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MARKETING LMI: A WORK IN PROGRESS

MARKETING LMI: A WORK IN PROGRESS. ICESA National LMI Directors Meeting Newport, Rhode Island November 10, 1999. The Respondents. Arkansas California Connecticut District of Co. Delaware Florida Georgia Hawaii Idaho Illinois Indiana Kentucky

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MARKETING LMI: A WORK IN PROGRESS

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  1. MARKETING LMI: A WORK IN PROGRESS ICESA National LMI Directors Meeting Newport, Rhode Island November 10, 1999

  2. The Respondents Arkansas California Connecticut District of Co. Delaware Florida Georgia Hawaii Idaho Illinois Indiana Kentucky Maine Michigan Missouri Montana Nebraska Nevada New Jersey New Mexico New York North Carolina Puerto Rico Rhode Island Tennessee Utah Washington Wisconsin Wyoming ICESA

  3. Four Most Important Customer Markets • Employers 28 (3.0) • Job Seekers 24 (2.9) • Government 18 (2.1) • Education/Training 15 (1.6) • note: WIBs mentioned three times

  4. Least Important Customer Markets • Most blank or “All customers are important” • Three mentioned twice: • Economists • Other state agencies • Non-profits

  5. Determining Customer Importance • Informal Survey 22 • Continued Past Practices 17 • Formal Survey 12 • No Specific Focus 2 • Others: Personal Interaction • Advisory Committees • Information Requests • Analysis of Usage Data

  6. Four Most Demanded Products • Wage Information 27 (3.2) • LAUS/CES 20 (2.6) • Projections 19 (2.2) • Career Information 11 (2.7) • Others: Monthly News Release 5 • Web/On-Line Data 5

  7. Four Highest Unmet Product Demands • Local Supply/Demand Data 17 (2.7) • Local LAUS/CES 9 (3.0) • Local Economic Information 9 (2.3) • Local Wages 7 (3.7) • Others: Occupational Skills 7 • Labor Force Demographics 6 • Turnover/Vacancy Data 5 • Benefits 4

  8. Measuring “Meeting Customer Demand” • Evaluation Forms With Publications 17 • Web Site Survey 8 • “Other Surveys” 7 • “We Usually Don’t Know” 3 • Others: LMI Network/Job Fairs 18 • Customer Satisfaction Surveys 5 • Focus Groups 4 • “Thank You” letters/calls 4

  9. Most Successful Marketing Strategies • Training For Users 6 • Workshops 6 • Customized LMI Products 6 • Use Of The Internet 5 • Others: Electronic LMI Technology 4 • Area Analysts 3 • WIB Participation 3

  10. Most Successful Marketing Tactics • Most: Same As “Strategies” • Examples: • Internet • “Quick Hit” Publications • “Personal Touch” With Customers • Booths At Conferences, Job Fairs • Meetings With Local WIBs • One-Stop Orientation Seminars

  11. Four Most Difficult Customer Groups • Media 9 • Students/Job Seekers 9 • Those Wanting Data We Don’t Have 5 • Planners 5 • Others: Educators 4 • WIA Boards 4 • Government 4 • Politicians 3 • Employers 3

  12. Four Easiest Customer Groups • Employers * 16 • Students/Job Seekers * 13 • Government * 11 • Educators * 8 • Others: Economic Development * 8 • Researchers * 6 • One-Stop Partners 6 • Career Development 4 * Both Lists

  13. Who Does The Marketing? • LMI Staff 27 • Agency Staff 17 • Other State Government Staff 5 • Consultant 3 • Others: No Formal Marketing Plan • Satisfied Customers Market For Us • Staff Member: WIA Marketing Specialist

  14. Responding To Competition: Three Most Needed Things • More Staff (Quality/Quantity) 13 • Local Data 11 • Money 10 • More Time 8 • Communicate & Collaborate 6 • Better Wage Data 4 • Timely Feedback 2 • Standards And Specifics 2

  15. One Essential “Best Marketing Practice” • 36 Separate Comments • No Consensus: • Know Thy Competition • Get Rid Of All The Acronyms • Put Out A Product So Good It Sells Itself • Dare To Step Out Of The Box… • Share Best Marketing Practices • Meet With All WIBs • E-Commerce Plan For LMI • Never Say “No” To Customers • Develop A Long Term Vision And Strategic Plan

  16. LOOKING FOR TheYellow BrickRoad • Know Thy Customers……Ruthlessly • Know Thy Competition……Ruthlessly • Communicate With Each Other • Develop A Marketing Attitude…And A Strategy • Distinguish: Strategy From Tactics • Sell From Strength……Shamelessly • Take A Page From GE’s Jack Welch • Sell Solutions……Not Information • Marketing: A Race Without A Finish Line

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