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Marketing Inclusion in National Service Danielle Dreilinger Communications Specialist II Institute for Community Inclusion/UMass Boston

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Presentation on theme: "Marketing Inclusion in National Service Danielle Dreilinger Communications Specialist II Institute for Community Inclusion/UMass Boston"— Presentation transcript:

1 Marketing Inclusion in National Service Danielle Dreilinger Communications Specialist II Institute for Community Inclusion/UMass Boston

2 Inclusion in national service Two tactics Materials that show that service is open to everyone--including people with disabilities Materials that target people with disabilities Pros? Cons?

3 A little basic psychology: Who is your audience? (Demystifying marketing)

4 Your audience(s) Primary: Potential volunteers with/without disabilities Secondary Teachers Parents Friends CNCS members (to tell their contacts)

5 Talk to me Know your audience Answer their questions What ideas do they have about national/community service? “I’ll lose my SSI.” “You can’t do it if you didn’t graduate from high school.” Have you marketed to them before? Speak to what they want "What's in it for me?” Make your message clear

6 Official marketing stuff: The 4 "P"s Product: What will they get from becoming a service member? The opportunity to make a contribution? Build career skills? Pay for school? Price: What roadblocks do you need to minimize? “I’d make more money getting a job.” Place: Where and how you can reach your audience. Teen magazines - special ed parents’ advisory council - One- Stop Career Centers… Promotion: What will attract the most attention? Posters - brochures - PSAs - ad in a paper - news story in a magazine… Be creative!

7 Evaluate Count calls, website visits, s, etc. before and after you try a new recruitment method. "Local communications ought to generate customers in the store, or make the phone ring, or bring more folks to your website…." (Marketing for Dummies)

8 What message do these materials send? How do they get it across?

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14 Ways to show that you welcome PWD Make all your products accessible Large print, text version, TTY, website “Alternate formats available upon request” Incorporate PWD throughout your outreach, public information, and marketing activities Photos, volunteer profiles, PSAs, websites, testimonials… Partner with community disability groups Include disability groups & PWD when developing materials Include EEOC/diversity/ADA statement Train all staff to answer basic questions about disability, accessibility, and accommodations

15 Key elements in marketing materials Be concise! One or two goals Clear and consistent message Speak to potential members' concerns Model empowerment philosophy Use inclusive language About your organization Contact info Something they can do Join mailing list, come to an event

16 Tech specs: Photos Depict diversity: age, gender, disability type, ethnicity Beyond wheelchairs Counter disability stereotypes E.g., showing PWD in a separate group Go out in the field and take pictures of your volunteers! (With subjects’ permission) Single-focus action shots, high resolution (not off the Web)

17 Library Marketing for Dummies (2004) Strategic Communications for Nonprofits (Jossey-Bass, 1999) Media relations agoodmanonline.com Nonprofit communications: Workshops, free publications ewriteonline.com Writing skills: Workshops, free pubs Malcolm Gladwell The Tipping Point, etc. Before and After (bamagazine.com) Designing promo materials (style and organization)


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