Branding & Messaging

The Corporation for a Skilled Workforce wanted help connecting with their target audience: cities in need of an economic rebound.
“Good Jobs, Thriving Communities”

The Challenge: The Corporation for a Skilled Workforce (CSW) is a nonprofit public interest agency that brings together expertise from government, business and higher education to both develop and execute strategies that help cities find solutions to the workforce challenges of the new economy. But CSW staff had struggled with how to describe the value of their work to prospective partners.

Our Approach: When Fenton conducted an analysis of CSW’s priority audiences, we discovered they talked most about creating “good jobs.” We worked with CSW to emphasize the desired outcome of their work instead of getting bogged down on the process required to get there. The end result of investing in good jobs? An economically vibrant community with a strong business and employer base. We also probed the qualities that people who had worked with CSW said mattered to them the most in making the partnership a success.

Progress, Accelerated: Based on our findings and analysis, we developed this tagline: “Good Jobs, Thriving Communities.” A highlight from our messaging:

“The Corporation for a Skilled Workforce is the partner leaders trust most to help them develop good jobs so that families and firms can thrive in the changing and turbulent economy. Our partners come to us because they need solutions. They stay with us because, together, we find solutions that are right for them.”