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Cos branding talking points notes

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Transcript

  • 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 Page |2
  • 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