cil-net, a project of ilru – independent living research utilization cil-net presents… a...
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CIL-NET, a project of ILRU – Independent Living Research Utilization
CIL-NET Presents…CIL-NET Presents…A National Teleconference & A National Teleconference &
WebinarWebinar
Marketing for CILs
September 19, 20123:00 P.M. – 4:30 P.M. EDT
Presenter:Janine Bertram Kemp
11CIL-NET, a project of ILRU – Independent Living Research Utilization
CIL-NET, a project of ILRU – Independent Living Research Utilization
CIL-NET Presents…CIL-NET Presents…A National Teleconference & A National Teleconference &
WebinarWebinar
Marketing for CILs
September 19, 20123:00 P.M. – 4:30 P.M. EDT
Presenter:Janine Bertram Kemp
22CIL-NET, a project of ILRU – Independent Living Research Utilization
CIL-NET, a project of ILRU – Independent Living Research Utilization
Marketing for CILs is Not Marketing for CILs is Not Rocket ScienceRocket Science• Despite what the Pros say, you ARE the
experts– Marketing has culture and language; it is simple
to break down
• Pro marketers rarely “get” disability• Even the few disability run marketing firms
are costly, may not be best use of resources• Budget Planning
– How much available to invest– Where to invest: cultural workers, graphic arts,
communications consult or/and staff
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Evan Kemp Associates and the ProsEvan Kemp Associates and the Pros
• EKA produced One Step Ahead Magazine and a retail durable medical equipment/van business run by folks with disabilities
• Chose a top Washington media firm to market them in mainstream media
• Spent $75,000 educating the firm and did not receive ONE media hit (coverage, article, piece).
• Firm could not get over inspiration and medical model
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CIL-NET, a project of ILRU – Independent Living Research Utilization
EKA LessonEKA Lesson
• Define your CIL• MAKE SURE STAFF AND BOARD “GET WITH
THE PROGRAM” and know who you are• Create marketing plan• Target where to spend
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CIL-NET, a project of ILRU – Independent Living Research Utilization
5% Creativity 95% Sweat Equity5% Creativity 95% Sweat Equity
• CIL Expertise and Technology Tools– Develop marketing plan– Disability/IL Savvy—cultural worker content– Technology like photo shop and cut/paste can
make an artist • Farmington CIL and CEO Sherry Watson—TBI,
all cut and paste materials in graphic format• Watson left CIL and markets herself as top
funding expert. Gives workshops throughout country and is wildly successful. She will tell you it is all cut and paste and sweat equity
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Your Marketing PlanYour Marketing Plan
• CIL Resources– Meeting space for planning strategic marketing– Office tools for strategic marketing– Community Partners
• CIL Staff: Review staff skills and patterns – communications/PR staff are marketing staff– No PR staff? Who has or can learn skills and can
devote 50% time?
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CIL-NET, a project of ILRU – Independent Living Research Utilization
• Develop Marketing Plan at a meeting or retreat
• Marketing Savvy—Analyze your services (core and specialties) and expertise. You know these issues, you are policy experts.
• Translate CIL know how into marketing know how
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CIL Expertise and Tech ToolsCIL Expertise and Tech Tools
CIL-NET, a project of ILRU – Independent Living Research Utilization
Analyze and Use CIL ResourcesAnalyze and Use CIL ResourcesOffice Tools
•What graphics, format programs and skills are available?
•Do you have computer design geeks? Photoshop experts?
•Cut and paste formats and disability movement tools
Community Partners•What cultural content can you use?• Photo stock, e.g. never send press release w/o
photo• Writing stock—develop 1 page templates on
hot topics9
CIL-NET, a project of ILRU – Independent Living Research Utilization
Analyze Staff ResourcesAnalyze Staff Resources
• Review Staff Skills and Patterns• Is there a dedicated PR/communications
personCan you designate skilled staff 50% time on
communication/marketing?Press person is different from spokesperson.
CEO or ED may be go to person for quotes. Press person needs to be available for initiating and responding to media contacts.
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Visuals and Audio Visuals and Audio
• Cultural Workers and marketing content• Our national disability movement has an
abundance of disability culture available for you.– Photographs – Videos– Music– Drama
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Cultural Worker non Exploitation Cultural Worker non Exploitation AsideAside• Always give credit and compensation to
disability cultural workers• They generally donate their time doing
photos, documents, music, etc.• Many of us unwittingly exploit our cultural
workers– Tom Olin example. The web sells his
photos and he does not receive funds• Budget for cultural workers, give them credit
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CIL-NET, a project of ILRU – Independent Living Research Utilization
• Stakeholder meetings or retreat• Brainstorming with safety
– We’ve all done Brainstorming meetings so many times that the thought of it may make you gag…BUT
– They do produce– CEO needs to lead and encourage so staff
members feel safe– Guarantee staff can say anything and be
rewarded not penalized (give lunch or some small incentive)
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Define Your CILDefine Your CIL
CIL-NET, a project of ILRU – Independent Living Research Utilization
Come Together—Reach for the SkyCome Together—Reach for the Sky
• Board, Consumers, Executives, Key staff who are committed
• Clearly define goals/outcomes– Mission– Logo– Truelines, Taglines are just guide words
• Brainstorm—create safe space, include all ideas
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Define Your CIL, cont’d.Define Your CIL, cont’d.
