websites and
CD-ROMs; press and marketing kits; media relations and op-eds; and a
host of collateral materials. We also helped government staff and
system partners and affiliates become ambassadors for newly branded
activities inside and outside their agencies.
Results
For this campaign, Reingold won the coveted "M" Award, the American
Marketing Association's most prestigious award for efficacy in
government marketing. Our print ads made just over 28 million
impressions—nearly three times for every county resident—and outdoor
placements were viewed 550 million times. After just three months of
the campaign, WorkSource California saw the number of website visits,
calls, and stops in its centers shoot up, and an independent evaluation
showed that our advertising generated an unprecedented 11 percent
new-brand awareness among businesses and career seekers.