CIL-NET Presents… A National Teleconference & Webinar

1. CIL-NET Presents…A National Teleconference & Webinar Marketing for CILs September 19, 2012 3:00 P.M. – 4:30 P.M. EDT Presenter: Janine Bertram Kemp CIL-NET, a project of ILRU – Independent Living Research Utilization 0

2. CIL-NET Presents…A National Teleconference & Webinar Marketing for CILs September 19, 2012 3:00 P.M. – 4:30 P.M. EDT Presenter: Janine Bertram Kemp CIL-NET, a project of ILRU – Independent Living Research Utilization 1

3. Marketing for CILs is Not Rocket Science • Despite what the Pros say, you ARE the experts • Marketing has culture and language; it is simple to break down • Pro marketers rarely “get” disability • Even the few disability run marketing firms are costly, may not be best use of resources • Budget Planning • How much available to invest • Where to invest: cultural workers, graphic arts, communications consult or/and staff

4. Evan Kemp Associates and the Pros • EKA produced One Step Ahead Magazine and a retail durable medical equipment/van business run by folks with disabilities • Chose a top Washington media firm to market them in mainstream media • Spent $75,000 educating the firm and did not receive ONE media hit (coverage, article, piece). • Firm could not get over inspiration and medical model

5. EKA Lesson • Define your CIL • MAKE SURE STAFF AND BOARD “GET WITH THE PROGRAM” and know who you are • Create marketing plan • Target where to spend

6. 5% Creativity 95% Sweat Equity • CIL Expertise and Technology Tools • Develop marketing plan • Disability/IL Savvy—cultural worker content • Technology like photo shop and cut/paste can make an artist • Farmington CIL and CEO Sherry Watson—TBI, all cut and paste materials in graphic format • Watson left CIL and markets herself as top funding expert. Gives workshops throughout country and is wildly successful. She will tell you it is all cut and paste and sweat equity

7. Your Marketing Plan • CIL Resources • Meeting space for planning strategic marketing • Office tools for strategic marketing • Community Partners • CIL Staff: Review staff skills and patterns • communications/PR staff are marketing staff • No PR staff? Who has or can learn skills and can devote 50% time?

8. CIL Expertise and Tech Tools • Develop Marketing Plan at a meeting or retreat • Marketing Savvy—Analyze your services (core and specialties) and expertise. You know these issues, you are policy experts. • Translate CIL know how into marketing know how

9. Analyze and Use CIL Resources Office Tools • What graphics, format programs and skills are available? • Do you have computer design geeks? Photoshop experts? • Cut and paste formats and disability movement tools Community Partners • What cultural content can you use? • Photo stock, e.g. never send press release w/o photo • Writing stock—develop 1 page templates on hot topics

10. Analyze Staff Resources • Review Staff Skills and Patterns • Is there a dedicated PR/communications person Can you designate skilled staff 50% time on communication/marketing? Press person is different from spokesperson. CEO or ED may be go to person for quotes. Press person needs to be available for initiating and responding to media contacts.

11. Visuals and Audio • Cultural Workers and marketing content • Our national disability movement has an abundance of disability culture available for you. • Photographs • Videos • Music • Drama

12. Cultural Worker non Exploitation Aside • Always give credit and compensation to disability cultural workers • They generally donate their time doing photos, documents, music, etc. • Many of us unwittingly exploit our cultural workers • Tom Olin example. The web sells his photos and he does not receive funds • Budget for cultural workers, give them credit

13. Define Your CIL • Stakeholder meetings or retreat • Brainstorming with safety • We’ve all done Brainstorming meetings so many times that the thought of it may make you gag…BUT • They do produce • CEO needs to lead and encourage so staff members feel safe • Guarantee staff can say anything and be rewarded not penalized (give lunch or some small incentive)

14. Come Together—Reach for the Sky • Board, Consumers, Executives, Key staff who are committed • Clearly define goals/outcomes • Mission • Logo • Truelines, Taglines are just guide words • Brainstorm—create safe space, include all ideas

