Campaign Planning Insights

Campaign Information | Planning Needs Audit
Identified Needs
Need a comprehensive, up-to-date list of all relevant NYS backlinks and DOL program website URL pages from DOL which can be linked to for messaging|bulletins.
Need recurring (as applicable) timely delivery of revised FAQs with all-inclusive document lists with point system as made available to deliver comprehensive
information.
Need recurring (as applicable) timely delivery of list of grant partners to disseminate within the community support messaging.
Need recurring (as applicable) timely notification of any website content changes/additions to aid in content in campaign messaging and backlinking as
appropriate.
How will the CRM be synced to remove those who have applied?
What are campaign needs post application submission? What should we hold in reserve? What would be the messaging needs? Would a CRM be supplied for
applicants?
Is there a use case for TMS for any potential re-engagement needs post application submission? Can we apply the SOW line item here?
What are the reporting needs? Cadence? Stakeholders?
How do fulfill SOW for campaign, persona and message number counts, i.e., (2) Welcome, (8) Programmatic, (2) Ad-hoc, (10) TMS if campaign is designed as a
common needs (messaging) campaign.
Personal Q Clarification| How do we execute when a user opt-ins for both SMS and email? Same messaging, same timeline, etc.? Different messaging, timelines?

Excluded Workers Fund
Campaign Planning Insights
New York State: Department of Labor
July 2021

The New York State Department of Labor has partnered with Granicus to assess the current
Excluded Workers Fund program efforts to develop and execute a campaign blueprint for guiding
the use of email and text communications in its community outreach efforts.
Communications Charter

Table of Contents
1 Goal, Objectives
2 Strategic Approach
3 Discovery Framework
4 Community Insights
5 Digital Ecosystem
6 Campaign Planning
7 Persona Development
8 Journey Path
9 Messaging Framework
10 Measurement Plan
11 Appendices | EWF Explained

Our MISSION is to build heightened community awareness for the Excluded Workers Fund among
New Yorkers who lost income during the pandemic and could not get unemployment, pandemic, or
other federal [or state] COVID-19 relief benefits.
The PRIMARY COMMUNICATIONS GOAL is to aid the community with the delivery of timely,
relevant information to help applicants understand how and when to apply for financial help.
Guiding mission and goal...

Leave no-one behind for pandemic relief…
Broadly disseminate available program relief to impacted communities at large.
Clearly articulate program requirements, submission process and guidelines.
Understand community pain points to provide informational assistance as available.
Make the digital online journey for application readiness and the submission process
as easy as possible with step by step instruction and notification information.
Reassure impacted communities of applicant privacy safeguards and entitlement
while removing any concerns affecting public charge or immigration enforcement.
?
?

Campaign Scope of Work
Discovery Stage Planning Stage Development Stage Launch Stage Optimization Stage
 Content and
communications audit
 (5) personas
development
 Creative assets and
content development for
audience capture
 Campaign live launch
and execution
 Campaign management
 Stakeholder discovery
session
 (5) constituent journey
map(s)
 (2) Welcome campaigns
(3) messages
(13) languages
 Welcome campaigns
rollout
 Campaign milestone
optimization
 Experience center
session
 (5) messaging
frameworks
 (8) Programmatic campaigns
(3) messages
(13) languages
 Programmatic
campaigns rollout
 Campaign dynamic
modifications as required
(post-app submission
comms)
 Key findings report  Measurement and
reporting plan
 (2) Ad-hoc email/sms
messages x (2) per month
 Audience opt-in
capture
 (10) Reserved (TBD)
TMS use cases for post-
app submission
messaging
 Audience grouping
segmentation review
 Channels integration
and alignment
 (TBD) Cross promotional
partnerships comms toolkit
 CRM management and
maintenance
 Campaign milestone
analysis and reporting
 GovD subscriber network
support audit
 Strategic
recommendations for
comms opt-in support
 Language translation services  Scheduled and
triggered
communications
 Campaign final reporting
Phase 1 Phase 2 Phase 3

Strategic Approach
Phase 1 Phase 2 Phase 3
Discover & Plan Build & Launch Manage & Optimize
Discovery Stage Planning Stage Development Stage Launch Stage Optimization Stage
 Current campaign
landscape analysis
 Community personas  Define (GXG) channels
purpose and use within
campaign channel ecosystem
& landscape
 Opt-in landing (sign-
up) page+ Granicus
SubscriberNetwork
promo activation
 (8) Foundational email
(information/engagement)
campaigns activation
 Owned digital assets +
content + brand audit
 User journey
touchpoints mapping
 Journey touchpoint integration
and alignmentforGXGchannels
 Audience capture
live
 Social + SMS + (10) TMS
 Stakeholder interviews +
performance benchmarks
 Messaging framework  Audiences prioritization for
segmentation
 Segmentation of
audience topics
 Campaign (GXG)
executionandmanagement
 Community needs +
motivations analysis
 Campaign (GXG)
outreach blueprint
development and
alignment to goals and
objectives
 Digital assets creation: landing
sign-up page, bulletins, SMS,
custom short code, link
tracking
 Triggered, scheduled
communications
activation
 Campaign (GXG)
channels attribution +
engagement analysis
and optimization
 Audience grouping
segmentation review
 Account configuration
+ supplemental
Granicus Subscriber
Network audit
 Content development plus
publishing outreach timelines
and trigger events
 (2) Welcome (opt-in)
 Campaign (GXG)
channels benchmark
and final reporting

Discovery Methodology & Findings
Objective
The Discovery phase has analyzed and gathered varying insights to understand the current
landscape surrounding the Excluded Workers Fund’s communications and outreach campaign.
This critical exercise ensures we are able to integrate and guide the effective and impactful use
of email and text communications for campaign benefit. The core areas of analysis have included:
Key Areas of Exploration
 Owned assets
 Third-party assets
 Backlinks + referrals
 Brand + content
audit
 News coverage
 Message points
 Outlet landscape
 Eligibility estimates
 Demographics
 Work industries
 Persona life stories
 Active non-profits
 Discussion themes
 Keyword + social
hashtag use
 Social amplitude
 Surfacing questions
Websites | Social Media | Publicity Community
Online | Digital Digital Journey
 User journey +
touchpoint map
 Persona type
considerations
 Initial message
framework

Why are we talking to people? | Who is the community we are talking to? | What information do we need to share?
To understand how best we can leverage email and text communications for campaign goals,
the planning must answer three primary questions to drive execution…

Which ultimately leads us to two
final questions which will guide our
campaign planning and execution…
 Where does email and text communications
have value and impact within the campaign
touchpoints?
 How will email and text opt-ins be promoted
for greater community information signups to
maximize channel touchpoints use and benefit?

Top 5 Discovery Insights and Findings
Communications needs identified require delivering information for greater clarity surrounding eligibility,
qualification and submission process.
Audience personas can be developed, but messaging remains very similar with only slight nuances
based on the recipient’s personal relative valued importance.
Audience segmentation (if applied) may not be possible beyond native language and without
audience capture topic questions.
Audiences with the same communications needs may not need different campaigns based on topic
alignment and which may lead to an alternative universal singular campaign design approach.
Common across all defined audience groups, reinforcing privacy safeguards against immigration
enforcement or negative public charge impact will be vital to the campaign’s engagement success.

