1. Position Your Employment Services in the Labor Market Define your Employment Services Describe the Feature and Benefits of your Employment Services Develop a Marketing Plan Dale Verstegen Amy Dwyre TransCen, Inc. May 8, 2014

2. 2 (both labor and employment) Know your market TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 2

3. 3 Understand the relationship between job development and marketing your services TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 3

4. 4 Develop an Employer Marketing Plan for your organization TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 4

5. 5 Build Employer Relationships Strategies: Get to know employers Determine business needs Emphasize services and benefits Promote services as a source of reliable workers TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 5

6. 6 Employment Services Marketing Plan Develop an organizational marketing plan: 1. Our organizational mission 2. Capabilities and preferences of job seekers 3. What services we are marketing 4. Our marketing audiences and their needs 5. Our marketing audiences needs being met by other employment services TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 6

7. 7 Employment Services Marketing Plan (cont.) 6. Actions that we want our audiences to take 7. Our message to each audience 8. Communication tools available for each audience 9. Communication tools within our resources 10. Evaluation plan: how to measure success TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 7

8. 8 Marketing Plan Components (1) 1.Organizational Mission How does your agency mission relate to your employment services? How does your agency mission relate to labor needs of local employers? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 8

9. 9 Marketing Plan Components (2) 2.Capabilities and Preferences of Job Seekers How do the skills, talents and abilities of our job seekers relate to the labor needs of local employers? How do the career interests and preferences of our job seekers relate to the labor needs of local employers? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 9

10. 10 Marketing Plan Components (3) 3.What are we Marketing? What is marketing? What is it we are selling? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 10

11. 11 What is Marketing? Any activity that informs a target group or individual that:  You EXIST, and  The QUALITY of your services is worthwhile TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 11

12. 12 What is Marketing? An attitude which clearly appreciates and understands that all success stems from satisfying someone else TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 12

13. 13 Market to Employers Market your agency’s employment services to employers as a source of good workers and emphasize the benefits and services that employers will receive as a result of hiring people with disabilities. However, avoid marketing errors that lead to over-dependency on Human Services. TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 13

14. 14 Most Common Marketing Mistake Company looking for individual with significant cognitive impairment with extensive history of behavior problems. Supportive co-workers. Call for an application. TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 14

15. 15 Employment Services What services do you have to offer employers? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 15

16. 16 Employment Services What services do you have to offer employers?  Recruiting  Placement  Job Trial/Shadowing  Internship  Assessment Site  Job Trial/Shadowing TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 16

17. 17 Employment Services What services do you have to offer employers?  Occupational Exploration and Training  On the Job Training  New Employee Orientation and Training  Part-Time Employment  Employee Mentoring and Job Coaching  Performance Evaluations TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 17

18. 18 Employment Services What services do you have to offer employers?  Transportation Services  Motivation and Employee Recognition  Team Building Strategies  Community Outreach  Conduct a Class Diversity/Inclusion ADA in the Workplace Accommodating Customers TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 18

19. 19 Sell Your Services: Features to Benefits Agency Features Employment Specialist Applicant Screening Training and Consultation Applicants Benefits for Employers Single point of contact Recruitment assistance Provide follow-up Pre-screened applicants Reduced recruitment costs Customized response to HR needs Educating employers in managing a diverse workforce Expanded pool of talent and labor TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 19

20. 20 Activity List your Employment Services, the key features of those services, and the benefits of those services to your employers. TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 20

21. 21 Marketing Plan Components (4) 4.Our Marketing Audience and their Needs? Who makes up your local labor market?  What geographic area makes up your labor market?  How many employers does that consist of?  What type of employers does that consist of?  What types of industries make up your large employers, middle and small employers? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 21

22. 22 Marketing Plan Components (4) 4.Our Marketing Audience and their Needs? What type of jobs make up your local labor market?  What is the range of jobs representing your labor market?  What types of jobs are they having trouble finding qualified job candidates?  What type of jobs have the highest turnover? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 22

