Los Angeles County leaders have made a strong commitment to address pressing business issues such as justice reform, homelessness, child abuse, and health care. Serving one of the most populous and diverse regions in the nation, 34 County departments and agencies are charged with delivering a vast array of social services to a population of more than ten million people. Increasing the sophistication of data management among these organizations has enormous potential to increase the efficiency and effectiveness of service delivery in order to ultimately improve millions of lives. Many departments currently operate their own data-collection systems and databases, operating with limited analytics or data-sharing between departments and agencies.
Recognizing the evolving needs and demands of government in the digital age, LA County’s Chief Information Office (CIO) launched an Open Data Portal in 2015 and has invested in information management infrastructure and architecture to serve County departments. The CIO’s efforts to build a robust information management platform culminated in the launch of the Analytics Center of Excellence (ACE) last year, which is devoted to providing high-level data expertise and information management services to departments across the County. These efforts are now advancing to the next level toward developing and implementing a comprehensive information data management strategy across the County, including the creation of a sustainable business model for the support services that are being offered. Agency leaders are often unaware of the services that the Office of the CIO can provide, including consulting and support from a world-class team of data scientists and management experts.
In order to maximize its potential for impact, the CIO is seeking to create and implement a County-wide information management system, increase engagement with CIO’s services, and develop a sustainable business model with supporting communication strategy and plan. To support this work, the CIO will partner with FUSE Corps to host an executive fellow for one year who will help to coalesce the CIO team, develop and launch a brand marketing campaign, and communicate the CIO’s successes by developing and implementing a framework for growing its customer base. If successful, the fellow will help augment LA County’s digital capabilities and in so doing will advance the County’s goals of addressing crucial challenges among its residents.
PROJECT SUMMARY & POTENTIAL DELIVERABLES
The following provides a general overview of the proposed fellowship project. This project summary and the potential deliverables that follow will be collaboratively revisited by the host agency, the fellow, and FUSE staff during the first few months of the fellowship, after which a revised scope of work will be developed and agreed upon by the FUSE Fellow and the host agency.
Starting in October 2019, it is proposed that the FUSE Fellow will begin by meeting with County business and technology executives and establishing relationships with key stakeholders. Based on a fundamental understanding of social justice and equitable service delivery, the fellow will seek to develop insights about the County’s priorities and the CIO’s objective of supporting them. The fellow will gain a familiarity with CIO’s capabilities, specific CIO goals, challenges, and opportunities. The fellow will rely on a high degree of emotional intelligence, team-thinking and ability to work with stakeholders at all levels to coalesce the agency around a clearly defined, shared mission, vision, values, and strategic priorities.
Deploying expertise in branding, marketing and communications, the fellow will begin shaping an effective, multitargeted outreach campaign designed to increase awareness and engagement among County departments and executives, and to an extent, potential customers among non-County agencies of CIO’s services, including ACE, its Open Data Portal and data management consulting. Versatility along with creativity and an understanding of needs among CIO’s diverse customer base will be required to determine tactics and fashion messages specifically tailored to individual targets that will have varying concerns and levels of familiarity with technology. Effectively engaging these diverse internal audiences will necessitate comprehension of complex subjects coupled with an ability to communicate them in simple and straightforward terms. The fellow will assess instances of successful CIO/ACE projects and identify potential write-ups, case studies, and/or other communication formats that can be easily utilized in the planned awareness-building campaign.
The fellow will leverage familiarity with forging technology solutions, an innate sense of the right questions to ask, and sharp skills in business planning and execution to develop a business-building plan. With an aptitude for customer and employee relationships, in particular an adeptness for dealing with those who may become defensive about their current capabilities and an ability to work through pushback, the fellow will devise specific strategies and organizational frameworks that will improve the outreach and intake processes. In consultation with business and technology leaders and working closely with the CIO team, the fellow will finalize and begin implementation of the plan. A shared commitment to LA County’s overall goals of enhancing services to its residents along with passion and positivity will help the fellow ensure that CIO’s efforts remain on track in support of those goals.
- Attain insights about CIO’s services and their potential for LA County departments — Become familiar with CIO, ACE, CIO’s Open Data Portal and all its services, including its three lines of business: data sharing and management, research and program evaluation, and management maturity assessment and consultation, including cost recovery. Gain an understanding of LA County’s governmental structure, governance model, and departments, County goals and priorities, and current data management among individual agencies. Examine CIO’s capabilities and how they can be leveraged among County departments individually and collectively across service clusters, and challenges CIO faces. Establish relationships with department business and technology leadership and internal stakeholders.
- Coalesce agency around shared mission and brand identity and manage change — CIO recently went through a process of defining a new mission statement and identifying a set of core values. Build on this foundation through the creation of a broader brand identify. Help to communicate specifics of the mission, brand and vision and implement processes. Enable staff to better understand and connect with the needs and characteristics of the wide array of CIO audiences and tailor framing and talking points to each audience. Gain buy-in from stakeholders and build momentum for adopting common understanding of purpose and approaches and ensure team is aligned around it.
- Create a branding and marketing campaign — Using the defined mission, brand and vision, begin the work of tailoring the messaging to specific audiences with the goal of increasing awareness of CIO’s services and potential. Assess approaches of external data-management companies competing for County business. Explore and evaluate branding and marketing strategies for each of CIO’s targets and determine best options that align to County business and technology leaders. Identify resources and develop a campaign promoting CIO and its three lines of business to diverse internal and external targets including County CEOs and COOs, agency managers, technology officers and non-county departments and agencies. Craft messaging to specific targets, taking care to “translate” the more technical aspects of ACE functions into language and concepts that will be understandable and compelling to audiences that are less familiar with technology. Determine budget, staffing, timetables, content creation, delivery and metrics of outreach campaign. Ensure campaign is integrated into an ongoing marketing plan, mindful of the CIO’s commitment to facilitating cross-agency data-sharing and the County’s overall objectives. Manage deployment of campaign, closely monitoring its success and keeping CIO leadership apprised. Measure target response and feedback.
- Develop and implement a business plan — Develop a clear strategy for leveraging target engagement into securing new customers. Assess current outreach and intake processes and devise ways to make them more efficient and effective. Identify business models for building profits and ensuring long-term sustainability and determine best approach in consultation with CIO leaders. Build momentum and oversee implementation, working to ensure CIO team acceptance and adaptation. Fine-tune the approaches as needed.
- William Kehoe, Chief Information Officer, Los Angeles County Chief Information Office
- Peter Loo, Chief Deputy Director, Los Angeles County Chief Information Office
- TBD (in recruitment), Chief Data Officer, Los Angeles County Chief Information Office
- Steering/Executive Committee, Los Angeles County Chief Information Office
- At least 15 years of professional experience in a relevant field, particularly with a background in business development, B2B sales and other business-driven marketing efforts, branding and communications. Familiarity with technology and interest in social issues highly beneficial.
- Superior critical thinking and analytical skills.
- Ability to synthesize complex information into clear and concise recommendations.
- Ability to relate to a wide variety of diverse audiences with strong emotional intelligence and empathy.
- Excellent stakeholder engagement skills and the ability to use facilitative leadership techniques to coordinate stakeholder activities.
- Self-motivated, goal-oriented, entrepreneurial leader who can also be an independent worker.
- Persistent in obtaining information and creatively resourceful in identifying solutions to complex problems.
- Ability to create direction and movement within potentially ambiguous
- Exceptional written and verbal communication skills with an ease in public presentations.
- Understands the need for solutions to support all people in a community regardless of race, religion, gender, immigration status, or ethnicity.