Top 5 Discovery Actionable Opportunities
Messaging needs have universal themes applicable to all identified audiences which allows for clear,
concise information delivery.
State assurances for privacy safeguards ensures all applicants of entitlement without risk of immigration
legal concerns and which should remove any participation barriers.
Document requirement options are many which can be easily categorized, clarified and communicated
to applicants for personal review of eligibility and application tier.
Expanded open application dates ensure communications can reach deep into communities over a
sustained time period for maximum community awareness and participation (as funds remain available).
Community organizations expand outreach efforts and reinforce all state managed campaign efforts
and provide additional levels of personal application assistance for those in need.

Immigrants Are
Essential to Our Economy.
Immigrants Were
Hit Hardest During Pandemic.
Immigrants Are
Valued Community Citizens.
The immigrant community,
many of which are our most
essential workers, should not be
left behind and are entitled to
essential relief.
Why are we talking to people?
Undocumented immigrants,
many of whom hit hardest
during the pandemic, have
been unable to secure
pandemic relief.
Assistance in a time of financial
hardship will benefit not only the
workers and their families, but
also the communities where
they live.

Who is the community we are talking to?
Our goal is to reach deep into all
immigrant communities to deliver
key information and guidance for
applying for financial relief.
What’s common across all
audiences are their rich migrant
backgrounds which form the
backbone to our communities and
who have previously been unable to
seek assistance.
CORE
AUDIENCES

Street vendors, laundry cleaners, delivery drivers, health-aid and construction
workers, food service and retail workers, work professionals and more...

Community | Estimated Population + EWF Eligibility
290,000
92,000
199,000
218,000
Estimated EWF Eligibility
Total Tier 1 Tier2 NYC Residents
Source: Fiscal Policy Institute
15%
31%
27%
13%
9%
Estimated Age
16-24 25-34 35-44 45-54 55 and Over
866,000
690,000
594,076
Estimated Undocumented Population
NY Immigrants 25 and Over Missing Documents
25% 24%
21%
19%
11%
Years of U.S. Residence
< 5 5 to 9 10 to 14 15 to 19 = > 20
Source: Migration Policy Organization

Community | Household Nationality Demographics
19%
10% 10%
7% 7%
Top Countries of Birth
Mexico Dominican Republic China|Hong Kong Ecuador El Salvador
14%
22% 22%
41%
English Proficiency
Only English English "Very Well" English "Well" English "Not Well"
56%
14%
10%
1% 1%
Top Languages Spoken at Home
Spanish English Chinese French Russian
27%
6%
67%
Household Parental Status
U.S. Citizen Born Children No U.S. Citizen Children No Children

Community | Workforce Socio-Economics
65%
5%
29%
Labor Force Participation
Employed Unemployed Not in Labor Force
20%
15%
11% 11% 11%
Top Industries of Employment
Food Services Construction Professional Health Services Retail
23%
12%
27%
14%
25%
Adult Education Attainment
0-8 Grades 9-12 Grades High Schhol Diploma Some College College Degree
12% 12%
15% 13%
48%
Family Income Relative to Poverty Level
< 50% 50-99% 100-149% 150-199% => 200%
<< poverty level >>

The Immigrants Within Our Communities…
These Are the Workers
Who Kept New York Alive
in Its Darkest Months
The city’s 2.5 million service workers were at the
center of the pandemic as it ravaged New York.
Some kept the city running, often at risk to their own
lives. Others found themselves unemployed
indefinitely in one of the most expensive cities in the
country.
The impact was devastating when thousands of offices,
hotels, stores, gyms and restaurants went dark and silent,
and service workers suddenly faced the unimaginable
prospect of no income and no idea when — or if — they
could return to work.
Initial hopes that the city would reopen in a few weeks gave
way to a crushing realization that an unprecedented
shutdown would bring unprecedented losses.
When New Yorkers stopped going to office buildings, parties and church,
Shinji Fuse’s income plummeted at his Brooklyn dry cleaners. Most days, it
was not even worth turning on the cleaning equipment.
In April, he closed for good.
-------------------------------------------------------------------------------------------------------------
Wendy Chen is a salon worker in Queens. She didn’t work for four months
during the lockdown. Now back at work, she takes no chances during her
two-bus commute, wearing two masks and spraying herself with
disinfectant when she gets home.
------------------------------------------------------------------------------------------------------------
Mohammad Hossen, a livery cab driver and advocate, spent half a year
without work when New Yorkers stopped traveling. “Many drivers still aren’t
feeling safe,” he said. “I had to go back to work because I could not
survive.”

The Immigrants Within Our Communities
With New York and much of the country in lockdown, immigrant workers
have sustained the economy and helped to keep Americans healthy and
safe. As one immigrant puts it, “there are people who are able to stay safely
at home, earning $40,000, $50,000 a year, have a good job, own a house.
They are calm, but they do not know who is working day and night to ensure
that food is available in their supermarkets and grocery stores … we are the
ones producing the food that arrives at their table.
The 10 essential industries that employ the highest numbers of naturalized
citizens include hospitals (118,200 workers), transportation infrastructure
(100,500), restaurants (88,600), construction (68,700), home health care
(61,200), banks (51,800), building cleaners or janitors (51,400), nursing homes
(41,500), government (35,900), and services to individuals and families
(35,500).
While some restaurants and construction sites continue to operate on a
limited basis, it is difficult to estimate the precise number of immigrants who
continue to work in these sectors.
Undocumented immigrants work by essential industry: restaurants (74,700
workers), construction (72,500), home health care or as aides for the elderly
(19,800), building cleaners (19,800), transportation infrastructure (18,500),
grocery stores including all food and beverage stores (18,400), hospitals
(11,200), child care services (7,600), landscapers (7,400), and services related
to financial markets (7,200).
While the application is set to be available next month for New Yorkers
who make less than $26,208—excluded workers are still unsure how to
prepare their paperwork since they have not been briefed regarding
which documents to gather and ultimately submit. Additionally, they
claim they have not been able to renew their municipal IDNYC nor make
an appointment at a consulate for help.
Primary Need is for the DOL to start sharing more information so that the
community knows what to expect for each tier compensation.
Activists are also citing three core demands from the DOL: 1) do not
impose a high loss of income threshold, 2) accept IDs and other
documents excluded workers have not had the ability to renew thanks to
the pandemic and 3) provide in-person language accessible application
assistance across the state.

