designing, implementing, and tracking successful … · branding • have a unique name, a...
TRANSCRIPT
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Judy Sanderson, Director
Granite State Independent Living
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DESIGNING, IMPLEMENTING, AND TRACKING SUCCESSFUL MARKETING
STRATEGIES
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
• Identify important components of a marketing
plan
• Hear about effective marketing strategies
• Review customizable marketing presentations
available to NENA members
• Update: Marketing POC
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Workshop Objectives
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
• Basics concepts on “Branding”
• Identify what you are selling
• Identify who you need to sell to
• Develop a plan that is on-going and manageable
• Use the right method for each customer group
• Establish method to evaluate the results
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Branding
Who are you?
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Branding
• Have a unique name, a “sticky brand”
• Clarity - the less you offer the more you are
remembered
• Tilt the odds – who are your customers and
where will you connect with them
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Identify what you are “selling”
Consider the “Purple Cow” concept:
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Identify what you are “selling”
Consider the “Zoom Zoom” concept:
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Identify who you need to “sell to”
Who are your customers?
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Develop a plan that is on-going/manageable
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Include diversity in your approach
Different customers will respond to different
approaches
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Establish a method to evaluate your results
It is vital that you know what is/is not working!!
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Basic Components to Marketing
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
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Basic Components to Marketing
MEASURING YOUR MARKETING EFFORTS
Month:
Call Outcome If Assigned
Date of Referral Referral Source (s)
Initial Contact
Date Response Date Employment Goal SSI/SSDI/ Concurrent VR Involvement
Referred To Other
Agencies IWP Assigned Age Group Work History
Options
1 SSA Letter Full time Successful Closure 18 - 24 Currently working
2 SSA Website Part Time Unsuccessful Closure 24 - 39 18 months
3 Choosework
Website 45 - 55 2 Years
4 Beneficiary Help
Line 55+ 3 Years
5 BASS Robocall 5 Years and over
6 Community
Partner
7 BASS Social Media
8 EN Website
9 EN Mailing
10 EN RoboCall
11 WIPA
12 PABSS
13 Client Referral
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Lisa Jordan – Social Media
Linda Patino – Marketing through Community Events
Judy Sanderson – PSA’s and ILG’s
Sheriene Knox – Connecting with Veterans
Sherman Gifford – Web Sites, VR/Partnership Plus
Les Roberson – America Job Centers, Eventbrite
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Marketing Panel – What is Working
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Update on Marketing POC
Linda Patino
Review of Customizable Presentations and
Choosework Graphics
Judy Sanderson
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Marketing Updates
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
http://nenaticket.org/ (information for members)
• links to the social media training done for the
Marketing Committee
• copy of NENA tracking tool for marketing data
• Three customizable presentations to use with
beneficiaries, businesses or other organizations
Graphics on the Choosework website:
• https://www.choosework.net/provider-
resources.html
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Handy Information
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
“Purple Cow” by Seth Godin
“Jab, Jab, Jab. Right Hook” by Gary Vaynerchuk
Link to Information on Creating PSA’s
• http://ctb.ku.edu/en/table-of-
contents/participation/promoting-interest/public-
service-announcements/main
Link to tool for managing social media platforms:
• https://hootsuite.com/plans/free
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Handy Information
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Link to Industry Liaison Groups:
• http://www.nationalilg.org/
Link to list of federal contractors:
• The Associated General Contractors of America
http://www.agc.org/)
• The Professional Services Council
http://www.pscouncil.org
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Handy Information
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
• The Federal Procurement Data System – Next
Generation (FPDS-NG): :
https://www.fpds.gov/fpdsng_cms/
• General Services Administration (GSA):
http://www.gsa.gov/portal/content/101195
• Register Your EN with OFCCP: ENs should
register on the DOL OFCCP Employment
Resource Referral Directory (ERRD):
https://ofccp.dol-esa.gov/errd/index.html
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Handy Information
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Sherman Gifford
Lisa Jordan
Sheriene Know
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Contact Information
September 2017NENA’s 7th Annual National Training Conference
San Antonio, TX
National Employment Network Association
Linda Patino
Les Roberson
Judy Sanderson
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Contact Information