THE POWER OF ONE CAMPAIGN, ONE VOICE

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THE POWER OF ONE CAMPAIGN, ONE VOICE
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• Why were here.

Were looking to disrupt thinking thats become
all too traditional, and in the process debunk
myths people hold as truths.
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• Goal for today

• To demonstrate the power of pooling resources to
  develop one campaign with one voice.
• State access to a consistent set of marketing
  tools
• Enable dialogue with national community
• Greater target definition, validation and focus
• A national media stage with increased
  efficiencies

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• How your resources are allocated

• Majority of funds focused against amplifying
  message as collaboration minimizes fixed costs.

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• By definition, we defy definition.

Wirestone is an independent marketing solutions
company uniquely ranked on two Advertising Age
Top 50 listsas both an integrated marketing
agency and an interactive agency.
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• Process

Learn Understand
Strategize
Create
Engage
Brand Immersion, Stakeholder Interviews
Develop Brand Goals, Define Target
Develop Brand, Develop Campaign, Begin Media
Planning
Measure, Analyze, Optimize
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• Summary of interviews

• We talked with eighteen people
• Three from HDA/NCHSD
• Five state members of the Leadership Group
• Two representatives from additional states
• Three representatives of corporate employers
• Five thought leaders

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• Some of what we heard

Your goal should be to bust the myth.
Employers need to know. This is what you get and
this is where you get it.
This is just the next great wave of workers.
The campaign will have to capture that this is
not a gift or charity. Its smart business.
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• Some of what we heard

This campaign needs to catch someone with a
different piece of their brain.
You have people in the rehab field that are
wondering where the jobs are, and people on the
corporate side saying where are the candidates?
When we get employers engaged, where are we
driving them to? Thats as important as the
campaign itself.
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• Insight development

• Dont sugar coat the message.
• Warm and fuzzies wont work. We need to be honest
  and hard hitting in the delivery of our message.
• On the other hand, we need to avoid scolding
  employers.
• A tremendous amount of work has already been done
  at the state level. Our job should be to harness
  the best of whats out there.
• While much of the content is strong, it often
  suffers from some perceived dullness of a
  stereotypical government campaign. Lets inject
  personality and energy into what we create.

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• Process

Learn Understand
Strategize
Create
Engage
Develop Brand Goals, Define Target
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• Define target

• Primary Target
• Senior executives and decision-makers
• Focus on individuals who determine or influence
  hiring initiatives
• Look to the innovators within this target
• More likely to be open and receptive to new ideas
  and business tactics
• Secondary Target
• Human Resources and hiring managers who implement
  hiring initiatives

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• Further segment target

• Concentrate on small medium size companies as
  they are less likely to employ and recruit people
  with disabilities
• Campaign to also speak to those at large
  companies since they offer more employment
  opportunity and are more likely to have already
  committed to providing a diverse workplace
• Private sector skew
• 43 of public sector companies employ people with
  disabilities and almost 40 actively recruit
  them
• Less than 20 of service-producing companies and
  goods-producing companies currently have someone
  with a disability on their payroll or are trying
  to recruit people with disabilities

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• Process

Learn Understand
Strategize
Create
Engage
Develop Brand, Develop Campaign, Begin Media
Planning
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• Campaign construct

Media Mix
Target
Digital Hub
Print
Online
TV
Radio
Drive Awareness
Enable Dialogue
ONE-WAY
TWO-WAY
Buzz
Action
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• Campaign insight

Whether we realize it or not, were constantly
labeling people in the workplace, the caffeine
fiend the close talker We cant change human
nature, but we can use this tendency to label
people to our advantage.
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• Campaign rationale

By acknowledging that labels are a reality, this
campaign can make the case that diversity
differences can add to a companys bottom line.
Were able to dispel the myths surrounding
employees with disabilities, and encourage
employers to see past initial labels. The brand
will manifest itself as a multi-media campaign
designed to drive senior-level decision-makers to
a digital hub to get concrete information they
can use.
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• The brand

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The Digital HubWhile the marketing materials
will serve as a visceral catalyst for increased
public/private partnering around hiring workers
with disabilities, the locus of initial
communication for the materials is a digital hub.
This website will contain useful information for
employers and business, and have the appropriate
functionality to drive traffic to key
state-specific resources. NCHSD is working with
states to identify promising practices for local
delivery systems to meet the needs associated
with increased employer demand for workers with
disabilities.
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Objectives Facilitation hook employers up with
agencies Educational learning resource
Functional tools for users Viral create use
of social media and built-in hooks to spread the
word Social integrate with social networks
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• Research methodology

• Conducted more than 400 20-minute online
  interviews
• 150 from Small companies (lt25 employees)
• 150 from Medium companies (26-500)
• 100 from Large companies (500)
• Respondents qualified as a fit with our primary
  target, and screened as members of
  business-to-business online panel
• Interviews were dispersed both geographically and
  by industry
• Quantitative design also included open-ended
  questions

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• Test outperformed Control across key attributes

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• Recommended media mix- 4MM Budget

• National Television to provide impactful visual
  message in targeted environments
• Digital and Print vehicles also receive budget
  increases for enhanced exposure
• Trade receives a slight increase
• Consider allocating budget to test alternative
  OOH in one market

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• A truly national campaign

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• Next steps

• Verbal commitment of funds by June 30
• Site launch August
• Campaign soft launch August
• Campaign full launch September

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Questions?