1. EN Marketing & Outreach Strategies
Webinar Date: June 5, 2014
Presented by:
Kevin Nickerson & Mary Lynn ReVoir, NDI Technical Assistance Team
U.S. Department of Labor
Employment and Training Administration

2. Enter your location in the Chat window – lower left of screen
Where are you?
Enter your location in the Chat window – lower left of screen
In the Chat Room, please type the name of the your organization, your location, and how many people are attending with you today. #

3. Moderators Moderator: Randee Chafkin
Title: Workforce Development Specialist
Organization: Employment and Training Administration
Moderator: Miranda Kennedy
Title: Director of Training for DEI, NDI Technical Assistance Team
Organization: National Disability Institute # 3

4. Disability Employment Initiative
According to the SGA, DEI Projects at the state level and/or local level participating LWIBs are required to become Employment Networks (ENs) under Social Security Administration’s (SSA’s) Ticket to Work Program.
Training and Technical Assistance to DEI Projects in attaining Employment Network status and implementing effective EN operations is provided under U.S. DOLETA contract with NDI Consulting, Inc. and the National Disability Institute (NDI).
Evaluation of the impact of the DEI Projects implementation and outcomes as Employment Network will be provided under U.S. DOL ODEP contract with Social Dynamics.
Video clip of what to expect in the webinar room. (instead of the 5 tech slides) # 4 4

5. Learning Objectives
Upon completion of this training webinar, DEI grantees
and participants and partners from the public
workforce system will have the following:
An understanding of general Marketing & Outreach strategies that will help grow your Workforce Employment Network (EN)
Information on how to access Ticket holders utilizing various resources
Exposure to specific examples of internal and external marketing products
Miranda # 5 5

6. Presenters Presenter: Kevin Nickerson
Title: Ticket to Work Subject Matter Expert for DEI, NDI Technical Assistance Team
Organization: National Disability Institute
Presenter: Mary Lynn ReVoir
Title: Ticket Coordinator for DEI, NDI Technical Assistance Team
Organization: National Disability Institute #

7. Agenda Review suggestions and ideas for INTERNAL marketing
Review suggestions and ideas for EXTERNAL marketing
Marketing Tidbits
Time for Q & A
Kevin # 7 7

8. Marketing 101: Internal Marketing
Is critical to the success of your Workforce EN
Ensures that staff members understand the expanded services the Job Center offers to Ticket holders specific to their needs (i.e. SSA disability benefits and health insurance, accommodations, etc.) #

9. Marketing 101: External Marketing
External Marketing is another key to success
This requires getting the word out to both Ticket holders and providers in your service area about your Workforce EN
Relying only on internal referrals from walk-in customers won’t allow you to grow your EN to the scale you will require for sustainability
Like any new business, it will take time to develop a reputation, and a process within your community, for additional referrals to Workforce EN (refer to EN Maturity Scale)
What is the Secret to getting EN Payments? Assigning Tickets
How to get Tickets Assigned? Need find beneficiaries
How to find Beneficiaries?
Market to them #

10. INTERNAL MARKETING IDEAS
Show the guide on web platform. # 10 10

11. 1. EN DIRECTORY
Employment Networks can be listed on the Ticket to Work EN Directory, making it easy for beneficiaries to find local, state, or national ENs
Directory listings provide beneficiaries with a summary of your Workforce EN services and experience through your EN Profile, including:
Service area you cover (through search feature)
Disability group(s) you serve
A link to your agency’s web-site
Primary contact and address for your agency
Benefits Advisors on staff
Be sure to check your listing for accuracy and keep it updated! #

12. EN Directory website link

13. 2. Beneficiary Referral CD
NOTE: Requires Security & Suitability clearance to access!
Fields of information provided in the CD include:
Name, Address, Phone of Ticket holder and Rep Payee if applicable
Year of birth
Last 2 numbers of SSN
Prior VR history
Earnings information: Ever? Last 60 months? Last 18 months?
Training on the use of the Beneficiary Referral CD is available from the Operation Support Manager (OSM), found here:
NDI also has a Tip Sheet on “Effectively Using Beneficiary Referral CD”, available for download today #

14. How to use the Beneficiary Referral CD
Allows your EN to market directly to Ticket holders not registered at the AJC
Provides an opportunity to filter based on geographic region, and recent work efforts
Additional marketing strategies for effectively using the Beneficiary Referral CD include:
Direct mailings to send marketing brochures, Job Fair announcements, and invitations to Ticket orientation or SSA Work Incentives workshops
Phone outreach efforts
Invitations to related events that might generate interest in the return to work (i.e. Asset Development events, other workshops of interest within the AJC, etc.)
NOTE: Information on Beneficiary CD comes in comma-delimited text format, you will need to sort accordingly, and import into excel spreadsheet. Refer to the OSM training for instructions. #

