Engaging Employers & Workplace Partners

Youth Council Institute and New Ways to Work

Workshop Series February, 2005

Steve Trippe, President, New Ways to Work sgtrippe@nww.org

Chandra Larsen, Project Associate, New Ways to Work clarsen@nww.org

2

Introductions

Name Organization Where you’re from

3

Engagement Specialist

An “Engagement Specialist” refers to anyone whose job function includes recruiting or engaging employers and workplace partners, such as: job developers, placement specialists, account representatives, internship coordinators, WBL coordinators, industry liaisons, or academy directors.

4

Workplace Partner

A “Workplace Partner” refers to individuals or organizations who provide workplace experiences, including: employment, job shadows, career exploration, internships, service learning, and other work-based learning experiences.

Workplace Partners include public and private sector businesses, labor organizations, government, schools, and community-based organizations.

5

6

Agenda

9:30 Welcome & Introductions

Marketing & Sales Overview

Step 1: Be Prepared!

Understanding Market Forces

10:50 Break

11:00 Step 2: Make a Plan & Stick to It!

12:15 Lunch

1:15 Make a Pitch!

Step 3: Market & Sell Your Service

Overcoming Objections

Step 4: Flawless Follow-Up!

2:30 Break

2:45 Quality Characteristics

Next Steps Assessment & Workplan

Evaluation & Resources

4:00 Adjourn

7

What We’re Going to Learn Today

Everyone has a role in engaging Workplace Partners

Focus on the role of the Engagement Specialist

Provide an overview of the Quality Characteristics of Effective Organizations

Activity: Share expectations for the day

8

Marketing and Sales Overview

Your role as a marketing and sales professional is essential to making good things happen for young people.

What images come to mind when you think about sales and marketing people?

9

Marketing and Sales OverviewThe Four Easy Steps

Step 1: Be Prepared!

Step 2: Make a Plan and Stick to It!

Step 3: Market and Sell Your Services!

Step 4: Deliver Flawless Follow-up!

10

Step 1: Be Prepared

Understand the Labor Market Know Your Products or Services Know Your Supply of Young People,

Schools, & Other Training Organizations Identify Your Resources for Engagement

Activity: Understanding Market Forces

11

Marketing and Sales OverviewThe Four Easy Steps

Step 1: Be Prepared!

Step 2: Make a Plan and Stick to It!

Step 3: Market and Sell Your Services!

Step 4: Deliver Flawless Follow-up!

12

Step 2: Make a Plan and Stick to It!

A Marketing Plan Should: State Your Purpose, Goals & Objectives Identify Resources Define Your Customer Base & Qualify the

Market Create Key Messages Outline Your Marketing Strategies Detail an Activities Calendar

13

Purpose, Goals & Objectives

Statement of General Purpose – who you are, broad goals, and objectives.The purpose of ABC Youth Employment Services’

marketing team is to engage employers and workplace partners to support the career academies at Downtown H.S.

Our objective is to provide job shadows and internships to all students who are ready for those experiences.

14

Resources

Resources – staff, services, dollars, and other resources target to the engagement effort.Staff: 2 engagement specialists and 1 administrative

staff member at ABC, 1 Academies Coordinator at Downtown H.S.

Services: Job training, background checks, and mentoring. Worksite supervisor training & support.

Target Dollars: 50% WIA funding; 25% Foundation Grant; 10% Perkins; and 5% individual donors.

15

Current Customer Base

• What industries are represented by current customers?

• Do your customers request certain types of WBL opportunities?

• Does participation primarily originate in certain departments?

• What size companies do you work with?• Where are your customers located?

16

Qualify the Market

High Growth Areas Previous Work with Schools or CBO’s Geographic Location of Company Size of Company Type of Business Timing of Opportunities

… Build a List of Prospects

17

Target Audience

The focus of the ABC marketing plan will be management and supervisors at Home Depot, Alice’s Restaurant, St. Mary’s Hospital, Whole Foods, Hyatt Regency Hotels, and other local small businesses and community-based organizations – aligned with the Career Academies at Downtown H.S.

18

Key Messages

Succinct messages for each of the audiences you hope to reach.

Messages that are simple, direct, and clear Statements identifying exactly what products

and services you offer to meet their needs

19

Key Messages

Hiring youth from ABC will provide employers with a trained, educated, enthusiastic, entry-level workforce to support their business needs. Interns from ABC will additionally receive external mentoring from adults to support their success and responsibility in their jobs.

20

Marketing Strategies

Set Marketing/Sales Goals & Measurable Objectives

Primary Objectives Stimulate awareness of and interest in organization. Familiarize staff with local labor conditions. Prepare all sales and informational materials. Prepare for, rehearse, and begin sales presentations.Secondary Objectives To place 20 - 25 youth with 10 - 15 businesses as part

of the implementation and testing activities. To begin preparation for full implementation of the

program.

21

Marketing Strategies

A marketing plan should specify strategies targeted for:

General Awareness Targeted Marketing Direct Recruiting

- Marketing Strategies Activity

22

Marketing Strategies

Activity Share examples of strategies and activities

you’ve utilized for:– General Awareness– Targeted Marketing– Direct Recruiting

23

Detailed Activities Calendar

A marketing plan should include: Calendared activities to organize the timing

of your strategies. Sequenced strategies for maximum impact.

