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Rebranding government agencies requires precision, tenancity.

Rebranding any company or entity is a difficult task on any level but rebranding a government agency requires precise attention to detail and tight coordination behind the scenes. 

Florida’s job and unemployment agency – now called CareerSourceFlorida – started its rebranding in January to the current name from the former Workforce Development Board, known in Southwest Florida as SWFLWorks. 

The online rebranding effort needed to be coordinated among and between the agency’s 24 regional centers. Pauli Systems, LLC, has been the contract website coordinator for the Southwest Florida center for a decade and worked statewide to restyle and reconfigure the center to its new moniker, CareerSource SouthwestFlorida. 

All the work is intended to align Florida’s nationally recognized workforce system and improve customer awareness and use of system’s services and resources. 

“A unified brand will help identify the world class talent available not only for Southwest Florida but throughout the state and help in their recruitment and expansion of the business” said Ken O’Leary, board chairman of CareerSource Southwest Florida.

Quoted: Southwest Florida Business Today

The new revamp was the fourth over the last 10 years. The new site went online on February 9th and was a team effort between Pauli Systems and the Workforce Board’s communications team with James Wall, Curt Bradbury and Priscille Chagnon. 

A huge website revamp in 2013 laid the groundwork to make this follow-up rebranding possible without any disruption of services, without content migration or any major change for the content providers and that proved to be an invaluable step for the eventual 2014 effort. 

The site is built on WordPress and Genesis Framework and, as a result, is highly flexible. For the revamp, the main task was to build another WP Child Theme incorporating the new brand assets into and existing content flow. Existing features such as FrontPage Slideshow, Featured Posts, One-Stop Career Centers Calendars and Hot Positions – Occupations In Demand look-up page were easily incorporated with the new design. 

Pauli Systems Team members doing the heavy lifting included Blair Daly, PHP developer and server admin wizard and Karen Wegenhenkel graphic designer and WordPress theme genius. The project was managed by Pauli Systems, owner Birgit Pauli-Haack. The site was finished and rolled out successfully a day ahead of schedule. 

Although the website and new domain for CareerSource Southwest Florida are now online and working for the public, behind the scenes there are still a few things that need to happen to retain Search Engine Ranking, make Analytics Data consistent, and provide redirecting of links posted on social networks and bookmarked in browsers.