Moore is proud to have served as CareerSource Florida’s agency of record. Together, we share the vision of activating strategic and integrated communications to help connect employers with skilled talent and Floridians with employment and career development opportunities to achieve economic prosperity.

With a communications strategy driven by research and data, Moore’s integrated approach is designed to reach, resonate and incite action among Florida businesses and job seekers.

Our deep expertise in workforce development and our longstanding relationship with the CareerSource Florida network enables us to understand complicated workforce development issues with no ramp up time.

But we don’t rest on our laurels – we are constantly identifying ways to evolve, create more effective and efficient processes and develop even more impactful campaigns. This is tangibly demonstrated in our ability to consistently reach more individuals and drive increased action year over year, with the same or even a reduced advertising outreach budget, and a low cost per impression.

In fiscal year 2020 – 2021 alone, we drove:

• More than 91 million impressions, at a cost per impression of $0.018
• More than 67,000 actions

The impact of COVID-19 on Floridians and the economy was unprecedented – within two months, the unemployment rate quadrupled, from 2.8% in February 2020 to 12.9% in April 2020.

The CareerSource Florida network’s mission to connect employers with qualified, skilled talent and Floridians with employment and career development opportunities to achieve economic prosperity has never been so critical. To successfully achieve this mission during such a unique time, the network needed to reach people who had never been engaged before, by providing timely information and a source of support to a population worried about what tomorrow may bring.

From this idea, the Help is Here campaign was born, to:

• Provide an immediate response to connect job seekers and businesses to available and critical resources
• Connect Floridians to local workforce development boards for customized, on-the-ground help
• Develop innovative solutions to generate job recovery and retention and business continuity, driving economic recovery

Help is Here reached three critical target audiences with unique, differing needs due to COVID-19:

• Floridians who have been laid off or seen a reduction in their hours
• Businesses experiencing a decrease in demand or closing their doors temporarily due to Executive Orders
• Businesses experiencing an increase in demand and a need to staff up

From April 6 – June 15, 2020, the campaign garnered:

• 589,436 advertising outreach impressions
• 43,136 clicks to the website
• 8,786 conversions (defined as clicking on one of the outreach links provided on the landing page)
• 76% social media engagement rate (more than double typical CareerSource Florida engagement rates)
• 7,000% increase in Facebook engagement in the first two weeks following the launch of the campaign
• 65 media hits

In fiscal year 2020 – 2021, the Help is Here campaign was elevated with a new look and updated messaging, based upon best performing creative and the evolving needs of Floridians.

The second generation of the Help is Here campaign ran from October – November 2020 and March – June 2021, with the following results:

• 62,655,523 advertising outreach impressions
• 261,151 clicks to the website
• 66,547 conversions

CareerSource Florida, together with the Department of Economic Opportunity and the Department of Education, was awarded a multi-million dollar State Apprenticeship Expansion Grant by the U.S. Department of Labor to expand Registered Apprenticeships in the state of Florida. They turned to Moore to lead the research, brand and campaign development and statewide launch of an outreach campaign to raise awareness about and participation in Registered Apprenticeship programs.

Moore led a two-pronged research project, combining one-on-one stakeholder interviews with a statewide survey, to provide insights into and a better understanding of, our target audiences and determine the strategies and tactics most likely to generate action.

The comprehensive research report served as the foundation to develop a brand, which included logo and key brand messages. Upon approval of the brand, Moore developed:

• Brand style guide
• Website
• Promotional videos
• Custom photography
• Advertising assets, including billboard, print, digital
• Collateral tools including one-page fact sheets, rack cards and presentation templates and tools

Apprentice Florida launched in June 2019, to rave reviews from business and workforce executives statewide, who see the critical need for a cohesive, statewide campaign to promote apprenticeship. As of September 2, 2021, the award-winning campaigned garnered:

• More than 61 million impressions
• More than half a million impressions from media placements in publications such as the Florida Channel and Florida Daily
• More than 72,000 website sessions
• More than 2,600 leads generated

As part of the CareerSource Florida Cooperative Outreach Program (Co-Op), Moore works annually with the 24 local workforce development boards to understand their communications challenges and opportunities and develop a customized program of work to help meet their goals.

The program began in fiscal year 2015 – 2016 to assist the often-small communications teams with the local workforce development boards to bolster their strategic communications outreach. Through Co-Op, Moore develops and manages a custom outreach strategy on behalf of each local workforce board, designed to reach a priority audience – from veterans to youth.

During the 2020 – 2021 fiscal year alone, campaigns run by Moore through Co-Op achieved the following results:

• 33 advertising outreach campaigns
• More than 51,200,000 impressions
• $0.013 cost per impression
• 560+ digital assets developed

One recent example of a campaign Moore developed and launched through Co-Op is Chipola Works!

When Hurricane Michael made landfall in October 2018, it exacerbated an ongoing challenge in Jackson, Holmes, Washington, Calhoun and Liberty counties of employers not being able to recruit job seekers with the talent and qualifications needed to fill their vacant positions.