15. 3. Work Incentive Seminar Events (WISE)
For Workforce ENs that do NOT have internal SSA disability benefits expertise, WISE can help beneficiaries become informed about how work impacts benefits and how Work Incentives can assist in the transition back to work
Workforce ENs can provide information at this event regarding services their Job Center can offer to assist Ticket holders in the return to work
Host a live or archived WISE offered by the Beneficiary Access Support Services contractor (BASS)
For Ticket Holders interested in moving forward with your Workforce EN, you can schedule individual follow-up appointments
Use of group orientation process can maximize staff time
For more information about WISE events, see: #

16. 4. Internal Messaging: How do customers know your Job Center is an EN?
Do you have signage at your AJC and/or other
sites of service?
Do you include a tagline that the AJC is an EN?
Is EN information included in AJC brochures?
Is the Ticket logo or message in signature?
Is information included in other AJC printed materials?
Is information included in AJC registration?
Is EN information included in Job Center workshops? (i.e. Re-Employment workshop)
Are EN services connected with your Business Services Team or Representative?
If you have a scrolling marquee in your Resource room, such as a flat screen TV, adding EN information to it will get attention #

17. Example – Internal Basic Staff Guide
Provides basic information about services, eligibility, and referral process #

18. Marketing Materials
Developing basic marketing materials such as brochures and flyers helps spell out what your AJC / Workforce EN offers to assist you in reaching Ticket holders
Leave marketing materials in various public offices as you reach out to market your program
Use list-serves, locally, to send out marketing information for outreach events
The next slides show sample marketing materials used by the New York and Alaska DEI projects to promote EN outreach #

19. Example of Marketing Flyer from the Alaska Round 4 DEI project#

20. Example of Marketing Flyer from New York Round 1 DEI project#

21. Available Marketing Materials
Beneficiary Access for Support Services (BASS) has materials available for download to assist ENs found here:
The DEI Ticket team has examples of materials to share as well, simply your request to your TA Liaison, or to the Ticket TA team. (Available for download today is a listing of available materials.) #

22. Use Your Website and Social Media
Do you promote your EN using your website? Examples:
This is a great place to explain Ticket to Work, and your services
This can also be linked to the EN Directory so Ticket holders can learn more about your EN
Provides an opportunity to describe next steps customers should take if they wish to assign their Ticket with your EN
Use your webpage to feature a success story
Explore other social media outlets to market your services, such as Facebook, Twitter, or LinkedIn #

23. Example: State of Maine website marketing Ticket to Work#

24. Tap into the Job Center’s Management Information System (MIS)
Job Centers have a distinct advantage in tracking potential Ticket holders through registration for services captured in our MIS
Using this information, you can:
Query MIS for customers that have disclosed a disability
Use eData Share to determine which of these customers is Ticket eligible (Security Clearance is required to access eData Share through the Secure Provider Portal)
NOTE: eData Share can be used to sort ALL customers, or as stated, you can first sort out those who have disclosed
Tracking voluntary disability disclosure can assist in narrowing down customers that may be Ticket eligible, but not all customers will choose to disclose #

25. Tap into the Job Center’s Management Information System (MIS)
Providing a reason for customers to disclose in your registration can encourage increased customer disclosure
Example of an AJC registration question regarding disclosure:
Note: This next question is voluntary. This information will be kept confidential and is intended for use solely in connection with record keeping and affirmative action requirements, and to help you in identifying additional resources that can assist you in your return to work. You will not be penalized for refusal to answer.
Are you a person with a disability?  No  Yes
If yes, would you like to learn about return-to-work incentives for individuals with disabilities?  No  Yes
Purpose: Once customers are identified, use contact information to reach out to targeted customers and invite them to a Ticket Orientation and/or SSA Work Incentives workshop and follow up for assignment #

26. Presenter Presenter: Mary Lynn ReVoir
Title: Ticket Coordinator for DEI, NDI Technical Assistance Team
Organization: National Disability Institute ML #

27. EXTERNAL MARKETING IDEAS# 27 27

28. Other Media Outlets Cable television public access station
Radio PSA’s or TV talk show
Press Releases
Connect with marketing for existing and popular community events already in the media #

29. Market at places Beneficiaries frequent
Clinics
Pharmacies
Rehab Centers
Food Assistance agency
Housing agencies
Heating Assistance agency
Local Medicaid / Title 19 agency
Community Action offices
Public Transportation locations
Club houses
Drop-in Centers
Wellness / Support Centers #

30. Market at events Beneficiaries may attend
Offer to present or attend a booth at an event such as one of the following:
State youth transition conference hosted by area
educational agency
State youth with disabilities leadership events
Employment 1st Conference
State ARC Convention
Peer Support Conference
Mental Health Empowerment Conference
Local support groups (often through local hospital)
Veteran Resource Fairs
Human Rights Council events
City ADA council #

31. Market to a Specific Audience#

32. Market the “Bigger Picture”
Join forces with other ENs and local Vocational Rehabilitation (VR) to market “Ticket to Work” in and of itself (ENs and VR can be introduced)
Jointly develop local Ticket to Work brochures or advertisements (partner with employer or other sponsor or VR and other ENs)
Host Ticket events for Beneficiaries to learn more about the Ticket program, i.e. WISE event from BASS could be hosted by a group of ENs / VR
The above steps will increase
beneficiary awareness of the
Ticket to Work program #

