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Disability Inclusion in Marketing Strategies

Disability Inclusion in Marketing Strategies. Kat Drum Marthalee Galeota Starbucks Coffee Company. TODAY’S AGENDA What you’ll walk away with. Introductions: Marthalee Galeota, Diversity Program Manager Kat Drum, Employment Brand Manager

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Disability Inclusion in Marketing Strategies

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  1. Disability Inclusion in Marketing Strategies Kat Drum Marthalee Galeota Starbucks Coffee Company

  2. TODAY’S AGENDAWhat you’ll walk away with • Introductions: • Marthalee Galeota, Diversity Program Manager • Kat Drum, Employment Brand Manager • Global Diversity Integration: Universal access • Marketing Integration: Across as many channels as possible & in-house partnerships • Brand Ambassadors: Everyone plays a part • Business Case: Customers are our candidates

  3. GLOBAL DIVERSITYUniversal Access • Aside from extraordinary coffee, Starbucks has made a business out of human connections, community involvement and the celebration of cultures.  We're committed to upholding a culture where diversity is valued and respected. • Our definitionDiversity = Inclusion + Equity + Accessibility • Starbucks is dedicated to creating a workplace that values and respects people from diverse backgrounds, and enables its employees (partners) to do their best work. 

  4. Candidate experienceIT STARTS WITH OUR PARTNERS Total Partner Count:   117,287 • Headquarters in Seattle, Washington: 2,000+ Total Store Count: 16,664 • North America & Canada Store Count: 11,121 • International Store Count: 5,543 (as of March 27, 2010)

  5. Recruiting & Sourcing TacticsWHERE WE’VE BEEN-Employer Brand Marketing 1.0 Job Fairs Banner ads Print Ads Direct Mail Brochures

  6. Employment Branding 2.0 Our philosophy: 2-way real-time interactive conversations to create connections & relationships and begin building a sustainable talent advantage. Our view on social media: “This was not built as a marketing channel, but as a consumer relationship-building environment." Chris Bruzzo, VP, Starbucks Digital Strategy

  7. THE CANDIDATE EXPERIENCE Past and future

  8. Social Media Revolution Video Is Social Media a Fad?

  9. Recruiting & Sourcing TacticsWHERE WE’RE GOING-Employer brand marketing 2.0 • Widgets • SEO • SEM • RSS feeds • Videos • SMS • Landing pages • Mobile app

  10. Facebook and Google Statistics 50% of users login every day

  11. Facebook and Starbucks Why work for Starbucks? What’s the perception in the marketplace?

  12. Twitter Visitts

  13. @StarbucksJobs – Twitter.com/starbucksjobs Strategic Pillars • Retail management • Retail hourly • SSC positions • Global reach • Reasons to work at Starbucks • Diversity reach

  14. Accessibility Efforts Accessibility Index • Communication • Web Accessibility • Media Captioning • Style Guide • Centralized interpreter request system on the intranet • Braille and Large Print version of “Make It Your Drink” • Physical Environment • Store Design • Service Animals • Training - AccessExpo • Accommodations

  15. Partner Networks Partner Networks • Access Alliance • Armed Forces Network • Black Partner Network • Emerging Workforce Network • Hora del Café Network • Pride Alliance • Women’s Development Network

  16. Social Media Networks

  17. Customer Request

  18. Starbucks Response

  19. The Action

  20. What’s next? SMS campaigns Mobile application Job mention on our Starbucks iphone app v.2 in July 2009

  21. All you need is love…

  22. Q & A Q & A

  23. Employer Webinar Series http://sedbtac.org/webinars/ National Network of ADA Centers Web: adata.org Council of State Administrators of Vocational Rehabilitation Web: rehabnetwork.org US Business Leadership Network Web: usbln.org

  24. Education Credit DUE: June 18, 2010 CEU (0.1) Approved by the University College at Syracuse University To earn CEU credit, you must: • Participate in the 1.5 hour webinar. • Submit forms: Participant List and CEU Request . • Follow CEU Credit Requirements(http://sedbtac.org/webinars/requestCEU.php?eventid=529). CRCC (1.5) Approved by Commission on Rehabilitation Counselor Certification (CRCC) To earn CRCC credit, you must: • Participate in the 1.5 hour webinar. • Score 80% or better in 3 attempts on Post Test • Complete: CRCC Request and send to CRCC office. • Follow CRCC Credit Requirements(http://sedbtac.org/webinars/requestCRCC.php?eventid=529)

  25. Disclaimer The DBTAC: Southeast ADA Center (Southeast DBTAC) is authorized by the National Institute on Disability and Rehabilitation Research (NIDRR) to provide information, materials, and technical assistance to individuals and entities that are covered by the Americans with Disabilities Act and its Amendments (ADA) under Grant No. H133A060094. However, you should be aware that NIDRR is not responsible for enforcement of the ADA. For more information or assistance, please contact your regional DBTAC via the National Network of ADA Centers' web site at adata.org or by calling 1-800-949-4232 [voice/tty]. The information, materials, and/or technical assistance are intended solely as informal guidance, and are neither a determination of your legal rights or responsibilities under the Act, nor binding on any agency with enforcement responsibility under the ADA. The Burton Blatt Institute at Syracuse University (BBI) does not warrant the accuracy of any information contained herein. Any links to non-BBI information are provided as a courtesy. They are not intended to nor do they constitute an endorsement by the BBI of the linked materials.

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