Marketing Inclusion in National Service Danielle Dreilinger Communications Specialist II Institute...
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Transcript of Marketing Inclusion in National Service Danielle Dreilinger Communications Specialist II Institute...
Marketing Inclusion in
National Service
Danielle DreilingerCommunications Specialist IIInstitute for Community Inclusion/UMass [email protected]
Inclusion in national serviceTwo tactics
Materials that show that service is open to everyone--including people with disabilities
Materials that target people with disabilities
Pros? Cons?
Your audience(s)
Primary: Potential volunteers with/without disabilities
Secondary Teachers Parents Friends CNCS members
(to tell their contacts)
Talk to me
Know your audience Answer their questions
What ideas do they have about national/community service? “I’ll lose my SSI.” “You can’t do it if you didn’t graduate from high school.”
Have you marketed to them before? Speak to what they want
"What's in it for me?”
Make your message clear
Official marketing stuff: The 4 "P"s
Product: What will they get from becoming a service member?The opportunity to make a contribution? Build career skills? Pay
for school? Price: What roadblocks do you need to minimize?
“I’d make more money getting a job.” Place: Where and how you can reach your audience.
Teen magazines - special ed parents’ advisory council - One-Stop Career Centers…
Promotion: What will attract the most attention?Posters - brochures - PSAs - ad in a paper - news story in a
magazine…
Be creative!
Evaluate
Count calls, website visits, emails, etc. before and after you try a new recruitment method.
"Local communications ought to generate customers in the store, or make the phone ring, or
bring more folks to your website…." (Marketing for Dummies)
Ways to show that you welcome PWD
Make all your products accessibleLarge print, text version, TTY, website“Alternate formats available upon request”
Incorporate PWD throughout your outreach, public information, and marketing activitiesPhotos, volunteer profiles, PSAs, websites, testimonials…
Partner with community disability groupsInclude disability groups & PWD when developing materials
Include EEOC/diversity/ADA statement Train all staff to answer basic questions about disability,
accessibility, and accommodations
Key elements in marketing materials Be concise! One or two goals Clear and consistent message Speak to potential members' concerns Model empowerment philosophy
Use inclusive language
About your organization Contact info Something they can do
Join mailing list, come to an event
Tech specs: Photos
Depict diversity: age, gender, disability type, ethnicity Beyond wheelchairs
Counter disability stereotypesE.g., showing PWD in a separate group
Go out in the field and take pictures of your volunteers! (With subjects’ permission)
Single-focus action shots, high resolution (not off the Web)
Library
Marketing for Dummies (2004) Strategic Communications for Nonprofits (Jossey-Bass, 1999)
Media relations
agoodmanonline.comNonprofit communications: Workshops, free publications
ewriteonline.comWriting skills: Workshops, free pubs
Malcolm GladwellThe Tipping Point, etc.
Before and After (bamagazine.com)Designing promo materials (style and organization)