marketing to the beneficiariesnenaticket.org/teleconf/marketing_to_beneficiaries_11-13.pdf ·...
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
Marketing to
the Beneficiaries
1
September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Presenters:
• Kathy Holmquist, Pathways to Independence, Inc., Oregon
• Tammy Liddicoat, Employment Resources, Inc., Wisconsin
• Kevin Nickerson, Tomkins Workforce NY Center, New York
• Paula Vieillet, My Employment Options, Florida
• Pam Walker, Alliance Professional Services, Tennessee
• Ann Gordon, Beneficiary Access and Support Services, BAH
• Susan Webb, ABIL Employment Services, Arizona
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• To review the steps included in developing a marketing plan.
• To provide an overview of referral sources for beneficiaries.
• To hear from ENs who are using various marketing strategies and how they implemented them.
Workshop Objectives
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Discontinued mailing a paper ticket in 2011 to beneficiaries resulting in a decline of phone calls to ENs.
• Booz Allen Hamilton contracted to increase social media presence and provide marketing expertise to SSA.
• Robo Calls were started with a referral to the Hotline.
• This led to a significant decline in phone inquiries to ENs.
• Decrease in the number of ENS to less than 600.
Recent History of Ticket to Work
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
This is leading us to develop new methods of contacting beneficiaries.
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• An analytical process where you look at all aspects of your organization’s activities to evaluate how to get an
adequate return on your investment.
What is a Marketing Plan?
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Understanding your target market
• Identifying your competitive position in that market
• Planning how you intend to reach that market
• Developing a budget
• Differentiating yourself from your competition
• Setting and tracking measurable goals.
A marketing plan includes:
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Asking yourself a lot of questions
What is involved in developing a
Marketing plan.
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• What is the profile of the ticket holder that you would like to serve?
• What are the mission, vision and objectives of your organization?
• What changes do you see occurring that you need to take into consideration?
Questions to ask…
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• What have you been doing well?
• What haven’t you been doing well?
• How are you viewed by the clients you serve?
• Who is your competition?
Questions to ask…
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Where have you been contacting beneficiaries?
• What opportunities do you see for your organization?
• What relationships, contracts, or connections do you currently have that you can build from.
• What is your marketing budget?
• $$$
• Other resources
Questions to ask…
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Brainstorm alternatives from this information
• Narrow down the options and evaluate the top two or three
• Set goals, track your progress and make changes as necessary
Brainstorm and Evaluate
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Established Relationships
• Local Referrals
• Social Media
• Website
• National Referrals
Beneficiary Referral Sources
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
This facilitates a smooth transition of Ticketholders from employment to post-employment services…
Benefits Counseling
On going coaching and job retention
Career growth opportunities
There is a great fact sheet on this program:
http://choosework.net/document-library/materials-for-beneficiaries/index.html
Partnership Plus
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
American Job Centers/Workforce Centers provide a single access point to help people find a job, offering training programs, and job search resources.
• May or may not be an EN.
Workforce Centers
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Marketing Materials you may need:
• Handout explaining the Ticket Program to Workforce Staff
• Poster and Choose Work cards available through BASS
Workforce Centers
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
Relationships with Other Organizations
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Community Work Incentive Coordinators • Provides benefit counseling to measure financial impact
to individuals interested in returning to work.
• ENs report that providing this service is a good way to market to beneficiaries.
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Medical professionals
• Support groups
• Non-Profit Organizations that Serve People with Disabilities
• Other Beneficiaries/Former Clients
• School Transition Programs
Other Referral Sources
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Social Media
• Blogs
• Webinars
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
Sign up for email alerts from Social Security (Step 1)
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
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Sign up for email alerts from Social Security (Step 2)
September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
Download the Service Provider Toolkit for free materials and resources: www.chooseworkttw.net/document-library/materials-for-providers/index.html#providertoolkit
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• The Choice Group, Richmond, VA
• Using tools that have been developed by BASS to help Employment Networks market their services
• Including newsletter articles in our website site as featured articles
• Make “Debunking Three Biggest Myths” a downloadable document
• Link for Success Story Radio Script
• Utilize the banners
• Link to the Choose Work blog
EN Website
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
National Hot Line
BASS Website
CD from MAXIMUS
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Leads from…
September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• Different strategies for national, regional, or local EN
• Size of your organization
• Resources available
Things to consider
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Now It’s Your Turn…
Let’s review…
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Marketing Plan Process…
What is the profile of target ticket holder?
What are the Mission, Vision, Goals of your organization?
What changes do you see happening that affect you?
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Marketing Process continued…
What is your current situation?
Who is your competition?
Where have you connected with your current ticket holders?
What opportunities do you see for your organization?
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association Marketing Process continued… What kinds of people are your employers looking for? What relationships do you currently have? What is your financial and resource budget?
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Develop your strategy:
•Brainstorm alternatives for your organization.
•Narrow down the options.
• Evaluate the top two or three.
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
Next steps…
Set your goals.
Track your progress.
Change as needed.
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association National Employment Network Association
• CD accuracy
• Robo Call restrictions
• Annual benefits updates
Things we are working on…
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September 2013 NENA’s 3rd Annual National Training Conference
Orlando, FL
National Employment Network Association
•QUESTIONS AND ANSWERS
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