Transcript Strategic Marketing WITH Disability Community Segments

Strategic Marketing WITH
Disability Community
Market Segments
US Business Leadership Network
Thursday, September 17, 2009
4:00 - 5:15 PM
Gaylord National Resort &
Convention Center
Tour Guides
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Susan Mazrui, Director Public Policy
AT&T
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Colleen Fukui-Sketchley, Corporate Diversity Affairs Specialist
Nordstrom, Inc.
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Kevin Bradley, Director Inclusion and Diversity
McDonald’s USA, LLC
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Tari Hartman Squire, CEO
EIN SOF Communications, Inc.
Disability Market?
$how Me The Money
At least 54.4 million Americans have a disability. That market has:
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$1 Trillion in aggregate income (plus friends, family and colleagues; $220
billion in purchasing power - more than the coveted teen market
U.S. Census Bureau
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71% of accommodations cost $500 or less; 20% cost nothing.
Job Accommodation Network (JAN)
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60% (101.4 million) of working-age adults are likely or very likely to benefit
from accessible technology.
Microsoft/Forrester Research
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92% of consumers feel favorable toward companies that hire people
with disabilities; 87% prefer to give business to such companies.
U of Mass. Boston, Center for Social Development
and Education/America’s Strength Foundation
Disabilities Market Segment
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Comparatively Speaking:
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Disabilities
54.4 million
$220 billion
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Hispanic
46.9 million
$1.2 trillion (by 2010)
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African American
39.0 million
$1.2 trillion (by 2013)
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LGBT
16.3 million
$835 billion (by 2011)
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Asian American
16.0 million
$254 billion
Remember disability market cuts across all segments
Successful Tactics to
Distinguish Your Brand
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Advisory Committees
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Internal Assets
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Senior Management buy-in; Cross-Divisional Disability and
Diversity Champions; Employee Resource Groups (ERGs)
Advertising/Marketing/PR Mix
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Input on key messaging; disability-savvy language, accessible
products/services; employment/customer pipeline (early adopters)
Market research; print/electronic - mainstream, disability/diversity,
Internet; OOH; spokespersons; accessible direct mail
Strategic Marketing/Alliances
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Enhance brand; polish halo effect; cultivate brand-loyal customers;
sponsorships; Awards; public policy tie-in
In the Beginning…
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My Left Foot
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First Strategic Marketing campaign with disability community
Promotional tie-in with Americans with Disabilities Act positioning ADA
as an unprecedented marketing/employment opportunity, not a
legislative burden
Direct mail with film review by Professor Paul K. Longmore,
Ph.D (also sent to every film critic in the country)
Congressional Opinion-Maker Screening with live narrations and
subtitles (accessible technology). Senate Subcommittee on Disability
Policy generated “Dear Colleague” letter of invite
Daniel Day Lewis, Harvey Weinstein, policy makers, press and
disability leaders all in attendance
Resources…
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Employment-Accommodations:
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ODEP - www.dol.gov/odep/
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JAN - www.jan.wvu.edu/
USBLN - www.usbln.org
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Recruiting:
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Sector Specific:
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COSD - www.cosdonline.org
WRP - www.wrp.gov/
Hospitality: DBTAC - www.adainfo.org/hospitality
Travel: ODO - www.opendoorsnfp.org/
Local Disability Organizations:
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Centers for Independent Living (CILs), disability-specific and
cross-disability organizations - not service providers
Q&A
Thank You!
Susan Mazrui
[email protected]

Colleen Fukui-Sketchley
[email protected]

Kevin Bradley
[email protected]

Tari Hartman Squire
[email protected]
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