15. Define Your CIL, cont’d. • Mission, logo, taglines: • Purpose • Mission • Vision • Trueline-Internal—What is compelling and different about you? What Drives CIL Stakeholders • Tagline—External expression of Trueline

16. Brainstorming Continued Before you begin, review CIL programs Think in terms of Truline and Tagline • What are your best parts? Computer training? DD services? Transition from institutions to HCBS? Advocacy? • What do you give the community that no other non- profit provides? • Pitch your best parts for brainstorming • Hang that huge paper on the wall and go around the room • One sentence that captures your CIL from each person

17. Brainstorming Conclusion • Whew, we are almost done with brainstorming • Break into groups and assign writing tasks • Take brainstorming papers and write one page each: • Purpose • Mission • Vision • DON’T FORGET TO HAVE FUN WITH THIS

18. ADA Legacy Project Example • Mark Johnson brought together group committed to disability history • Met Thursday through Saturday in August at Shepherd Center to plan 2014 ADA 25 celebration • Group brainstormed, discussed responses and developed Logo, taglines • Logo designed that weekend by Nth Degree’s Dan Wilkins • Now holding meetings and developing mission and vision statements

19. ADA Legacy Project Graphic

20. ADA Legacy Project • Impressive Logo with cost saving 2 colors—universal design blue and black • Shows path from past to future—suggests person and circle at top, suggests continuum and sun or moon • Taglines—defining not constrictive

21. Questions?? • Use the chat window on your screen to type in your questions • Or press the number 7 on your telephone keypad to signal the operator

22. Branding = Identity • Branding appears complex ; you do NOT need a Nike or Coca Cola Budget with today’s technology • Like brainstorming, branding is a word from which folks often shy away • Branding is another way of saying identity • Branding is who you are in a logo with colors, taglines, one page mission and/or vision statement

23. Your CIL Identity • Profound statement that lifts your CIL apart from other non-profits • More than art, branding connects you to partners, patrons, funders • Create Mission and vision statements that have external impact because EVERYONE sees them. They become your prime marketing tools • ADA Legacy Project is reviewing mission and vision statements because they had huge impact on us but not so much on partners/funders.

24. Your CIL Identity—Positioning, Messaging • What Makes You Different? • How Are You Focused? • What Trends Are You Riding in Current Economy—HCBS, Civil Rights Saves $$, Employment • Are You Communicating Clearly? Good program and poor communication = poor program. Media is key and free.

25. Branding Leads to Collaterals • Collaterals are materials: signage, brochure, newsletter • Invest in collaterals—what fits your budget? Logo Design: Nth Degree, other social justice designers Brochure printing, Print newsletter/magazine Stationery • Budget Conscious Collaterals • E News, social/mainstream media

26. Test Collaterals • Hold 2 mini focus groups to test collaterals • 3 or 4 consumers test your logo, vision and mission statements • 3-4 business, community leaders test logo, vision, and mission statements • (Don’t forget to have fun with marketing—because it is!)

27. Questions on CIL Meeting, Branding, Collaterals • Use the chat window on your screen to type in your questions • Or press the number 7 on your telephone keypad to signal the operator

28. Media Coverage—Gratis Marketing • Mainstream Media—Most bang for investment • Mainstream media: Is it your best marketing investment? • Key point and few CILs and organizations follow through with media plan • Dedicated Staff at least 50% FTE • Stage an event to target what’s hot—Funeral for Medicaid cuts • Research news sources and staff • Make Press list of newspapers, radio, tv news • Review stories, become familiar with what is news so you pitch stories that ARE news

29. Newsworthy What is and is not newsworthy? Awards ceremony and disability awareness exercises—NOT News What is hot in your community? Medicaid? Employment? Hunger? Occupy? Mainstream media wants human interest—you pitch human interest that is NOT supercrip or pity. Learn to write press release/ LEDE, 1 page opinion piece letter to editor campaign—Most widely read part of newspaper

30. Newsworthy Example • Capital Area ADAPT (DC and Northern VA) formed at the same time Washington Post did expose on deaths in DC group homes • ADAPT and the local Protection and Advocacy group staged a demonstration outside the DC local government building • 112 people died in group homes from abuse and neglect and there were 112 paper headstones (photo op) • Afterwards, local funders called ADAPT offering $$.

