Health & Disability Advocates Initiative April 22, 2009

1. Health & Disability Advocates InitiativeApril 22, 2009

2. HDA employment and disability national campaign • People with disabilities represent a largely untapped pool of skilled & qualified workers • 30% of people with disabilities who are able to work are employed • Only 19%* of companies in the U.S. report that they currently employ at least one person with a disability • Hiring people with disabilities makes good business sense • Provide employers branded resource where they can take action *2008 Survey of Employer Perspectives on the Employment of People with Disabilities, ODEP

3. Purpose • To provide proposed media strategy inclusive of target, media mix considerations & communication goals • Who are we trying to reach? • What are the best ways to reach them through media? • What are their media habits? • How do the vehicles that they use align with our message? • What do we want to tell them? • How do we want them to react?

4. Media objective • Increase employer awareness of benefits of hiring people with disabilities • Disrupt misconceptions regarding hiring people with disabilities • Educate corporate decision-makers on the reality of the issues • Drive employers to website to solicit more information regarding available resources • Campaign should compliment the individual state efforts & interests

5. Plan parameters • Timing • Launch activity estimated to start in August/September 2009 with sustaining support throughout the balance of the year • Budget • $2.0MM - $4.0MM based on final state contributions • Geography • Plan should be national in scope • Compliment local state efforts

6. Target Audience Development

7. Target audience • Primary Target • Corporate C-level executives and decision-makers • Important to focus on individuals who determine or influence hiring initiatives • Look to the innovators within this target • More likely to be open and receptive to new ideas and business tactics • Secondary Target • Human Resources and hiring managers who implement hiring initiatives

8. Target audience • Look to further segment target • Concentrate on small & medium size companies as they are less likely to employ and recruit people with disabilities* • Campaign to also speak to those at large companies since they offer more employment opportunity and are more likely to have already committed to providing a diverse workplace • Private sector skew • 43% of public sector companies employ people with disabilities and almost 40% actively recruit them* • Less than 20% of service-producing companies and goods-producing companies currently have someone with a disability on their payroll or are trying to recruit people with disabilities* *2008 Survey of Employer Perspectives on the Employment of People with Disabilities, ODEP

9. Target audience development • Developed qualitative targets in MRI syndicated research • Incorporate important factors for determining individuals propensity to be impacted by this initiative • Job title/Function • Company size • Innovator • Determined core target for directional media usage purposes • Demonstrate reach beyond core target to all employers

10. Define core C-Level target • Primary target defined as U.S. adults who have the following characteristics: • Job title includes CEO, President, Vice President, Member of Board, CFO, Owner-Partner • Business falls into the private sector and… • Company employs less than 500 • Primary target includes 4.0 Million U.S. Adults • Broad C-level target includes 18.4 Million U.S. Adults Source: MRI 2008 Doublebase

11. Core target description HDA Target: 3,994,000

12. Define secondary HR / hiring manager target • Secondary target defined as U.S. adults who meet the following criteria: • Describe job function as falling within Human Resources/ Personnel/Training category • Employer is part of private sector and… • Company employs less than 500 • Secondary target includes 6.5 million U.S. adults • Significant overlap between primary & secondary target • 47% of primary target also meet the above criteria to be considered part of secondary target • 29% of secondary target can also be categorized as part of primary HDA target Source: MRI 2008 Doublebase

13. Demographics of targets • Secondary HR Target • Slight male skew (55%) • Married (63%) • Live in A & B counties (73%) • Median Age: 41 • Median HHI: $45K Core C-Suite Target • Male skewed (71%) • Married (77%) • Live in A & B counties (75%) • Median Age: 46 • Median HHI: $123K Source: MRI 2008 Doublebase

14. Core C-Suite target is an involved and active member of the community Involved in Community Active Lifestyle • Member of… • Civic Club (186) • Body of local government (218) • Country Club (311) • Business Club (387) • School or college board (142) • Charitable Organization (157) • Also has.. • Written / called politician (204) • Served as officer for club or organization (250) • Participated in environmental group (194) • Likely to… • Travel (135) • Dine out (130) • Go to museum (133) • Go to live theatre (120) • Entertain friends or relatives (129) • Attend classical music/opera performance (150) Source: MRI 2008 Doublebase

15. Target limitations • Important to recognize the restrictions at play while developing HDA target • Limited research that speaks to employer hiring and recruiting practices for people with disabilities • Small number and type of qualitative factors that can be combined to develop appropriate target • More factors included lead to small sample size and less stable data • Unable to provide combined media delivery based on qualitative target

