1. U.S. DEPARTMENT OF LABOR, ETA
CareerOneStop
Implementation Update & Branding Exercise
February 6, 2014

2. Agenda
Progress and Update Report
#1 & 5: Corporate Partnership & Community Partnerships:
 In Progress: Qualification
#2: Blogging
 Completed: Approve recommended blogs
 Completed: Key contacts for blogging community
 In Progress: Develop key messages and benefits for each blog
 In Progress: Review COS articles/materials to use as samples for blogging
community
#3: Social Media
 In Progress: Review TATC recommendations for social media
#4: Branding Toolkit
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3. Branding
• The COS’s brand is more than its recognizable logo or its
resource intensive website. The COS brand represents its
reputation to help its target audiences.
• COS resources should be branded effectively to ensure that
they reflect the mission, vision, and strategic priorities.
• The target audience should perceive branding in the way
intended.

4. Toolkit Materials
Career Tools
• Career Exploration
• Career Resource Library *
• Certification Finder
• Education and Training Finder
• Employability Checkup
• Employer Locator
• Financial Aid Advisor
• Job Description Writer
• Licensed Occupations
• mySkills myFuture
• Resume Guide
• Scholarship Search
• Short-Term Training Finder
• Skills Profiler
Business Toolkit
• American Job Center Finder
• Civilian-to-Military
• Occupation Translator
• Compare Occupations
• Find Certifications
• Find Local Training Programs
• Find Professional Associations
• Find State Resources for Businesses
• Job Description Writer
Other Sources for Toolkits: http://www.careeronestop.org/Audiences

5. Branding
• Each interaction that COS has contributes to the perception, therefore we want to express
what that experience look likes.
OVERALL EASE OF ACCESS
Easy Access| Fast | Comprehensive| Actionable | Easy to Use
SATISFIED CUSTOMERS!
**Job Seekers (20 – 50) nOT
Students
Career Changers
Career Guidance Professionals
Career Advisors
**Businesses
*AJC ==== OneStop Career Center – hard to serve population
Decision maker

6. BRANDING THOUGHTS

7. Let’s Talk Brand Images
• Toolkit (as a term)
• Easy Pass
• Express Lanes
• Priority Lane
• Diplomatic Passport
• Pre-check
• Back Stage Passes
• Behind the Velvet Rope
• Head of the Class

8. Where Do We See Stars?
• Walk of Fame (Hollywood)
• Dressing Room Doors
• In the Sky
• Excellent Schoolwork
• Holidays
• Epaulets
• Constellations
• In the Sea
• Origami
• North Star/Guiding star
• Pathway to success | movements |

9. • Key to career success (heavily linked)
• Chain concept links – one links leads to another – attractive graphic
• Outreach program to reach
• Narrow attraction – pitch this campaign
 Training and curriculum
 Overarching plan
 Ladder steps
 1 major tagline
• Key
• Open door
• Unlock your path
• Hope
• Open the door
• Turnkey solutions