UCP Employment Services Marquette UniversityCreative Strategy & Tactics

Campaign Book May 2010

Emily Tau

Allison Herman Nick Roberts

Jaclyn Marcello

Cara MacLeanKelly Lingle

Executive SummaryMarket Analysis

Competitive AnalysisConsumer Analysis

Consumer ProfileSWOT Analysis

Creative BriefPositioning Statement

Objectives, Strategies and Tactics

Budget

Timeline

Table of Contents2-34-56-78-910-1112-1314-1516-17

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United Cerebral Palsy Employment Services of Southeastern Wisconsin works diligently to place people with disabilities in jobs that best suit their current skill level. Along with job placement, UCP Employment Services also provides on-site job training to better prepare their job candidates for employment within corporations. Currently UCP Employment Services is in need of more extensive marketing to help differentiate its branch within the UCP organization and in the employment services industry.

The target market for UCP Employment Services includes well-established HR professionals in small Milwaukee corporations. Our research shows that HR professionals in the industry are hesitant about hiring candidates with disabilities, and therefore look to hiring other qualified candidates first. By implementing new marketing strategies and tactics we hope to reshape the current perceptions that HR professionals have about hiring disabled individuals for their corporation.

Executive Summary

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Through digital and traditional tactics, we want to implement strategies to increase awareness and presence of UCP Employment Services within the community of HR professionals. Using a print campaign, we hope to build respect and recognition for disabled candidates aspiring to enter the workforce. In addition to the print campaign,

a radio spot will be launched on local Milwaukee radio stations. Furthermore, in a movement towards current trends in social media, we want to launch various forms of digital media in order to stay relevant in the changing HR industry.

We want to promote UCP Employment Services in order to build relationships with Milwaukee corporations in hopes of placing disabled candidates who are seeking independence in their lives. UCP Employment Services has a passionate mission to assist those with all ranges of disabilities and give them hope for a successful future. We want to convey the inspiration that these disabled individuals share with those around them, and the dedication that they bring into the workforce.

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The business world is constantly changing, making it necessary for companies to keep up. Market trends are showing an increase in social media by using programs such as Twitter and LinkedIn. Currently UCP, not UCP Employment Services, and its competitors have Twitter and LinkedIn accounts, however, they are rather generic and contain general information. The market trends show that social media is becoming the next generation of publicity and advertising where companies can personalize messages to their target market.

MarketAnalysis

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Companies are taking advantage of social media, and and in the near future it will be utilized in almost every industry. The target market, HR representatives, will take advantage of this service, because their job is to fill positions. It is the job of employment services agencies to provide the right candidates to fill these spots. A large percentage of HR representatives will continue to utilize the candidates UCP Employment Services provides if they recognize the full potential of these candidates. The economic downturn that hit the market has been detrimental for UCP Employment Services because there is an increased rate of unemployment. The market turnaround will benefit both UCP Employment Services and HR representatives.

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Located in Milwaukee, UCP Employment Services faces a lot of challenges in a competitive market of job placements for disabled people. There are several agencies in the area that work to place candidates within nearby corporations. In addition, the faltering economy is leading to more people with different abilities in need of employment.

However, the biggest competitors for UCP Employment Services are three organizations in the Milwaukee area that serve very similar purposes. Goodwill, Independence First, and the Milwaukee Center for Independence all focus on serving special needs of disabled and disadvantaged individuals. Each organization offers employment services with in-house job training.

The biggest challenge is to differentiate UCP Employment Services from these competing agencies in order to gain recognition among HR professionals in smaller Milwaukee corporations.

Competitive Analysis

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Like UCP Employment Services, Goodwill works to assist individuals with job placement and training in

order to live more independent lives. This organization has provided disabled individuals with hope in achieving their goals for over 84 years. It has placed people in jobs spanning from Racine, Wisconsin to metropolitan Chicago and other northern Illinois counties, and is recognized for quality service.

Independence First is a non-profit agency that evolved in 1979 and also targets the metropolitan area of

Milwaukee. Employment Counseling Services is one of its many departments provided for disabled individuals and their families. The Employment Counseling Services program is offered in four counties and works to identify resources and connect job seekers and employers.