Ismael Castellanos is a Mexican immigrant and has worked at a dairy farm in Batavia, New York for the last seven
years. He helps to support his mother and siblings in his native country. His job entails taking care of calves – feeding
them, bringing them to health, and ensuring their well-being – from the moment they are born until they are two
months old.
He performs this job outdoors, often in inclement weather that ranges from sub-zero temperatures to the summer heat.
When he started to work at the farm, Ismael worked between 72 and 84 hours per week. Due to reformed New York
State labor laws (New York State Department of Labor 2020), Ismael now works between 60 and 72 hours per week.
He lives in employer-provided housing with four of his co-workers. Ismael says, “if we get sick, the entire farm will get
sick.”
According to Ismael, his employer understands the symbiotic relationship between his farm and his workers where “if
the workers get sick, the farm won’t be able to operate, and if the farm stops producing, the workers will lose their
jobs.” His employer provides masks, disinfecting gel, and transportation to buy groceries. However, Ismael knows that
owners of other ranches are not providing farmworkers with any protection or information about the virus.
Farmworkers like Ismael pay taxes, work hard, contribute to the economy, and help to maintain the nation’s food
supply. Yet many of these workers live in a vulnerable state due to their lack of mobility, isolation, and lack of access
to healthcare. At the beginning of the pandemic when people were running to the supermarkets to stock up on food
and goods, Ismael became disheartened to find empty shelves. In addition, he mentioned that the only nearby
health clinic that catered to immigrant farmworkers had closed. The possibility of immigration enforcement also
contributes to farmworkers’ vulnerability. Ismael is a member of Alianza Agricola, a farmworker-led organization in
Western and Central New York that has noticed more Immigration and Customs Enforcement (ICE) activity in Batavia
since the pandemic started.
Community Life Stories Example

Janio Alvarado, an Ecuadorian immigrant who lives in the Bronx, manages a dental office in Washington Heights. Part
of his job entails medical billing. Most of the office’s patients are low income workers, and several receive Medicaid.
To slow the spread of COVID-19, his office stopped providing non-emergency services such as routine cleanings. On a
normal day, the office would receive 20-30 patients, but now they typically see only one to three patients who require
emergency procedures.
Despite the decreased business activity, Janio’s employer, who is also an immigrant, sees value in keeping the office
open. Janio stated, “patients who have dental emergencies may end up going to the hospital, which might increase
their chance of COVID contraction.”
Given the lower number of patients, Janio’s work hours have been reduced. He does not know how much longer the
office will remain open. Unfortunately, government loan programs have not mitigated small businesses’ need for
assistance.
The US Small Business Administration announced on April 16 that its Payroll Protection Program, which was designed to
provide $350 billion to small businesses to retain their staff, had run out of funds (Chang 2020). On April 21, the White
House and Congress agreed to appropriate an additional $310 billion to the program given the large demand for
assistance (Pramuk 2020).
Janio reports that his workplace is taking precautions, such as providing personal protection equipment and
staggering patients to avoid overcrowding. However, when he recently tried to order masks, he learned that they are
reserved for hospitals. He is worried about what will happen when their supply runs out.

Sara M. arrived in New York 28 years ago from Mexico. She works as a clinical laboratory scientist at a cancer
treatment center in Manhattan. Her job is considered essential, as laboratory tests have to be monitored 24 hours a
day to ensure accuracy and specificity.
Back in March, based on information shared by the World Health Organization (2020), Sara’s employer suggested that
it was not necessary for employees to wear masks unless they felt sick. Given that New York City was close to running
out of protective wear, the laboratory prioritized the use of personal protective equipment for those who directly
interact with patients. Sara and her coworkers created a bleach solution for sanitization. Her manager also started
scheduling employees in 12-hour shifts to maintain social distance while working.
After receiving a donation of masks, Sara and her co-workers have received one mask per day. Sara is also a DACA
recipient. The uncertainty that comes from her status gave her a sense of what living in a pandemic might be like. “I
was already experiencing uncertainty before the pandemic started,” she says. “So now I am just waiting it out. I’m just
taking it one day at a time."

Mohamed, who asked that his full name be withheld for fear of immigration authorities. The 35-year-old Egyptian
immigrant has been unable to operate his Midtown food cart since March 10 and has resorted to taking loans from
friends to pay his rent and bills, including for cart storage.
“I need support from the city. I need a grant or a loan to pay back what I owe the garage and be able to go back to
work,” he said in Arabic through an interpreter. “I have nothing at the moment.”

Jesús Avilés had just sent a monthly allowance to relatives in his native Mexico when the Midtown restaurant where he
worked closed indefinitely on March 15.
He’d already paid for the room he rented in a Queens home through the end of the month. But with only about
$1,000 to his name, he had to choose between spreading out his cash for however long the lockdown lasted, or
spending most of it to stay in his room for another month.
He’s been living in a homeless shelter in Brooklyn since April unsure when — or if — he’ll return to his old job. “I come
from a very poor family. I’ve done everything I could over the last 20 years to get a visa, a work permit,” Avilés said in
Spanish. If he had either of those documents, he’d likely qualify for a stimulus check, unemployment insurance, food
stamps, and emergency rent assistance. “I survived 9/11, the blackout and the 2008 crash, but nothing like this,” he
said. “I work hard and I save what I can, but unfortunately we don’t get any help from the government.”

When her boss told her it was finally time for her lunch break, Maritza Ovalles jumped out of her chair at the Bronx nail
salon she worked at. Breaks were hard to come by during her 9am to 8pm shifts. It was 2019, but Ovalles says not
getting a break was common during her 15 years working in salons across four boroughs.
On this day, Ovalles was grateful to get lunch. She put her food in the microwave, setting the timer between two and
three minutes. But as soon as it beeped, her boss called to her: “Customer is here! Break is over!”
This anecdote is just one example of a culture Ovalles describes at the nail salons she’s worked at, where “respecting
our time has always been an issue.” Six days a week, Ovalles worked 11 hours a day, totaling a 66-hour work week, at
the end of which she’d collect $130 from her employer—an average of $1.97 an hour.
And that was before the pandemic. Since the COVID-19 lockdowns began last March, conditions for salon
employees across the industry have greatly worsened. Most of the workers—who are largely Asian and Latina
immigrant women—became unemployed.
But unlike other wage workers who temporarily benefited from unemployment insurance and stimulus checks, 81
percent of salon employees were unable to qualify for government assistance due to their legal status, according to
an April 2021 report entitled “One Fair Wage Denied” from the New York Nail Salon Workers Association, an
organization of more than 800 salon workers fighting to improve working conditions in the industry. What’s more, 29
percent of salon workers in New York City, the epicenter of the industry, are known to have contracted COVID-19—
almost three times as high as the overall city rate.

Ana Patricia, a 46-year-old woman originally from Mexico, had been working for years as a bathroom attendant at a
restaurant in Manhattan’s Little Italy when, last March, Covid-19 cases began to soar and hospitals filled up with the
dying and the dead.
The owner told the staff that they were going to be taking two weeks off. The restaurant never reopened. Though she
has been able to rely on a food pantry and has set up her own makeshift business selling Mexican trinkets, she hasn’t
found steady work in over a year. During that time, she’s struggled to feed her 5-year-old son and has gone months
without being able to pay rent.
She is exactly the type of worker contemplated by New York’s $2.1 billion fund for undocumented essential workers
who lost their jobs because of the Covid-19 pandemic.

