cil-net presents… a national teleconference & webinar

CIL-NET, a project of ILRU – Independent Living Research Utilization

CIL-NET Presents…CIL-NET Presents…A National Teleconference & A National Teleconference &

WebinarWebinar

Marketing for CILs

September 19, 20123:00 P.M. – 4:30 P.M. EDT

Presenter:Janine Bertram Kemp

11CIL-NET, a project of ILRU – Independent Living Research Utilization


CIL-NET Presents…CIL-NET Presents…A National Teleconference & A National Teleconference &

WebinarWebinar

Marketing for CILs

September 19, 20123:00 P.M. – 4:30 P.M. EDT

Presenter:Janine Bertram Kemp

22CIL-NET, a project of ILRU – Independent Living Research Utilization


Marketing for CILs is Not Marketing for CILs is Not Rocket ScienceRocket 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

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Evan Kemp Associates and the ProsEvan 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

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EKA LessonEKA 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

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5% Creativity 95% Sweat Equity5% 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

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Your Marketing PlanYour 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?

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• 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

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CIL Expertise and Tech ToolsCIL Expertise and Tech Tools


Analyze and Use CIL ResourcesAnalyze and Use CIL ResourcesOffice 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 topics9


Analyze Staff ResourcesAnalyze Staff Resources

• Review Staff Skills and Patterns• Is there a dedicated PR/communications

personCan 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.

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Visuals and Audio 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

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Cultural Worker non Exploitation Cultural Worker non Exploitation AsideAside• 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

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• 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)

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Define Your CILDefine Your CIL


Come Together—Reach for the SkyCome 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

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Define Your CIL, cont’d.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

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Brainstorming ContinuedBrainstorming 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

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Brainstorming ConclusionBrainstorming 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

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ADA Legacy Project ExampleADA 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 statements18


ADA Legacy Project GraphicADA Legacy Project Graphic

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ADA Legacy ProjectADA 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

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Questions??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

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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

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Your CIL IdentityYour 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.

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Your CIL Identity—Positioning, Your CIL Identity—Positioning, MessagingMessaging

• 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.

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• 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/magazineStationery

• Budget Conscious Collaterals– E News, social/mainstream media

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Branding Leads to CollateralsBranding Leads to Collaterals


Test CollateralsTest 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!)

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Questions on CIL Meeting, Questions on CIL Meeting, Branding, CollateralsBranding, Collaterals



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Media Coverage—Gratis Media Coverage—Gratis MarketingMarketing• 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

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NewsworthyNewsworthy

What is and is not newsworthy?Awards ceremony and disability awareness exercises—NOT NewsWhat 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 pageopinion pieceletter to editor campaign—Most widely read part of newspaper

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Newsworthy ExampleNewsworthy 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 $$.

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Mainstream Media—Big Bang, Mainstream Media—Big Bang, Low BucksLow 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

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Newsworthy DefinitionNewsworthy 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

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Pitching StoryPitching 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

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Social Networking—More Free Social Networking—More Free MarketingMarketing• 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 service34


What Is Trending?What Is Trending?

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Find Local ResourcesFind 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

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Final Questions/DiscussionsFinal Questions/Discussions



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ResourcesResources

• 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: [email protected]• Dan Wilkins—Nth Degree:

www.thenthdegree.com • Johnny Crescendo: www.johnnycrescendo.com

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Resources, cont’d.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

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ContactContact

Janine [email protected]

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Wrap Up and EvaluationWrap 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

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CIL-NETCIL-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.

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cil-net presents… a national teleconference & webinar

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