23. 23 Marketing Plan Components (4) 4.Our Marketing Audience and their Needs? How would you segment or organize your local labor market?  With what type or size of employer has your employment program been most successful ?  What type of employers have employment opportunities that best match the interest and abilities of your job seekers?  What type of employers are more receptive to using your employment services? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 23

24. 24 Learn All You Can… About your local business community – and industry trends  Talk to people in the business or field  Visit/tour workplaces  Read the business news  Visit company/organization websites TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 24

25. 25 Learn All You Can… About your local business community – and industry trends  Look at annual reports and other publications  Attend career fairs and industry functions  Visit your workforce development center (One-Stop)  Participate in community events  Create professional internships for yourself TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 25

26. 26 Target Market Selection Based on careful analysis of market opportunities Involves some form of research and market segmentation TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 26

27. 27 Shifting the Target Determine employer demographics Determine job seeker demographics Determine history of the local labor market Begin to develop a strategy that will integrate the interest/need for your employment services with the economic interplay of employer’s in your community. How can this be a win/win? Why enlarge the pie? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 27

28. 28 Marketing Plan Components (5) 5.Our marketing audiences needs being met by other employment services Who else provides employment services to your target audience? What services do these other employment agencies provide? What are the pros and cons of yours versus their employment services? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 28

29. 29 Marketing Plan Components (6) 6.Actions that we want our audience to take Contact us to schedule an appointment? Learn more about our employment services? Schedule an informational interview? Participate in a Job Fair? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 29

30. 30 Marketing Plan Components (7) 7.Our message to each audience What do employers expect from us? What do they want to hear from us? What do they want to know about our employment services? Your language and terminology matters TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 30

31. 31 Key Marketing Strategy Know what employers want and expect TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 31

32. 32 What Employers Want to Hear from Us We represent  Motivated employees who are excited about working.  Candidates with skills sets that add value to their workforce.  Business solutions that improve the company’s productivity and/or workflow. TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 32

33. 33 Employers Want to Know Why do your job seekers want to work here?  Employee’s interest, motivation What can you do for my company?  The business benefits are: Spend less money Make more money Improve efficiency/productivity Improve customer relations TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 33

34. 34 What Do Employers Ask? How can you help me improve my hiring process? Do you have a menu of services? Are you flexible? Do you customize? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 34

35. 35 What Do Employers Ask? Do you offer ‘service after the sale’? What do you do that other employment services don’t do? Where can companies locate qualified candidates for employment opportunities? Is training available for my managers and supervisors? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 35

36. 36 What Do Employers Ask? How can our company be more accommodating to our customers and employees with disabilities? How does the Americans with Disabilities Act affect my business? How can we understand hidden disabilities? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 36

37. 37 Use Business Language! Avoid rehab jargon Understand the industry Use industry jargon Research companies TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 37

38. 38 Rehab/School to Business Translator Mobility Training Transportation training (teach to ride the bus…) On the Job Evaluations Performance evaluation TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 38

39. 39 Rehab/School to Business Translator Job Placement Placing People Assists people with… Finding jobs, becoming employed, being hired Assists companies with… Recruiting, hiring, staffing TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 39

40. 40 Rehab/School to Business Translator Working Interview Job Modification Assistive Devices Job Carving Skill Demonstration Job Accommodation Reasonable Accommodation Restructuring of a Position TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 40

41. 41 Rehab/School to Business Translator Job Coaching Social Integration Integrated Work Environment Post Hire Service Social/Holiday Events Opportunity to work as a team member TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 41

42. 42 Rehab/School to Business Translator Job Coaching Job Counseling Job Modification Job Intervention Site Visits Fading Follow-Up Services Consultation as Needed TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 42

43. 43 Sell Your Services: Features to Benefits Agency Features Employment Specialist Applicant Screening Training and Consultation Applicants Benefits for Employers Single point of contact Recruitment assistance Provide follow-up Pre-screened applicants Reduced recruitment costs Customized response to HR needs Educating employers in managing a diverse workforce Expanded pool of talent and labor TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 43