Identified Community Segments
# Segment Classification Description Immigrant Socio-Demographics Needs Core Pain Points
1 Immigrant
Communities
(all inclusive)
Undocumented
community migrants
Any undocumented immigrant
individual of legal age who was
negatively financially impacted
by the pandemic, and who were
unable to receive any form of
federal or state financial relief.
Immigrants account for 28% of state's
labor force.
55/45 male to female ratio
290K estimated eligibility
92K tier 1 - 199K tier 2
Top work industries ranked: food
services, construction, health services,
janitorial, transportation
24% below poverty level
40% without health insurance
Program awareness and
general information and
guidance for qualification, the
collection of required
documents, and submission
guidelines.
Lack of clarity surrounding
required document options
Minimal documentation to
qualify for Tier 1 assistance
status.
Undocumented and/or
immigrant status creates fear
and aversion for seeking
federal or state benefits.
2 Family Units Mixed migrant status
families with U.S. born
children
Families with one or more
undocumented household
parents of children born in the
U.S. and who could not receive
federal or state relief, or
may have elected not to seek
financial assistance due to
immigration status for fear of
losing their legal immigration
status.
19% of immigrant family households
(160K persons) are in marriages with
one partner non-U.S. citizen/non-LPR
guidelines.
Reassurances application
submission for benefits will not
alert ICE or immigration
authorities or negatively
impact immigration status.
Undocumented and/or

3 Individuals Individuals with expired
identification or missing
documentation
Individuals who may be
experiencing governmental
renewal delays for expired
identification or
missing (hard-to-get)
documentation specified for
application submission and which
threaten their participation in the
application submission process.
NY State estimates 866,000
undocumented people, 690,000 are
25 and over, 290,000 may be eligible,
and of those potentially eligible
218,000 live in NYC.
Overall, it is estimated 68.6% of the
undocumented community would
not have documentation to meet
Tier 1 application requirements.
guidelines.
Added guidance and
assistance for how best to
acquire and/or renew required
documents.
Expired, missing or hard to
get documentation may
prevent many for applying.
Sufficient documentation to
apply and qualify for Tier 1
assistance status.
Undocumented and/or
4 Individuals Apprehensive
Undocumented
Applicants
Any undocumented immigrant
individual of legal age who has a
continuing concern or belief that
applying for benefits risks being
targeted by ICE and immigration
authorities.
labor force
55/45 male to female ratio
290K estimated eligibility
92K tier 1 - 199K tier 2
Top work industries ranked: food
services, construction, health services,
janitorial, transportation
24% below poverty level
40% without health insurance
guidelines.
Reinforced reassurances
application submission or
benefits payment will not alert
ICE or immigration authorities or
have a negative impact on
immigration status.
Undocumented and/or
and high aversion for seeking

5 Work Industry Essential Workers or
Working Class
Community Laborers
Essential workers in key industries
including food services,
transportation and home health
services who kept the economy
running during the pandemic.
Working class community
laborers across industries
including street vendors, retail,
construction, office and building
cleaning, building maintenance
and day laborers which form the
backbone of our communities.
essential workers
66% of all immigrants work in essential
businesses
11% of home health care workers are
undocumented
6% for all essential businesses are
undocumented
Throughout the pandemic, half of
New York’s working-class immigrants
have lost their jobs.
Loss of income has made it difficult
for many immigrants to get relief,
since many may be ineligible for most
public benefits because of their
citizenship status.
The impact means food stamps, rent
subsidies, cash assistance,
unemployment insurance and
stimulus checks are out of reach for
most.
guidelines.
Affirmation they are entitled to
pandemic relief and benefit
payments without risk of
immigration impact.
Sufficient documentation to
qualify for Tier 1 assistance
status.
Undocumented and/or

What information do we need to share?
The primary communications goal for email and text messaging is to aid the community with the delivery of timely,
relevant information to help applicants understand how and when to apply for financial help.
Program
Awareness
Eligibility
Criteria
Document
Collection
Privacy
Assurance
01 02 03 04 05
Awareness Application Readiness Submission
Heightened
community program
availability and
entitlement.
Education
and guidelines
on eligibility
requirements.
Required
documentation,
assistance and
guidance.
Privacy
reinforcement to
remove immigration
legal concerns.
Application
Submission
Reminders,
encouragement for
application dates and
submission links.

Owned Channels & Digital Assets
ny.gov
website
dol.ny.gov website
EWF Web Page + Links
Fact
Sheets
(multi
lingual)
Application
Details
Application
Submissio
n Web
Page
PSA Video
(multilingu
al)
Partner
Links
Fund
Outreach
Web Page
dol.ny.gov/
excluded-
workers…
EWF Apply
Web Page
dol.ny.gov/
ewfapply
Chat
Bot
Social Media
Facebook
(nyslabor)
Instagram Twitter LinkedIn YouTube
GovD
Email SMS
DOL EWF Reference Site Map
https://dol.ny.gov/ewf https://dol.ny.gov/excluded-workers-fund-outreach-and-assistance-grant https://dol.ny.gov/EWFApply
https://access.nyc.gov/programs/excluded-workers-fund/#how-to-apply
** Need a comprehensive, up-to-date list of all relevant NYS backlinks and DOL program website URL pages from DOL which can be linked to in messaging.

Partners and Channels
Hayes Institute
Media
Publicity
Social
Media
Granicus
Opt-In
Landing
Page
Email
SMS/Text
Short Code
TMS
Grant Partners
Community
Resource
Center
Fiscal
Policy
Institute
Make
The
Road
NY
National
Day
Laborer
Organizing
Network
New York
Communities
for Change
New York
Immigration
Coalition
RWDSU
Urban
Justice
Center
Worker
Justice
Center
of NY
Fund Excluded Workers (FEW) | 200 organizations across state

Grant Partner Community Outreach Channels Audit
Grant Partners Website Social Media Email-SMS Opt-in Content Events Services EWF Backlinks
Community Resource Center x FB,TW,IG,LI,YT x x x
Fiscal Policy Institute x FB,TW,YT x x x
Make The Road NY x FB,TW,IG,YT x x x x x
National Day Laborer Organizing Network x FB,TW,IG,YT x x x x
New York Communities for Change x FB,TW,IG x x
New York Immigration Coalition x FB,TW,YT x x x
RWDSU x FB,TW x x
Urban Justice Center x FB,TW,IG x
Worker Justice Center of NY x FB,TW x x x
Fund Excluded Workers (FEW) x TW,IG x x x

Campaign Touchpoint Journey Path Audit
Channel
Primary
Owner
Awareness
First
Touchpoint
Consideration
Pre-Eligibility
Review
Audience Capture
Communications
Opt-In
Document Collection
Pre-Application
Verification
Participation
Applicant App
Submission
Re-Engagement
Applicant App
Tracking
Journey End
Applicant App
Funding
Website DOL DOL DOL DOL DOL DOL DOL DOL
SEO | Search
SEM | Paid Search
Paid Media DOL DOL DOL DOL DOL DOL
Social Media DOL DOL DOL DOL DOL DOL
Email GXG GXG GXG GXG GXG GXG
SMS GXG GXG GXG GXG GXG
GovD Sub Network GXG GXG
Mobile App
Media Publicity Hayes Hayes Hayes Hayes Hayes Hayes Hayes Hayes
Outdoor | OOH DOL DOL DOL DOL DOL DOL
Event Marketing Partners Partners Partners Partners Partners Partners
Broadcast Media DOL DOL DOL DOL DOL DOL
Print Materials Varied Varied Varied Varied Varied Varied
Call Centers DOL DOL DOL DOL DOL DOL DOL DOL
Grant Partners Varied Varied Varied Varied Varied Varied
Community WoM Varied Varied Varied Varied Varied Varied Varied Varied
Potential Granicus Touchpoints

SEO Keywords, Hashtags & Search Questions
Keywords + Page 1 SERP Social Media Hashtags Search Questions Associated Keywords
nys excluded workers fund 1 #excludedworkersfund
excluded workers fund how to
apply
apply
excluded workers fund application
form
3 #excludedworkersfunds
what is the excluded workers
fund
application
ny undocumented workers fund 3 #FundExcludedWorkers what is an excluded employee eligibility
workers fund 3
what is excluded from the
definition of a covered fund
requirements
who is excluded from workers
compensation
when
Search Term: "excluded workers fund"
who what when where how eligibility requirements apply
Knowing what people are searching for should aid in message development and journey alignment.

