THINK BEYOND THE LABEL

1. THINK BEYOND THE LABEL A Collaboration of Medicaid Infrastructure Grants

2. During Today’s Presentation: • Please mute your phones so that all our participants may hear and participate effectively. • This Webinar will be recorded and posted online at www.wethinkbeyondthelabel.org and www.nchsd.org.

3. Who is Collaborating on the Campaign? • The collaboration is a partnership of state health and human service agencies with Infrastructure Grants focused on building and enhancing sustainable systems– CSAVR and APSE are key partners • Building collaboration with SSA’s Employment Network system, the US Department of Labor, Office of Disability Employment Programs and American Association of Persons with Disabilities • It also includes corporations committed to raising awareness that hiring people with disabilities makes good business sense– formalizing partnership with US BLN • Strong support and buy-in from US Health & Human Services and Center for Medicare & Medicaid Services • Health & Disability Advocates (HDA), coordinates the campaign as its fiscal agent and project manager

4. Who is the Campaign’s Target Audience? • Decision makers --senior executives who influence or determine hiring initiatives • Secondary target is human resource and hiring managers who implement hiring initiatives • Small and medium size companies who are less likely to employ and recruit people with disabilities • Private sector skew

5. Think Beyond the Label:National Media Plan

6. TBTL Campaign will Appear… February 2010 6

7. Network Television Presence • Launch TV campaign during Sunday Morning shows on “Big Three” networks: ABC, NBC, and CBS • 18 spots to appear in February – May on popular ‘morning news and talk-show’ programming: • “Weekend Today” (NBC) • “Good Morning America Weekend” (ABC) • Decision makers view political-oriented broadcasts focused on business, economic, and governmental issues: • CBS “Sunday Morning” • “This Week with George Stephanopoulos” (ABC)

8. Partnership with TIME Inc. / Turner Broadcasting • TIME Inc. / Turner Broadcasting package will align TBTL creative with credible, nationally recognized media properties that serve as news/business resource to both TBTL C-suite target and the general C-suite target • Package to include “100 Best Companies to Work For” program • Sponsorship includes media placements within Fortune, CNNMoney.com, CNN & HLN • Media schedules to run in the following properties:

9. Print and Digital Package with Wall Street Journal • Provides presence of TBTL message in print & online with trusted business/news entity • Featured in Marketplace section & May Journal Report – Small Business special section • Reinforce message through integrated offline & online content • Guaranteed high frequency in print to sustain presence throughout media flight timeframe • (10) insertions negotiated • TBTL to be included in “filler” program for additional exposure • Ads to run in remnant space as determined by editorial staff • Negotiated sponsorship of the national small business series “Insight Exchange” in May 2010 – Washington, D.C. • Breakfast series featuring a panel discussion between successful entrepreneurs from a variety of backgrounds • Series led by WSJ’s own Wendy Bounds

10. Packages with BBC America, ESPN, SHRM and NPR Ability to create cohesive messaging by including strong offline media vehicles against TBTL targets that also see high traffic on corresponding websites • BBC America package includes: • 12-week on-air schedule to sustain TBTL message in qualified environment • Several digital tie-ins to BBC World News America content • ESPN package includes: • On-air schedules on ESPN, ESPN2 & ESPNews with key program inclusion (i.e. SportsCenter, First Take) • Pre-roll news opportunity on ESPN.com • SHRM package includes: • Consistent presence both in-book and online • Bonus paging and impressions • NPR Schedule to include: • (8) units per week for 8 weeks • Spots to run in “Fresh Air”, “Moring Edition”, “All Things Considered” and “Talk of the Nation”

12. Two Primary Marketing Goals • Raise awareness about the benefits of hiring people with disabilities 2. Drive employers to digital hub where they are able to: • Become more educated about available resources for employing people with disabilities • Take ACTION efficiently by connecting directly with the source for qualified candidates.

13. Live Demonstration:The TBTL Digital Hub

14. Current Progress: Digital Hub • Basic information is up and states are beta-testing the design, content and functionality • Take some time to surf and give us your feedback! • States are finalizing individual state page contact information • States have administrative control over their own page content • We can help you identify a point of contact in your state if needed • Site goes live on January 25, 2010

15. What States are Doing NOW • Finalizing state pages on the digital hub • Identifying the best possible single point of contact and partners to develop a response network for business inquiries • Fulfillment Flow Chart Tool • Look at other State Examples • Creating a plan for tracking inquiries and follow up • Considering opportunities to do local media buys and events – target business! • Full Campaign Launch: February 1, 2010

16. Think Beyond the Label:Related PR Support

17. Public Relations Efforts to Support the Campaign • TBTL will have a Press Kit up on the www.wethinkbeyondthelabel.org • States or partners doing local media can also get support from HDA • Consultation on the “media pitch” • Brainstorming other local opportunities, such as the ORA Conference in Utah – January 2010 or the Maryland efforts for launch event

18. Think Beyond the Label:Creative Components

19. The Brand

20. Example: Print Advertising “Rhythm Impaired”

21. Text Boxes Read: Bob’s victories at the office are legendary. Too bad his “victory dance” isn’t a little less legendary. INNOVATE. THINK BEYOND THE LABEL. Just because someone moves a little differently doesn’t mean they can’t help move your business forward. The same goes for people with disabilities. Innovate your thinking. Download the “5 Myths & Real Facts” tip sheet now.

22. Example: Digital Flash Media “Rhythm Impaired”

23. Example: Billboard Advertising

24. Commercial Advertising: “Marie” .30 and .15 TV Spots

25. Think Beyond the Label:Next Steps

26. Next Steps • January-December • Continue infrastructure development in all states • Continue to develop corporate partners and campaign sponsors who are engaged by the campaign’s message • Work with other states to maximize the campaign’s impact through state and regional media plans • February-March • Raise funds for Phase II Media Launch • $2.5 already raised; Goal: $4M • June: Evaluate impact of Phase I; make needed adjustments • July-December: Phase II Media Launch

27. What Can I Do? • Visit the Digital Hub and give us your feedback ASAP • Consider sponsoring the campaign in 2010 • Look for local media and PR opportunities • Contact us for support in developing and improving your response networks • Put the best information you can on your state page no later than 1/25/10—and keep it updated Pre-Campaign Website www.wethinkbeyondthelabel.org Digital Hub www.thinkbeyondthelabel.org

28. Questions?Thank You! *This Webinar will be recorded and posted online.