16. Media Mix Discussion

17. Core target and HR target are above average users of internet, OOH and print C-Level & HR Media Quintiles Heavy User Index • Media preferences are similar regardless of company size qualifier for C-Level individuals • Well above average heavy internet, OOH and print users • Light television viewers • Selective about what programs, networks, dayparts they watch due to busy schedules • Similar media habits shared by core target & HR target

18. Internet important source of information for C-Suite • C-level executives and senior management spend the highest share of time per week on the internet, almost double that of the second most time spent medium (TV) • 67% of this audience also considers the internet to be the most important source of information

19. Impact of media may vary • Print and online vehicles are perceived as being more authoritative and having greater credibility • Print and radio are viewed as influential • Loyalty aspects associated with the medium • Broadcast tactics tend to be seen as more persuasive • Benefit of sight, sound, motion and emotion

20. Media mix discussion • Intend to focus paid-media activity on print and internet supplemented by TV should budget allow • Print • Target continues to view medium as trusted resource for news and business insight • Provides relevant environment for HDA message • Able to gain targeted reach against primary and secondary targets through selective title choices • Digital • Target often turns to internet both as a resource and as a source of pleasure • Ability to provide high degree of messaging detail • High potential to drive target to HDA website while they are online

21. Media mix discussion • Television • Highest reach potential of any singular medium • Ideal medium for building brand image and awareness • Provides impactful message delivery through sight and sound • Ability to target based on viewing habits and preferred programming • Considerable out of pocket costs • Look to achieve presence as budget allows • National cable provides targeted environment with lower investment compared to network television • Potential to achieve network television inclusion through targeted selective programming buy

22. Media mix discussion • Radio to be considered • Most efficient means to deliver high levels of message frequency / repetition • Affordable means to deliver continuity to bridge hiatus periods • Can target HDA messaging based on format type selectivity and listener loyalty • Copy length considerations • Radio = :60 / :30 / :15 / :10 • Short form units (:15 & :10) can capitalize on avails in news, weather & traffic sponsorship adjacencies • Business/News/Information sponsorships (i.e. NPR)

23. Media mix discussion • Recognize that use of a broader media mix can significantly improve the impact of the plan • Important to establish a dialogue with the HDA target audience as quickly as possible • Integrated campaigns using multiple channels build reach much more rapidly • Provides the means to efficiently increase delivery and build continuity

24. PSA consideration • Demand pressure in the 2009 media marketplace projected to be relatively soft • Presents strong opportunity for PSA placements in television, and radio… • Consider production of multiple creative unit for release to Community Affair Directors • Builds a toolbox of creative units for media outlets to use • Provide flexibility to fill gaps in inventory as availabilities exist • . . . as a means to attempt to achieve benefits associated with broad mix of media

25. Plan Development

26. HDA Socially responsible Business innovations and policy changes Long-term solutions Serious and urgent Core Target* Influencers Active A35-64 Focused Involved HDA communication overview • Communication • Heavy print • Newspapers and magazines seen as more credible • Online is primetime • Brdcst environment opens opportunities • PSAs • Targeted programming • Receptivity in serious environments *Source: MRI 2008 Doublebase: Surrogate target based on C-Level, Private sector company and less than 500 employees

27. Plan development media strategy • Based on HDA understanding, determined five core attributes the media must possess to best address our objectives • Must be credible / trustworthy • Highly targeted • Relevant to the audience (engaging) • Be able to enhance and extend the value of the brand • Accountability to response

28. Leverage credibility of media property to aid in building HDA Initiative awareness and ability to drive target to take action Plan development media strategy Credible Targeted Focus on composition to insure delivery of primary decision maker and target. Limited budget must work harder. Ability to align with creative strategy to “disrupt” core target and draw attention to the importance and misconception surrounding hiring of people with disabilities. Disrupt Do more with less. Extend advertising with key partners outside the print pages or computer screen. Consider fully integrated opportunities that extend PR (?) and paid media efforts (e.g. events, added value e-blasts, advertorials). Enhance Accountable Ability to drive to thinkbeyondthelabel.com website. Continued optimization of online efforts throughout campaign.

