U.S. Department of Labor, Office of Apprenticeship
When the DOL/ETA’s Office of Apprenticeship sought to highlight new initiatives and the program’s advancements, they called upon McNeely Pigott & Fox to help begin a rebranding program that would replace the perception that the program was primarily for blue-collar workers with a more up-to-date and relevant message.
MP&F quickly immersed itself in Registered Apprenticeship and scheduled telephone interviews with Registered Apprenticeship staff members across the U.S. to learn about outreach practices. MP&F was also tasked with conducting focus groups with five audiences (college students, under- and unemployed youth, dislocated workers, guidance counselors, and parents) in four target cities. Many key findings arose as a result of the calls and focus groups. Most importantly, the general public had little to no awareness about Registered Apprenticeship but was very interested in learning more.
MP&F drafted a comprehensive outreach and education strategic communications plan and began its implementation by modernizing some of the basic graphic interfaces used by the program. We began by developing a new logo and followed by performing a facelift on most of the materials used by field personnel who recruited workers to the program and businesses to adopt apprenticeship programs. Targeted materials including talking points, Power Points, one- pagers and letters were developed for each of the five audiences. We also modernized the program’s Web site by adding new text and images.
Just one year into this rebranding effort, program leaders are already recognizing a new sense of mission and purpose among field and national office staff.