TWP's work with the ADA's Disability and Business Technical Assistance Centers started as a facilitated strategic planning meeting. This meeting was conducted by TWP with the 10 regional DBTAC center directors and their research partner, the Virginia Commonwealth University Coordination, Outreach and Research Center to build consensus for marketing the regional centers as one national resource. The goal was to make the National Network the 'go to' resource for information, guidance and training on the ADA. Following the meeting, TWP was contracted to develop a more extensive marketing communications plan to rebrand the DBTACs as a national entity and to build awareness among target audiences.
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Strategic marketing communications plan |
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Brand identity, including program name (The ADA National Network), tagline and graphic logo, bringing the 10 regional centers under one brand umbrella |
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Graphic standards and brand strategies guide for all centers |
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National press campaign for the 20th Anniversary of the ADA and the ADA National Symposium |
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Lifetime TV PSA featuring Tammy Duckworth |
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Outreach and awareness materials, including press kit, brochures, displays, and press releases |
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Website with internal strategy to maintain currency and brand |
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Electronic and social media campaigns |
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Times Square billboard negotiated as added value during week of 20th Anniversary events |
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Results were: 25% increase in web traffic; press releases run by 85 newswires and quoted in MSNBC story; record attendance at ADA National Symposium; more than 300 Facebook fans within five-day period, with continued growth in following months; Facebook advertising resulted in more than 200 click-throughs to the national website in a two-day period.
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