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NATIONAL MARKETING CAMPAIGN
This page has information for state MIGs about the national marketing campaign that MIGs are collaborating on to raise employers' awareness about disability employment. Want to learn even more? Visit the campaign collaboration's website at www.WeThinkBeyondTheLabel.org. A news blog there will keep you up to date.
Think Beyond the Label Marketing Campaign Pre-Launch Webinar. On January 15th, NCHSD hosted a teleconference to share key information about the national campaign's launch. The webinar included a preview of the Think Beyond the Label creative assets, a live demonstration of the TBTL web site, and talked about ways that states can participate in the campaign. Click here to view the webinar.
View the campaign design elements. States recently voted a resounding YES to moving forward with the proposed brand (logo) and digital hub layout designed by Wirestone. Their verbatim responses from an online survey are available here.
Campaign Outreach Tools New tools are available for participating states to use when they are explaining the campaign to MIG stakeholders. TBTL Highlights is a concise and engaging two-pager can help MIGs communicate with stakeholders and partners about the marketing brand and the media plan. More details about the campaign concepts, goals and strategies can be found in our TBTL Outreach Presentation, Both tools are designed to help state partners explain the campaign to potential partners - everyone from businesses to state agencies.
Marketing Presentations On May 28 and June 10, more than 35 states participated in a teleconference about the campaign to hear about how the campaign budget will be allocated to most effectively reach high level executives and hiring managers. The states heard from Wirestone, which is designing the campaign and marketing plan, and from media planning firm Kelly, Scott & Madison. Questions and answers from these events are below.
Other ways to learn more: View slides from Wirestone's presentation in San Francisco on the marketing plan and preliminary campaign concepts, or download targeted market research results on the campaign concepts. You can also see the media strategy presentation.
State Work Groups Two state work groups have formed to support state involvement in the national marketing campaign. The National Partners Work Group will strategize to engage non-profit and corporate partners to support the campaign. The State Implementation Work Group will explore promising practices and problem-solve to help states implement marketing plans in their own state. Email Melissa Turner at mwturner@hdadvocates.org for more information about the work groups.
Questions & Answers
Q: What are ways that states wishing to support the national campaign can integrate the message into their own marketing campaigns?
A: States have been participating in a State Implementation Work Group (which met twice in June) to begin discussing these issues; we also expect to get support from Wirestone around developing state-level toolkits for those putting additional resources toward state campaigns.
Q: Do we know how people with disabilities are responding to the campaign, especially in regards to the use of humor?
A: HDA has contracted with Susan Daniels & Associates to test the proposed Think Beyond the Label brand with opinion leaders in the disability community. Initial feedback has been enthusiastic and supportive of the brand and the unique approach for targeting employers through both traditional and digital media. However, it's important to remember that employers are the target audience for this campaign, not people with disabilities. The campaign's media firm (Wirestone) has conducted an initial testing of the Think Beyond the Label brand with more than 400 senior-level executives and hiring managers--which was met with extremely positive results. In fact, nearly two-thirds of employers involved in this research stated that they would "do something" (e.g. visit the digital hub) after seeing the messaging. You can see the entire research report on the www.wethinkbeyondthelabel.org website, under the “News” section. The goal of this particular campaign is to create buzz with employers about hiring people with disabilities and subsequently drive senior-level decision-makers to a digital hub that provides concrete information they can use, so we feel this research has been very helpful.
Q: Regarding the digital hub: How will traffic (e.g. senior level executives and hiring managers who visit the digital hub) be directed to the states? What will the website include?
A: The initial planning behind the digital hub is still at the very beginning stages but we will have more information about this soon. We envision that traffic—during phase one of development—will be driven to one key contact in each state. We are working with states to share promising practices and identify the best and most appropriate contact possible.
Q: Bringing the idea of collaborations down to the state level, can we make our contribution through a collaboration of Employment Networks that we could facilitate?
