COMMUNICATION FOR EFFECTIVE MARKETING. Norine Jaloway Gill UNTWISE

Transcription

1 COMMUNICATION FOR EFFECTIVE MARKETING Norine Jaloway Gill UNTWISE

2 Public Service Announcement The Texas Governor s Committee on People with Disabilities (GCPD) has partnered with the Texas Workforce Commission (TWC) and Texas Workforce Solutions to launch the Texas HireAbility campaign to raise awareness about the benefits of hiring people with disabilities. The campaign is being held in conjunction with National Disability Employment Awareness Month to highlight the contributions of people with disabilities in the workforce. Governor Greg Abbott has issued a proclamation for Disability Employment Awareness Month in Texas, encouraging all Texans to learn more about disability employment while creating more inclusive workplaces and more employment opportunities to support an economy that is made ever stronger by the diversity and full participation of workers with disabilities. Office of the Governor Greg Abbott

3 Objectives Identify the internal (last week) and external (today) customers that need your services. Structure your message to your audience and know how, when and where to share it. Create a positive connection that results in a long-term and mutually beneficial relationship.

4 SPLENDID! Employment Services Mission: To assist people with disabilities to find and keep paying jobs in local community businesses.

5 Examples: Mission Statements Enabling and empowering individuals and families to live quality lives. Envision a world where all people, including those with significant support needs, are respected, valued and provided opportunity in the workplace and community. Empower adults and veterans with disabilities to achieve their maximum potential and lead fulfilling lives within our community.

6 Examples: Mission Statements Assist individuals with disabilities to maximize their opportunities in achieving employment and career advancement in community-based competitive jobs. Fostering opportunities by empowering God s people, enabling independence and building futures with endless possibilities.

7 Why should people trust us? Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.

8 Apple Marketing Strategy Steve Jobs 1990 s?

9 Step 1: Identify the Stakeholders in the process Individuals and partner organizations who have an interest in achieving your mission statement. Must understand the philosophy and concepts associated with integrated community employment (supported employment, customized employment) in order to be effective players in your marketing plan.

10 The Stakeholders could include: Advocacy organizations such an Arc, NAMI, ILC Self-Advocates who are successfully employed Employers with successful experiences Family members happy with your services Board members or other decision-makers Other professional staff your organization

11 Step 2: Conduct an Environmental Analysis Why? How? Outcomes: Types of services already available where are the gaps Number of people needing supported employment What people are seeking in quality services Demographic data such as age, ethnicity, New areas of expertise needed, such as self-employment

12 SWOT Analysis Strengths Weaknesses Opportunities Threats

13 Strengths Identify the strengths of your supported employment services Staff with x years of experience Good relationships with families Good success with some employers Many job seekers with skills Executive Director is member of the local Chamber Board is supportive and well-known in community Most of the job seekers are SSA recipients, thus presumptive eligibility for VR Many receive Medicaid waiver services Can you name a few?

14 Weaknesses Identify the problems that restrict supported employment growth Staff uncomfortable talking to employers/businesses they don t know Consumers/family members are not aware of options Schools don t let families know about supported employment services Fear of loosing Social Security & Medicaid eligibility benefits Lack of employer understanding of supported employment Supported employment services cost too much Staff turnover is high families & employers may never see the same staff VR eligibility for funding takes a long time Can you name a few?

15 Opportunities Identify the positive actions that promote supported employment There are job opportunities in the community Some employers are disability friendly Positive relationship with employers who have hired with us in the past Many family members who are employers WIOA is new legislation that promotes youth in real jobs when leaving school and mandates employment outcomes for people receiving VR Services. Medicaid settings rule that day services are integrated Can you name a few?

16 Threats Identify the threats to supported employment implementation Current service system is very day habilitation/sheltered oriented and providers will fight to keep it that way. See supported employment as a threat to their funding and future. Day service dollars are limited. Major legislators and agency decision-makers consider people with disabilities too severely disabled to be employed. Many providers are not aware of the abilities of the individuals they serve Can you name a few?

17 Step 3: Create Marketing Strategies Consider the best investment of your time and resources to strengthen your message. Identify your goal and objectives

18 Communication that is RELEVANT Every communication that you generate should have a value to your customer or your prospect. How are you relevant to your customer.

19 Marketing Mistakes Grant Leboff Marketing Speaker & Expert Source:

20 Develop Your Marketing Goals Product What is the primary product of supported employment? Labor is our primary product What are the services that our staff provide? Screening of applicants, recruitment, job analysis, assistance with job accommodations, on the job training, ADA consultation, etc. Place - Location, location, location Price - Are you really FREE? Promotion: Tools for sharing information.

21 SMART Criteria for Writing an Objective S M A R T - Specific - Measurable - Agreed upon - Realistic - Timed Resources: ria SvuFIQjK8

22 What we want from this effort: 1. Double the number of employers who will hear about and use our Employment Services, in a wider variety of jobs. 2. All staff know how to communicate with employers and have the skills to implement the marketing strategy. 3. Collect data, stories and evidence of outcomes for people with disabilities and their families who use our services.

23 How will employers hear about your Employment Services? 1. Double the number of employers who will hear about and use our Employment Services, in a wider variety of jobs. Create a business advisory council Join Chamber, Rotary or other community organizations Event with an employer of the year recognition Member of the local Human Resources Association (Society for Human Resource Management) HR Houston:

24 Will staff have the skills to implement the marketing strategy? 2. All staff know how to communicate with employers and have the skills to implement the marketing strategy. Conduct training on customer-driven approaches Write and practice our elevator speeches Ensure staff have resources to communicate: smart phone, computer, thank you cards with logo, postage, organizational software Understand what kind of support staff need to effectively communicate our mission Practice, practice, practice

25 How will we know if the plan is effective? 3. Collect data, stories and evidence of outcomes for people with disabilities and their families who use our services. Quality employment placements that match the job seeker s strengths Variety of jobs Number of employers Wages earned Hours worked Increased number of individuals with the most severe disabilities

26 Implement the Plan! Resources Time Staff Money Who is responsible for which part of the plan Not alone

27 Evaluate all the time Data collected by the staff Surveys in person or electronic Personal interviews Staff performance Record reviews

28 Continuous Quality Improvement Increased access and connection with the business community Enhanced organizational image Improved customer satisfaction

29 Resources Texas Governor s Committee on People with Disabilities (GCPD) Texas Workforce Commission (TWC) National Disability Employment Awareness Month VCU WorkSupport Texas HireAbility website and Fact sheet 2016 ODEP, Office of Disability Employment Policy, Employer Assistance and Resource Network on Disability Inclusion (EARN) Society for Human Resource Management (SHRM) Presentation on: Continuous Quality Improvement, Principles & Practices, SAMHSA- HRSA

30 QUESTIONS?