The Challenge: The economic aftershock of September 11, 2001 shook the 4,000-square-mile region encompassing L.A. County, L.A. City, and contiguous communities. Reingold’s task was to restore economic vitality and improve public confidence and access to the federal and state workforce system for tens of thousands of businesses, and more than 11 million culturally diverse citizens. Client Approach: To create one face, one voice, one unified franchise from 48 disparate one-stop centers. Launch an integrated, multi-dimensional branding, marketing, and advertising campaign targeting both employers and job seekers. Enter Reingold: Together, we created WorkSource California—a new brand, a new franchise. We launched a region-wide “Dare to Dream” marketing campaign—print, radio, transit, billboard, and other ads. We targeted business and ethnic markets, crafting brochures in 10 languages; websites; press kits; media relations, including OpEds for elected officials, marketing kits, customized CD-ROMs, community outreach training for all 48 centers, and other collateral. Solution: Six weeks after 9/11, we mounted a regional Economic Summit in which 88 mayors, 800 businesses, and government leaders created a 30/60/90 day recovery plan, transcending politics and turf. Our campaign showcased an agile WorkSource California mobilizing to meet urgent economic needs. We helped forge strategic alliances and a cohesive team of government and business champions. After just 3 months, website visits rose 350 percent. We created an unprecedented 11% new-brand awareness among businesses and career seekers, and our savvy media negotiations netted more than $460,000 in added value. Oh, and did we mention that this campaign just earned the American Marketing Association’s prestigious “M Award” for efficacy in government marketing?