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ACCES-VR Strategic Planning Communications and Public Information Workgroup. September 2013 Update. Co-Chairs: Dot Marinaccio & Tobi Bickweat. Members. Jack Lance, DOM – Southern Tier Florence Chichester, VRC - Manhattan Melissa Savage, Secretary 1 - Malone
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ACCES-VR Strategic Planning Communications and Public Information Workgroup September 2013 Update Co-Chairs: Dot Marinaccio & Tobi Bickweat
Members • Jack Lance, DOM – Southern Tier • Florence Chichester, VRC - Manhattan • Melissa Savage, Secretary 1 - Malone • Gwenn Canfield, IES I - White Plains • Ella Craanen, IES II - LI Region • Derek Bakay, SVRC – Syracuse
Review Team Members • Mary Trzcinski, IES1 – Buffalo • Laura Maas IES1 – Rochester • Joe Tedesco, VRC – Albany • Susin Packert, SVRC – Hauppauge • Tamar Sherman, State Rehabilitation Council Member • Nicole David, State Rehabilitation Council Member
GOAL To effectively, consistently, and professionally communicate and promote ACCES-VR’s Vision, Mission, and Values to our internal and external stakeholders.
Team Principles • Cultural sensitivity • Consistency • Sustainability • Leadership Support • Fiscal • Staffing
Team Principles • Transparency • Professionalism • Confidentiality • Diversity • Credibility • Accountability • Measurability, as applicable
PROCESS • Identify audiences • Develop message talking points for each • Discuss modes of delivery • Website • Brochures, posters and other materials • Social media • E-newsletters • Other
AUDIENCES • Consumers-potential consumers – general public • Transition students & parents • School district partners • Business community • ACCES-VR staff • ACCES/SED
EXTERNAL STAKEHOLDERS CONSUMERS – POTENTIAL CONSUMERS – GENERAL PUBLIC • What should ACCES-VR’s messaging include? • ACCES-VR’s process is not necessarily linear – consumers can leave the process and come back in the future • ACCES-VR’s services are employment outcome focused (not just training) and are based on abilities and interests, as well as the current and projected labor market • Employment outcomes include entry-level to professional positions (including opportunity for career ladders)
EXTERNAL STAKEHOLDERS CONSUMERS – POTENTIAL CONSUMERS – GENERAL PUBLIC • What should ACCES-VR’s messaging include? • ACCES-VR consumers engage in a collaborative process with a qualified Masters Level VRC (consumers are advised of their informed choice and responsibilities) • ACCES-VR is successful in what it does, as shown through updateable information – success stories, business testimonials, types of jobs ACCES-VR consumers were hired in over the last 3 months, etc.
EXTERNAL STAKEHOLDERS TRANSITION STUDENTS & PARENTS • What additional information should ACCES-VR’s messaging include? • Importance of student’s “self-advocacy” and optimizing his/her independence • Emphasize difference between entitlement (school-based services) and eligibility/voluntary based adult services
EXTERNAL STAKEHOLDERS TRANSITION STUDENTS & PARENTS • What additional information should ACCES-VR’s messaging include? • ACCES-VR helps youth understand and prepare for the “world of work” and world of work expectations. • Recommend keeping messaging from previous “?’s and answers” materials for parents and students
EXTERNAL STAKEHOLDERS SCHOOL DISTRICT PARTNERS (Personnel, including school nurses, guidance counselors, school psychologists, transition coordinators, special education teachers, CSE chairs, ST, PT, OT) • What should ACCES-VR’s messaging include? • ACCES-VR serves a wide range of students (including 504 students) • ACCES-VR can be involved with high school students as early as two years prior to exiting school
EXTERNAL STAKEHOLDERS SCHOOL DISTRICT PARTNERS • What should ACCES-VR’s messaging include? • ACCES-VR needs to know: • Student’s needs • Experiences the student has had, including volunteer experience • Does he/she have a portfolio? • Interests, aptitudes • Resources
EXTERNAL STAKEHOLDERS THE BUSINESS COMMUNITY • What should ACCES-VR’s messaging include? • ACCES-VR provides job retention services, enabling businesses to save loyal employees during their job tenure • ACCES-VR has qualified pre-screened people for hire • ACCES-VR can offer resources for Reasonable Accommodations and Disability Etiquette training
EXTERNAL STAKEHOLDERS THE BUSINESS COMMUNITY • What should ACCES-VR’s messaging include? • ACCES-VR offers business customers in the private and public sectors, applicants, resources and support services in their local area • ACCES-VR services provide a Return on Investment for your tax dollar • ACCES-VR can assist you in with your diversity outreach and recruitment
INTERNAL STAKEHOLDERS ACCES-VR STAFF • What should ACCES-VR’s messaging include? • ACCES-VR is all about employment. Every level of staff should be focused on employment of our consumers. • We are ALL role models for our consumers (dress, language, attitude, phone etiquette, …)
INTERNAL STAKEHOLDERS ACCES-VR STAFF • What should ACCES-VR’s messaging include? • We are ALL in this together and we need to communicate information about ACCES-VR culture and what is expected (potentially through a new hire orientation video) • ACCES-VR needs to work in a TEAM approach toward the same goal and each member’s contribution is valued.
INTERNAL STAKEHOLDERS ACCES-VR STAFF • What should ACCES-VR’s messaging include? • We have an opportunity to assist people in crisis and we need to be empathetic/responsive to their needs. Disability is a natural part of the human experience and any of us can be impacted by disability at any time. US THEM
INTERNAL STAKEHOLDERS ACCES-VR STAFF • What should ACCES-VR’s messaging include? • We should routinely re-evaluate ourselves from a consumer perspective…how are we doing with first impressions and our ongoing relationship with consumers? (i.e. lobby, greeting, responsiveness to email/phone messages) • Our work can be “taxing” and we need to stay energetic/positive and dynamic.
INTERNAL STAKEHOLDERS ACCES-VR STAFF • What should ACCES-VR’s messaging include? • We do a great job, and it is important to share our internal successes and news (ex. – E-newsletter) • ACCES-VR staff’s continued input is valued (ex: semi-annual staff survey)
INTERNAL STAKEHOLDERS ACCES-VR STAFF • What should ACCES-VR’s messaging include? • We are a resource to each other. Best practices need to be embraced and all staff need to be kept in touch with what works (ex: an internal advisory team) • We need to embrace change, including social media. We will support our staff in learning new processes, tools, and products.
INTERNAL STAKEHOLDERS ACCES/SED • What should ACCES-VR’s messaging include? • ACCES-VR is a direct service entity with unique needs and challenges • It is important to share information on a regular basis between ACCES and SED offices
INTERNAL STAKEHOLDERS ACCES/SED • What should ACCES-VR’s messaging include? • Our organizational change/challenge will be supported on an ongoing basis with a designated POC responsible for • Keeping teams connected and moving forward • Keeping the message on track • Insuring accountability and efficiency in process
PROPOSAL 1 EXTERNAL – PROPOSED OPTIONS • Professional marketing firm • Consistent use of display materials • Public service announcements • Internally-maintained marketing program • Alumni network • Evaluation of front door service
PROPOSAL 2 EXTERNAL/BUSINESS COMMUNITY – PROPOSED OPTIONS • Quarterly e-newsletter to businesses • Regional weekly e-blast with “Top 10 Candidates” • Statewide job ready database • Promotion of ADA Trainer Network • Local business advisory councils
PROPOSAL 3 INTERNAL/ACCES-VR STAFF – PROPOSED OPTIONS • Orienting new staff to organizational culture • Re-orienting existing employees • Semi-annual employee satisfaction survey • Commitment to continued learning