““Effective Marketing Effective Marketing and Outreach”and Outreach”

US Department of LaborUS Department of Labor

H1B Grantee ConferenceH1B Grantee Conference

December 2, 2003December 2, 2003

InspiriTec, Inc.JConnolly@InspiriTec.org

InspiriTecInspiriTecInspiring work Through TechnologyInspiring work Through Technology

A “Social Entrepreneurship” which exists A “Social Entrepreneurship” which exists to enable people with disabilities to go to to enable people with disabilities to go to work in information technology (IT) work in information technology (IT) professions.professions.

Vocational Assessment, Training and Vocational Assessment, Training and PlacementPlacement

Assistive TechnologyAssistive Technology Information Technology ServicesInformation Technology Services

LANs, NetworksLANs, Networks Software DevelopmentSoftware Development Call CentersCall Centers

75% of InspiriTec employees are persons with disabilities

Workforce Investment Partners

Our H1B Project: An Our H1B Project: An OverviewOverview

Train American workers for hard-to-Train American workers for hard-to-fill jobsfill jobs

Multiple employers; region wideMultiple employers; region wide ““Employer Directed”Employer Directed” Tiered employer match Tiered employer match Single Point of Contact: ITTCSingle Point of Contact: ITTC Target People with Disabilities: 70% Target People with Disabilities: 70%

unemployment rateunemployment rate

Employers ClientsTrainingProviders

H1-B ProjectInspiriTec ITTCs

(H1B Entry Level) (TypicallyEntry Level)

Ideal trainee progression

Likely progression of clients/employees

Entry-level replacement

Project Goals: Project Goals: Numbers to be ServedNumbers to be Served

75 Incumbent workers with disabilities75 Incumbent workers with disabilities

100 Unemployed people with 100 Unemployed people with disabilitiesdisabilities

125 Unemployed people and 125 Unemployed people and incumbent workers without disabilitiesincumbent workers without disabilities

InspiriTec H-1B Project InspiriTec H-1B Project ResultsResults

TaskTask GoalGoal ResultResult% %

ExceededExceeded

Train incumbent workers with Train incumbent workers with or without disabilitiesor without disabilities 125125 615615 392%392%

Train incumbent workers with Train incumbent workers with disabilitiesdisabilities 7575 459459 512%512%

Train and place 100 persons Train and place 100 persons with disabilities into new IT with disabilities into new IT jobsjobs 100100 161161 61%61%

A Model Responding to A Model Responding to Regional H1B IT Workforce Regional H1B IT Workforce

DemandsDemands

H-1B VisasH-1B VisasInspiriTec InspiriTec TrainingsTrainings

Leading IT Work CategoriesLeading IT Work Categories ## %% ## %%

Programming/Software Eng.Programming/Software Eng. 2,9272,927 56.50%56.50% 100100 7.00%7.00%

Technical Support/Admin.Technical Support/Admin. 1,0771,077 20.80%20.80% 365365 25.40%25.40%

Network Design/Admin.Network Design/Admin. 1,0701,070 20.70%20.70% 106106 7.40%7.40%

Database Dev./AdminDatabase Dev./Admin 5656 0.01%0.01% 4040 2.80%2.80%

Web Dev./Admin.Web Dev./Admin. 2424 0.01%0.01% 122122 8.50%8.50%

Enterprise SystemsEnterprise Systems 2020 0.00%0.00% 444444 30.90%30.90%

OtherOther 1111 0.00%0.00% 258258 18.00%18.00%

TotalsTotals 5,1855,185 98.02%98.02% 1,4351,435 100.00%100.00%

InspiriTec H-1B Project Progression

0

200

400

600

800

1000

1200

1400

Nov-00

Feb-01

May-01

Aug-01

Nov-01

Feb-02

May-02

Aug-02

Nov-02

Feb-03

May-03

Aug-03

Nov-03

# of Trainees

Location of H1B TraineesLocation of H1B Trainees Served Served

Strategic PlanningStrategic Planning

““The process of developing and The process of developing and maintaining a strategic fit between the maintaining a strategic fit between the organization’s goals and capabilities organization’s goals and capabilities and its changing and its changing marketingmarketing opportunities. It involves defining a opportunities. It involves defining a clear company mission, setting clear company mission, setting supportive objectives, designing a supportive objectives, designing a sound business portfolio, and sound business portfolio, and coordinating functional strategies.”coordinating functional strategies.”

