1 think beyond the label a collaboration of medicaid infrastructure grants

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1 THINK BEYOND THE LABEL A Collaboration of Medi Infrastructure Grants

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Page 1: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

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THINK BEYOND THE LABEL

A Collaboration of Medicaid Infrastructure Grants

Page 2: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Remember Our Two Primary Marketing Goals

1. Raise awareness about the benefits of hiring people with disabilities

2. Drive target audience (“C-Suite” executives and HR professionals) to digital hub where they are able to:• Become more educated about available resources

for employing people with disabilities• Take ACTION efficiently by connecting directly with

the source for qualified candidates.

Page 3: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Reaction to the Campaign…Overwhelmingly Positive!

Digital Hub (www.thinkbeyondthelabel.com)• 1029 registered users• 47,693 non-duplicated visitors to the site since

January 25• 14,832 non-duplicated visitors to the site’s state

pages• 448 eCards sent• 246 Pledges made

Page 4: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Reaction to the Campaign… TBTL Press

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TBTL is garnering lots of press, including articles in:

• New York Times

• Chicago Sun Times

•Jacksonville, TX Daily Progress

• Disability Scoop

• Workforce Management

•WIBW.com, Topeka, KS

A TBTL press release template is available for state and local use from the campaign development site -

www.wethinkbeyondthelabel.org

Page 5: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Live Demonstration:The TBTL Digital Hub

www.thinkbeyondthelabel.com

Page 6: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Think Beyond the Label:Creative Components

Page 7: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

The Brand

Page 8: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Text Boxes Read:

Bob’s victories at the office arelegendary. Too bad his “victorydance” isn’t a little less legendary.

INNOVATE. THINK BEYOND THE LABEL.Just because someone moves alittle differently doesn’t mean theycan’t help move your businessforward. The same goes forpeople with disabilities.Innovate your thinking.Download the “5 Myths & RealFacts” tip sheet now.

Page 9: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Example:Digital Flash Media

“Rhythm Impaired”

Page 10: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Commercial Advertising:“Marie”

Watch a campaign television spothttp://www.youtube.com/watch?v=iLpwWUKm6KA

Page 11: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

TBTL Digital Analytics

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Impressions Clicks/Site Visits

BBC 7,787,521 28,309

CNN 14,091,608 17,264

CNNMoney 2,083,621 3,242

ESPN 2,106,825 12,027

LinkedIn 1,159,814 595

Shrm.org 1,036,104 497

Specific Media 9,640,293 6,401

Wall Street Journal 1,725,299 1,852

TOTALS 39,631,085 70,187

Page 12: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

TBTL Offline Analytics – Print

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 Estimated A25-54

Impressions # Insertions Ad Type

The Economist 1,368,000 1 FP4C

Fast Company 2,122,000 1 FP4C

Fortune 2,645,000 1 FP4C

HR Magazine 731,082 1 FP4C

TIME Global Business Edition

5,514,000 1 FP4C

The Week 1,407,000 1 FP4C

Wall Street Journal 3,564,000 2(1) QP4C(1) QPBW

Totals 17,351,082 8  

Page 13: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

TBTL Offline Analytics - Broadcast

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Estimated A25-54 Impressions # of Spots Ad Type

ABC Sunday AM 7,241,000 7 :30-second spot

CBS Sunday AM 9,410,000 5 :30 second spot

NBC Sunday AM 6,330,526 3 :30 second spot

BBC America 5,200,000 170 :30 second spot

Bloomberg 3,661,000 122 :30 second spot

CNN 27,637,000 144 :30 second spot

HLN 17,162,000 157 :30 second spot

CNBC 7,283,000 35 :30 second spot

MSNBC 8,718,000 92 :30 second spot

ESPN 1,806,000 11 :30 second spot

ESPN2 3,181,000 27 :30 second spot

ESPNews 8,778,000 227 :30 second spot

NPR 16,336,800 24 :10 second script

Totals 122,744,326 1,024

Page 14: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

TBTL Community Marketing • TBTL community marketing strategy for 2010 includes a

significant online presence in social networking sites like Facebook, LinkedIn and Twitter

• Celebrity Attention: Lance Armstrong, Marlee Maitlin have already tweeted about TBTL

• Online presence has created international interest: Canada; Great Britain; Scotland; Australia; and the Czech Republic

Page 15: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

Next Steps

• February-March– Raise funds for Phase II Media Launch– $3.1M already raised; Goal: $4M– We are hosting another all state call on March 25th where

KSM will talk about the next national media buy and options for state/regional media

• June: Evaluate impact of Phase I; make needed adjustments

• July-December: Phase II Media Launch• Newsletter

Page 16: 1 THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

What Can I Do?• Go the main site and REGISTER. Registering is FREE.

http://www.thinkbeyondthelabel.com/• Once registered, MAKE A PLEDGE. By making a pledge, you can add

the MAKE A PLEDGE logo and campaign link to your website AND/OR use this area of the Think Beyond The Label site to post a brief (automatic) pledge comment within the Social Media Groups (e.g. LinkedIn) that you follow.

• SPREAD THE WORD: Once registered, you can access e-cards on the home page that allow you to tell others about the campaign.

• Help to post SUCCESS STORIES on the Think Beyond The Label site. • Contact us about employer focused EVENTS that are coming up: a

brief description with date, time, location, and weblink or contact info for more details.