Marketing Strategies for Marketing Strategies for Workforce ENsWorkforce ENs

2015 Ticket/EN Series

Hosted by: Miranda Kennedy, Director of Training for the DEI, National Disability InstitutePresented by: Doug Keast, Ticket Coordinator for the DEI, National Disability InstituteGuest: Cara Caplan, Ph.D., Branch Chief for SSA’s Employment Network Support Branch

Disability Employment Initiative Disability Employment Initiative (DEI)(DEI)

According to the SGA, DEI States are required to invest in the sustainability of their efforts through operation of Workforce Employment Networks under Ticket to Work. Currently there are 82 Workforce Employment Networks identified in DEI States, Rounds 1 through 5.

Training and Technical Assistance to DEI Projects on Ticket to Work is provided under U.S. DOLETA contract with NDI Consulting, Inc. and the National Disability Institute (NDI).

Evaluation of the impact of the DEI Projects implementation and outcomes of Workforce Employment Networks will be provided under U.S. DOL ODEP contract with Social Dynamics.

Learning ObjectivesLearning Objectives

Upon completion of this training, DEI grantees will have the following:

•An understanding of SSA’s Announcement on Changes with the Beneficiary Referral CD•Strategies for using E-Data Share•Steps for Marketing and Implementing Beneficiary Outreach Events•Tactics for Increasing Voluntary Disclosure at American Job Centers•Increased Knowledge of Marketing Materials and Strategies developed by DEI grantees and the NDI Ticket TA Team

AgendaAgenda1. Beneficiary Referral CD

2. Review suggestions and ideas for INTERNAL marketing

3. Review suggestions and ideas for EXTERNAL marketing

4. Marketing Tidbits

5. Time for Q & A

Discontinuation of the Discontinuation of the Beneficiary Referral CD Beneficiary Referral CD

• March 20, 2015 Announcement from David Weaver

• Commitment to Continue Working together with Outreach toward EN Success

POLL:POLL:Has your Job Center used the SSA Ticket CD?A) YesB) No

2015 Ticket/EN Series

Marketing 101: Internal MarketingMarketing 101: Internal Marketing

• Is critical to the success of your Workforce EN

• Ensures that staff members understand the expanded services the Job Center offers to Ticket holders specific to their needs (i.e. SSA disability benefits and health insurance, accommodations, etc.)

Marketing 101: External Marketing Marketing 101: External Marketing

External Marketing is another key to success

This requires getting the word out to both Ticket holders and providers in your service area about your Workforce EN

•Relying only on internal referrals from walk-in customers won’t allow you to grow your EN to the scale you will require for sustainability

•Like any new business, it will take time to develop a reputation, and a process within your community, for additional referrals to Workforce EN (refer to EN Maturity Scale)

INTERNAL MARKETING IDEAS

Find Help Page (Choosework Find Help Page (Choosework website)website)

•Employment Networks can be listed on the choosework website’s Find Help page, making it easy for beneficiaries to find local, state, or national ENs

•Directory listings provide beneficiaries with a summary of your Workforce EN services and experience through your EN Profile, including:

•Service area you cover (through search feature)•Disability group(s) you serve•A link to your agency’s web-site•Primary contact and address for your agency•Benefits Advisors on staff

•SSA recently announced that additional, personalized information about your EN may now be included again (up to 250 characters)•Be sure to check your listing for accuracy and keep it updated!

Find Help website linkFind Help website link

http://www.chooseworkttw.net/findhelp/

Work Incentive Seminar Events (WISE)Work Incentive Seminar Events (WISE)

• For Workforce ENs that do NOT have internal SSA disability benefits expertise, WISE can help beneficiaries become informed about how work impacts benefits and how Work Incentives can assist in the transition back to work

• Workforce ENs can provide information at this event regarding services their Job Center can offer to assist Ticket holders in the return to work

• Host a live or archived WISE offered by the Beneficiary Access Support Services contractor (BASS)

• For Ticket Holders interested in moving forward with your Workforce EN, you can schedule individual follow-up appointments

• Use of group orientation process can maximize staff time

On the Choose Work Site:On the Choose Work Site:http://www.chooseworkttw.net/webinars-tutorials/index.html

•

POLL:POLL:Do participants at your AJC have an opportunity to disclose disability and/or SSI/DI status?A) YesB) NoC) Just those that are in WIA Intensive services

2015 Ticket/EN Series

Internal Messaging: How do customers know Internal Messaging: How do customers know your Job Center is an EN? your Job Center is an EN?

• Do you have signage at your AJC and/or other• sites of service? • Do you include a tagline that the AJC is an EN? • Is EN information included in AJC brochures?• Is the Ticket logo or message in email signature?• Is information included in other AJC printed materials?• Is information included in AJC registration?• Is EN information included in Job Center workshops? (i.e.

