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Health & Disability Advocates

Services Utilized

  • Email Marketing
  • Online Display Advertising
  • Rich Media
  • Search Engine Marketing
  • Video

Campaign Objectives

  • Establish “Think Beyond The Label” as a relevant, recognized national cause amongst key corporate hiring decision-makers
  • Raise awareness of benefits of hiring people with disabilities
  • Position as resource for employers
  • Drive employers to digital hub where they are able to:
    • Become more educated about employing people with disabilities
    • Take action efficiently by connecting directly with the source for qualified candidates

Tactical Approach

  • Use a variety of media best suited to make the business case for hiring people with disabilities on a national level
    • National Television: Provides impactful visual message in premium, mass-reach environments
    • Print: Provides enhanced exposure in highly targeted environments
    • Digital: Allows for extended brand interaction and engagement (Search, Display Rich media and Video)
  • Employ innovative media strategies to effectively reach key audience segments most likely to enact change at their organizationand ensure target audience engagement to drive interest and response
  • Education focused on disrupting misconceptions regarding hiring people with disabilities


  • News & information content proved to be leading vehicles for branding by aligning with trusted properties and reaching users on a daily basis
  • Brand engagement rates remained above the services industry average,  demonstrating the appeal of the content to the target 
  • Rich media banners allowed for in depth brand engagement directly within the banner

Related Resources

Research Briefs:

Searching Health Topics Online

By: Stef Ybarra and Kim Bohling

Online healthcare research, as studied by the Pew Internet and American Life Project is as popular on any given day as paying bills online, reading blogs or using the Internet to find addresses. In addition, 48% of respondents stated that their online healthcare research was undertaken on behalf of someone else.

This research brief outlines the latest trends in digital media usage for researching healthcare online.

Research Briefs:

New Technologies in Marketing

By: Sean Dickson, Maureen Hultgen and Sara Rennich

As marketers are constantly faced with technological innovations, it is important to understand how to utilize these marketing mediums in new and meaningful ways. This research brief highlights how new technologies, such as the iPad and augmented reality, can connect businesses with their consumers.

Research Briefs:

Online Media Creative Messaging Best Practices

By: Diane Staffan

Increasing the effectiveness of your creative messaging can increase online media campaign performance significantly, so this month's research brief provides some insights into creative messaging best practices for online display advertising, email marketing, mobile phone marketing and rich media.