Market Segmentation, Market Segmentation, Targeting, and Targeting, and

PositioningPositioning Segmentation basesSegmentation bases GeographicGeographic Demographics - employee size, IT Demographics - employee size, IT

utilization, progressive, disability utilization, progressive, disability focusfocus

H1B utilizationH1B utilization Program developed to the needs of Program developed to the needs of

region’s employers using constant region’s employers using constant feedback loopfeedback loop

Message tested and refined with Message tested and refined with diverse companiesdiverse companies

Go-to-Market StrategyGo-to-Market Strategy Single Point of Contact Single Point of Contact

ITTC roleITTC role Channel Marketing Channel Marketing

Organizations tapped to help disseminate Organizations tapped to help disseminate the program offeringthe program offering

Co-MarketingCo-Marketing Partnered with others offering Partnered with others offering

complementary servicescomplementary services Customer Relationship ManagementCustomer Relationship Management

Developed SystemsDeveloped Systems

Go-to-market-strategy Go-to-market-strategy (con’t)(con’t)

Direct MarketingDirect Marketing From qualified mailing listsFrom qualified mailing lists

Face-to-Face PresentationsFace-to-Face Presentations Made to groups with potential Made to groups with potential

interestinterest Cold CallingCold Calling

After a media review of who was After a media review of who was hiring, etc.hiring, etc.

Stealth Marketing Stealth Marketing The best source of business is current The best source of business is current

clientsclients Every “non sales” call has already by-Every “non sales” call has already by-

passed the corporate sales defensespassed the corporate sales defenses Every person in a client organization is a Every person in a client organization is a

buyer, know it or notbuyer, know it or not Every person in YOUR organization is a Every person in YOUR organization is a

salesperson, know it or notsalesperson, know it or not Every call is a sales callEvery call is a sales call Sell is not a four letter wordSell is not a four letter word

InspiriTec ITTC’s Manage Relationships with InspiriTec ITTC’s Manage Relationships with Key PartnersKey Partners

•Identify job openings•Asses incumbent worker trainees

•Recommend training providers•Certify accomplishment of outcomes

•Match training costs

•Identify job openings•Asses incumbent worker trainees

•Recommend training providers•Certify accomplishment of outcomes

•Match training costs

EMPLOYER

•Act as “account manager”•Assess employer training needs•Facilitate administrative process

•Conduct IT assessment•Coordinate support services•Track and report progress

•Act as “account manager”•Assess employer training needs•Facilitate administrative process

•Conduct IT assessment•Coordinate support services•Track and report progress

ITTCs

•Refer job seekers•Perform VR assessment•Provide support services

•Provide assistive technology.

REFERRAL AGENCIES

•Identify employer prospects•Assess career path trainees•Identify potential job seekers

•Orient ITTC’s to training services

TRAINING PROVIDERS

•Identify employer prospects•Identify potential job seekers

•Provide support services

•Identify employer prospects•Identify potential job seekers

•Provide support services

VR AGENCIES

•Identify potential job seekers•Perform VR assessment•Provide support services

•Provide assistivetechnology

ONE STOPS

Employer Marketing Employer Marketing TacticsTactics

Co-MarketingCo-Marketing Using training partnersUsing training partners

Network Marketing Network Marketing Partnerships with groups serving defined Partnerships with groups serving defined

populationpopulation Direct Marketing Direct Marketing

From qualified mailing listsFrom qualified mailing lists Face-to-Face PresentationsFace-to-Face Presentations

With collateral materialWith collateral material Cold Calling Cold Calling

After a media review of who was hiringAfter a media review of who was hiring InspiriTec CustomersInspiriTec Customers

Lessons LearnedLessons Learned Extensive lead time needed for Extensive lead time needed for

employer-directed approachemployer-directed approach Downturn in IT market requires Downturn in IT market requires

resiliencyresiliency Single Point of Contact (ITTC) a mustSingle Point of Contact (ITTC) a must Communication and approach should Communication and approach should

match employer’s stylematch employer’s style Identification of disability a problem for Identification of disability a problem for

companiescompanies Needed to work with both IT and HR Needed to work with both IT and HR

staff staff Must be entrepreneurial-> market Must be entrepreneurial-> market

drivendriven Demonstrate credibility thru Demonstrate credibility thru

testimonialstestimonials Employer Directed Model keeps specific Employer Directed Model keeps specific

training real-job focusedtraining real-job focused

Case StudyCase Study

““Fleet Credit Card”Fleet Credit Card”

Case StudyCase Study

““The Sierra Group”The Sierra Group”

Applicant Recruitment Applicant Recruitment Tactics Tactics

Development of collateral marketing Development of collateral marketing materials materials

Outreach to 43 Colleges and Outreach to 43 Colleges and UniversitiesUniversities

Contacts with Agencies Serving Contacts with Agencies Serving ConstituenciesConstituencies

Collaborate with other agencies Collaborate with other agencies serving people with disabilities, serving people with disabilities, various training providersvarious training providers