In 2015, three individual Michigan Works! agencies – Livingston County Michigan Works!, South Central Michigan Works! and Washtenaw County Michigan Works! – consolidated to form one regional agency. Initially calling themselves the Southeast Michigan Consortium (SEMC), their leadership team needed to unify the new agency with a fresh brand.
We started with market research, seeking input from internal and external audiences. Our efforts identified specific strengths like the friendly, compassionate staff at each service center, and revealed the need to demonstrate the benefits of a regional approach to workforce development services while maintaining a commitment to serving the distinct needs of each community.
Armed with the research outcomes, we worked diligently to present various name recommendations to the SEMC. We researched other Michigan Works! agencies, examined the region’s diverse characteristics and leaned heavily on the authentic strengths uncovered in the research. Ultimately, the Board opted to go with a regional representation for their agency: Michigan Works! Southeast.