EWF Content Online Audit
Engagement & Content Over Time
Average Engagement by Network
Average Engagement by Content Type
Program
Announcement

Total Engagement by Day Published
Reactions
Negative comments and reactions largely
coming from political viewpoints and select
posts. Not really a broad sentiment.
Google Search Queries | “Excluded Workers Fund”

EWF Twitter Online Engagement Snapshot
Search Term: “#ExcludedWorkersFund"
Snapshot Review: Jun 21 – Jun 29, 2021
Snapshot Review: Jul 6 – Jul 14, 2021

Top 10 Pieces of Content by Engagement
Rank Published Content Engagements
1 Counter Position Advertorial | The "Excluded Workers Fund“ | mikehuckabee.com 13.8K
2 How New Yorkers Can Tap $2.1B Excluded Workers Fund | thecity.nyc 417
3 New York legislators want to tax the rich to finance an 'excluded workers' fund | timesunion.com 255
4 Proposed NY Budget Includes $2 Billion for First-Ever Excluded Workers Fund | democracynow.org 235
5 GOOD NEWS: $15,600 For Undocumented Immigrant Workers (What You Need To Know); Excluded Workers Fund
| youtube.com
230
6 Excluded Workers Fund to Pass Bringing $2.1B in Relief for Those Left Out of Federal Stimulus and Unemployment
Insurance |nysenate.gov
165
7 Correcting disinformation about the excluded workers fund | cityandstateny.com 162
8 Excluded Workers Fund and Rent Relief Resources | Make the Road New York | maketheroadny.org 125
9 Advocates worry about barriers to excluded workers fund | cityandstateny.com 107
10 Protesters demand Gov. Cuomo establish $3.5 billion ‘excluded workers’ fund | pix11.com 90

Facebook (75K Followers)
+ Community Group
Instagram (10.5K Followers) Twitter (94.8K Followers) LinkedIn (13.8K Followers) YouTube (4K Subscribers)
July 1, 2021 (2.1K views) EWF link | English
July 7, 2021 (2K views) EWF link | Chinese
July 9, 2021 (<1K views) EWF link | Spanish
July 1, 2021 (353 views) EWF link | English July 11, 2021 (Photo Link Post) | English July 1, 2021 (353 views) EWF link | English July 1, 2021 (262 views) EWF link | English
July 7, 2021 (60 views) EWF link | Chinese
July 9, 2021 (225 views) EWF link | Spanish
July 11, 2021 (Photo Link Post) | English Instagram Channel July 9, 2021 (<1.3K views) EWF link | Spanish LinkedIn Channel YouTube Channel
NYSDOL Social Media Review
At A Glance Campaign Content

Personas, Messaging, Campaign Consideration
Personal Observation | Internal Note:
• Although we can reasonably identify varying personas based on life circumstances associated with the application
process, our ability to segment personas into topic lists for distinct messaging frameworks becomes impossible
without collecting more information for topics at opt-in.
• Question becomes > can we modify the landing page with a second question format screen so we may be able to
segment audiences and nuance the messaging for personalization?
• In any case, campaign begs messaging to be general without real segmentation differentiation as needs are common
across all personas and which universally require us hitting on most of the message points for all audiences.
• Realistically, due to the timeline, the campaign structure becomes one master campaign with a structured information
flow translated into 13 languages for user preference (triggered by opt-in date and a defined delivery cadence).
• Remaining problem is the timeline. How quickly does NYS think the fund will last. This has a direct impact on bulletin
and text messaging cadence and how much messaging is incorporated into each touchpoint.
• Language (13) Support: English, Arabic, Bengali, Chinese, Haitian-Creole, Italian, Korean, Polish, Russian, Spanish,
Yiddish, Urdu, French

Campaign Structure + Delivery Cadence Consideration
Internal Mind Mapping Ideation Review : What does the Campaign Potentially Look Like?
Q. What if scenario: immigrant opt-ins for both email + text. How does Granicus typically facilitate | execute?
Audience Capture
Email and/or SMS Opt-In | EWF website
Welcome Message
A. Programmatic Info Stage Drip Campaign
#1
Reinforce
Entitlement
#2
Qualification
Guidelines
#3
Documents +
Pt. System
Defined
#4
Document
Collection Tips
#5
Privacy
Assurances
#6
Community
Support
B. Programmatic Application Stage Drip
Campaign
#1
Account +
App. Date
#2
Submission
Encourageme
nt
#3
Submission
Reminder
RESERVED
Re-engage
#1
Post App
What to
expect
RESERVED
Re-engage
#1
Post Award
Tax guidance
[ Reserved TBD ]
All-Inclusive Community
Immigrants
Mixed Migrant Status
Family Units
Document Troubled
Immigrants
Apprehensive Invisible
Immigrants
Essential Working Class
Immigrants
Delivery
Cadence to be
defined
[ How is CRM synced & segmented? ]
[ Common drip messaging across all persona types ]

Undocumented
Community Immigrants
Language | Spanish
Juan A.
Any legal-age
community immigrant.
During the COVID pandemic,
work hours were first reduced
and then the job was lost when
his employer had to close due
to state mandated social
distancing guidelines.
WHO ARE THEY?
WHAT ARE THEIR PRIMARY PAIN POINTS?
WHAT ARE THEIR GOALS?
WHAT DO THEY NEED?
PROGRAM UNDERSTANDING
PRIMARY REASON FOR NEED
Any undocumented immigrant individual of legal age who was
negatively financially impacted by the pandemic, and who were
unable to receive any form of COVID-19 federal or state financial relief.
 Lack of clarity surrounding document requirements, point
systems, and application options.
 Like many in the community, they may have minimal
documentation to qualify for Tier-1 assistance status.
 Undocumented and/or immigrant status creates some fear
and potential aversion for seeking federal or state benefits.
They’re aware of the program, but need general information on
program eligibility, an easy to understand explanation for how
payment tiers are calculated, clear information on what
documents can be used with point values to meet tiered
qualifications, and submission guidelines for where and how to
apply.
They simply want to live the American dream and be valued
community citizens. They pay taxes like all Americans and go to
work every day and are loyal, hard working employees.
They came to America to escape poverty so their families would
have opportunities for a better life not available in his home
country. They are not seeking a free hand out, but simply need a
little help to responsibly pay accrued debts as a result of the
pandemic.
IMMIGRATION STATUS CONCERNS
VERY
LOW
LOW MEDIUM HIGH
LOW MEDIUM HIGH
COMMS CHANNELS PREFERENCES
SMS EMAIL WEBSITE PHONE
Many of Juan’s bills went unpaid
during the time he was out of work. He
has housing debts due to back rent
and past-due utility payments. To
survive over the last year, he had to
use whatever little money he has
saved.
And although he is back to work, he’s
uncertain when he can feel financially
secure again with so many debts.

