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2008 ACA Winter Conference

2008 ACA Winter Conference. Corrections Image in the Public Eye: What’s Our Brand January 14, 2008 Gaylord, TX. Objectives. Understand the importance of a positive brand for corrections Consider how others have shaped our “brand” Identify ways corrections can create a positive brand .

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2008 ACA Winter Conference

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  1. 2008 ACA Winter Conference Corrections Image in the Public Eye: What’s Our Brand January 14, 2008 Gaylord, TX

  2. Objectives • Understand the importance of a positive brand for corrections • Consider how others have shaped our “brand” • Identify ways corrections can create a positive brand

  3. What is in a brand? The insert here is brand names and symbols for Coca Cola and McDonalds

  4. If we don’t shape our vision…others will • Movies and television programs that shape the public’s image: • Prison Break • OZ • Shawshank Redemption • Green Mile

  5. Our public image… • Editorial cartoons in major newspapers can also contribute to a negative image for corrections. • Frequently, these “cartoons” represent correctional officers as mean spirited, old and “out of shape.” • This, too, becomes “Corrections image in the public eye.”

  6. Branding that endures… Creating a positive public image means aligning ourselves with the community and the public we serve and protect

  7. Community services provided by offenders • Habitat for Humanity • Fund raising efforts • Public works projects • Public safety projects • BARJ projects • NAAWS Parks Project

  8. Community services provided by employees • Habitat for Humanity • Fund raising efforts • Public works projects • Public safety projects • Volunteering in the community • Participating in community events • Joining civic organizations

  9. We are a part of the brand.. How we present ourselves to the community sends a strong message about our brand

  10. Fortune Magazine publishes the 100 Best Companies to work for every January. This survey describes what makes a “great place to work.” Creating a great place to work is one of the best ways to recruit qualified employees, keep the qualified employees you have, and create an enduring brand Creating a great place to work

  11. Others have learned the importance of branding in recruitment efforts • The FBI realized a few years ago that recruitment was becoming a challenge. • An FBI Recruitment poster at the Richmond Airport featured an African-American man and said : “Basketball Coach, Accountant, FBI Special Agent Today’s FBI. It’s for you.”

  12. How is your agency creating an enduring brand? • Web sites • Accreditation • Brochures • Public events • Community participation • Speakers Bureau • Displays in public buildings (i.e., libraries, airports, etc.

  13. For Additional Information or a copy of this presentation (without some of the photos) contact: Charles J. Kehoe, ACSW, CCE G4S Youth Services, LLC 9609 Gayton Road – Suite 100 Richmond, Virginia 23238 (804) 754-1100 Ext. 211 E-mail: charles.kehoe@us.g4s.com

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