33. Offer Beneficiary Outreach Events
Whether partnering with skilled Work Incentives planners or using in-house expertise, ongoing outreach events that draw Ticket holders are necessary for EN growth
Outreach events should cover relevant information for beneficiaries, such as:
Impact of work on benefits
Work Incentives that support the return to work
Options for maintaining, or obtaining health insurance
Job Center / EN services offered
Depending on your geographic region, successful ENs typically hold these events on a monthly basis #

34. Blend EN Marketing with Other Events
Offer a service at an event, i.e. mock interviews for job seekers and note “mock interviews are provided to job seekers on Social Security Disability and SSI benefits as a service of XYZ Employment Network”
Partner with state deaf services agency for an interpreter at the event and note “interpreter has been provided by XYZ Employment Network for beneficiaries receiving Social Security Disability and SSI benefits”
Offer a freebie at your booth, that attracts beneficiaries but costs you little or nothing, i.e. a raffle prize of lunch for four at your agency and staff provide the food #

35. Workforce DEI EN Peer Ideas
Gary, Indiana DRC: Connection between Food Pantry and workforce EN together hosting WISE events
Lake Charles, Louisiana DRC: includes social media by using “Constant Contact”, Facebook.
Bring your marketing ideas to the
next TA Ticket Office Hours to share with peers. Tuesday, June 19th from 3-4pm ET #

36. Marketing Tidbit #1
It is permissible for an approved EN to use the Ticket to Work program logo but not the SSA logo # 36

37. Marketing Tidbit #2 Walk the talk!
Set an example / create a welcoming environment:
Be sure your EN is physically accessible
Be sure your website is friendly to screen readers
Be sure to add 711 to your phone number postings
Be sure agency staff know about accommodations
Create a desktop guide for staff to reference for accommodations, i.e. where to find a sign language interpreter or printed items in alternative format.
For an example of a DEI desktop guide for AJC staff: #

38. Marketing Tidbit #3 Develop Referral Sources
Consider community providers and inform them of your ability to serve SSA beneficiaries through EN services your AJC offers
Reach out to other organizations that may be in contact with Ticket holders, such as:
Your local SSA field office (some restrictions apply)
Worker’s Compensation Rehabilitation Counselors
Lawyers that assist with disability claims
Internal referrals from your AJC and partner agencies
Departments of Social Services
Medicaid Service Coordinators
Local Housing Authorities
Asset Development Coalition members (if applicable) #

39. Summary In today’s presentation we covered the following:
Suggested methods for INTERNAL Marketing
Suggested methods for EXTERNAL Marketing
Other marketing strategies that have been employed by Workforce and other ENs
Miranda 39 39

40. Polling Question
Is your job center EN and Ticket to Work promoted on your workforce website?
Yes
No but we plan to explore this idea
Not sure but we will find out
Miranda #

41. Polling Question
Please identify methods you have learned about today that you plan to employ at your AJC to further promote your EN services to Ticket holders (you may check more than one option):
Marketing brochures
eDataShare
Radio or TV promotion
Social media and/or webpage information
Mailings
Community Provider referrals
Beneficiary Referral CD
Internal marketing to AJC staff
Miranda #

42. FINAL WORD FROM RANDEE Moderator: Randee Chafkin
Title: Workforce Development Specialist
Organization: Employment and Training Administration # 42

43. Your thoughts or questions are welcomed…
Discussion & Feedback
Your thoughts or questions are welcomed…
2nd POLL – using chat feature
OPTION 2 POLLING
NOTE – the chat box will remain open for the duration of the Webinar, and the questions will weave into the webinar as we go – no question is a dumb question – so please feel free!
(Click to next slide) # 43 43

44. Available for download Effectively Using the Beneficiary Referral CD
Resources
Available for download
Effectively Using the Beneficiary Referral CD
Example of Marketing Plan
Marketing Vault Listing
Reminder if you want examples of marketing materials
Handouts URL will be provided in the Webinar Room #

45. Please enter your questions in the Chat Room!
Please enter your questions into the Chat Room! #

46. Speakers’ Contact Information
Speaker: Kevin Nickerson
Title: DEI Ticket Subject Matter Expert
Organization: National Disability Institute
Speaker: Mary Lynn ReVoir
Title: DEI Ticket Coordinator
Organization: National Disability Institute # 46 46

47. Look for upcoming Webinars in this series!
SAVE DATE
the
Tuesday, June 17th 3-4:15pm ET
If this webinar is being held as a series, include on this slide:
Webinar registration links for prospective registrants
Webinar dates/times
Inform prospective registrants of any preparatory actions that must be performed before attending webinar series (documents to be reviewed and/or completed before session begins, etc…) #

48. Find resources for workforce system success at:
Thank You!
Find resources for workforce system success at: #