Mixed Migrant Status
Family Units
Language | Arabic
Abbad & Amira
Mixed documented
families with children.
Abbad is a computer
programmer with a work visa,but
hiswiferemainsundocumented.
Since arriving in the U.S. they have
started a family where the
children are U.S. naturalized
citizens by birth right.
WHO ARE THEY?
WHAT ARE HIS GOALS?
WHAT DOES HE NEED?
They are families with one or more undocumented household parents
of children born in the U.S. and who could not receive federal or state
relief, or may have elected not to seek financial assistance due to
immigration status for fear of losing their legal immigration status.
 Undocumented and/or immigrant status creates high levels of
anxiety, fear and aversion for seeking federal or state benefits.
 Meeting Tier-1 benefit status may be difficult because sufficient
required documentation for the undocumented partner may
be hard to get.
After program awareness, families needs general information and
guidance for qualification and document needs, assistance with
the collection of required documents, and submission guidelines.
Of most importance will be their need for reassurance application
submission for benefits will not negatively impact family for
undocumented immigration status.
The family goal is to rebuild financial security after the pandemic
and for parents to be able to go back to work as the economy
opens back up.
The longer-term goal is to become U.S. citizens, but until they have
some optimism they can rebuild financially, citizenship remains a
distant dream.
VERY
LOW
LOW MEDIUM HIGH
LOW MEDIUM HIGH
Similar to many mixed status families,
Abbad was able to continue working
from home during the pandemic, but
his wife Amira lost her job as a dental
assistant.
Losing one family income forced the
family to use their family savings to
stay current with housing costs, but
little is now left and concerns are
mounting as the children needs
increase for them to nourish and grow.

 Expired, missing or hard to get documentation may prevent
many for applying.
 Sufficient documentation based on the point system to apply
and qualify for Tier 1 assistance status.
 Undocumented and/or immigrant status creates moderate
fear and aversion for seeking federal or state benefits.
Undocumented Individual
Immigrants
Language | Chinese
Chyou
Immigrants with expired
identification or missing
documents.
Chyou is an undocumented
nailmanicuristwhere she’s worked
at a nailsalon for many years. She
has let her IDNYC identificationcard
expirewhichhas been her only
officialidentificationdocument.
WHO IS SHE?
WHAT IS HER PRIMARY PAIN POINTS?
WHAT ARE HER GOALS?
WHAT DOES SHE NEED?
Individuals who may be experiencing governmental renewal delays for
expired identification or missing (hard-to-get) documentation specified
for application submission and which threaten their participation in the
application submission process.
Program awareness and general information and guidance for
qualification and document needs, the collection of required
documents, and submission guidelines.
Added guidance and assistance for how best to acquire and/or
renew required or missing documents.
VERY
LOW
LOW MEDIUM HIGH
LOW MEDIUM HIGH
Chyou is not unlike many Latino and
Asian immigrants working in the nail
salon industry who lost their jobs during
the pandemic.
Not unlike other wage workers across
varying industries who temporarily
benefited from unemployment
insurance and stimulus checks, 81% of
salon employees were unable to
qualify for government assistance due
to their legal status.
Common to many immigrants, undocumented workers simply
want to work, pay their taxes, raise families and live a normal life
without the fear of immigration authorities.
Migrant and undocumented communities across the state were hit
hardest during the pandemic and financial recovery may linger for
months or years to come. A little assistance for eligible workers will
go a long way for those most in need.

Undocumented Individual
Immigrants
Language | French
Benoĩt
Apprehensive
undocumented
immigrants.
Benoĩt is living in the shadows as
an undocumented immigrant who
has over stayed hisstudentvisa. He
is strongly apprehensive to apply
for any benefit assistance for
fear of being deported.
WHO IS HE?
WHAT IS HIS PRIMARY PAIN POINTS?
WHAT ARE HIS GOALS?
WHAT DOES HE NEED?
Any undocumented immigrant individual of legal age who has a
continuing concern or belief that applying for benefits risks being
targeted by ICE and immigration authorities.
 Undocumented and/or immigrant status creates high fear and
high aversion for seeking federal or state benefits.
 Like many averse immigrants, they may not have minimal
documentation to qualify for either Tier-1 or Tier-2 assistance
status.
qualification, document needs and tiered calculations, as well as
submission guidelines.
Reinforced reassurances application submission or benefits
payment will not alert ICE or immigration authorities or have a
negative impact on immigration status.
VERY
LOW
LOW MEDIUM HIGH
LOW MEDIUM HIGH
Common to many hard working immigrants, undocumented
workers are seeking a better life for themselves.
Migrant and undocumented communities just need a little
assistance for eligible workers in a time of need to get back on
their feet.
Those immigrants living in the shadows
may be most effected by lack of work
in hard times. Survival, in many cases,
may be a daily struggle to continually
find work and a paycheck.
The high fear or aversion for seeking
financial assistance in a time of need
just reinforces their invisible community
status.
This group of people have suffered the
same financial impact as other
immigrants and are in need of
assistance.

Essential workers in key industries including food services, transportation
and home health services who kept the economy running during the
pandemic.
OR - Working class community laborers across industries including street
vendors, retail, construction, office and building cleaning, building
maintenance and day laborers which form the backbone of our
communities.
Undocumented Essential
Working-Class Immigrants
Language | Spanish
Francísco
Any essential or
working–class community
immigrant.
Francísco came to the U.S. as a
DACA child many years ago.
He has been employed since
adulthood as a construction
worker but lost his job during the
pandemic.
WHO ARE THEY?
WHAT ARE THEIR GOALS?
WHAT DO THEY NEED?
 Like many in the community, they may not have minimal
documentation to qualify for Tier-1 assistance status.
 Undocumented and/or immigrant status creates some fear
and potential aversion for seeking federal or state benefits.
qualification and document needs, tiered calculations, help with
the collection of required documents, and submission guidelines.
Affirmation they are entitled to pandemic relief and benefit
payments without risk of immigration impact.
VERY
LOW
LOW MEDIUM HIGH
LOW MEDIUM HIGH
Working-class in many cases
experienced jobs eliminated as the
pandemic slowed the economy.
Those essential workers who were
fortunate enough to stay working
were also impacted by fewer work
hours.
In either circumstance, the loss of a
steady paycheck financially hit
individuals and families alike forcing
many to rely on small savings or
racking up debt to survive.
Common to many hard working immigrants, undocumented
workers are seeking a better life for themselves.
Migrant and undocumented communities just need a little
assistance for eligible workers in a time of need to get back on
their feet.

