Career Source Florida How do you breathe new life into a lackluster brand?

CareerSource Florida is the state’s workforce development powerhouse, working with Florida employers to align their need for talent with the skills of Floridians seeking employment and career development opportunities.

As part of a rebranding effort, CareerSource Florida tapped Starmark to help create a new name and corresponding logo for the 21-year-old training initiative known as Quick Response Training (QRT). Although the program enjoyed good brand recognition from internal constituents, the QRT name did little to help communicate the program’s value proposition and increased benefits and flexibility.

The result was a concerted rebranding effort that breathed new life to the program now known as FloridaFlex. The FloridaFlex name and brandmark speak to the enhanced flexibility available to employers for high-wage training efforts in specialized industries. The benefit? Creating substantive jobs that benefit Florida’s economy and help grow targeted industries, such as advanced manufacturing, aviation and aerospace, and information technology.

Starmark also developed the media strategy, media plan and corresponding creative assets such as banners, landing pages, print ads, etc., that help to position Florida’s training grant program as a best-in-class solution for companies seeking to relocate or expand within the state.