THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants 1
Remember Our Two Primary Marketing Goals 1. Raise awareness about the benefits of hiring people with disabilities 2. Drive target audience (“C-Suite” executives and HR professionals) to digital hub where they are able to: • Become more educated about available resources for employing people with disabilities • Take ACTION efficiently by connecting directly with the source for qualified candidates.
Reaction to the Campaign… Overwhelmingly Positive! Digital Hub (www. thinkbeyondthelabel. com) • 1029 registered users • 47, 693 non-duplicated visitors to the site since January 25 • 14, 832 non-duplicated visitors to the site’s state pages • 448 e. Cards sent • 246 Pledges made
Reaction to the Campaign… TBTL Press TBTL is garnering lots of press, including articles in: • New York Times • Chicago Sun Times • Jacksonville, TX Daily Progress • Disability Scoop • Workforce Management • WIBW. com, Topeka, KS A TBTL press release template is available for state and local use from the campaign development site www. wethinkbeyondthelabel. org 4
Live Demonstration: The TBTL Digital Hub www. thinkbeyondthelabel. com
Think Beyond the Label: Creative Components
The Brand
Text Boxes Read: Bob’s victories at the office are legendary. Too bad his “victory dance” isn’t a little less legendary. INNOVATE. THINK BEYOND THE LABEL. Just because someone moves a little differently doesn’t mean they can’t help move your business forward. The same goes for people with disabilities. Innovate your thinking. Download the “ 5 Myths & Real Facts” tip sheet now.
Example: Digital Flash Media “Rhythm Impaired”
Commercial Advertising: “Marie” Watch a campaign television spot http: //www. youtube. com/watch? v=i. L pw. WUKm 6 KA
TBTL Digital Analytics Clicks/Site Visits BBC 7, 787, 521 28, 309 CNN 14, 091, 608 17, 264 CNNMoney 2, 083, 621 3, 242 ESPN 2, 106, 825 12, 027 Linked. In 1, 159, 814 595 Shrm. org 1, 036, 104 497 Specific Media 9, 640, 293 6, 401 Wall Street Journal 1, 725, 299 1, 852 TOTALS 11 Impressions 39, 631, 085 70, 187
TBTL Offline Analytics – Print Estimated A 25 -54 Impressions # Insertions Ad Type The Economist 1, 368, 000 1 FP 4 C Fast Company 2, 122, 000 1 FP 4 C Fortune 2, 645, 000 1 FP 4 C 731, 082 1 FP 4 C TIME Global Business Edition 5, 514, 000 1 FP 4 C The Week 1, 407, 000 1 FP 4 C Wall Street Journal 3, 564, 000 2 (1) QP 4 C (1) QPBW Totals 17, 351, 082 8 HR Magazine 12
TBTL Offline Analytics - Broadcast Estimated A 2554 Impressions ABC Sunday AM 7, 241, 000 # of Spots 7 Ad Type : 30 -second spot CBS Sunday AM 9, 410, 000 5 : 30 second spot NBC Sunday AM BBC America 6, 330, 526 5, 200, 000 3 170 : 30 second spot Bloomberg 3, 661, 000 122 : 30 second spot CNN 27, 637, 000 144 : 30 second spot HLN 17, 162, 000 157 : 30 second spot CNBC 7, 283, 000 35 : 30 second spot MSNBC 8, 718, 000 92 : 30 second spot ESPN 1, 806, 000 11 : 30 second spot ESPN 2 3, 181, 000 27 : 30 second spot ESPNews 8, 778, 000 227 NPR 16, 336, 800 24 Totals 122, 744, 326 1, 024 : 30 second spot : 10 second script 13
TBTL Community Marketing • TBTL community marketing strategy for 2010 includes a significant online presence in social networking sites like Facebook, Linked. In and Twitter • Celebrity Attention: Lance Armstrong, Marlee Maitlin have already tweeted about TBTL • Online presence has created international interest: Canada; Great Britain; Scotland; Australia; and the Czech Republic
Next Steps • February-March – Raise funds for Phase II Media Launch – $3. 1 M already raised; Goal: $4 M – We are hosting another all state call on March 25 th where KSM will talk about the next national media buy and options for state/regional media • June: Evaluate impact of Phase I; make needed adjustments • July-December: Phase II Media Launch • Newsletter
What Can I Do? • Go the main site and REGISTER. Registering is FREE. http: //www. thinkbeyondthelabel. com/ • Once registered, MAKE A PLEDGE. By making a pledge, you can add the MAKE A PLEDGE logo and campaign link to your website AND/OR use this area of the Think Beyond The Label site to post a brief (automatic) pledge comment within the Social Media Groups (e. g. Linked. In) that you follow. • SPREAD THE WORD: Once registered, you can access e-cards on the home page that allow you to tell others about the campaign. • Help to post SUCCESS STORIES on the Think Beyond The Label site. • Contact us about employer focused EVENTS that are coming up: a brief description with date, time, location, and weblink or contact info for more details.
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