Re-Employment workshop) • Are EN services connected with your Business Services

Team or Representative?• If you have a scrolling marquee in your Resource room,

such as a flat screen TV, adding EN information to it will get attention

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• Example – Internal Basic Staff Guide

• Provides basic information about services, eligibility, and referral process

Marketing MaterialsMarketing Materials

• Developing basic marketing materials such as brochures and flyers helps spell out what your AJC / Workforce EN offers to assist you in reaching Ticket holders

• Leave marketing materials in various public offices as you reach out to market your program

• Use email list-serves, locally, to send out marketing information for outreach events

• The next slides show sample marketing materials used by the New York and Alaska DEI projects to promote EN outreach

Example of Marketing Flyer from the Alaska

Round 4 DEI project

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Example of Marketing Flyer from New York

Round 1 DEI project

Use Your Website and Social MediaUse Your Website and Social Media

• Do you promote your AJC (as an EN) using your website? Examples: • http://www.mainecareercenter.com/employment/disabilities/index.sht

ml• http://www.challengeworkforcesolutions.org/?action=ticket_to_work• This is a great place to explain Ticket to Work, and your services• This can also be linked to the EN Directory so Ticket holders can

learn more about your AJC’s EN• Provides an opportunity to describe next steps customers should

take if they wish to assign their Ticket with your AJC

• Use your webpage to feature a success story

• Explore other social media outlets to market your services, such as Facebook, Twitter, or LinkedIn

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Example: State of Maine website marketing Ticket to Work Example: State of Maine website marketing Ticket to Work

•

POLL:POLL:Is your Workforce EN able to conduct eDatashare?

A) YesB) NoC) Unsure

2015 Ticket/EN Series

Tap into the Job CenterTap into the Job Center’’s s Management Information System (MIS)Management Information System (MIS)

• Job Centers have a distinct advantage in tracking potential Ticket holders through registration for services captured in our MIS

• Using this information, you can:•Query MIS for customers that have disclosed a disability•Use eData Share to determine which of these customers is Ticket eligible (Security Clearance is required to access eData Share through the Secure Provider Portal)•NOTE: eData Share can be used to sort ALL customers, or as stated, you can first sort out those who have disclosed

• Tracking voluntary disability disclosure can assist in narrowing down customers that may be Ticket eligible, but not all customers will choose to disclose

Tap into the Job CenterTap into the Job Center’’s s Management Information System (MIS)Management Information System (MIS)

• Providing a reason for customers to disclose in your registration can encourage increased customer disclosure

• Example of an AJC registration question regarding disclosure:

Note: This next question is voluntary. This information will be kept confidential and is intended for use solely in connection with record keeping and affirmative action requirements, and to help you in identifying additional resources that can assist you in your return to work. You will not be penalized for refusal to answer.

 Are you a person with a disability? No Yes

If yes, would you like to learn about return-to-work incentives for individuals with disabilities? No Yes

Purpose: Once customers are identified, use contact information to reach out to targeted customers and invite them to a Ticket Orientation and/or SSA Work Incentives workshop and follow up for assignment

Organizational StructureOrganizational Structure

If your EN is operated collaboratively by the full AJC Partnership and other community agencies, it is designed just as WIA (and WIOA) establish the AJC. Advantages of this structure include:

•Increased access to target populations through which some of your partners are “gatekeeper” organizations

•Increased opportunities to include EN outreach activity within organizational meetings and activities of partners

•Strengthened collaborations in key DEI strategy activities like IRT and blending/braiding of resources that will support stronger EN outcomes.

EXTERNAL MARKETING IDEAS

Other Media Outlets Other Media Outlets • Cable television public access station

• Radio PSA’s or TV talk show• Radio stations don’t charge for PSA announcements

• Press Releases

• Connect with marketing for existing and popular community events already in the media

Market at Places Beneficiaries FrequentMarket at Places Beneficiaries Frequent

• Clinics• Pharmacies• Rehab Centers• Food Assistance agency• Housing agencies• Heating Assistance agency• Local Medicaid / Title 19 agency • Community Action offices• Public Transportation locations• Club houses• Drop-in Centers• Wellness / Support Centers

Market at Events Beneficiaries may Attend

Offer to present or attend a booth at an event such as one of the following:• State youth transition conference hosted by area educational agency• State youth with disabilities leadership events• Employment 1st Conference• State ARC Convention• Peer Support Conference• Mental Health Empowerment Conference• Local support groups (often through local hospital)• Veteran Resource Fairs • Human Rights Council events• City ADA council• Society for Human Resource Management (SHRM)