• Mission, logo, taglines:– Purpose– Mission– Vision– Trueline-Internal—What is compelling and
different about you? What Drives CIL Stakeholders
– Tagline—External expression of Trueline
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Brainstorming ContinuedBrainstorming Continued
Before you begin, review CIL programs Think in terms of Truline and Tagline
•What are your best parts? Computer training? DD services? Transition from institutions to HCBS? Advocacy?
•What do you give the community that no other non- profit provides?
•Pitch your best parts for brainstorming•Hang that huge paper on the wall and go
around the room•One sentence that captures your CIL from each
person
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Brainstorming ConclusionBrainstorming Conclusion
• Whew, we are almost done with brainstorming
• Break into groups and assign writing tasks• Take brainstorming papers and write one
page each:– Purpose – Mission – Vision
• DON’T FORGET TO HAVE FUN WITH THIS
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CIL-NET, a project of ILRU – Independent Living Research Utilization
ADA Legacy Project ExampleADA Legacy Project Example
• Mark Johnson brought together group committed to disability history
• Met Thursday through Saturday in August at Shepherd Center to plan 2014 ADA 25 celebration
• Group brainstormed, discussed responses and developed Logo, taglines– Logo designed that weekend by Nth
Degree’s Dan Wilkins• Now holding meetings and developing
mission and vision statements18
CIL-NET, a project of ILRU – Independent Living Research Utilization
ADA Legacy Project GraphicADA Legacy Project Graphic
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CIL-NET, a project of ILRU – Independent Living Research Utilization
ADA Legacy ProjectADA Legacy Project
• Impressive Logo with cost saving 2 colors—universal design blue and black
• Shows path from past to future—suggests person and circle at top, suggests continuum and sun or moon
• Taglines—defining not constrictive
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Questions??Questions??
• Use the chat window on your screen to type in your questions
• Or press the number 7 on your telephone keypad to signal the operator
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Branding = Identity
• Branding appears complex ; you do NOT need a Nike or Coca Cola Budget with today’s technology– Like brainstorming, branding is a word
from which folks often shy away– Branding is another way of saying identity
• Branding is who you are in a logo with colors, taglines, one page mission and/or vision statement
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Your CIL IdentityYour CIL Identity
• Profound statement that lifts your CIL apart from other non-profits
• More than art, branding connects you to partners, patrons, funders– Create Mission and vision statements that
have external impact because EVERYONE sees them. They become your prime marketing tools
– ADA Legacy Project is reviewing mission and vision statements because they had huge impact on us but not so much on partners/funders.
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Your CIL Identity—Positioning, Your CIL Identity—Positioning, MessagingMessaging
• What Makes You Different? • How Are You Focused?• What Trends Are You Riding in Current
Economy—HCBS, Civil Rights Saves $$, Employment
• Are You Communicating Clearly? Good program and poor communication = poor program. Media is key and free.
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CIL-NET, a project of ILRU – Independent Living Research Utilization
• Collaterals are materials: signage, brochure, newsletter• Invest in collaterals—what fits your budget?
Logo Design: Nth Degree, other social justice designers
Brochure printing, Print newsletter/magazineStationery
• Budget Conscious Collaterals– E News, social/mainstream media
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Branding Leads to CollateralsBranding Leads to Collaterals
CIL-NET, a project of ILRU – Independent Living Research Utilization
Test CollateralsTest Collaterals
• Hold 2 mini focus groups to test collaterals• 3 or 4 consumers test your logo, vision and
mission statements• 3-4 business, community leaders test logo,
vision, and mission statements• (Don’t forget to have fun with marketing—
because it is!)
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Questions on CIL Meeting, Questions on CIL Meeting, Branding, CollateralsBranding, Collaterals
• Use the chat window on your screen to type in your questions
• Or press the number 7 on your telephone keypad to signal the operator
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Media Coverage—Gratis Media Coverage—Gratis MarketingMarketing• Mainstream Media—Most bang for investment
– Mainstream media: Is it your best marketing investment?
• Key point and few CILs and organizations follow through with media plan – Dedicated Staff at least 50% FTE– Stage an event to target what’s hot—Funeral for
Medicaid cuts– Research news sources and staff
• Make Press list of newspapers, radio, tv news• Review stories, become familiar with what is
news so you pitch stories that ARE news
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CIL-NET, a project of ILRU – Independent Living Research Utilization
NewsworthyNewsworthy
What is and is not newsworthy?Awards ceremony and disability awareness exercises—NOT NewsWhat is hot in your community? Medicaid? Employment?Hunger? Occupy?
