With ten million residents, Los Angeles County is the largest county in the nation. World renowned for its creative and tourism industries, it is a hotbed for technological innovation and international trade. Add to that unmatched climate and a diverse talent pool, and you have a county that consistently ranks among the top destinations for businesses and individuals alike.
But like many densely populated areas, Los Angeles County has had to grapple with the overlapping forces of poverty, inequality, homelessness, and joblessness that depress quality of life for the region’s most vulnerable residents. Workforce Development, Aging & Community Services (WDACS) sits at the center of the County’s efforts to address these challenges, supporting residents with a remarkable range of services, including connecting individuals with workforce resources, protecting the welfare of older and dependent adults, and mediating community conflict. WDACS programs and services touch hundreds of thousands of individuals each year.
In addition, the elected body that oversees WDACS, the Los Angeles County Board of Supervisors, has tasked the Agency with leading and supporting a wide-range of initiatives in the areas of workforce development, aging and community services. These initiatives include: aligning workforce development services in the County and strengthening services to populations with barriers to employment; the Purposeful Aging Los Angeles Initiative to enhance the age-friendliness of the Los Angeles region; an initiative to reduce implicit biases and enhance cultural competency of County employees; and the Bringing Our Loved Ones Home Initiative, which will improve regional efforts to prevent and respond to the issue of wandering among individuals with mental impairments, such as Dementia, Alzheimer’s Disease and Autism.
The delivery of such a breadth of services and initiatives by a single county agency sets WDACS apart. At the same time, the agency is challenged by the need to communicate its programs and services to an incredibly large and diverse array of stakeholders, including disconnected youth, the elderly, people experiencing homelessness and the formerly incarcerated. Over the past year, the agency has expanded and modernized its marketing and communications function to build awareness of its programs and services. These activities include establishing an initial branding strategy, building a social media presence, revamping the agency’s website and launching an e-newsletter. Despite limited marketing resources, these efforts have helped drive significant engagement. WDACS seeks to build on these efforts to further expand the reach of its workforce development, aging and community services.
To support this work, WDACS will partner with FUSE Corps to host an executive-level fellow for one year to develop a comprehensive marketing and communications strategy that will strengthen and refine the agency’s brand and employ targeted outreach for its core programs. The fellow will also provide tactical training and support to WDACS staff to support the rollout of new initiatives. Over the long term, WDACS aims to be a leader in public-sector marketing and communications in L.A. County and beyond. A successful fellowship year will have moved the agency significantly closer to this goal.
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 September 2018, it is proposed the FUSE Fellow will conduct a comprehensive landscape analysis to understand WDACS programs and services and the various elements of the agency’s marketing and communications activities. In consultation with internal and external stakeholders, the fellow will develop recommendations to bolster the agency’s brand and incorporate marketing best practices as needed. The fellow will also identify targeted “micro-strategies” for 1-2 core programs/initiatives. The ideal candidate will be a seasoned marketing professional able to think strategically and tactically, with a strong ability to leverage both traditional and new media.
The fellow will work with WDACS leadership and relevant stakeholders to secure buy-in for the proposed marketing plan. In collaboration with the Public Information Officer and relevant staff, the fellow will identify appropriate metrics to conduct ongoing evaluation of proposed marketing activities. The fellow will help move implementation of the marketing plan forward, including providing any necessary training and support to WDACS staff and liaising with in-house audiovisual staff to plan and execute projects. Finally, the fellow will make recommendations for how WDACS can more effectively leverage the communications capabilities of its contracted agencies and other partners.
- Conduct a landscape analysis: Develop a clear understanding of WDACS programs and processes, internal and external stakeholders, marketing activities, and branding. Conduct interviews with external and internal stakeholders and analysis of existing metrics, identifying areas of effectiveness and perceived gaps. Benchmark against private- and public-sector marketing best practices.
- Develop a comprehensive marketing plan: Make recommendations to strengthen existing marketing and branding activities. Develop a targeted strategy for 1-2 core programs/initiatives using a variety of delivery mechanisms, including digital, print, video, infographics and other marketing collateral. In consultation with staff, set budget, goals and establish a timeline for implementation. Establish metrics for ongoing evaluation.
- Support implementation strategy: Ensure that the necessary infrastructure and resources to implement the marketing plan are in place, including budget, staffing, software, and external vendors. Train and educate staff on best practices as needed. Work with relevant personnel at contracted organizations to devise ways to maximize awareness of WDACS programs and services.
- Otto Solorzano, Chief Deputy, Workforce Development, Aging & Community Services of L.A. County
- Kevin Anderson, Special Assistant to the Department Head, Workforce Development, Aging & Community Services of L.A. County
- Joel Diaz, Public Information Officer, Workforce Development, Aging & Community Services of L.A. County
- At least 15 years of professional experience in a relevant field, particularly with a strong background in strategic marketing, digital communications, branding, content development and/or project management.
- 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.
Click the link below to upload a resume and complete the online application questions in lieu of a cover letter. The application process will allow you to indicate interest in more than one fellowship opportunity. You only need to submit one application. Interested candidates are encouraged to apply as soon as possible, as selections will be made on a rolling basis and specific opportunities may close quickly.
This role offers the opportunity to work full time for 12 months as an independent contractor of FUSE Corps with an annual stipend of $90,000 paid through monthly installments.
The FUSE Fellowship is an equal opportunity program with a core value of incorporating diverse perspectives. We strongly encourage candidates from all backgrounds to apply.