Condensed Applicant Touchpoint Journey Path
AWARENESS
Program
Outreach
Not-for-Profit
Partner Grant
Campaigns
NY State
DOL Awareness
Campaigns
Consideration
Pre-Eligibility
Personal Review
Audience Capture
Communications
Opt-In
DOL-EWF
GovD Sign Up
Landing Page
GXG
Strategic
Counsel
NYSDOL
Multi-Channel
Campaigns
OOH
Mass Transit
QR Ads
Print +
Broadcast
Media
Paid Media
Social Media
Grant Partners
Sign Ups
GXG
Comms
Toolkit
Document Collection
Pre-App Submission
Qualification Review
GovD | GXG
Bulletins + SMS
Reinforce
eligibility
Qualification
guidelines
Document
collection
Privacy
assurances
Account +
application
open dates
Encourage
Submissions
Participation Decision
Account Creation +
Application Submission
GovD | GXG
Bulletins + SMS
Application
open date
Account +
app link
Reminders
Re-Engagement
App Submission
Tracking
State
Managed
App Update
Comms
GXG
Channels
what to
expect
Benefit Pay Out
Applicant Payment
Funding
State Still
Working Out
Distribution
Plans
GXG
Channels
post award
tax
guidance
info
GovD
Subscriber Network
Activation
Granicus Touchpoints Potential Granicus Touchpoints Unneeded Granicus Touchpoints

Goals & Objectives
Goals Objectives
Introduce the Program, “What is the Excluded Workers Fund”
Heighten overall community awareness and entitlement for
workers financially impacted by the pandemic.
• Introduce EWF and create a positive first impression.
• Set communication expectations.
• Reinforce entitlement (“You deserve this”).
Reinforce Eligibility and Qualification Guidelines
Assist the community with clear, concise information for
eligibility and qualification.
• Ensure that relevant audiences are receiving messages.
• Allow subscribers to determine if they fit early on.
Assist with Documentation, Qualification, App Submission
Aid the community with the delivery of timely, relevant
information to help potential applicants understand how and
when to apply for financial help.
• Help subscribers get their required documents together.
• Improve understanding of why documents are needed.
• Explain the qualification point system applied to Tier eligibility.
• Help subscribers know what to expect.
Encourage Participation
Change community perceptions surrounding any lingering
fear that applying for assistance will impact public charge or
immigration enforcement.
• Provide participation encouragement.
• Refocus subscribers on value of program.
• Reassure subscribers about safety and privacy.
Support Community Outreach Organizations
Reinforce to subscribers outside assistance is available in the
form of community organizations.
• Amplify the availability of overall community resources for those in need
(eligibility, qualification, application submission assistance).
• Encourage subscribers to work with community worker-oriented and
immigration outlets to complete applications.
Provide Relevant Information Post App Submission
Share relevant information with applicants as to what to
expect once an application has been submitted.
• Explain what happens next.
• Provide guidance about wait times, upcoming tax needs.
Campaign performance and optimization will be driven by the strategic goals and objectives outlined.

Campaign Messaging Framework
Umbrella Message
Undocumented workers who struggled through and were financially impacted by the pandemic are entitled to federal relief which will provide a meaningful level of
assistance to help families through an unprecedented time of financial hardship.
Message Pillars
Don’t be left behind.
Undocumented immigrants are
valued and essential members of our
communities and are entitled to
pandemic relief.
Qualification is easy.
Eligibility is based on a loss of income
(wages)during the pandemic period
and (3) easy to determine
qualifications.
Direct cash assistance payments
are available in two tiers for eligible
workers based on the applicant’s
qualification level.
Start and apply early. Funds are limited.
All immigrants are eligible (regardless
of immigration status) if they meet the
basic guidelines for qualification.
Your privacy is protected.
The application process does not
require details about citizenship,
immigration status, or lawful
residence.
Get assistance when needed.
Community outreach organizations
are ready and able to assist and
provide support.
Proof Points
New York immigrants
make up to 5% of the state’s
workforce, support the economy in
mostly frontline industries, and
contribute an estimated $1.1 billion in
state and local tax revenues.
Ifyouhadalossofincome(wages)
during the pandemic, you are
already pre-qualified for pandemic
relief.
Qualification for Tiered payments
are based on an applicant’s ability to
demonstrate proof of identity,
residency, work history and loss of
income (wages).
Resolve expired ID issues.
• State and local authorities recognize
and are fixing past delays for
renewing or acquiring personal
identification.
• Check out acceptable ID
alternatives from state and local
issued options (link).
NY State law safeguards privacy
where documents provided cannot
be disclosed or shared with any
agency enforcing immigration or
border protection.
• DOL will not share documents with
anyone unless required by law.
Community help is available
to support workers with eligibility,
qualification, documentation and
application submission assistance.
• Grant partners.
• FEW coalition
• Other worker-oriented organizations
In-person language accessible
application assistance available.
Relief is entitled and deserved.
As valued community members,
assistance will benefit not only the
workers and their families but also the
communities and economies where
they live.
Twotiersofassistanceareavailable
based on an applicant’s ability to
demonstrate proof of identity,
residency, work history and loss of
income (wages).
Qualification requires documentation.
• Required documents have a point
value ranging from 1 to 4 points.
• In combination, the documents
point value must equal 4 points for
Tier-1 ($15,600) assistance.
• One document must include your
photo and show your date of birth.
Remove document obstacles.
• Missing documentation shouldn’t be
a reason not to apply.
• The program provides many options
to meet qualification.
• Review and gather documents from
the approved document list (link).
Personal privacy is protected
without impact on immigration legal
status, public charge or even rental
assistance relief.
• The law specifically states
information can not be used for
civil immigration purposes.
What to expect after submission.
• Application processing.
• Applicant award notification
• Applicant fund payments
• Tax guidance (obligation)
Rider Statements::
• Application Link(s)
• Assistance does not negatively
impact public charge or
immigration status or enforcement.
Rider Statements::
Rider Statements::
Rider Statements::
Rider Statements::
Rider Statements::
• Only apply for the EWF benefits
from the official Department of
Labor website and get help only
from trusted organizations.
Support
Privacy
Preparation
Requirements
Qualification
Entitlement

Measuring Success
The goals and metrics we will report on to gauge success.
Did You Know?
Welcome messages usually have a higher open rate,
click rate, and engagement rate when compared to
programmatic emails which is why they are a unique
opportunity to share the most important things with your
new subscribers.
Welcome Campaign Goals
1. Encourage subscribers to apply for EWF funds
2. Prepare potential applicants with helpful information
3. Help subscribers understand next steps
Granicus 2020 Benchmarks Open Rate Click Rate Engagement Rate Subscriptions Per Subscriber
Federal Median 14% 4% 44% 2.5
Federal Top 20% 24% 9% 57% 5.5
Welcome Message 26.7% 6.1% n/a n/a

KPI Tracking
Key performance indicators which can be tracked to gauge campaign velocity.
Audience Capture
(Opt-Ins)
Message Content
Linking Attribution
Accounts Created
Attribution
Applications Submitted
Attribution
GovD Sign-Up Page Counts UTM Event Tracking UTM Event Tracking UTM Event Tracking
UTM Event Tracking campaign attribution requires a UTM naming convention (below) and Google Analytics setup and access to EWF website pages.
Website URL(s) https://dol.ny.gov/EWF [or] https://dol.ny.gov/ewfapply
Campaign Source govdelivery (alternative channel)
Campaign Medium email (SMS)
Campaign Name Campaign ID (ewf-gxg)
Campaign Term Audience ID (language)
Campaign Content Bulletin | SMS ID (type, message, count, etc.) code
UTM Tagging Naming Taxonomy Structure Representation

