Engaging Employers & Workplace Partners

1. Engaging Employers & Workplace Partners Youth Council Institute and New Ways to Work Workshop Series February, 2005 Steve Trippe, President, New Ways to Work sgtrippe@nww.org Chandra Larsen, Project Associate, New Ways to Work clarsen@nww.org

2. Introductions • Name • Organization • Where you’re from

3. Engagement Specialist An “Engagement Specialist” refers to anyone whose job function includes recruiting or engaging employers and workplace partners, such as: job developers, placement specialists, account representatives, internship coordinators, WBL coordinators, industry liaisons, or academy directors.

4. Workplace Partner A “Workplace Partner” refers to individuals or organizations who provide workplace experiences, including: employment, job shadows, career exploration, internships, service learning, and other work-based learning experiences. Workplace Partners include public and private sector businesses, labor organizations, government, schools, and community-based organizations.

6. 9:30Welcome & Introductions Marketing & Sales Overview Step1: Be Prepared! Understanding Market Forces 10:50Break 11:00 Step 2: Make a Plan & Stick to It! 12:15Lunch Agenda 1:15 Make a Pitch! Step 3: Market & Sell Your Service Overcoming Objections Step 4: Flawless Follow-Up! 2:30Break 2:45 Quality Characteristics Next Steps Assessment & Workplan Evaluation & Resources 4:00 Adjourn

7. What We’re Going to Learn Today • Everyone has a role in engaging Workplace Partners • Focus on the role of the Engagement Specialist • Provide an overview of the Quality Characteristics of Effective Organizations • Activity: Share expectations for the day

8. Marketing and Sales Overview Your role as a marketing and sales professional is essential to making good things happen for young people. • What images come to mind when you think about sales and marketing people?

9. Marketing and Sales OverviewThe Four Easy Steps Step 1: Be Prepared! Step 2: Make a Plan and Stick to It! Step 3: Market and Sell Your Services! Step 4: Deliver Flawless Follow-up!

10. Step 1: Be Prepared • Understand the Labor Market • Know Your Products or Services • Know Your Supply of Young People, Schools, & Other Training Organizations • Identify Your Resources for Engagement • Activity: Understanding Market Forces

11. Marketing and Sales OverviewThe Four Easy Steps Step 1: Be Prepared! Step 2: Make a Plan and Stick to It! Step 3: Market and Sell Your Services! Step 4: Deliver Flawless Follow-up!

12. Step 2: Make a Plan and Stick to It! A Marketing Plan Should: • State Your Purpose, Goals & Objectives • Identify Resources • Define Your Customer Base & Qualify the Market • Create Key Messages • Outline Your Marketing Strategies • Detail an Activities Calendar

13. Purpose, Goals & Objectives Statement of General Purpose – who you are, broad goals, and objectives. The purpose of ABC Youth Employment Services’ marketing team is to engage employers and workplace partners to support the career academies at Downtown H.S. Our objective is to provide job shadows and internships to all students who are ready for those experiences.

14. Resources Resources – staff, services, dollars, and other resources target to the engagement effort. Staff: 2 engagement specialists and 1 administrative staff member at ABC, 1 Academies Coordinator at Downtown H.S. Services: Job training, background checks, and mentoring. Worksite supervisor training & support. Target Dollars: 50% WIA funding; 25% Foundation Grant; 10% Perkins; and 5% individual donors.

15. Current Customer Base • What industries are represented by current customers? • Do your customers request certain types of WBL opportunities? • Does participation primarily originate in certain departments? • What size companies do you work with? • Where are your customers located?

16. Qualify the Market • High Growth Areas • Previous Work with Schools or CBO’s • Geographic Location of Company • Size of Company • Type of Business • Timing of Opportunities … Build a List of Prospects

17. Target Audience The focus of the ABC marketing plan will be management and supervisors at Home Depot, Alice’s Restaurant, St. Mary’s Hospital, Whole Foods, Hyatt Regency Hotels, and other local small businesses and community-based organizations – aligned with the Career Academies at Downtown H.S.

18. Key Messages • Succinct messages for each of the audiences you hope to reach. • Messages that are simple, direct, and clear • Statements identifying exactly what products and services you offer to meet their needs

19. Key Messages Hiring youth from ABC will provide employers with a trained, educated, enthusiastic, entry-level workforce to support their business needs. Interns from ABC will additionally receive external mentoring from adults to support their success and responsibility in their jobs.

20. Marketing Strategies Set Marketing/Sales Goals & Measurable Objectives Primary Objectives • Stimulate awareness of and interest in organization. • Familiarize staff with local labor conditions. • Prepare all sales and informational materials. • Prepare for, rehearse, and begin sales presentations. Secondary Objectives • To place 20 - 25 youth with 10 - 15 businesses as part of the implementation and testing activities. • To begin preparation for full implementation of the program.

21. Marketing Strategies A marketing plan should specify strategies targeted for: • General Awareness • Targeted Marketing • Direct Recruiting - Marketing Strategies Activity

22. Marketing Strategies Activity • Share examples of strategies and activities you’ve utilized for: • General Awareness • Targeted Marketing • Direct Recruiting

23. Detailed Activities Calendar A marketing plan should include: • Calendared activities to organize the timing of your strategies. • Sequenced strategies for maximum impact.

