The County of Westchester, New York Department of Social Services, Office of Workforce Development has issued an RFP for Career Center Promotional and Marketing Services.
The Workforce Innovation and Opportunity Act (WIOA), signed into law on July 22, 2014, is the first legislative reform of the public workforce system in 15 years. WIOA presents an extraordinary opportunity to improve job and career options for our nation’s workers and job seekers through an integrated, job-driven public workforce system that links diverse talent to businesses. It supports the development of strong, vibrant regional economies where businesses thrive and people want to live and work.
WIOA authorizes the one-stop career center (also known as American Job Center) service delivery system and six core programs.
Scope of Work
- Assess current situation and materials; identify target audiences, including:
- Set up interviews and meetings
- The marketing agency will meet and interview designated board members and partners to obtain the long-range vision and goals of interested partners.
Question areas selected marketing agency will cover and discuss include, but are not limited to:
- What is the Career Center’s future vision?
- What partnerships and programs in the business community have already been established?
- What more can be done?
- What are the goals and how will the economic climate impact those goals?
- What are the biggest opportunities?
- What are the biggest competitive factors?
Develop a public awareness campaign and marketing strategy and tactics/methods that target businesses and job seekers.
The chosen agency will create a marketing strategy and communications campaign designed specifically for the Career Center. The concepts will provide the foundation for all communications, ensuring uniformity of look, feel, positioning, and message to maximize long-term results.
- Determine a brand strategy for new marketing and promotional material to reach the multiple target audiences—business owners, executives and job- seekers.
- Present 2 options for look and feel with tagline options, top level messaging (headline styles, call to action) and voice sample for copywriting. The selected marketing agency will create a custom look, feel and voice designed specifically for the career centers throughout all touchpoints.
- Show the approved look and voice on sample deliverables; TV spot, radio spot, online ad, pamphlet, poster, postcards, e-blast, banner ads, website page.
Write the marketing strategy and plan with schedules, specifications and budgets.
Writing, layout and production of deliverables.
Create and implement the Public Relations strategy.
- Find effective storytellers who can convey the power of Career Center’s services.
- Develop talking points and FAQs; Train key spokesperson(s).
- Reach out to editors and write articles.
- Communicate the campaign message through earned media (print, online, radio, broadcast).
- Advocate and educate online through social marketing networks
- Create pages for Career Center on Facebook, Linked-In, Twitter and other digital social media.
- Develop an outreach plan to the business community.
- Allotment of In-kind Media to be determined.
Proposal due by Tuesday, June 7, 2016 to:
Local Workforce Development Board
120 Bloomingdale Rd.
White Plains, New York 10605