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| CALPIA JVP |
CALPIA came to ProProse to do a complete rebranding of their Joint Venture Program (JVP), which brings in private businesses to set up operations inside California correctional facilities and hire inmates as their labor force.
JVP wants to increase the number of employers in the program but was finding it difficult to gain the interest of companies. The program offers businesses attractive benefits for employing inmates, but they faced challenges due to the complexity of the program and the difficulties communicating to businesses with the existing marketing tools. The rebranding effort lead by ProProse worked to overcome these challenges included message development, leadership, branding and sales training, tagline development, logo redesign, and development of marketing and sales tools that included a brochure, website and more. Much of the effort was reworking their existing language (government agency speak) to more effectively communicate with businesses.
The launch of the newly rebranded program took place in the summer of 2011. So far, the program has noticed a higher level of interest from businesses and finds it easier to open up door to start communicating.
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