2015 STC Summit

SUCCESSFUL BUSINESS OUTREACH STRATEGIES

Dee Rose, MissouriMichael Vorgetts, Rhode Island

Gene Walker & Chad Pearson, Washington

2015 STC Summit

SUCCESSFUL BUSINESS OUTREACH STRATEGIES

Dee Rose, Shared Work OutreachMissouri Department of Labor &

Industrial Relations

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Direct & Indirect Outreach to Employers

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Direct Outreach to Employers• Chamber of Commerce meetings• Trade, professional & human resource association conferences• Job fairs• Professional business club meetings• Radio advertising• Online banner ad linking to Shared Work website• Insert mailed with 3rd quarter contribution and wage reports• B&W Shared Work brochure mailed to all employers• Shared Work article every other month in DOLIR newsletter• Website featuring video testimonial, email and phone contact

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Indirect Outreach to Employers• Local Chamber of Commerce staff training• Regional Planning Commission meetings• Economic development meetings• Business service reps, state One-Stop staff, and economic and

workforce development staff trainings• Council of local governments and public employer meetings

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Multiple & Differing Approaches

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Approaches• Continually compile contact lists and notes• Sent individual emails to targeted groups with Shared Work

info and request for opportunities to present to membership• Published bi-monthly articles in Department newsletter and

redistributed to targeted groups• Made in-person presentations across state• Distributed long-term promotional branded item

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Approaches• Attended job fairs, partnering with One-Stops, HR and/or OA• Shared resources within State Agencies (OA, DWD, DED) and

Department (HR, Communications) in reaching out to employers

• Created branded color brochure with both employer and employee information

• Mailed one-third page inserts with 3rd quarter contribution statements

• Mailed branded B&W brochure early 3rd quarter to all employers

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Approaches• Aired radio spots - :30 awareness, :10 news sponsorship,

and :30 market-specific testimonials• Banner ad linking to Shared Work website• All traffic directed to website for video and more information,

along with email and phone contact for a LIVE person• Follow up from staff and outreach coordinator

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Outcomes• Local chamber of

commerce staff training

• Presence at economic development conference

• Introduction to local business journal reporter; upcoming article on manufacturing and Shared Work

• Met State Treasurer’s staff who immediately made intro to State Chamber staff via text; led to presence at state Chamber conference and upcoming radio testimonial

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Outcomes• Training state regional

workforce development coordinators

• Feature article in 30,000 subscriber Department Newsletter

• Subsequent training in one coordinator’s region led to large employer application

• 8,400 views of article with more than 150 clicks to Shared Work website for more info

• Employers self-identifying and signing up for Shared Work

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Outcomes• Brochure mailing

• Emails to local chambers, trade and professional associations

• Brochure handed out in nationally recognized payroll law seminar resulting in employer application

• Increased email & phone inquiries

• Numerous speaking opportunities directly with employers across the state

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Outcomes• Radio advertising

• Website banner ad

• 2-year calendars

• Shared Work website

• 1.4 million listeners in 3rd quarter; annually each listener hears message 18.6 times

• 96,000 views in 3rd quarter

• Long -term reminders

• Viewed by 1,903 visitors in 3rd quarter, a 27% increase from previous quarter

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Return on Investment• Cumulative Outreach

Efforts

• 3rd quarter comparisons: 3rd quarter 2015 had the most new Shared Work employers since 2009

• October comparisons: October 2015 had the most new Shared Work employers since 2009, twice as many as any October since 2009

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And, it all begins with small ripples …

“ If you throw a pebble into the water on one side of the ocean, it can create a tidal wave on the other side.” – Victor Webster

2015 STC Summit

SUCCESSFUL BUSINESS OUTREACH STRATEGIES

Michael Vorgetts Senior Advisor to the Director

Rhode Island Department of Labor and Training

2015 STC Summit

Washington State’s Shared Work Program

2015 STC Summit

Gene WalkerSpecial Programs Manager

Chad PearsonMarketing Manager

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Background• Start• By the year

– Peak– Currently

• Outreach team• Marketing manager

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Our Mission – PROMOTE and ENROLL

Increase awareness of STC program by marketing and outreach

with the biggest bang for the buck

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What can we make– Messages– Form letters– Video– Brochures– Articles– Giveaways– Tradeshow booth

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How– Emails– Newsletters– Video– Speaking Engagements– Radio– TV– Tradeshows

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Where do we find themInternet puts information at fingertips

• Compiled list of all 202 chambers in state• www.sos.wa.gov site for top 25 associations• Wikipedia.org for public access channels• Used ESD tax database for individual business

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Shared Work Videogo to www.youtube.com/washingtonesd

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Brochures

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Goal: Get in chamber/association newsletters

Sent personal email to each chamberResult

– Two newsletter articles, w/ 93K circulation ea. – Tweets– Website Mentions– Facebook Articles– LinkedIn Articles

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Goal: Chamber/association meeting speaker

Sent personal email to each chamberResultPresented 25 minute program (10-100 ppl)

– 26 Chambers– 15 Associations

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Goal: Reach broad audience for awarenessGathered large email list from Tax/Wage

Short and Easy to readResult • Sent 75,000 emails (general)• Sent 17,500 emails (impacted)

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Goal: Use other agency’s eventsCalled business teams with different agencies

ie. Revenue, Commerce, Enterprise Svc. Result • Spoke at seven events• Hosted four tradeshow booths

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Goal: Reach mass audienceSent email to all (36) public access channels in

WashingtonResult• 12 channels agreed to run our video• Estimated 122,700 viewers (based on 5% of

subscribers viewing)

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Goal: Give tools to internal teamsOutreach to internal business teams

Result• Sent 70 toolkits to WorkSource business

partners (2x).• Held three webinars and made one video.• Visited WorkSource offices on education tour.

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What we didn’t doSome marketing that we tossed around

Found better ways• Mailing to all employers• Chamber tool kitsPerception• Sports event night• Awards program

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Circulation/Impressions• Newsletters 238,000• Email 15,900• Media, including social 70,000• TV 122,700• Speaking events 1,000• Tradeshows 1,500

Total Estimated Outreach 449,100

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