The Milwaukee Center for Independence informs individuals of employment opportunities and hones in on training for a range of fields. This training may include anything from assembly and packaging training to housekeeping and food service skills. Like UCP Employment Services and the organizations above, it works to create lasting partnerships with individuals and employers.

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ConsumerAnalysis

Research suggests that UCP Employment Services’ message will be most effective when directed towards HR professionals working in small corporations. UCP Employment Services is targeting well-established HR professionals with hiring responsibilities within their corporation. Human resource professionals have extensive knowledge of their company’s work environment, recognizing specific needs of their corporation. Our research shows that HR professionals have negative misconceptions affecting their hiring decisions regarding disabled employees. They are concerned about having to make proper accommodations for the disabled, the liability of the company, and the disabled candidate’s ability versus the able-bodied employee. Our focus is to show HR professionals the advantages of hiring employees through UCP Employment Services.

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Meet Nancy

UW-Milwaukee Graduate

Shops at: The Limited, Talbots and Ann Taylor Loft

An experienced HR professional

Passionate and determined

Family-oriented

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A Day InHer Life

Nancy is a 51-year-old business professional. She has been married to her husband, Bill, for 27 years. Together, Nancy and Bill have two children: Michael, 26, and Sarah, 22. Nancy graduated from the University of Wisconsin-Milwaukee with a degree in human resources. Shortly after college, Nancy and Bill got married and began their professional careers. Bill is dedicated to his job as a accountant at a firm in downtown Milwaukee. Nancy worked in sales for a couple years, but knew she was looking for a different career path. She switched companies when she was given the opportunity to work as a HR professional. After a few years, she switched companies again. She currently works as the HR professional for a small corporation and has been with this company for 11 years. Nancy is in charge of all the hiring within the corporation, and also does some work with the company’s expenses. Nancy earns $47,000 annually.

Nancy and Bill live in a two-story home located in New Berlin, Wisconsin. Together they enjoy taking weekend trips to surrounding areas such as Lake Geneva, Door County and Devil’s Head. When they are not traveling, Nancy and Bill enjoy taking walks, trying new restaurants, and going to the movies. Nancy is also part of a book club that meets once a month on Sunday evenings. Her favorite television shows are, Lost and Desperate Housewives. During Nancy’s 20-minute commute, she likes to listen to NPR.

Nancy values the time she spends with her family. She is committed to her career, but takes her role as a wife and mother very seriously. Overall, she exemplifies what it means to be a passionate professional in the workplace.

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S.W.O.T. Analysis

• Prepare the individuals they place for the workplace

• Have a professional staff of employees training job candidates

• A reputable and trustworthy organization

• A provider of quality care • Offers a wide range of services

Strengths Weaknesses

• Limited funds to use for marketing• A lack of market presence in employment

services• Lack of awareness in the Milwaukee area• A need to differentiate its advertising and

publicity

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Opportunities Threats

• Be the leader in employment services for the disabled

• Make a difference in other lives • Add diversity to companies’ workforces• Be the go-to organization when looking

to hire new employees

• Other agencies in the area that offer employment services

• The disabilities possessed by candidates that it places

• The generalizations people make about disabled individuals

• The continuation of low hiring rates across the nation

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CreativeBrief

What do we want to accomplish?Essentially we want to prioritize the employment services offered by UCP, in order to promote the hiring of disabled individuals in smaller Milwaukee corporations.

Whom are we talking to?We are talking to female HR professionals, ages 33-55, at smaller corporations in Milwaukee. They are experienced professionals that know their company’s needs and expectations, and are looking to hire an individual that will best suit their specific criteria.

What do they think now?Hiring people from UCP Employment Services helps fill a disability quota, and hiring those people is often a liability. Candidates from UCP Employment Services are seen as a second choice to other possible candidates for the same position.

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What do we want them to think?UCP Employment Services’ candidates are just as qualified as other potential employees that do not have disabilities. UCP employees are far more dedicated and driven in the workplace. Also, UCP Employment Services works to place those with a wide range of disabilities, not just cerebral palsy.

Why should they think this?Small corporations should think of UCP Employment Services as a way to discover dedicated and capable employees. UCP Employment Services provides candidates that are equally qualified for job positions because the candidates go through extensive training in order to prepare themselves for a variety of positions.

What is our message?Fulfilling your potential with inspiring individuals that enrich your workplace. UCP. Ready. Willing. Able.