24. Step 2: Make a Plan and Stick to It!Review A Marketing Plan Should: • State Your Purpose, Goals & Objectives • Identify Resources • Define Your Customer Base & Qualify the Market • Create Key Messages • Outline Your Marketing Strategies • Detail an Activities Calendar

25. Making a Pitch The Elevator Pitch • Put a tag on it • Solve a problem • Make it accessible • Show your passion “An elevator ride may last more than 60 seconds, …but your pitch should take up no more than a minute – and that requires ruthless paring and arduous polishing” Bill Joos, Garage.com VP Business Development Fast Company, 2001

26. Make a Pitch – Exercise • Select a recorder to record group feedback • Select one person’s “elevator” pitch to use for this activity • Read the selected pitch out loud to your group • Group members discuss words/phrases that work • Group provide feedback • Work together to revise the pitch • Read the pitch out loud again • Repeat steps 4–6 until you’ve crafted a perfect pitch

27. Make a Pitch – Feedback • What made a great impression? • What was missing that you needed to know? • Was there anything that you didn’t need to know?

28. Hone Your Pitch • Gather a team of staff • Have each person write down how they introduce themselves at a business function. • Share introductions • Conduct “Making a Pitch” exercise • Read aloud • Record phrases and words the group likes • Have folks write again, paying attention to key phrases and words. • Repeat

29. Marketing and Sales OverviewThe Four Easy Steps Step 1: Be Prepared! Step 2: Make a Plan and Stick to It! Step 3: Market and Sell Your Services! Step 4: Deliver Flawless Follow-up!

30. Step 3: Market and Sell Your Services • Begin with a Focus on Customer Service • Network in Multiple Circles • Prepare Your Sales Presentation • Make the Sale

31. Begin with a Focus on Customer ServiceMarketing Standards Consider the following tips: • Use professional looking materials • Use a tag line • Keep your message simple and to the point • Personalize your message • Prove your claims • Get your offer out in the 1st couple of paragraphs • Proof everything thoroughly • Use a database system to organize and store historical data

32. Begin with a Focus on Customer ServiceCustomer Service Standards • “The Customer is Always Right.” • Customers must be satisfied. • Never argue with the customer. • Respond to phone messages within 24 hours. • Respond to written correspondence within 48 hours. • Answer the phone within 2 rings. • Answer the phone with a smile. • Use professional phone standards.

33. Network in Multiple Circles • Employer to employer approaches • Leverage existing campaigns and initiatives • Spend time in the industry or business you are targeting • Work your personal network

34. Prepare Your Sales Presentation Sales Standards • Research the prospect and tailor your presentation. • Ensure all staff are trained to support successful sales activities. • Know your product, benefits, and why your service is desirable. • Know your organization’s history and track record.

35. Prepare Your Sales Presentation Sales Standards • Prepare and organize all marketing materials. • Rehearse your presentation. • Dress professionally. • Pay attention to your body language. • Establish rapport.

36. Prepare Your Sales Presentation Sales Standards • Listen more than you talk. • If you don’t know the answer admit it, and provide an answer within 48 hours. • Don’t make promises you can’t keep. • Respond quickly to requests. • Always ask for the next step.

37. Prepare Your Sales Presentation ·   Understand workplace partner motivation. ·   Pick a strategy: -         Build on what exists -         Solve a business need -         Invest in your community ·   Recognize that all workplace partners are not alike. ·   Expect to answer important and hard questions. ·   Be prepared to overcome objections.

38. Make the Sale • Value All Participation Options • Get to “YES” • Commit to Next Steps

39. Make the SaleHandling Workplace Partner Objections As a Group: • Brainstorm workplace partner objections. At your Tables: • Choose a facilitator/recorder • Select one or two workplace partner objections to address. • Brainstorm how to overcome objections. • Report out to the group.

40. Marketing and Sales OverviewThe Four Easy Steps Step 1: Be Prepared! Step 2: Make a Plan and Stick to It! Step 3: Market and Sell Your Services! Step 4: Deliver Flawless Follow-up!

41. Step 4: Deliver Flawless Follow-up • Send Thank-you Notes • Become the Primary Resource • Support Ongoing Participation • Deliver on Promises • Measure Results and Share Information • Stay in Continuous Contact

42. Customer Response ExerciseThe Secret Shopper • Exchange business cards or office phone numbers. • Call each other’s office pretending to be a potential workplace partner. • Fill out the Customer Response Worksheet. • Discuss your finding with your partner. • Be prepared to report-out general observations.

43. Marketing and Sales OverviewThe Four Easy Steps Step 1: Be Prepared! Step 2: Make a Plan and Stick to It! Step 3: Market and Sell Your Services! Step 4: Deliver Flawless Follow-up!

44. Make the SalePractice Makes PerfectActivity • Groups of Three • Review Workplace Partner Scenario • Take turns being the Workplace Partner, Engagement Specialist, Observer • Sell your product in 5 minutes • Discuss what was particularly effective and what could have been strengthened • Report out highlights to larger group

49. New Ways to Work Resources • Website:www.nww.org – Check out “What’s New” section for regular updates & resources. • Listserve: email Chandra at clarsen@nww.org to join the YCi listserve. • Resources: Monthly resources, funding opportunities, and events e-newsletter. • YCi Reporter: Bi-monthly newsletter of local best practices and state and national legislative updates.

50. New Ways Contacts New Ways to Work (707) 824-4000 – Sebastopol (415) 995-9860 – San Francisco Steve Trippe, President - sgtrippe@nww.org Chandra Larsen, Project Associate - clarsen@nww.org