I.Purpose

To implement the use of the "Ohio Means Jobs" brand by local Workforce Investment Areas (WIA) on new outreach opportunities including, but not limited to, websites, screen savers, signage, brochures, and posters. This is expected to aid individuals receiving workforce services in identifying state and local workforce efforts as part of a coordinated system. The branding effort is tied into the state's broader initiatives to brand and market Ohio Means Jobs as part of the state's workforce development strategy.

II.Effective Date

September 1, 2010

III.Background

Under the direction of the Governor, the State Workforce Policy Advisory Board ("Board") is to implement a statewide branding initiative to adopt a unified brand - Ohio Means Jobs - for the state's workforce system. Resolution No. 01-06-2010-02 --"Ohio Means Jobs Outreach Campaign"- was approved by the Board's Executive Committee on January 6, 2010. The resolution recommends that the Ohio Board of Regents, Ohio Department of Development, and Ohio Department of Job and Family Services work in collaboration to develop an outreach campaign promoting Ohio Means Jobs as the integrated point of entry to Ohio's workforce system. Incorporating a unified brand for the workforce system is designed to enhance the way state and local workforce agencies communicate to the general public and make the workforce system both more understandable and accessible. Ohio Means Jobs provides a tool to customers not familiar with the structure of Ohio's workforce system and/or a local or state workforce brand to find workforce services and resources easily by using a common name.

Ohio Means Jobs, an online job-matching tool, was created to help Ohio's job seekers access job openings and to connect Ohio's businesses with qualified and available workers. Ohio is the frontrunner among other states - it is the first state in the country to develop and adopt an online job portal through a public/private partnership and to provide it free of charge.

In summation, the Ohio Means Jobs branding initiative will integrate the local and state workforce development efforts, and create a more effective workforce system.

IV.Requirements

In order to fulfill the Board's recommendations, local areas are required to utilize the new "Ohio Means Jobs" brand on new outreach opportunities including, but not limited to, websites, screen savers, signage, brochures, and posters.

To create a strong branding campaign to strengthen and unify the image of Ohio's workforce system, the Board recommends that Ohio Means Jobs:

• Serve as the official umbrella brand for Ohio's workforce system while maintaining local One-Stop identity via co-branding;
• Function as a web-based informational gateway and support system for primary customers: employers, employees, and job seekers;
• Market workforce services offered by Ohio state agencies and local partners; and
• Showcase statewide workforce development success stories and examples of excellence.

Although the Ohio Means Jobs brand is the umbrella brand for Ohio's workforce development system, a local area may adopt the brand as their primary brand. Many state and local workforce development agencies have already initiated the branding effort by implementing the Ohio Means Jobs brand. The coordinated statewide branding effort is intended to create brand recognition - it will enable individuals and businesses to associate and link each workforce entity with the network of Ohio's workforce services. For instance, by employing the logo on new outreach materials, a local One-Stop center will communicate the message of being connected to the statewide workforce system.

Consistency is a key aspect of successful branding. This means making sure that all graphics and messages used in each branding dimension fit into the overarching umbrella concept. A consistent message also means coordinating and integrating state workforce agencies and local workforce leaders within the larger goal of branding. This will ensure that state workforce agencies and local workforce agencies will mutually reinforce each other's efforts.

The Ohio Means Jobs style guide was developed to provide the brand and website design guidelines for all users. The Ohio Means Jobs brand, in addition to the local areas' personal logo or identifier, must be prominently displayed on outreach materials, banners, and signage. All characteristics of the brand, as specified in the style guide, must be followed and may not be altered.

The local areas must incorporate the new style guide that can be accessed with the following hyperlink:

http://www.ohioworkforceboard.org/documents/Policy/OhioMeansJobs_Style_Guide.pdf

If unable to access the hyperlink, Ohio Means Jobs' website also provides a "Featured Links" button which when selected will direct the user to the "Workforce Professional" link containing the hyperlink to the style guide. Local areas are encouraged to continue to use their current outreach materials, but must incorporate the Ohio Means Jobs brand on their new outreach materials and any reproduced brochures and materials.

Considerations

Any allocated funds provided to local areas, which are designated for outreach, may be used toward the Ohio Means Jobs branding initiative. In addition, the local areas may also use any other funds set aside or designated to update brochures, upgrade and/or modify inside signage, order/reorder brochures, restock current outreach materials, or for electronic signage, job fair displays, etc. Local areas are expected to utilize allowable funds that are reasonable and necessary or budgeted line items towards expenditures modifying and/or upgrading their outreach materials to convey the unified branding message. Note that local areas are not required to discontinue using their current outreach materials. However, they are expected to incorporate the Ohio Means Jobs brand on all new and reproduced materials. Further, going forward, the new branding requirements will be incorporated in the Workforce Investment Board grant agreements.

Branding Style Guide Requirements

The Ohio Means Jobs style guide can be accessed at the following hyperlink: http://www.ohioworkforceboard.org/documents/Policy/OhioMeansJobs_Style_Guide.pdf

Local areas are required to adhere to all aspects of the style guide. For instance, the color and/or font size and font type may not be altered on outreach materials. Further, the style guide also indicates specific requirements that must be met for the business card and stationery. Any deviations or substitutions from the instructions mentioned in the style guide will be considered as unacceptable usage of the Ohio Means Jobs brand.

Before initial use of the brand or once the branding has already been implemented, local areas are required to notify ODJFS through an email at ohiomeansjobs@jfs.ohio.gov. This will help track how and when the brand is being utilized.

Approved Branding Partners

Approved branding partners include local Workforce Investment Boards (WIBs) and One-Stop centers. If an agency or a partner of a WIB and/or a One-Stop center is not an approved branding partner, that agency or partner must contact ohiomeansjobs@jfs.ohio.gov to receive approval before using the Ohio Means Jobs brand. Local WIBs and One-Stop centers are not permitted to authorize the use of the Ohio Means Jobs brand by any third party. In the event that a third party wants to use the brand, the Ohio Means Jobs administrators must be notified at the email address provided above.

The Ohio Means Jobs brand will be copyrighted and trademarked to protect it from abuse. The wrongful use of any elements of the Ohio Means Jobs Brand Guidelines as specified in both this policy and the style guide may constitute an infringement of proprietary rights and may result in damages.

V.Technical Assistance

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

VI.Reference

One Stop System Enhancement Program

Governor's Workforce Policy Advisory Board Resolution No. 01-06-2010-02: Ohio Means Jobs Outreach Campaign

Ohio Means Jobs celebrates 1-year anniversary, http://development.ohio.gov/newsroom/2009PR/October/1029-Ohio-Means-Jobs-Anniversary.pdf

Style Guide - http://www.ohioworkforceboard.org/documents/Policy/OhioMeansJobs_Style_Guide.pdf

Rescissions

None