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Marketing for Utah AFP and TeleWork Loan Programs

Marketing for Utah AFP and TeleWork Loan Programs. Heather Butikofer Utah Assistive Technology Foundation. Utah AFP & TeleWork Marketing: Resources Developed. AFP Tag Line: Independence is priceless. We make it affordable. Brochure TeleWork Tag Line:

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Marketing for Utah AFP and TeleWork Loan Programs

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  1. Marketingfor Utah AFP and TeleWork Loan Programs Heather Butikofer Utah Assistive Technology Foundation

  2. Utah AFP & TeleWork Marketing: Resources Developed • AFP • Tag Line: • Independence is priceless. We make it affordable. • Brochure • TeleWork • Tag Line: • TeleWork: communication to anyone, anywhere, anytime. • Brochure • Toll Free Number – rural areas • Website – www.uatf.org • AFP & TeleWork Poster combined

  3. Utah AFP & TeleWork Marketing: Mass Media • Radio Interviews • Local & Statewide stations • Interviewee: Recipient of AFP Loan or AFP Director • Example of a statewide station: • KUFR • Played 4 times throughout the day • Listener Base: 65,000 • TV Interviews • Local & Statewide stations Continued…

  4. Utah AFP & TeleWork Marketing: Mass Media…continued • Radio Public Service Announcements (PSA’s) • Formats: • Mail CD or script • E-mail script or MP3 • Fax script • PSA’s 30 or 60 seconds long • Scripts mailed or e-mailed need to include: • Word count • Length (seconds) • Statewide Classified Ad • 48 newspapers throughout the state • Combined circulation: 493,733

  5. Utah AFP & TeleWork Marketing:Brochure & Poster Distribution • Brochures & Posters Distributed to: • Disability related agencies throughout the state • Easter Seals • Brain Injury Association • University Extension Agents • Adult Care Centers • Independent Living Centers • Local Agency Organizations • Inter-Agency meeting for local area agencies • Community Shares (Fund Raising Association)

  6. Utah AFP & TeleWork Marketing:Utah 2-1-1 • Services that are offered through 2-1-1 vary from community to community. 2-1-1 provides callers with information and referrals to human services for every day needs and in times of crisis. • Support for Older Americans and Persons with Disabilities • Basic Human Needs Resource • Physical & Mental Health Resources • Employment Supports • Support for Children, Youth and Families • Volunteer Opportunities and Donations • To find out if 2-1-1 exits in your state: • visit 211.org • click “State by State Update”

  7. Utah AFP & TeleWork Marketing:DisabilityRelated Conferences • Examples: • Speech Language & Hearing • Autism • Caregivers’ Consortium • Family Links • Discovery, Career & Lifestyle Expo (TeleWork)

  8. Utah AFP & TeleWork Marketing:Publications • Press Releases • Governor endorse program and send press release from the Governor’s office • Articles in newsletters & magazines • Utah Spirit • The Utah Educator • Project description in: • Disability, education, cultural and employment newsletters • Service agency newsletters

  9. Utah AFP & TeleWork Marketing:Chambers of Commerce • Join local Chambers of Commerce • Benefits: • Provide mailing lists to local businesses • Provide networking opportunities with local businesses • Listed in resource publications for other businesses and organizations to access • Publications are available to highlight your program

  10. Utah AFP & TeleWork Marketing:Local Utility Bills • Contacted Questar (gas company) • Included a brief project description of the AFP and our toll-free number in their newsletter included in each bill. • 730,000 Questar bills distributed in Utah

  11. Utah AFP & TeleWork Marketing:Spanish • All brochures and information on the website translated into Spanish. • Magazine articles and advertisements in local & statewide newspapers • Advertisements: half, quarter or an eighth of page • Included a picture and summary of the project • Spanish radio interviews • Community Talks for Hispanic People (meet once a month) • Member of Coalitions • Hispanic Network (statewide) • Life Coalition (local) • Hispanic/Multi-Cultural Center • Northern Utah Hispanic Health Coalitions • Immigrant and Farm Workers Coalition (statewide) Continued…

  12. Utah AFP & TeleWork Marketing:Spanish…continued • Presentations & conferences (most effective because people ask more questions and can target a specific audience) • Visited each school district, hospital, senior citizen center, independent living center throughout the state • Talked to employees • Distributed information

  13. Utah TeleWork Marketing:Letters & Brochures • Sent letters & brochures to: • Small Business Administration • HR Departments at major businesses state wide • Disability Resource Centers at universities and colleges state wide • Libraries state wide (Utah Library Association)

  14. Utah TeleWork Marketing:Vocational Rehabilitation • Presented at a Vocation Rehabilitation Meeting • 35 administrators and division directors present • Presentation information included in meeting minutes sent out to 165 vocational rehabilitation counselors

  15. Utah AFP: Future Marketing • Create a Vendor List to educate about AFP (Success with hearing aids) • Van Dealers • Medical Suppliers • Elevator Companies • Wheel Chair Vendors • Mailings to health providers: • Social Workers • Hospitals • Health Departments • Physicians • Special Education Teachers • Rehabilitation Centers

  16. Utah TeleWork: Future Marketing • Marketing through a Small Business Loan Association • Educate larger companies about teleworking • Example: Convergys • Send information to Federal Agencies • Place brochures in businesses

  17. Low/No Cost Marketing • Mail, e-mail, or fax PSA scripts to radio stations to read • Press Releases • Project description in local utility bills • Radio or television interviews • Articles • Newsletters – hard copy or online • Magazines

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