Mainstream media wants human interest—you pitch human interest that is NOT supercrip or pity.
Learn to write press release/ LEDE, 1 pageopinion pieceletter to editor campaign—Most widely read part of newspaper
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Newsworthy ExampleNewsworthy Example
• Capital Area ADAPT (DC and Northern VA) formed at the same time Washington Post did expose on deaths in DC group homes
• ADAPT and the local Protection and Advocacy group staged a demonstration outside the DC local government building
• 112 people died in group homes from abuse and neglect and there were 112 paper headstones (photo op)
• Afterwards, local funders called ADAPT offering $$.
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Mainstream Media—Big Bang, Mainstream Media—Big Bang, Low BucksLow Bucks
• Media coverage is free marketing– mainstream media is great resource investment
• CIL Investment in media requires staff time and buy-in of CEO and board
• Designated Communications Staff*Strategic Communications Plan– Build relationships with media pros!!!!!– Market as expert source
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Newsworthy DefinitionNewsworthy Definition
• What’s hot, what’s trending = mainstream news – Civil Right$ is cost effective– Tight budgets– Disability Looks Like, My Medicaid Matters
• How CIL/Disability issues fit into what is trending– My Medicaid Matters campaign—AAPD, ADAPT, NCIL
started campaign and did press push– Pitched during NCIL conference and national ADAPT
action– Continued website but stopped press effort before
linking to HCBS policy
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Pitching StoryPitching Story
• “Pitch”—Always Use Photos with press release– I donate media time to ADAPT. 3 years ago began
sending photos. Used to get few callbacks, now get 3 times the coverage, even in competitive market
• From Medical Model to IL Policy—you are educating non-disabled media. Disability and CIL media mavens have been working with press for thirty years and, for the most part, press still have medical model mentality
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Social Networking—More Free Social Networking—More Free MarketingMarketing• Blogs, You Tube, Facebook, Twitter, ETC
– Social Media is only as effective as your following– Weekly blog
• A CIL Campaign Design– My Medicaid Matters– This is what disability looks like– Marlee Matlin & Twitter—She started using Twitter
for a captioning campaign and is making headway.
• Social Networking will change—My Space to FB, example/ Change with it!
• Effective postings provide service34
CIL-NET, a project of ILRU – Independent Living Research Utilization
What Is Trending?What Is Trending?
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Find Local ResourcesFind Local Resources
• Pro Bono ad campaign—Can you get ad agency or Advertising Council to run campaign for your CIL?
• Media Training—Working with pro bono ad group can train your marketing staff
• Other partners specific to your community??– Sports teams– Actors, musicians
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Final Questions/DiscussionsFinal Questions/Discussions
• Use the chat window on your screen to type in your questions
• Or press the number 7 on your telephone keypad to signal the operator
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CIL-NET, a project of ILRU – Independent Living Research Utilization
ResourcesResources
• Making News—How to Get Coverage for Disability Rights Issues. Tari Hartman, Mary Johnson, 1993.
• Representing Disability in an Ableist World. Beth A. Haller, 2010.
• Social Media is Bullshit. B.J. Mendelson (not disability specific).
• Tom Olin photos: [email protected]• Dan Wilkins—Nth Degree:
www.thenthdegree.com • Johnny Crescendo: www.johnnycrescendo.com
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Resources, cont’d.Resources, cont’d.
• It’s Our Story: http://dmi-us.blogspot.com• Institute on Disability Culture:
http://www.instituteondisabilityculture.org• My Medicaid Matters:
http://mymedicaidmatters.org • Disability Marketing Firms
– Einsof Communications. Tari Hartman Squire. http://marketingresourcedirectory.marketingpower.com/c
– Solutions Marketing Group. Carmen Jones. http://www.disability-marketing.com
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CIL-NET, a project of ILRU – Independent Living Research Utilization
ContactContact
Janine [email protected]
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CIL-NET, a project of ILRU – Independent Living Research Utilization
Wrap Up and EvaluationWrap Up and Evaluation
Click the link below now to complete an evaluation of today’s program found at:
https://vovici.com/wsb.dll/s/12291g50e67
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CIL-NET, a project of ILRU – Independent Living Research Utilization
CIL-NETCIL-NET
Support for development of this Webinar/teleconference was provided by the U.S. Department of Education, Rehabilitation Services Administration under grant number H132B070002. No official endorsement of the Department of Education should be inferred. Permission is granted for duplication of any portion of this PowerPoint presentation, providing that the following credit is given to the project: Developed as part of the CIL-NET, a program of the IL NET, an ILRU/NCIL/APRIL National Training and Technical Assistance Project.
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