24

Step 2: Make a Plan and Stick to It!Review

A Marketing Plan Should: State Your Purpose, Goals & Objectives Identify Resources Define Your Customer Base & Qualify the

Market Create Key Messages Outline Your Marketing Strategies Detail an Activities Calendar

25

Making a Pitch

The Elevator Pitch Put a tag on it Solve a problem Make it accessible Show your passion

“An elevator ride may last more than 60 seconds, …but your pitch should take up no more than a minute – and that requires ruthless paring and arduous polishing”

Bill Joos, Garage.comVP Business Development

Fast Company, 2001

26

Make a Pitch – Exercise

1. Select a recorder to record group feedback2. Select one person’s “elevator” pitch to use for this

activity3. Read the selected pitch out loud to your group4. Group members discuss words/phrases that work5. Group provide feedback 6. Work together to revise the pitch7. Read the pitch out loud again8. Repeat steps 4–6 until you’ve crafted a perfect pitch

27

Make a Pitch – Feedback

What made a great impression? What was missing that you needed to know? Was there anything that you didn’t need to

know?

28

Hone Your Pitch

Gather a team of staff Have each person write down how they introduce

themselves at a business function. Share introductions Conduct “Making a Pitch” exercise Read aloud Record phrases and words the group likes Have folks write again, paying attention to key phrases

and words. Repeat

29

Marketing and Sales OverviewThe Four Easy Steps

Step 1: Be Prepared!

Step 2: Make a Plan and Stick to It!

Step 3: Market and Sell Your Services!

Step 4: Deliver Flawless Follow-up!

30

Step 3: Market and Sell Your Services

Begin with a Focus on Customer Service Network in Multiple Circles Prepare Your Sales Presentation Make the Sale

31

Begin with a Focus on Customer ServiceMarketing Standards

Consider the following tips:

Use professional looking materials Use a tag line Keep your message simple and to the point Personalize your message Prove your claims Get your offer out in the 1st couple of paragraphs Proof everything thoroughly Use a database system to organize and store

historical data

32

Begin with a Focus on Customer ServiceCustomer Service Standards

“The Customer is Always Right.” Customers must be satisfied. Never argue with the customer. Respond to phone messages within 24 hours. Respond to written correspondence within 48 hours. Answer the phone within 2 rings. Answer the phone with a smile. Use professional phone standards.

33

Network in Multiple Circles

Employer to employer approaches Leverage existing campaigns and initiatives Spend time in the industry or business you

are targeting Work your personal network

34

Prepare Your Sales Presentation Sales Standards

Research the prospect and tailor your presentation.

Ensure all staff are trained to support successful sales activities.

Know your product, benefits, and why your service is desirable.

Know your organization’s history and track record.

35

Prepare Your Sales Presentation Sales Standards

Prepare and organize all marketing materials.

Rehearse your presentation. Dress professionally. Pay attention to your body language. Establish rapport.

36

Prepare Your Sales Presentation Sales Standards

Listen more than you talk. If you don’t know the answer admit it, and

provide an answer within 48 hours. Don’t make promises you can’t keep. Respond quickly to requests. Always ask for the next step.

37

Prepare Your Sales Presentation

   Understand workplace partner motivation.

   Pick a strategy:-         Build on what exists

-         Solve a business need

-         Invest in your community

   Recognize that all workplace partners are not alike.

   Expect to answer important and hard questions.

   Be prepared to overcome objections.

38

Make the Sale

Value All Participation Options Get to “YES” Commit to Next Steps

39

Make the SaleHandling Workplace Partner Objections

As a Group: Brainstorm workplace partner objections.At your Tables: Choose a facilitator/recorder Select one or two workplace partner

objections to address. Brainstorm how to overcome objections. Report out to the group.

40

Marketing and Sales OverviewThe Four Easy Steps

Step 1: Be Prepared!

Step 2: Make a Plan and Stick to It!

Step 3: Market and Sell Your Services!

Step 4: Deliver Flawless Follow-up!

41

Step 4: Deliver Flawless Follow-up

Send Thank-you Notes Become the Primary Resource Support Ongoing Participation Deliver on Promises Measure Results and Share Information Stay in Continuous Contact

42

Customer Response ExerciseThe Secret Shopper

Exchange business cards or office phone numbers.

Call each other’s office pretending to be a potential workplace partner.

Fill out the Customer Response Worksheet. Discuss your finding with your partner. Be prepared to report-out general

observations.

43

Marketing and Sales OverviewThe Four Easy Steps

Step 1: Be Prepared!

Step 2: Make a Plan and Stick to It!

Step 3: Market and Sell Your Services!

Step 4: Deliver Flawless Follow-up!

44

Make the SalePractice Makes Perfect Activity

Groups of Three Review Workplace Partner Scenario Take turns being the Workplace Partner,

Engagement Specialist, Observer Sell your product in 5 minutes Discuss what was particularly effective and

what could have been strengthened Report out highlights to larger group

45

46

47

48

49

New Ways to Work Resources

Website: www.nww.org – Check out “What’s New” section for regular updates & resources.

Listserve: email Chandra at clarsen@nww.org to join the YCi listserve.

Resources: Monthly resources, funding opportunities, and events e-newsletter.

YCi Reporter: Bi-monthly newsletter of local best practices and state and national legislative updates.

50

New Ways Contacts

New Ways to Work

(707) 824-4000 – Sebastopol

(415) 995-9860 – San Francisco

Steve Trippe, President - sgtrippe@nww.org

Chandra Larsen, Project Associate - clarsen@nww.org