Transcript (EN) Marketing and Outreach () - Disability Employment Initiative

Welcome to Workforce3 One
EN Marketing & Outreach Strategies
U.S. Department of Labor
Employment and Training
Administration
Webinar Date: June 5, 2014
Presented by:
Kevin Nickerson & Mary Lynn ReVoir,
NDI Technical Assistance Team
U.S. Department of Labor
Employment and Training Administration
Where are you?
Enter your location in the Chat window – lower left of screen
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Moderators
Moderator: Randee Chafkin
Title: Workforce Development Specialist
Organization: Employment and Training
Administration
Moderator: Miranda Kennedy
Title: Director of Training for DEI, NDI
Technical Assistance Team
Organization: National Disability Institute
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Disability Employment Initiative
• According to the SGA, DEI Projects at the state level
and/or local level participating LWIBs are required to
become Employment Networks (ENs) under Social
Security Administration’s (SSA’s) Ticket to Work
Program.
• Training and Technical Assistance to DEI Projects in
attaining Employment Network status and implementing
effective EN operations 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 as Employment Network
will be provided under U.S. DOL ODEP contract with
Social Dynamics.
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Learning Objectives
Upon completion of this training webinar, DEI grantees
and participants and partners from the public
workforce system will have the following:
•An understanding of general Marketing & Outreach strategies that will
help grow your Workforce Employment Network (EN)
•Information on how to access Ticket holders utilizing various
resources
•Exposure to specific examples of internal and external marketing
products
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Presenters
Presenter: Kevin Nickerson
Title: Ticket to Work Subject Matter Expert for
DEI, NDI Technical Assistance Team
Organization: National Disability Institute
Presenter: Mary Lynn ReVoir
Title: Ticket Coordinator for DEI, NDI
Technical Assistance Team
Organization: National Disability Institute
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Agenda
• Review suggestions and ideas for INTERNAL
marketing
• Review suggestions and ideas for EXTERNAL
marketing
• Marketing Tidbits
• Time for Q & A
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Marketing 101: Internal Marketing
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.)
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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)
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INTERNAL MARKETING IDEAS
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1. EN DIRECTORY
• Employment Networks can be listed on the Ticket to Work EN
Directory, 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
• Be sure to check your listing for accuracy and keep it updated!
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EN Directory website link
www.yourtickettowork.com
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2. Beneficiary Referral CD
NOTE: Requires Security & Suitability clearance to access!
• Fields of information provided in the CD include:
• Name, Address, Phone of Ticket holder and Rep Payee if
applicable
• Year of birth
• Last 2 numbers of SSN
• Prior VR history
• Earnings information: Ever? Last 60 months? Last 18 months?
• Training on the use of the Beneficiary Referral CD is available from the
Operation Support Manager (OSM), found here:
https://yourtickettowork.com/web/ttw/training1
• NDI also has a Tip Sheet on “Effectively Using Beneficiary Referral
CD”, available for download today
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How to use the Beneficiary Referral CD
• Allows your EN to market directly to Ticket holders not registered at
the AJC
• Provides an opportunity to filter based on geographic region, and
recent work efforts
• Additional marketing strategies for effectively using the Beneficiary
Referral CD include:
• Direct mailings to send marketing brochures, Job Fair announcements,
and invitations to Ticket orientation or SSA Work Incentives workshops
• Phone outreach efforts
• Invitations to related events that might generate interest in the return to
work (i.e. Asset Development events, other workshops of interest within
the AJC, etc.)
NOTE: Information on Beneficiary CD comes in comma-delimited text format,
you will need to sort accordingly, and import into excel spreadsheet. Refer to
the OSM training for instructions.
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3. 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
For more information about WISE events, see:
http://www.chooseworkttw.net/
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4. Internal Messaging:
How do customers know 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
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Marketing 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
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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
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Available Marketing Materials
• Beneficiary Access for Support Services
(BASS) has materials available for download
to assist ENs found here:
http://www.chooseworkttw.net/document-library/materials-forproviders/index.html#materials
• The DEI Ticket team has examples of
materials to share as well, simply email your
request to your TA Liaison, or to the Ticket TA
team. (Available for download today is a listing
of available materials.)
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Use Your Website and Social Media
• Do you promote your EN using your website? Examples:
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http://www.mainecareercenter.com/employment/disabilities/index.shtml
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 EN
• Provides an opportunity to describe next steps customers should
take if they wish to assign their Ticket with your EN
• 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
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Tap into the Job Center’s
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
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Tap into the Job Center’s
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
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Presenter
Presenter: Mary Lynn ReVoir
Title: Ticket Coordinator for DEI, NDI
Technical Assistance Team
Organization: National Disability Institute
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EXTERNAL MARKETING IDEAS
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Other Media Outlets
• Cable television public access station
• Radio PSA’s or TV talk show
• Press Releases
• Connect with marketing for existing and popular
community events already in the media
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Market at places
Beneficiaries frequent
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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
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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
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Market to a Specific Audience
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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 increase
beneficiary awareness of the
Ticket to Work program
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Offer 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:
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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
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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 Employment Network”
• Partner with state deaf services agency for an
interpreter at the event and note “interpreter has been
provided by XYZ 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
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Workforce 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.
Tuesday, June 19th from 3-4pm ET
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Marketing Tidbit #1
It is permissible for an approved EN to use the
Ticket to Work program logo but not the SSA logo
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Marketing Tidbit #2
Walk 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 accommodations
• Create 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=20
01405840432475887&mode=info&pparams=
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Marketing Tidbit #3
Develop Referral Sources
• Consider community providers and inform them of your
ability to serve SSA beneficiaries through EN services
your AJC offers
• Reach out to other organizations that may be in contact
with Ticket holders, such as:
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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)
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Summary
In today’s presentation we covered the following:
• Suggested methods for INTERNAL Marketing
• Suggested methods for EXTERNAL Marketing
• Other marketing strategies that have been employed by
Workforce and other ENs
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Polling Question
Is your job center EN and Ticket to Work promoted on
your workforce website?
1. Yes
2. No but we plan to explore this idea
3. Not sure but we will find out
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Polling Question
Please identify methods you have learned about today that you plan
to employ at your AJC to further promote your EN services to Ticket
holders (you may check more than one option):
1. Marketing brochures
2. eDataShare
3. Radio or TV promotion
4. Social media and/or webpage information
5. Mailings
6. Community Provider referrals
7. Beneficiary Referral CD
8. Internal marketing to AJC staff
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FINAL WORD FROM RANDEE
Moderator: Randee Chafkin
Title: Workforce Development Specialist
Organization: Employment and Training
Administration
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Discussion & Feedback
Your thoughts or questions are
welcomed…
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Resources
Available for download
• Effectively Using the Beneficiary
Referral CD
• Example of Marketing Plan
• Marketing Vault Listing
Reminder if you want examples of
marketing materials email
[email protected]
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Please enter your questions in the Chat Room!
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Speakers’ Contact Information
Speaker:
Title:
Organization:
Email:
Kevin Nickerson
DEI Ticket Subject Matter Expert
National Disability Institute
[email protected]
Speaker:
Title:
Organization:
Email:
Mary Lynn ReVoir
DEI Ticket Coordinator
National Disability Institute
[email protected]
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Look for upcoming Webinars in this series!
the
SAVE
DATE
Tuesday, June 17th 3-4:15pm ET
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Thank You!
Find resources for workforce system success at:
www.workforce3one.org
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