Challenge

Northeastern Workforce Development Board (NWDB) is an organization serving Aroostook, Hancock, Piscataquis, and Washington counties that communicates with employers about their specific needs, and collaborates with educators to provide necessary training for Maine jobseekers. In 2016, Pulse was awarded a contract with Northeastern Workforce Development Board, which was called Tri County Workforce Investment Board (TCWIB) at the time. NWDB required rebranding of their organization, style guide development, and a new website that would best serve its stakeholders. The marketing challenge was to increase public awareness of Northeastern Workforce Development Board’s new title, create a brand that would accurately reflect their service area and purpose, and develop a functional and easily editable website to engage stakeholders, employers, and jobseekers.

Approach

Pulse worked closely with The Client and the Board of Directors to create a strategy for the re-branding of the organization that would best communicate the services it offers to the communities it serves.

Based on information gathered at in-person meetings and research of sister organizations, Pulse designed a new and style guide. For NWDB’s new brand, we selected colors that presented the organization as professional, unique and approached. We used a font with thin, geometric strokes, which further defined the sense of professionalism approachability we hoped to convey. The imagery of their logo helped define their service area by the state of Maine and highlighting the counties in which NWDB operates. This brand also aligned NWDB with similar organization throughout the state of Maine, such as Coastal Counties Workforce, Inc., which serves the purpose in different Maine counties. We provided NWDB with logo setup specifications and visual examples of and incorrect logo treatments, as well as business cards, letterhead, and envelope designs that used their brand.

We developed a website using NWDB’s new brand and aimed to integrate the same sense of professionalism with site design. The Client provided content for the website, which we helped refine for the website’s purpose. We custom coded a meeting minutes page with collapsible menus so that members of the public could access NWDB meeting documents directly from the web page. Additionally, we used a plug in to create a password division of the website accessible only to members of NWDB, complete with new user registration. We worked with The Client to select images for the website, included a contact form with CAPTCHA system to deter spam, provided basic search engine optimization (SEO) for internet searches, and installed Analytics, an industry-standard traffic monitoring tool.

Results

Northeast Workforce Development Board is now armed with a new brand that accurately reflects its service area and purpose, and a modern, aesthetically pleasing, functional and easy to navigate website. Their staff was trained in person about how to maintain the new website and received a custom manual for future reference.

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