strategic marketing with disability community market segments us business leadership network...

Strategic Marketing WITH Disability Community

Market Segments

US Business Leadership Network

Thursday, September 17, 2009

4:00 - 5:15 PM

Gaylord National Resort & Convention Center

Tour Guides

Susan Mazrui, Director Public PolicyAT&T

Colleen Fukui-Sketchley, Corporate Diversity Affairs SpecialistNordstrom, Inc.

Kevin Bradley, Director Inclusion and DiversityMcDonald’s USA, LLC

Tari Hartman Squire, CEOEIN SOF Communications, Inc.

Disability Market? $how Me The Money

At least 54.4 million Americans have a disability. That market has:

$1 Trillion in aggregate income (plus friends, family and colleagues; $220 billion in purchasing power - more than the coveted teen market U.S. Census Bureau

71% of accommodations cost $500 or less; 20% cost nothing.Job Accommodation Network (JAN)

60% (101.4 million) of working-age adults are likely or very likely to benefit from accessible technology.

Microsoft/Forrester Research

92% of consumers feel favorable toward companies that hire people with disabilities; 87% prefer to give business to such companies.

U of Mass. Boston, Center for Social Development

and Education/America’s Strength Foundation

Disabilities Market Segment

Comparatively Speaking:

Disabilities 54.4 million $220 billion

Hispanic 46.9 million $1.2 trillion (by 2010)

African American 39.0 million $1.2 trillion (by 2013)

LGBT 16.3 million $835 billion (by 2011)

Asian American 16.0 million $254 billion

Remember disability market cuts across all segments

Successful Tactics to Distinguish Your Brand

Advisory Committees Input on key messaging; disability-savvy language, accessible

products/services; employment/customer pipeline (early adopters)

Internal Assets Senior Management buy-in; Cross-Divisional Disability and

Diversity Champions; Employee Resource Groups (ERGs)

Advertising/Marketing/PR Mix Market research; print/electronic - mainstream, disability/diversity,

Internet; OOH; spokespersons; accessible direct mail

Strategic Marketing/Alliances Enhance brand; polish halo effect; cultivate brand-loyal customers;

sponsorships; Awards; public policy tie-in

In the Beginning… My Left Foot

First Strategic Marketing campaign with disability community Promotional tie-in with Americans with Disabilities Act positioning ADA

as an unprecedented marketing/employment opportunity, not a legislative burden

Direct mail with film review by Professor Paul K. Longmore, Ph.D (also sent to every film critic in the country)

Congressional Opinion-Maker Screening with live narrations and subtitles (accessible technology). Senate Subcommittee on Disability Policy generated “Dear Colleague” letter of invite

Daniel Day Lewis, Harvey Weinstein, policy makers, press and disability leaders all in attendance

Resources… Employment-Accommodations:

ODEP - www.dol.gov/odep/ JAN - www.jan.wvu.edu/

USBLN - www.usbln.org Recruiting:

COSD - www.cosdonline.org WRP - www.wrp.gov/

Sector Specific: Hospitality: DBTAC - www.adainfo.org/hospitality Travel: ODO - www.opendoorsnfp.org/

Local Disability Organizations: Centers for Independent Living (CILs), disability-specific and

cross-disability organizations - not service providers

Thank You!

Susan Mazrui [email protected]

Colleen Fukui-Sketchley [email protected]

Kevin Bradley [email protected]

Tari Hartman Squire [email protected]

strategic marketing with disability community market segments us business leadership network...

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