Think Beyond The Label & Wirestone Keynote at USBLN


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Keynote given at the 2010 USBLN conference sharing the Think Beyond The Label advertising and marketing campaign. Focus is on helping businesses understand the value of hiring workers with disabilities.

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  • Think Beyond The Label & Wirestone Keynote at USBLN

    1. 1. USBLN Keynote<br />Presented by:<br />Barbara Otto, Health & Disability Advocates<br />Paul Marobella, Wirestone<br />September 22, 2010<br />
    2. 2. Who we are<br />2<br /><ul><li>Think Beyond the Label is a national campaign—launched in January 2010—which focuses on making the business case for employing people with disabilities.
    3. 3. The collaboration is a partnership of state health and human service agencies with MIG grants that have undertaken state and federally funded projects designed to enhance the systems that provide opportunities for people with disabilities to enter the workforce.
    4. 4. It also includes corporations committed to raising awareness that hiring people with disabilities makes good business sense.
    5. 5. Health and Disability Advocates (HDA), a national non-profit organization and technical assistance center promoting income security and improved access to health care, coordinates the campaign as its fiscal agent.
    6. 6. Our message is simple: labels get in the way, but disabilities rarely do. </li></li></ul><li>Making a splash<br />3<br /><ul><li>The Think Beyond the Label campaign has generated a lot of buzz and critical acclaim from the media to the White House to activists to business leaders nationwide (including Boeing).
    7. 7. Alana Wallace, our actor in the “Marie” television spot, appeared on the Today Show to commemorate the 20th anniversary of the ADA and to speak about Think Beyond the Label.</li></ul>“…not your father’s ‘hire the handicapped’ campaign…the campaign takes a light-hearted tack rather than a sober or earnest tone.” – Stuart Elliott, The New York Times<br />“This commercial is awesome… addresses stigma around hiring disabled employees” – Livestrong Lance Armstrong Foundation, via Twitter [@LIVESTRONG]<br />“Here’s something to RT Think Beyond the Label” OSCAR-winning actress MarleeMatlin, via Twitter [@MarleeMatlin]<br />“Seriously consider your Diversity Branding strategy in 2010 and getting your company affiliated with a campaign like Be the company that attracts a diverse pool of talent.” – Kelly Dingee, Fistful of Talent<br />
    8. 8. Big impact<br />4<br />Q1-Q2 Impressions (ages 25-54): 359,000,000<br />Q3-Q4 Impressions (18+):<br />646,000,000<br />
    9. 9. Brand impact<br />5<br />Website visits (to date):<br /><ul><li>Over 154,178 to date, with an average of almost 1,500 page views per day, and 21,000 visits per month.</li></ul>Social connections:<br /><ul><li>3,118 Facebook fans
    10. 10. 589 Twitter followers
    11. 11. 319 LinkedIn members
    12. 12. 31,006 YouTube video views (the first TV spot) (15,000 minutes of brand impressions)</li></ul>The life of a single status update:<br />
    13. 13. Our media footprint<br />6<br /><ul><li>Concentrated local media efforts are already underway, giving added impressions and market saturation to the Think Beyond the Label brand</li></li></ul><li>The Campaign: Print & Outdoor<br />7<br />
    14. 14. Digital & Rich Media<br />8<br />
    15. 15. Web & Social Media<br />9<br /><ul><li>In addition to, the campaign has a lively and growing presence on LinkedIn, Facebook, Twitter, and YouTube</li></li></ul><li>State-level fulfillment<br />10<br /><ul><li>Each state has a dedicated page to display contacts, resources, events, success stories, brand partners and more.</li></li></ul><li>The “Marie” tv spot<br />11<br />
    16. 16. 12<br />
    17. 17. Where we’re headed<br />13<br /><ul><li>The Campaign Phase 2: from awareness to activation
    18. 18. Cultivating innovative partnerships
    19. 19. Putting money where our mouth is</li></li></ul><li>The Campaign Phase 2<br />14<br />
    20. 20. From awareness to activation: the Product<br />15<br /><ul><li>New tool for businesses: The Field Guide to Evolving Your Workforce
    21. 21. Available in multiple formats: interactive, mobile, and print</li></li></ul><li>From awareness to activation: refreshed print<br />16<br /><ul><li>Refreshed print campaign with strong call to action runs through November 2010
    22. 22. New, unique placements in Inc. Magazine, Fast Company & The New Yorker Tablet Edition</li></li></ul><li>From awareness to activation: new target<br />17<br />Concentrated local campaign in D.C. print, metro, and airport placements will reach political influentials in a targeted way<br />
    23. 23. The new tv spot<br />18<br />
    24. 24. 19<br />
    25. 25. From awareness to activation: rich media<br />20<br />Memorable overlay rich media incorporates video, downloads and social media sharing<br />Rich Media Preview<br />
    26. 26. Events<br />21<br /><ul><li>Sponsorship of The New Yorker Festival and the Inc. 500 Conference to coincide with National Disability Employment Awareness Month in October.
    27. 27. Sponsorship provides greater brand exposure to key business leaders and access to mailing lists.</li></li></ul><li>Improved<br />22<br /><ul><li>Interactive “Field Guide” directs employers through site content in a more measurable and intuitive way and guides them through the decision-making process
    28. 28. To date, almost 500 downloads of the Field Guide PDF since first release on August 24th.</li></li></ul><li>Improved<br />23<br /><ul><li>New Press Room, Blog and (coming soon) e-Newsletter provide fresh and relevant content</li></li></ul><li>Improved<br />24<br /><ul><li>New Partnerships page allows interested brands to get involved with the campaign on a deeper level</li></li></ul><li>25<br />Innovative Partnerships<br />
    29. 29. Our mission for partnerships<br />26<br />Thinking beyond the label can move us forward.When we work together to make businesses see that people with disabilities are proven to innovate and increase productivity, we have the power to drive our nation's economic future. <br />
    30. 30. 27<br />Where you come in<br />You<br />
    31. 31. Why partner with Think Beyond the Label?<br />28<br /><ul><li>Your brand will now be associated with a fun, groundbreaking national campaign that has the potential to significantly impact our economy.
    32. 32. You’ll gain another platform to spread your brand’s mission—while getting free marketing, free publicity and the ability to write off contributions on your taxes.
    33. 33. You’ll expose your brand to and gain the goodwill of the disability and advocate community, who make up the third largest market segment in the U.S.
    34. 34. Plus, businesses who join our movement will reap the benefits and feel great about what they are doing for the disability community—and they’ll have you to thank! You’ll feel pretty good about it, too.</li></li></ul><li>What you can do right now<br />29<br /><ul><li>Walk the walk. Hire people with disabilities and share success stories: show your peers how you are leading by example, and encourage other businesses to do the same.
    35. 35. Use our “I Think Beyond the Label” badge on your website to show your support.
    36. 36. Become a guest blogger on
    37. 37. Lend your expertise and knowledge to help us develop new content and tools to help businesses evolve the workforce.
    38. 38. Contact us about other ways to get involved.</li></li></ul><li>30<br />Putting Money Where Our Mouth Is<br />
    39. 39. Putting Money Where Our Mouth Is<br />31<br />
    40. 40. 32<br />Thank you.<br />