31. Mainstream Media—Big Bang, Low Bucks • Media coverage is free marketing • mainstream media is great resource investment • CIL Investment in media requires staff time and buy-in of CEO and board • Designated Communications Staff*Strategic Communications Plan • Build relationships with media pros!!!!! • Market as expert source

32. Newsworthy Definition • What’s hot, what’s trending = mainstream news • Civil Right$ is cost effective • Tight budgets • Disability Looks Like, My Medicaid Matters • How CIL/Disability issues fit into what is trending • My Medicaid Matters campaign—AAPD, ADAPT, NCIL started campaign and did press push • Pitched during NCIL conference and national ADAPT action • Continued website but stopped press effort before linking to HCBS policy

33. Pitching Story • “Pitch”—Always Use Photos with press release • I donate media time to ADAPT. 3 years ago began sending photos. Used to get few callbacks, now get 3 times the coverage, even in competitive market • From Medical Model to IL Policy—you are educating non-disabled media. Disability and CIL media mavens have been working with press for thirty years and, for the most part, press still have medical model mentality

34. Social Networking—More Free Marketing • Blogs, You Tube, Facebook, Twitter, ETC • Social Media is only as effective as your following • Weekly blog • A CIL Campaign Design • My Medicaid Matters • This is what disability looks like • Marlee Matlin & Twitter—She started using Twitter for a captioning campaign and is making headway. • Social Networking will change—My Space to FB, example/ Change with it! • Effective postings provide service

35. What Is Trending?

36. Find Local Resources • Pro Bono ad campaign—Can you get ad agency or Advertising Council to run campaign for your CIL? • Media Training—Working with pro bono ad group can train your marketing staff • Other partners specific to your community?? • Sports teams • Actors, musicians

37. Final Questions/Discussions • Use the chat window on your screen to type in your questions • Or press the number 7 on your telephone keypad to signal the operator

38. Resources • Making News—How to Get Coverage for Disability Rights Issues. Tari Hartman, Mary Johnson, 1993. • Representing Disability in an Ableist World. Beth A. Haller, 2010. • Social Media is Bullshit. B.J. Mendelson (not disability specific). • Tom Olin photos: crippower@aol.com • Dan Wilkins—Nth Degree: www.thenthdegree.com • Johnny Crescendo: www.johnnycrescendo.com

39. Resources, cont’d. • It’s Our Story: http://dmi-us.blogspot.com • Institute on Disability Culture: http://www.instituteondisabilityculture.org • My Medicaid Matters: http://mymedicaidmatters.org • Disability Marketing Firms • Einsof Communications. Tari Hartman Squire. http://marketingresourcedirectory.marketingpower.com/c • Solutions Marketing Group. Carmen Jones. http://www.disability-marketing.com

40. Contact Janine Bertram janinebk@mac.com 503-622-6387

41. Wrap Up and Evaluation Click the link below now to complete an evaluation of today’s program found at: https://vovici.com/wsb.dll/s/12291g50e67

42. CIL-NET Support for development of this Webinar/teleconference was provided by the U.S. Department of Education, Rehabilitation Services Administration under grant number H132B070002. No official endorsement of the Department of Education should be inferred. Permission is granted for duplication of any portion of this PowerPoint presentation, providing that the following credit is given to the project: Developed as part of the CIL-NET, a program of the IL NET, an ILRU/NCIL/APRIL National Training and Technical Assistance Project.