29. Use Media Matrix to evaluate and prioritize media vehicles • Proprietary tool that prioritizes media based on marketing objectives • Develop and weight qualitative and quantitative media consideration factors that deliver on HDA goals • Drive target to website • Affordability / Efficiency • Targeted reach • Creative impact/engagement (disrupt) • Enhanced opportunities • Apply score to each media vehicle based on ability to achieve each consideration factor • Priority weight applied to score to reflect relative importance • Overall media score shows importance of each vehicle in terms of HDA objectives

30. Consider all potential relevant media available on national level • Print • National Daily Newspaper • Consumer Magazines • Weeklies • Monthlies • Trade Publications (HR) • Digital • SEA • Display • Email • Video • Mobile • Social Media • Out-Of-Home • Transit • In-office (Captivate, WSJ Network) • Airport/Airline • Traditional / Digital Billboards • Alternative OOH (Fitness, street teams, etc.) Broadcast • National Cable • National TV • Traffic Sponsorships • National Radio • PSAs

31. Media Matrix confirms importance of broadcast, print & online Implications: Both digital and Cable offer premium environment for HDA message. Important to include both vehicles should budget allow. Trade & Consumer publications allow HDA to deliver their message in a meaningful & influential environment. Implications: Radio & National TV less of priority but should still be considered as a means for national broadcast presence. National newspaper less efficient due to high frequency required but still to be considered since it is a trusted media for target. Implications: OOH vehicles to only be considered if deep discounts are available or as means for achieving imaginative creative execution(s) should budget allow

32. Recommended Media Mix – $2.0MM Budget • Strong National Print campaign recommended to engage and raise awareness • Focus on respected National consumer magazines relevant to target, potentially supplemented by National Newspaper • Anticipate inclusion in 8-10 leading publications • Minimum 3x insertions per publication to maximize frequency • Negotiate added value elements per HDA priorities • Event inclusion, sponsorships, lists, etc. • Bonus space to be used by contributing states • Digital campaign to disrupt target while they are online and drive them to the HDA site • Incorporate mix of impactful digital elements with strong targeting capabilities • SEA, display, publisher e-blasts, mobile, etc. • Achieve synergies with Print campaign by negotiating in-book and digital packages • Maximize efficiency, reach target at multiple touch points • Utilize Trade media to reach HR secondary target in relevant, endemic environments • Emphasis on trade print while adding additional elements where relevant • Online, events, e-blasts, mailing lists, etc. Criteria Priority • Drive to HDA website • Affordability / efficiency • Targeted Reach • Creative Impact • Enhanced opportunities

33. Recommended Media Mix – $4.0MM Budget • $4.0MM budget level allows for overall increased support including National Television for maximum reach and response potential • National Television to provide impactful visual message in targeted environments • Allows for 8-10 week schedules on Network or Cable T V • Sunday Morning News/Talk • Cable news networks • Digital and Print vehicles also receive budget increases for enhanced exposure • Supplement schedule with additional publications, websites, video, custom email programs, rich media, etc. • Trade receives a slight increase • Allow for potential enhanced opportunity (event inclusion or sponsorship, etc.) • Consider allocating budget to test alternative OOH in one market Criteria Priority • Drive to HDA website • Affordability / efficiency • Targeted Reach • Creative Impact • Enhanced opportunities

34. Sample Vehicle Consideration Set

35. Media plan development • Communication Goals • Maximize reach / frequency based on budget parameters • Aim to achieve minimum 50% reach against target • Provide adequate frequency in order to remind and drive target to take action • Typically require 3-4 exposures to positively influence target behavior • Minimum 3x insertions per publication • Gain exposure among secondary HR & hiring managers target through specific trade publications and websites

36. Media Delivery • Both plans achieve substantial media delivery • Delivery significantly increased for $4.0MM option, primarily due to addition of Television to the plan • A25-54 Reach increased by 17.8% (from 36.3% to 54.1%) • 187MM additional impressions • Both preliminary plan options achieve higher overall delivery against core HDA C-Suite target • Project 50-55% Reach for $2.0MM option, 65-70% Reach for $4.0MM option

37. Added value as incentive and reward for state commitments Initial negotiations to include added value opportunities Integrated offline, online/digital, and events Email/newsletters to C-Suite Bonus space, bonus circulation and upgrades Added value to support those states that contribute to national campaign Examples: Bonus units opposite national ad to highlight state websites and resources Email lists to key executives in those states Geo-targeted digital efforts 36

38. Next steps • Client sign-off on target • Detailed media analysis • Additional deliverables to Wirestone as requested • Sell-in points for national campaign • Confirmed budget from HDA THANK YOU!