A: Yes. We can work with you to get you the information you need to make this happen. Contact mwturner@hdadvocates.org.
Q: Although individuals with disabilities are not the target audience, should we test ads with them to see what they think about them? We really don't want to offend them either. Will they find the ads humorous?
A: We are currently undertaking some focus groups with individuals with disabilities--many of them national opinion makers—to make sure the message works.
Q: Do the funds need to be allocated this year, or can it be over multiple years?
A: The $4 million in funds we are currently attempting to pool need to be allocated this year, for this current phase of the campaign. We envision additional campaign activity in subsequent years but do not have information available at this time.
Q: I understand that both USBLN and national APSE are conducting similar marketing campaigns. If so, is there opportunity to collaborate to avoid duplication?
A: We are working with both groups to make sure they are aware of the MIG marketing collaboration and can participate. We think it will be particularly important to work with these organizations to ensure that every state has a network of resources in place to respond to employer demand that we hope to create from this campaign. Having seen the APSE materials, we believe they both are different and complementary to the work the MIGs are leading.
Q: Are you asking for additional resources beyond what states have already contributed?
A: If every state contributes 6% of their grant we hit $4 million easily--of course, we can do so much more if partners can contribute more.
Q: What amounts are states verbally committing to at this point, if any?
A: Many states are committing at least 6%; many are contributing significantly more.
Q: Are you considering setting up a conference call and presentation to all state VR reps?
A: Yes--we are working very closely with Kathy West-Evans and CSAVR on this.
Q: Can you share what states have verbally committed to date?
A: Visit the pre-campaign website at WeThinkBeyondTheLabel.org for a map of state participants to date.
Q: Is the 6% suggestion a one time payment, or would we be expected to provide the same level of funding in subsequent years?
A: 6% is based on the costs for a 2009 media and marketing campaign. The continuation of the campaign in 2010 will have a new budget and will be based on the foundation of the 2009 campaign, so at this time we do not have a solid number for 2010. Wirestone suggests that everyone think about at least 6% for 2010.
Q: If we are not successful with the 2010 MIG competition, will we still be able to make use of the campaign in that year and beyond?
A: Yes, you will have access to the materials in the unlikely event that you submit an application and do not receive a MIG in 2010.
Q: Would the payment of the funds be made to NCHSD, Health & Disability Advocates (HDA), or the media firm?
A: HDA is the fiscal manager of the national marketing campaign for the collaborative. HDA has set up a segregated account at Chase Bank. Checks can be made out to HDA, with NMC in the memo section. Most states have been using a grant process or have just asked for an invoice. Please contact Barb Otto at botto@hdadvocates.org if you need some assistance with this process in your state.
Q: Is there a date by which this needs to be completed?
A: In order to complete media buys and launch the campaign this Fall, we need a commitment by June 30. A “commitment” means that we have whatever process the state needs to release funds (grant, invoice, purchase order) is underway. Of course, we need the funds in hand soon thereafter in order to do the media buys this Fall. Some states have a 15-day turnaround for payment, others have a 30-day turnaround. Please contactbotto@hdadvocates.org. if you need some specific assistance in your state.
A: States have been participating in a State Implementation Work Group (which met twice in June) to begin discussing these issues; we also expect to get support from Wirestone around developing state-level toolkits for those putting additional resources toward state campaigns.
Q: Do we know how people with disabilities are responding to the campaign, especially in regards to the use of humor?
A: HDA has contracted with Susan Daniels & Associates to test the proposed Think Beyond the Label brand with opinion leaders in the disability community. Initial feedback has been enthusiastic and supportive of the brand and the unique approach for targeting employers through both traditional and digital media. However, it's important to remember that employers are the target audience for this campaign, not people with disabilities. The campaign's media firm (Wirestone) has conducted an initial testing of the Think Beyond the Label brand with more than 400 senior-level executives and hiring managers--which was met with extremely positive results. In fact, nearly two-thirds of employers involved in this research stated that they would "do something" (e.g. visit the digital hub) after seeing the messaging. You can see the entire research report on the www.wethinkbeyondthelabel.org website, under the “News” section. The goal of this particular campaign is to create buzz with employers about hiring people with disabilities and subsequently drive senior-level decision-makers to a digital hub that provides concrete information they can use, so we feel this research has been very helpful.
