- 21st Century Workforce Initiative
Regional Workgroup in Southeast Michigan
- This regional task force was created by the State of Michigan to motivate dislocated workers into rethinking their future careers. As a group, we developed a unified approach to improving and enhancing services for job seekers and businesses throughout Southeast Michigan. We crafted motivational materials to help encourage dislocated workers to find a new career pathway. I then took this message and designed vinyl banners, career pathway flyers, eleven different motivational posters, magnets with the Michigan Works phone number, and a folder to be used at Michigan Works! Rapid Response meetings for companies that are laying off 40 or more employees.
Results: To date 167,000 magnets, 167,000 folders, and 113,000 copies of the flyer have been given to dislocated workers. 78 banners have been distributed to key locations (community colleges, libraries and Michigan Works! Service Centers) in Macomb, Wayne, Oakland, Monroe, Washtenaw and Lenawee Counties. Currently, funding is being sought for printing more copies of these materials.
My co-worker came up with the theme "The positive outcome is you" for this campaign. I worked closely with the group to create a fresh, positive design that also showed diversity. Above is the cover of the folder that is handed out at Rapid Response events where Michigan Works! front-line staff help people who are about to be laid off learn how they can apply for unemployment benefits and encourage them to explore new career options. Each Michigan Works! Agency can insert printed materials that are relevant to their region.
- This is a view of the full folder art, including the back and the curved pockets. The solid black line indicates the die cut.
The group created an informational piece (for inside the folder) that helps dislocated workers walk through the steps of self evaluation, seeking training, applying for jobs and basically motivating individuals to take personal responsibility for their new career path. This is the front page of that single sheet flyer. I used the arrow from the folder to illustrate a pathway that takes people through the 9 steps. The back of the flyer holds more in-depth information to guide people along.
- The back of the flyer has prominant numbers to help the reader to quickly locate the step they are interested in reading more about. The content was written by the group. Space was left in the lower, right hand corner for each Michigan Works! agency or community college to add a label with their particular contact info.
Business card size magnets were created that fit in to a slot on the inside pocket of the folders. Studies show that most workers who are laid off are disgruntled and despondent. They usually are so depressed that they do not start looking for a new job until their unemployment is about to run out. The group thought that a good way to combat this behavior would be to create a magnet that the dislocated worker would use on their refrigerator and hopfully it would remind or motivate them to call Michigan Works! for help with their job search. A sort of a "gentle" reminder.
- These vinyle banners were given to Michigan Works! Service Centers, libraries, community colleges, and training centers in Wayne, Monroe, Oakland, Washtenaw, and Macomb Counties, and also in the City of Detroit.
- The group used some grant funds to bring in career coach Jay Block to train Michigan Works! front line staff in methods that can motivate their clients in their job search. This is a flyer I designed to promote the training. I utlized the brand by keeping the same colors, fonts, arrows etc.
- Jay Block teaches 10 principals to changing your career and life. We took these principals and, once again using the brand, created a poster. These posters hang in Michigan Works! Service Centers and community colleges.
- This is a copy of the on-line newsletter. All of the issues can be accessed on-line at: http://www.semca.org/21Century.html
- The Rapid Response group printed postcards to mail to local businesses so they are aware of this free service. They requested a picture of an empty cubicle. We have several in the office I could choose from. This one seemed to give me the widest angle (and had the "Exit" sign in the background, which I thought was a good subliminal visual), however my co-worker who sits in the cubicle next to the empty one is a bit of a neat freak, so I had to Photoshop some things in to make his cube look "lived in."