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PositioningStatement

Fulfilling your potential with inspiring individuals that enrich your workplace.

UCP Emplpoyment Services. Ready. Willing. Able.

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Strategy #1To create and promote UCP Employment Services’ digital presence, in order to increase its recognition in smaller Milwaukee corporations by 10% in twelve months.

Tactic #1: Create http://www.ucpemploymentservices.org. As it stands, Employment Services is just a tab on the UCP Web site. By creating and redesigning this Web site, Employment Services can differentiate themselves as a brand separate from UCP, create a stronger individual identity, and be a more convenient, user-friendly place to direct publics.

The main objective of this twelve-month campaign is to prioritize the employment services offered by UCP, in order to promote the hiring of disabled individuals in Milwaukee corporations. It will build UCP Employment Services’ recognition and differentiation as an individual branch within its own company.

Objective

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Tactic #2: Create a blog for UCP Employment Services and build a community of blogger advocates for the company. When people have a good experience with a brand, they become advocates and want to share their experiences. A blogging community would create a collection of positive testimonials that human resources representatives could access.

Tactic #3: Create a Twitter account for UCP Employment Services. @UCPEmp_Service would provide an outlet for UCP Employment Services to connect with companies who could become potential partners. Many business professionals are currently using Twitter. This would be a means to connect with human resource professionals in Southeastern Wisconsin.

Tactic #4: Create a LinkedIn account for UCP Employment Services. Currently, UCP of Southeastern Wisconsin has a LinkedIn account. It would be beneficial to Employment Services to have their own account. Many businesses use LinkedIn to search for potential employees, so it would help Employment Services connect with human resource representatives.

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Increase awareness and knowledge of UCP Employment Services to encourage job placement in corporations through traditional media by 10% in twelve months.

Strategy #2

Tactic #1: Launch the “Inspiring Employee” print advertisement campaign. These advertisements will be placed in the Milwaukee Business Journal for one year and on OnMilwaukee.com, on a staggered release basis for three months.

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Tactic #2 Launch the “Formal Interview” radio advertisement campaign. These 30-second advertisements will run on local radio station WUWM and target local business professionals.

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Female HR professional: Thanks for coming in today. To begin, I want to review your resume.Iseeyou’vegraduatedwithabusinessdegreeandhavefinanceexperiencewithsometop companies here in Milwaukee?

Male candidate: Ihaveyearsofbusinessexperienceinfinance.

Female HR professional: What makes you think that you’d be an asset to us?

Male candidate: I’ll be a motivated and committed employee, and I’ll bring consistency to your company.

Female HR professional: Who referred you to us?

Male candidate: UCP Employment Services

Female announcer: For over 15 years, Employment Services at United Cerebral Palsy of Southeastern Wisconsin have been successfully connecting job candidates to some of the best companies in Milwaukee. UCP. Ready. Willing. And Able.

“Formal Interview” 30-Second Radio Spot

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June 2010: Begin creating the UCP Employment Services Web site along with a blogging community. Create Twitter and Linked-In accounts

July 2010: Launch the first of three advertisements in the Milwaukee Business Journal and OnMilwaukee.com in conjunction with the newly renovated Web site. In addition to playing 30-second ads on local radio station WUWM.

November 2010: Launch the second of the three advertisements in the Milwaukee Business Journal.

March 2011: Release the theird and last of the advertisements to the Milwaukee Business Journal.

June 2011: Conduct research to determine the effectiveness of the campaign.

Timeline

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Budget

Milwaukee Business Journal: $4,304 (52wks @ Island page (7 3/8 x 9 3/4) OnMilwaukee.com: $2,774 (73 days @ $38/day front page ad)

WUWM: $900 (300 30-second ads @ $30/each)Design Web site Billable hours: $2,000Total Budget: $10,000Total Spent: $9,978

Print Advertisement

Radio Advertisement

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Thank You

Dr. Jean Grow - For guidance, teaching, and input.

Mike Fredrick, Vice President/Creative Director, Bader Rutter - For steering us in the right direction from the start.

Kimberly P. Thekan, Human Capital Business Partner - For the incredibly helpful insight into the field of human resources.

DigiCopy - For the great job with printing this book.

Wakerly Technology Training Center - For providing a venue for late-night designing and editing.