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Disability Inclusion in Marketing Strategies Kat Drum Marthalee Galeota Starbucks Coffee Company.

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Presentation on theme: "Disability Inclusion in Marketing Strategies Kat Drum Marthalee Galeota Starbucks Coffee Company."— Presentation transcript:

1 Disability Inclusion in Marketing Strategies Kat Drum Marthalee Galeota Starbucks Coffee Company

2 2 TODAY’S AGENDA What you’ll walk away with 1.Introductions: –Marthalee Galeota, Diversity Program Manager –Kat Drum, Employment Brand Manager 2.Global Diversity Integration: Universal access 3.Marketing Integration: Across as many channels as possible & in- house partnerships 4.Brand Ambassadors: Everyone plays a part 5.Business Case: Customers are our candidates

3 3 GLOBAL DIVERSITY Universal Access Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures. We're committed to upholding a culture where diversity is valued and respected. Our definition Diversity = Inclusion + Equity + Accessibility Starbucks is dedicated to creating a workplace that values and respects people from diverse backgrounds, and enables its employees (partners) to do their best work.

4 4 Candidate experience IT STARTS WITH OUR PARTNERS Total Partner Count: 117,287 Headquarters in Seattle, Washington: 2,000+ Total Store Count: 16,664 North America & Canada Store Count: 11,121 International Store Count: 5,543 (as of March 27, 2010)

5 5 Recruiting & Sourcing Tactics WHERE WE’VE BEEN-Employer Brand Marketing 1.0 Job Fairs Banner ads Print Ads Direct Mail Brochures

6 6 Employment Branding 2.0 Our philosophy: 2-way real-time interactive conversations to create connections & relationships and begin building a sustainable talent advantage. Our view on social media: “This was not built as a marketing channel, but as a consumer relationship-building environment." Chris Bruzzo, VP, Starbucks Digital Strategy

7 7 THE CANDIDATE EXPERIENCE Past and future

8 8 Social Media Revolution VideoRevolution Is Social Media a Fad?

9 9 Recruiting & Sourcing Tactics WHERE WE’RE GOING-Employer brand marketing 2.0 Widgets SEO SEM RSS feeds Videos SMS Landing pages Mobile app

10 10 Facebook and Google Statistics 50% of users login every day

11 11 Facebook and Starbucks Why work for Starbucks? What’s the perception in the marketplace?

12 12 Twitter Visitts

13 13 @StarbucksJobs – Twitter.com/starbucksjobs Strategic Pillars 1.Retail management 2.Retail hourly 3.SSC positions 4.Global reach 5.Reasons to work at Starbucks 6.Diversity reach

14 14 Accessibility Efforts Accessibility Index Communication –Web Accessibility –Media Captioning –Style Guide –Centralized interpreter request system on the intranet –Braille and Large Print version of “Make It Your Drink” Physical Environment –Store Design –Service Animals Training - AccessExpo Accommodations

15 15 Partner Networks Access Alliance Armed Forces Network Black Partner Network Emerging Workforce Network Hora del Café Network Pride Alliance Women’s Development Network

16 16 Social Media Networks

17 17 Customer Request

18 18 Starbucks Response

19 19 The Action

20 20 What’s next? SMS campaigns Mobile application Job mention on our Starbucks iphone app v.2 in July 2009

21 21 All you need is love…

22 22 Q & A

23 National Network of ADA Centers Web: adata.orgadata.org Council of State Administrators of Vocational Rehabilitation Web: rehabnetwork.orgrehabnetwork.org US Business Leadership Network Web: usbln.orgusbln.org http://sedbtac.org/webinars/ Employer Webinar Series

24 Education Credit DUE: June 18, 2010 CEU (0.1) Approved by the University College at Syracuse University To earn CEU credit, you must: Participate in the 1.5 hour webinar. Submit forms: Participant List and CEU Request. Follow CEU Credit Requirements (http://sedbtac.org/webinars/requestCEU.php?eventid=529).CEU Credit Requirements CRCC (1.5) Approved by Commission on Rehabilitation Counselor Certification (CRCC) To earn CRCC credit, you must: Participate in the 1.5 hour webinar. Score 80% or better in 3 attempts on Post Test Complete: CRCC Request and send to CRCC office. Follow CRCC Credit Requirements (http://sedbtac.org/webinars/requestCRCC.php?eventid=529)CRCC Credit Requirements

25 The DBTAC: Southeast ADA Center (Southeast DBTAC) is authorized by the National Institute on Disability and Rehabilitation Research (NIDRR) to provide information, materials, and technical assistance to individuals and entities that are covered by the Americans with Disabilities Act and its Amendments (ADA) under Grant No. H133A060094. However, you should be aware that NIDRR is not responsible for enforcement of the ADA. For more information or assistance, please contact your regional DBTAC via the National Network of ADA Centers' web site at adata.org or by calling 1-800-949-4232 [voice/tty].adata.org The information, materials, and/or technical assistance are intended solely as informal guidance, and are neither a determination of your legal rights or responsibilities under the Act, nor binding on any agency with enforcement responsibility under the ADA. The Burton Blatt Institute at Syracuse University (BBI) does not warrant the accuracy of any information contained herein. Any links to non-BBI information are provided as a courtesy. They are not intended to nor do they constitute an endorsement by the BBI of the linked materials. Disclaimer

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