City Name and Name of Workforce Area:
Pasadena Foothill Employment and Training Consortium
Terry Tornek; Gary A. Kovacic; Tzeitel Paras-Caracci; Robert S. Joe; Tom Adams; John Capoccia
Foothill Workforce Development Board
Website & Social Media Analysis and Recommendations
In 2014, the Foothill Workforce Development Board (FWDB) contracted with Full Capacity Marketing (FCM) Incorporated to evaluate the organization’s website and social media accounts and compare the results to the FCM 2012 Workforce Website Benchmark Study. This study included information from 37 workforce development organizations that allowed FCM access to their website analytics and completed an exhaustive survey about their online publishing behaviors. FCM collected four months of data for their evaluation.
It was revealed that Foothill’s website (www.fwdbworks.org) performed lower than benchmarked averages in all categories. FCM recommended an overhaul of the website and that Foothill invest in a search engine optimization (SEO) plan to drive more site traffic organically through the use of key words and a content generation strategy to consistently update site content. Foothill has worked with FCM for the last several months to design a better website and other media marketing tools.
In January 2015, a new version of www.fwdbworks.org was introduced to the general public. Several revisions were made including a rotating landing page, multiple self-help links, a video commercial and an e-newsletter. After the release of the new website, Foothill worked with FCM to develop two micro-websites for two target populations, veteran and youth. The micro-sites were completed in June 2015. A customer can access the micro-websites from the main website under the job seekers menu option. The purpose of the micro-sites is to provide a more customer specific website for the two target groups.
An overview of the www.fwdbworks.org website from January 1, 2015 – July 30, 2015the FWDB website usage has changed positively in a number of pages, sessions and users. The areas of pages viewed, pages viewed during a session and the average length of a session have all declined. Users are spending more time navigating the appropriate and customized links. To checkout all the new updates, go to www.fwdbworks.org.