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
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.
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
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
Live Demonstration:The TBTL Digital Hub
www.thinkbeyondthelabel.com
Think Beyond the Label:Creative Components
The Brand
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.
Example:Digital Flash Media
“Rhythm Impaired”
Commercial Advertising:“Marie”
Watch a campaign television spothttp://www.youtube.com/watch?v=iLpwWUKm6KA
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
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
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
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
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
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.