WIOAPL 16-07 (OhioMeansJobs and American Job Center Branding)
Workforce Innovation and Opportunity Act Policy Letter No. 16-07
November 14, 2016
TO: Workforce Innovation and Opportunity Act (WIOA) Local Workforce Development Boards (WDBs), Fiscal Agents, and OhioMeansJobs Center Operators
FROM: Cynthia C. Dungey, Director
SUBJECT: OhioMeansJobs and American Job Center Branding

I.Purpose

The purpose of this policy is to mandate the use of the OhioMeansJobs and American Job Center brands by local workforce development areas on all outreach opportunities.

II.Effective Date

Immediately

III.Background

OhioMeansJobs (OMJ) is recognized as the integrated point of entry to Ohio's workforce system. The state's OMJ centers provide job training, skill upgrades, and other employment services to Ohioans looking for work and to employers seeking workers. Section 6301.08 of the Revised Code mandates that each OMJ center be named "OhioMeansJobs (name of county) County."

Consistent with section 121 (e)(4) of the Workforce Innovation and Opportunity Act (WIOA), 20 C.F.R. 678.900 designates the name, "American Job Center" or "a proud partner of the American Job Center network," as the common identifier for workforce systems across the nation. The U.S. Department of Labor (USDOL) requires that this identifier be used alongside Ohio's existing branding.

Having a common name not only provides continuity across the nation and Ohio's workforce systems, but also enables businesses and individuals to easily identify and connect with workforce resources and professionals. The outcome of the national and statewide workforce branding efforts will position Ohio's system to become more effective in advancing job placement and talent development. Branding will also make it easier for individuals and businesses to find employment services. A single common name will reassure individuals and businesses that they will receive the same high-quality services from any OMJ location.

OhioMeansJobs (OMJ) Branding

OMJ will serve as the official brand for Ohio's workforce system. To fulfill the mandated requirements, local workforce development areas must name their workforce systems and individual centers as "OhioMeansJobs (name of county) County." The three municipal corporations that originally were automatic designations under the Workforce Investment Act of 1998, (Cincinnati, Cleveland, and Columbus) may include the name of the city as part of their workforce system names. Those names would be "OhioMeansJobs (name of city)(name of county) County."

All OMJ centers were renamed with this branding by March 2014 and are required to maintain the OMJ brand.

American Job Center (AJC) Branding

20 C.F.R. 678.900 mandates the use of the brand, "American Job Center," as the nation's common identifier of the workforce delivery system. Workforce delivery systems must include the brand, "American Job Center," or the tagline, "a proud partner of the American Job Center network," on all products, programs, activities, services, electronic resources, facilities, and related property and materials used in the local workforce delivery system.

The U.S. Department of Labor is not requiring that any State discontinue use of its existing brand. Therefore, Ohio, for both state and local workforce systems, will be utilizing the co-brand option of "a proud partner of the American Job Center network" as a tagline to the OMJ branding.

By November 17, 2016, each OMJ center must include "a proud partner of the American Job Center network" on all primary electronic resources used by the delivery system and on any newly printed, purchased, or created materials.

By July 1, 2017, each OMJ center must include this branding on all products, programs, activities, services, electronic resources, facilities, and related property and new materials used in the workforce delivery system.

OMJ centers may continue to use materials not using the AJC co-branding which were created before November 17, 2016 until those supplies are exhausted.

IV.State Requirements

The Ohio Department of Job and Family Services (ODJFS) will develop and distribute the OhioMeansJobs Brand Guidelines. These guidelines provide direction on the design of outreach materials. Outreach materials include, but are not limited to, websites, social media, screen savers, signage (permanent and temporary signs used to show information regarding the OMJ center), stationary, business cards, brochures, and posters. All printed materials, forms, and reports that will be distributed to the public must be branded according to the brand guidelines.

The OMJ and AJC brands are copyrighted and trademarked to protect them from abuse. The wrongful use of any aspects of the OMJ or AJC co-brand as specified in this policy and the OhioMeansJobs Brand Guidelines may constitute infringement of proprietary rights. Any inappropriate or incorrect usage or printings will be corrected at the expense of the local approving authority without the use of any WIOA or Wagner-Peyser funds.

Local workforce development boards (WDB) and OMJ centers are not permitted to authorize other entities to use the OMJ brand or AJC co-brand. Approval of plans for the use of the OMJ brand/AJC co-brand and logo by other entities must be obtained from the ODJFS Office of Workforce Development (OWD) by sending a written request to omj-help-desk@jfs.ohio.gov.

Although the cost of updating outreach materials to include the AJC branding is a joint responsibility of all OMJ center partner programs, ODJFS will issue funds statewide to help local WDBs comply with the OMJ/AJC co-branding requirement.

V.Local Area Requirements

Local WDBs are required to utilize the OMJ brand with the tagline "a proud partner of the American Job Center network" on all outreach opportunities including, but not limited to, phone systems, websites, social media, screen savers, signage (permanent and temporary signs used to show information regarding the OMJ center), stationary, business cards, brochures, and posters. All printed materials, forms, and reports that will be distributed to the public must be branded according to the OhioMeansJobs Brand Guidelines. Each page on the center's websites that have a unique center name/logo must reflect the branded name and adhere to the brand guidelines.

The OMJ/AJC co-brand must be prominently displayed on all outreach materials, banners, and signage. Local WDBs are required to adhere to all aspects of the OhioMeansJobs Brand Guidelines. Any deviations or substitutions from the instructions mentioned in the guide will be considered as unacceptable usage of the OMJ or AJC brand.

Before signage is finalized and produced, local WDBs are required to notify OWD and forward the final proof to omj-help-desk@jfs.ohio.gov to receive approval on final design. E-mails submitted for final approval should state, "Requesting OMJ/AJC Signage Approval" in the subject line.

Web Address

All OMJ centers will have a branded web address. The web address will be consistent for all OMJ centers and will redirect existing websites to the appropriate website by the forward slash and the county name at the end of the address (i.e., OhioMeansJobs.com/Countyname). Any and all changes to the existing web addresses and websites redirects must be sent to omj-help-desk@jfs.ohio.gov.

VI.Technical Assistance

For additional information on this policy, you may send your questions to the Office of Workforce Development: OWDPOLICY@jfs.ohio.gov.

For technical assistance, you may send your request to the Office of Workforce Development: WIOAQNA@jfs.ohio.gov.

VII.Reference

Workforce Innovation and Opportunity Act, §§ 106 - 107, Public Law 113-128.

20 C.F.R. § 678.900.

USDOL, Training and Employment Guidance Letter No. 36-11, Announcement of American Job Center Network (June 14, 2012).

Ohio Revised Code section 6301.08.

American Job Center - Graphics Style Guide for Partners (October 2012).

OhioMeansJobs Brand Guidelines (October 2016).

Rescission

ODJFS, Workforce Investment Act Policy Letter No. 13-03, OhioMeansJobs Branding, (October 8, 2013).