Challenge: AJB was the world’s largest online recruitment center, but remained largely unknown and consequently under-utilized.   Objective: Establish the brand as a leader among the top four national online job websites using the positive message: "Life is short. Do what you want."   Target Audiences: Generation X College Students Employers   Strategy: Reingold created the "Dream Job" ad campaign for the National Association of State Workforce Agencies featuring real people in real dream jobs, including a fashion designer, test pilot, architect, and cowboy. The campaign’s message and identity played off of the "American Dream" idea inherent in AJB’s brand and its key asset—an astounding number of job opportunities. The campaign included television spots on NBC, MTV, ESPN, and E!; print ads in national magazines such as Business Week, Fast Company, Rolling Stone, and Popular Mechanics; a national media campaign; and ads in major metropolitan commuter rails. Supplemental materials—including posters, flyers, information kits, and a CD ROM for job seekers—targeted specific audiences.   Results: In just seven months, America’s Job Bank’s online hits skyrocketed to 138 million every month, and job postings soared to one million. A recent national study ranked AJB 3rd in market awareness.