The Development of an Individualized Marketing Strategy for Job Development for People with Severe Disabilities

by Melinda Mast and Joan Sweeney Project Co-Directors, United Cerebral Palsy Associations, Inc.

Over the last 20 years, supported employment has proven to be a successful means to employment for thousands of people. However, the number of people with severe physical and communication disabilities who are employed because of supported employment remains low, less than 10% (Wehman, 1995). United Cerebral Palsy Associations, Inc. (UCP) proposes to develop a new product to be used by people with severe and multiple disabilities, including physical and communication disabilities, and their representatives, as appropriate, in order to assist such individuals in securing employment. This three-year development activity is addressing the following goals:

1. Develop a product for use by individuals with severe multiple disabilities to increase their functional capability for individualized representation and marketing to potential employers, as well as by employment representatives as appropriate. The product will include an Individualized Employment Portfolio, a training manual for using the product and a format for personalizing the approach, fact sheets, a brochure and photographs.
2. Test market and survey the materials with employers in a minimum of 45 cities nationwide. Get feedback, modify and finalize the product based on the test market feedback.
3. Disseminate the individualized Employment Presentation Portfolio through training, presentations, and publications.

This project utilizes marketing in two ways: First, to develop a product for people with severe disabilities to use when marketing themselves to employers; Second, to use a test market research method to determine the products ability to successfully assist job development.

Data have shown it takes more time and it takes a different approach to employers to successfully facilitate employment for people with severe multiple disabilities (Mast, West, & Johnson, 1996). People who have severe and multiple disabilities, including physical and communication disabilities, encounter an additional barrier to employment in that they have difficulty representing and marketing themselves and have a greater likelihood of needing assistance with their individualized representation (Callahan & Garner, 1997). A portfolio prototype will be developed and test marketed across the country with numerous employers. After completion of this project, the portfolio prototype may then be individualized to represent the person seeking employment. This new product will allow customized representation through an Employment Presentation Portfolio and will serve as a unique tool in assisting with individualized representation and marketing to employers.

A test market research component was developed so that feedback from employers could be used in the improvement of the product. It is necessary to get feedback from potential employers on the product in order to develop the best tool possible. The following steps were incorporated in order to attain this valuable feedback.The test market research has two phases. Six focus groups are conducted in different parts of the country in the initial phase. These focus groups are comprised of ten employers with hiring responsibilities and are facilitated by supported employment professionals who have both group facilitation experience and knowledge of best practices in supported employment. Each facilitator is given a stipend for their efforts and to help defray any costs they may incur.

During the focus groups, the employers are shown a videotaped demonstration of the portfolio prototype presentation. They are then asked to complete a survey questionnaire that was developed by a panel of experts in the field, including a research specialist from Virginia Commonwealth University (VCU). The questionnaire is comprised of a page-by-page critique of the portfolio prototype, as well as questions regarding overall impressions on the effectiveness of the portfolio prototype. The survey results are in the process of being compiled by the research specialist from VCU. Once the compilation is complete changes will be made to the portfolio prototype according to the feedback attained from the focus group surveys.

The updated version of the portfolio prototype will then be taken through the second phase of the test market research. This phase utilizes an individualized approach in gaining feedback from employers. The need for participants to help complete the second phase of the test market research was advertised in a national supported employment newsletter. The response was huge. Respondents were asked to fill out an application, then applicants were narrowed down to forty five participants from all over the country based on set criteria. These participants will be responsible for conducting ten individual portfolio prototype presentations with employers from their community. These employers will then be asked to give their feedback using a survey similar to the focus group survey. The participants will also be given a stipend for each survey completed. The 450 survey results will be compiled by VCU. The portfolio will again be changed according to the feedback received.

By completing the test market research we hope to gain information from employers that will assist potential employees in creating their own individualized career portfolio using the prototype developed. The portfolio prototype will be one of the first job development tools ever developed using feedback from employers. The finished product will be disseminated through presentations at national conferences and announcements in UCP's newsletter and Web site.

---

Top