Marketingfor

Utah AFP and TeleWork Loan Programs

Heather Butikofer

Utah Assistive Technology Foundation

Utah AFP & TeleWork Marketing:

Resources Developed

AFP– Tag Line:

Independence is priceless. We make it affordable.– Brochure

TeleWork– Tag Line:

TeleWork: communication to anyone, anywhere, anytime. – Brochure

Toll Free Number – rural areas Website – www.uatf.org AFP & TeleWork Poster combined

Utah AFP & TeleWork Marketing:

Mass Media

Radio Interviews– Local & Statewide stations– Interviewee: Recipient of AFP Loan or AFP Director

Example of a statewide station: – KUFR– Played 4 times throughout the day– Listener Base: 65,000

TV Interviews – Local & Statewide stations

Continued…

Utah AFP & TeleWork Marketing:

Mass Media…continued

Radio Public Service Announcements (PSA’s)– Formats:

Mail CD or script E-mail script or MP3 Fax script

– PSA’s 30 or 60 seconds long– Scripts mailed or e-mailed need to include:

Word count Length (seconds)

Statewide Classified Ad– 48 newspapers throughout the state– Combined circulation: 493,733

Utah AFP & TeleWork Marketing: Brochure & Poster Distribution

Brochures & Posters Distributed to:– Disability related agencies throughout the state

Easter Seals Brain Injury Association

– University Extension Agents– Adult Care Centers– Independent Living Centers– Local Agency Organizations

Inter-Agency meeting for local area agencies Community Shares (Fund Raising Association)

Utah AFP & TeleWork Marketing:

Utah 2-1-1

Services that are offered through 2-1-1 vary from community to community. 2-1-1 provides callers with information and referrals to human services for every day needs and in times of crisis.

– Support for Older Americans and Persons with Disabilities – Basic Human Needs Resource– Physical & Mental Health Resources– Employment Supports– Support for Children, Youth and Families – Volunteer Opportunities and Donations

To find out if 2-1-1 exits in your state:– visit 211.org – click “State by State Update”

Utah AFP & TeleWork Marketing:

Disability Related Conferences

Examples:– Speech Language & Hearing– Autism– Caregivers’ Consortium– Family Links– Discovery, Career & Lifestyle Expo (TeleWork)

Utah AFP & TeleWork Marketing: Publications

Press Releases– Governor endorse program and send press release from

the Governor’s office

Articles in newsletters & magazines– Utah Spirit– The Utah Educator

Project description in:– Disability, education, cultural and employment newsletters– Service agency newsletters

Utah AFP & TeleWork Marketing: Chambers of Commerce

Join local Chambers of Commerce Benefits:

– Provide mailing lists to local businesses– Provide networking opportunities with local

businesses– Listed in resource publications for other

businesses and organizations to access– Publications are available to highlight your

program

Utah AFP & TeleWork Marketing:

Local Utility Bills

Contacted Questar (gas company)– Included a brief project description of the AFP and

our toll-free number in their newsletter included in each bill.

730,000 Questar bills distributed in Utah

Utah AFP & TeleWork Marketing:

Spanish

All brochures and information on the website translated into Spanish. Magazine articles and advertisements in local & statewide newspapers

– Advertisements: half, quarter or an eighth of page Included a picture and summary of the project

Spanish radio interviews Community Talks for Hispanic People (meet once a month) Member of Coalitions

– Hispanic Network (statewide)– Life Coalition (local)– Hispanic/Multi-Cultural Center– Northern Utah Hispanic Health Coalitions– Immigrant and Farm Workers Coalition (statewide)

Continued…

Utah AFP & TeleWork Marketing:

Spanish…continued

Presentations & conferences (most effective because people ask more questions and can target a specific audience)

Visited each school district, hospital, senior citizen center, independent living center throughout the state

– Talked to employees– Distributed information

Utah TeleWork Marketing:

Letters & Brochures

Sent letters & brochures to:– Small Business Administration– HR Departments at major businesses state wide– Disability Resource Centers at universities and

colleges state wide– Libraries state wide (Utah Library Association)

Utah TeleWork Marketing:

Vocational Rehabilitation

Presented at a Vocation Rehabilitation Meeting– 35 administrators and division directors present– Presentation information included in meeting

minutes sent out to 165 vocational rehabilitation counselors

Utah AFP:

Future Marketing

Create a Vendor List to educate about AFP (Success with hearing aids)

– Van Dealers– Medical Suppliers– Elevator Companies– Wheel Chair Vendors

Mailings to health providers:– Social Workers– Hospitals– Health Departments– Physicians– Special Education Teachers– Rehabilitation Centers

Utah TeleWork:

Future Marketing

Marketing through a Small Business Loan Association

Educate larger companies about teleworking– Example: Convergys

Send information to Federal Agencies Place brochures in businesses

Low/No Cost Marketing

Mail, e-mail, or fax PSA scripts to radio stations to read

Press Releases Project description in local utility bills Radio or television interviews Articles

– Newsletters – hard copy or online– Magazines