Market to a Specific AudienceMarket to a Specific Audience

Market the “Bigger Picture”• Join forces with other ENs and local Vocational

Rehabilitation (VR) to market “Ticket to Work” in and of itself (ENs and VR can be introduced)

• Jointly develop local Ticket to Work brochures or advertisements (partner with employer or other sponsor or VR and other ENs)

• Host Ticket events for Beneficiaries to learn more about the Ticket program, i.e. WISE event from BASS could be hosted by a group of ENs / VR

The above steps will increasebeneficiary awareness of theTicket to Work program

Offer Beneficiary Outreach EventsOffer Beneficiary Outreach Events

• Whether partnering with skilled Work Incentives planners or using in-house expertise, ongoing outreach events that draw Ticket holders are necessary for EN growth

• Outreach events should cover relevant information for beneficiaries, such as:•Impact of work on benefits•Work Incentives that support the return to work•Options for maintaining, or obtaining health insurance•Job Center / EN services offered

• Depending on your geographic region, successful ENs typically hold these events on a monthly basis

Blend EN Marketing with Other Events

• Offer a service at an event, i.e. mock interviews for job seekers and note “mock interviews are provided to job seekers on Social Security Disability and SSI benefits as a service of XYZ Job Center, which is an Employment Network”

• Partner with state deaf services agency for an interpreter at the event and note “interpreter has been provided by XYZ Job Center, which is an Employment Network for beneficiaries receiving Social Security Disability and SSI benefits”

• Offer a freebie at your booth, that attracts beneficiaries but costs you little or nothing, i.e. a raffle prize of lunch for four at your agency and staff provide the food

Workforce DEI EN Peer IdeasWorkforce DEI EN Peer Ideas• Gary, Indiana DRC: Connection between Food Pantry

and workforce EN together hosting WISE events

• Lake Charles, Louisiana DRC: includes social media by using “Constant Contact”, Facebook.

Bring your marketing ideas to the next TA Ticket Office Hours to share with peers. Thursday, April 23 from 3-4pm ET

Marketing Tidbit #1Marketing Tidbit #1

It is permissible for an approved EN to use the Ticket to Work program logo but not the SSA logo

Interested in more than just the Ticket logo? See the Choose work website for more marketing materials:

http://www.chooseworkttw.net/provider-resources.html

Marketing Tidbit #2Marketing Tidbit #2Walk the talk!

Set an example / create a welcoming environment: • Be sure your EN is physically accessible

• Be sure your website is friendly to screen readers

• Be sure to add 711 to your phone number postings

• Be sure agency staff know about accommodationsCreate a desktop guide for staff to reference for accommodations, i.e. where to find a sign language interpreter or printed items in alternative format. For an example of a DEI desktop guide for AJC staff: https://disability.workforce3one.org/command/view.aspx?look=2001405840432475887&mode=info&pparams=

Marketing Tidbit #3Marketing Tidbit #3Develop Referral Sources

•Consider community providers and inform them of your ability to serve SSA beneficiaries through your AJC services

•Reach out to other organizations that may be in contact with Ticket holders, such as:

• Your local SSA field office (some restrictions apply)• Worker’s Compensation Rehabilitation Counselors• Lawyers that assist with disability claims• Internal referrals from your AJC and partner agencies• Departments of Social Services• Medicaid Service Coordinators• Local Housing Authorities• Asset Development Coalition members (if applicable)

SummarySummaryIn today’s presentation we covered the following:

The SSA Beneficiary Referral CD is no longer available to ENs

Suggested methods for INTERNAL MarketingKeeping up to date in the EN DirectoryConnecting Beneficiaries to WISE eventsInternal Messaging Identifying Customers with Available Tickets

Suggested methods for EXTERNAL MarketingGetting information about the AJC services out to disability communityFocused outreach to targeted populationsWorking with Regional PartnersOutreach Events

Other marketing strategies that have been employed by Workforce and other ENs

Questions/CommentsQuestions/CommentsIf you have a comment or question you can:

A: Submit it to the host in writing via the Chat or Q&A Box to the right, or…

B: Click on the “raise hand” icon to have your line un-muted and ask your question/make your comment.

Additional ResourcesAdditional ResourcesIncluded with this webinar announcement:

•Alaska Job Center EN Poster•New York Outreach Event Poster•Iowa “WISE-Type” Event Posting•Outreach Event Guide – New York•Event Follow-up Sheet – New York•Marketing Examples Listing

Over the course of the Navigator and DEI Implementation, NDI has accumulateda large number of examples of strategies listed in this presentation from many states. To receive copies of the items listed, please contact Doug Keast at dkeast@ndi-inc.org

Contact InformationContact Information

Doug KeastTicket Coordinator and Technical Assistance Liaison for the DEINational Disability Institute(515) 707-8828dkeast@ndi-inc.org