Strategic Marketing WITH Disability Community Market Segments

1. 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

2. Tour Guides • Susan Mazrui, Director Public Policy AT&T • Colleen Fukui-Sketchley, Corporate Diversity Affairs Specialist Nordstrom, Inc. • Kevin Bradley, Director Inclusion and Diversity McDonald’s USA, LLC • Tari Hartman Squire, CEO EIN SOF Communications, Inc.

3. 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

4. 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

5. 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

6. 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

7. 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

8. Q & A

9. Thank You! • Susan Mazrui Susan.mazrui@att.com • Colleen Fukui-Sketchley Colleen.Fukui@nordstrom.com • Kevin Bradley Kevin.bradley@us.mcd.com • Tari Hartman Squire Tari@EINSOFcommunications.com