Q: Regarding the digital hub: How will traffic (e.g. senior level executives and hiring managers who visit the digital hub) be directed to the states? What will the website include?
A: The initial planning behind the digital hub is still at the very beginning stages but we will have more information about this soon. We envision that traffic—during phase one of development—will be driven to one key contact in each state. We are working with states to share promising practices and identify the best and most appropriate contact possible.
Q: Bringing the idea of collaborations down to the state level, can we make our contribution through a collaboration of Employment Networks that we could facilitate?
A: Yes. We can work with you to get you the information you need to make this happen. Contact mwturner@hdadvocates.org.
Q: Although individuals with disabilities are not the target audience, should we test ads with them to see what they think about them? We really don't want to offend them either. Will they find the ads humorous?
A: We are currently undertaking some focus groups with individuals with disabilities--many of them national opinion makers—to make sure the message works.
Q: Do the funds need to be allocated this year, or can it be over multiple years?
A: The $4 million in funds we are currently attempting to pool need to be allocated this year, for this current phase of the campaign. We envision additional campaign activity in subsequent years but do not have information available at this time.
Q: I understand that both USBLN and national APSE are conducting similar marketing campaigns. If so, is there opportunity to collaborate to avoid duplication?
A: We are working with both groups to make sure they are aware of the MIG marketing collaboration and can participate. We think it will be particularly important to work with these organizations to ensure that every state has a network of resources in place to respond to employer demand that we hope to create from this campaign. Having seen the APSE materials, we believe they both are different and complementary to the work the MIGs are leading.
Q: Are you asking for additional resources beyond what states have already contributed?
A: If every state contributes 6% of their grant we hit $4 million easily--of course, we can do so much more if partners can contribute more.
Q: What amounts are states verbally committing to at this point, if any?
A: Many states are committing at least 6%; many are contributing significantly more.
Q: Are you considering setting up a conference call and presentation to all state VR reps?
A: Yes--we are working very closely with Kathy West-Evans and CSAVR on this.
Q: Can you share what states have verbally committed to date?
A: Visit the pre-campaign website at WeThinkBeyondTheLabel.org for a map of state participants to date.
Q: Is the 6% suggestion a one time payment, or would we be expected to provide the same level of funding in subsequent years?
A: 6% is based on the costs for a 2009 media and marketing campaign. The continuation of the campaign in 2010 will have a new budget and will be based on the foundation of the 2009 campaign, so at this time we do not have a solid number for 2010. Wirestone suggests that everyone think about at least 6% for 2010.
Q: If we are not successful with the 2010 MIG competition, will we still be able to make use of the campaign in that year and beyond?
A: Yes, you will have access to the materials in the unlikely event that you submit an application and do not receive a MIG in 2010.
Q: Would the payment of the funds be made to NCHSD, Health & Disability Advocates (HDA), or the media firm?
A: HDA is the fiscal manager of the national marketing campaign for the collaborative. HDA has set up a segregated account at Chase Bank. Checks can be made out to HDA, with NMC in the memo section. Most states have been using a grant process or have just asked for an invoice. Please contact Barb Otto at botto@hdadvocates.org if you need some assistance with this process in your state.
Q: Is there a date by which this needs to be completed?
A: In order to complete media buys and launch the campaign this Fall, we need a commitment by June 30. A “commitment” means that we have whatever process the state needs to release funds (grant, invoice, purchase order) is underway. Of course, we need the funds in hand soon thereafter in order to do the media buys this Fall. Some states have a 15-day turnaround for payment, others have a 30-day turnaround. Please contactbotto@hdadvocates.org. if you need some specific assistance in your state.