New York Extended Workers' Fund Program
ABOUT THE EXCLUDED WORKERS FUND
After steadfast efforts by advocates and impacted communities across the state, Governor Cuomo and the State Legislature passed the Excluded
Worker Fund (“the Fund” or “EWF”), the first such large-scale program in the country on April 19, 2021. This $2.1 billion fund will provide financial relief
for New Yorkers state-wide who have suffered income loss during the pandemic and were left out of the various federal relief programs, including
unemployment and pandemic benefits.
The New York State Department of Labor will continue the principles of equality and fairness that led to this historic achievement as we create a
roadmap for swift implementation.
New Yorkers First Approach: Collaboration with advocates and other stakeholders will be critical for implementation to succeed
Clear Requirements: The law outlines parameters for the Fund and, where provided discretion, DOL will fully embrace the principles and intent of the
legislation
Accessibility: The application materials and additional support will be widely accessible and available in multiple languages that intended
beneficiaries of the Fund are most likely to speak
Fraud Protection: DOL will implement cutting-edge tools and technologies to ensure protection against fraud and ensure that benefits go directly
into the pockets of eligible workers
Safeguarding Applicants’ Personal Information: Governor Andrew Cuomo’s Executive Order 170 and the EWF legislation both have strong legal
protections and safeguards for applicants’ personal information
Community Grants Available: We are seeking qualified Not-For-Profits to provide assistance and outreach to inform workers about the EWF.

EWF TIMELINE
Developing the Process
DOL aims to move swiftly while also putting safeguards in place to ensure all applicants’ materials remain confidential. Our timeline is subject to
change and will be updated regularly on this site. You can sign up to receive text and/or email updates below. (COMING SOON)
May to July 2021
DOL will create an overall infrastructure for the program that includes, but is not limited to, developing program regulations, creating and finalizing
the application, and working with community-based organizations to ensure maximum impact of this program.
August 2021
The application process begins state-wide and distribution of benefits is scheduled to begin.
source: https://dol.ny.gov/EWF

https://access.nyc.gov/programs/excluded-workers-fund/#how-it-works
How it Works
Payment to workers with low income who suffered income loss due to COVID and who are not eligible for Unemployment Insurance (UI) or
Economic Impact Payments (EIP) due to immigration status or other factors.
• This is a one-time payment for income help that was lost between Mar 27, 2020 – Apr 1, 2021
• Application forms will not include questions about citizenship or immigration status
• You must currently live in New York State and must have lived here before March 27, 2020
There are 2 Tiers of compensation based on the documents that you can provide
• Tier 1 can provide up to $15,600 in benefits (minus taxes)
• Tier 2 can provide up to $3,200 in benefits (minus taxes)
Benefits will be paid by direct deposit, cash card, check, or another payment method
Note: Details for this program may change. The application is not currently open. Sign up for the ACCESS NYC email newsletter to be notified when
applications are open.

Determine your eligibility
Note: Details for this program may change.
You may be eligible for the Excluded Workers Fund if you can answer yes to all of these questions:
• Do you currently live in New York State and have you lived here before before March 27, 2020?
• Did you lose income after February 2020 due to COVID-19 for reasons including:
• losing your job?
• losing hours at your job?
• being unable to work because of illness from the virus?
• Are you not eligible for Unemployment Insurance (UI) or Economic Impact Payments (EIP) due to your citizenship status?
• Have you earned less than $26,208 in the 12 months before PENDING DATE? (This will be updated)
Additionally, you may be eligible if a person who was the major source of income in your household died or became unable to work because of
illness from the virus.
There are 2 tiers of compensation based on the documents that you can provide. If you are not eligible for Tier 1, you may be eligible for Tier 2.

What you need to include
Note: Details for this program may change. Any documents that are not in English should also have a certified English translation.
Tier 1 can provide up to $15,600 (minus taxes) in total benefits.
These are the documents you need to apply:
• Tax returns for tax years 2018, 2019, or 2020 with a valid Individual Taxpayer Identification (ITIN) number or
• W-2 or 1099 forms for tax years 2019 or 2020 or
• Employment letter with dates of work and the reason for no longer being employed or
• 6 weeks or more of pay stubs or wage statements from the 6 month period before you lost income or
• Wage Theft Prevention Act (WPTA) Wage Notice given by employer at time of hiring showing that you were employed in the 6 months
before you lost income
You will also need the following (more details below):
• proof of who you are
• proof of where you live

What you need to include
Note: Details for this program may change. Any documents that are not in English should also have a certified English translation.
If you are not eligible for Tier 1, you may be eligible for Tier 2. Tier 2 can provide up to $3,200 (minus taxes) in total benefits and requires:
• proof of who you are
• proof of where you live
• other proof of work and income
• Proof of who you are

For each person applying, you need a total of 4 points of non-expired documentation.
4 points
• Unexpired NY State driver’s license or non-driver identification card
• Unexpired United States passport
• IDNYC identification card
3 points
• Unexpired passport from another country that can be scanned by a computer (machine-readable)
2 points
• NY State Office of Mental Health photo identification card
1 point
• Marriage certificate
• Divorce decree
• Unexpired NYC Parks and Recreation membership card
• Birth certificate from another country
• Foreign-issued ID card, like a consulate identification card
• Diploma or transcript from a high school, college, or university in the United States
• Other acceptable documents may be defined by the NY State Department of Labor
• Proof of where you live

How to apply
Here are your options.
Apply online (Note: Details for this program may change.)
• The application from the NY State Department of Labor is not currently open.
• You have time to prepare your documents.
Sign up for the ACCESS NYC newsletter to be notified when applications are open.

Program Details
Target Audience
New York state established a $2.1 billion Excluded Workers Fund in April to provide financial relief to undocumented immigrants who have otherwise
been able to benefit from federal COVID-19 aid.
• Will provide direct cash assistance to workers ineligible for state unemployment benefits or federal COVID-related income relief.
• People who are preparing to apply for support through the fund are struggling to get the needed documentation in place, Documented
reports.
• Applicants will be able to provide various documents for identification, proof of lost income and proof of residency, but getting access to such
documentation has proven difficult. Processing times for Individual Taxpayer Identification Number have tripled, for example, and some
employers have been reluctant to provide letters of employment fear facing scrutiny for hiring undocumented workers.
• New York state is hoping to lean on nonprofits to make the application process less strenuous for people seeking aid and to promote the fund’s
existence. The state Department of Labor is committing $10 million to fund organizations that can help undocumented immigrants get help
through the Excluded Workers Fund once applications begin to be accepted.
• Recipients, who must have earned no more than $26,800 last year, can get direct payments if selected. One tier of recipients will get up to
$15,600, with $780 deducted in taxes, while others may qualify to receive $3,200, with a $160 deduction.

Eligibility
• Be a current resident of New York and have been a resident before March 27, 2020
• Have lost wages or income after February 2020 due: COVID-related unemployment COVID-related death or disability of a breadwinner
• Be ineligible for Unemployment Insurance or federal COVID-related income relief
• Have earned $26,208 or less in last 12 months
An eligible worker will receive benefits depending on the level of documentation of work and earnings they are able to provide during the
application process:
• Tier One: $15,600 minus an automatically deducted tax of $780.
• Tier Two: $3,200 minus an automatically deducted tax of $160.

BETTER CITIZEN EXPERIENCES, DELIVERED.

Campaign Planning Insights

More Related Content

Similar to Campaign Planning Insights

More from Daniel McKean

Recently uploaded

Campaign Planning Insights