Moore developed the Chipola Works! campaign to showcase job and career opportunities in the five-county region, overcoming misconceptions among local residents that few well-paying jobs are available.

The brand was built to reflect the rural, hardworking roots of the region, with the Chipola Works! landing page as the hub of the campaign, to which job seekers from Facebook, native ads, paid radio advertising and earned media were driven for more information.

Businesses were engaged with to show their participation as a Chipola Works! employer with rack card and window clings to use and distribute.

CareerSource Chipola board members were provided with a toolkit to share the message on their social channels and other communications.

Results

• The landing page has had 6,160 visits and 128 form submissions since the Dec. 1, 2019 launch through March 30, 2020, when the campaign ended. This traffic is high, given the rural population. Average time spent on the page is more than 2 minutes, illustrating high engagement.
• We secured media coverage in print and radio from the local and nearby Tallahassee media – a win for such a rural region.
• In just one month, Facebook impressions increased by more than the total population of the entire five-county region.
• CareerSource Chipola leaders also have seen significant growth in overall awareness of the organization and interest in the programs we provide, as evidenced by traffic to their One-Stop centers.

Last March, Florida began to witness greater than average declines in revenue, with many businesses furloughing a portion or all of their employees – this caused many Floridians to seek reemployment in new industries. The impacts from the COVID-19 pandemic further widen the divide between residents’ current skills and opportunities for reemployment or even advancement in employment.

In response, the Florida Department of Education announced the approval of numerous workforce education and training grants as part of a $35 million Rapid Credentialing initiative. These grants were designed to increase an institution’s capacity to enroll and graduate students in short-term career and technical education programs that are aligned to in-demand, mid- to high-wage occupations.

In an effort to raise awareness about these programs, Moore partnered with the Florida Department of Education and other education leaders to launch Get There. The campaign seeks to rebrand career and technical education, often referred to as “CTE” as a viable and exciting alternative to higher education – all while increasing enrollment in Florida’s high-quality Career and Technical Education (CTE) programs available through Florida College System (FCS) institutions and Florida Technical Colleges. While the COVID-19 pandemic and Florida’s unemployment sparked the conversation of CTE, there are also opportunities to reach additional target audiences:

• Florida K-12 parents, teachers, guidance counselors
• Floridians who did not finish high school
• Floridians who are exploring a career change
• Floridians who are looking for an alternative route to a traditional 4-year degree
• Floridians who are exploring opportunity to stack credentials

Moore developed the Get There brand to be energetic, relatable and optimistic. But with building a brand – it’s not just about the logo, it’s also about the messaging and how we invoke emotion, among all of our audiences, that ultimately moves consumers to action. In addition to emotion, key messaging focused on the key benefits of CTE programs, identifying their cost efficiency and brevity of programs, as well as leaning on success stories that seek to bring the brand to life.

Powered by the Florida Department of Education, Moore developed a multi-page site is aimed at:

• Educating prospective students on CTE and workforce training programs
• Helping them align their interests with a career cluster or path
• Connecting them with their local institution in an effort to boost enrollment

Get There launched on September 23, 2020 and generated the following results:

• More than 21,000,000 total impressions
• More than 70,000 total ad click throughs
• More than 2,900 total college website clicks
• More than 25,000 total Get There action toolkit downloads

Florida has a storied reputation for having a pro-business environment with its favorable tax policies, attractive regulatory climate and talented workforce. But what has further differentiated the state since March 2020 is Florida’s leadership. The state has empowered business owners to make the best decisions for their businesses, employees and communities. In Florida, businesses have continued to have the freedom to keep their doors open, employees working and bills paid. Not only have Florida businesses survived, but they have thrived and expanded.

Enterprise Florida, the public-private partnership of business and government leaders, is tasked with the mission to promote Florida as a premier business destination. To effectively increase awareness of Florida’s strong and uniquely empowered business environment, where freedom and opportunity are at the forefront, Enterprise Florida partnered with Moore to develop a robust awareness campaign.

The “Built for Opportunity” awareness campaign highlights stories of success throughout Florida, featuring business owners who are building stronger economies and communities because they are running their business in Florida. The “Built for Opportunity” campaign is rooted in a series of stories, told through the medium of film, where Moore successfully captured Florida business owners’ heartfelt stories of success.

To successfully reach a wide audience, including out of state businesses to attract them to Florida, the media plan encompasses traditional and digital advertising, including:

• Broadcast and cable television
• Travel (airport WiFi, airline clubs and private jet lounges)
• Digital out-of-home (i.e., EV charging stations, airport, golf, etc.)
• Paid social (LinkedIn, Twitter and Facebook)
• YouTube
• Online (static and animated)
• Native

The campaign soft launched only two weeks ago, but has already generated incredible success, including:

• 148 earned media hits
• 353 social media mentions
• More than 107,000,000 million impressions
• More than 50,000 impressions through strategic partner engagement