44. 44 Marketing Plan Components (8) 8.Communication tool for each audience Which marketing tools have been most effective? Which marketing tools would be most effective for specific target audiences? Which marketing tools would be most effective for delivering specific messages to each audience? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 44

45. 45 Develop Tools for Marketing Examples of Marketing Tools Brochures Business cards Fact sheets Videos Media advertisements Presentations Use of Marketing Tools Present in conjunction with face-to-face contacts Help introduce your message Reinforce message Get attention Remind What are your strategies for distributing your marketing tools? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 45

46. 46 Professionalize all print materials and letters TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 46

47. 47 Marketing Plan Components (9) 9.Communication tools within our resources Given limited financial and staff resources, which communication tools will be most effective for specific target audiences? Given our financial and staff resources, which communication tools will we revise, develop and maintain? Who will be responsible for developing and maintaining each communication tool? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 47

48. 48 Marketing Plan Components (1) 10. Evaluation How will we measure the effectiveness of each communication tool? Who will be responsible for measuring the effectiveness of each communication tool? TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 48

49. 49 Employment Services Marketing Plan Develop an organizational marketing plan: 1. Our organizational mission 2. Capabilities and preferences of job seekers 3. What services we are marketing 4. Our marketing audiences and their needs 5. Our marketing audiences needs being met by other employment services TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 49

50. 50 Employment Services Marketing Plan 6. Actions that we want our audiences to take 7. Our message to each audience 8. Communication tools available for each audience 9. Communication tools within our resources 10. Evaluation plan: how to measure success TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 50

51. 51 Activity Complete a draft of your: Organizational Features to Benefits form Organizational Marketing Plan How Business Friendly Are You Survey TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 51

52. 52 Obtain Feedback Send a draft of your marketing tools to: Dale Verstegen dverstegen@transcen.org Amy Dwyre adwyre@transcen.org TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved 52

53. 53 Job Development Exchange (JDX) Southeast TACE formed a JDX Advisory Committee Convened focus groups with job developers in the Southeast TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved

54. 54 Learn more about TACE Job Development Exchange www.tacesoutheast.org/network/jdx/ www.tacesoutheast.org/network/jdx/ TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved

55. 55 Register for Upcoming JDX Webinars June 19, 2014 How to Position Your Employment Services in the Labor Market Presentation - Part 2 How to Position Your Employment Services in the Labor Market Presentation - Part 2 July 15, 2014 The Four Steps to an Employer Relationship The Four Steps to an Employer Relationship August 7, 2014 Managing Stress and Feelings of Isolation Related to Job Development Managing Stress and Feelings of Isolation Related to Job Development TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved

56. 56 Thank You TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved

57. 57 Education Credits CRCC Credit - (1.5) By May 18th participants must score 80% or better on a online Post Test and submit an online CRCC Request Form via the MyTACE Portal. My TACE Portal: TACEsoutheast.org/myportal TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved

58. 58 Southeast TACE Region IV Toll-free: (866) 518-7750 [voice/tty] Fax: (404) 541-9002 Web: TACEsoutheast.org MyTACE Portal: TACEsoutheast.org/myportal Email: tacesoutheast@law.syr.edu TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved

59. 59 Disclaimer This presentation was developed by Transcen Inc. ©2014 for the TACE Center: Region IV with funds from the U.S. Department of Education, Rehabilitation Services Administration (RSA) under the priority of Technical Assistance and Continuing Education Projects (TACE) – Grant #H264A080021. The contents of this presentation do not necessarily represent the policy of the RSA and you should not assume endorsement by the Federal Government [34 CFR 75.620 (b)]. TACE Center: Region IV, a project of the Burton Blatt Institute. Funded by RSA Grant # H264A080021. © Transcen Inc. All Rights Reserved