Abstract
The purpose of this paper is to provide a comprehensive review and critique of the marketing strategies best suited to expanding participation in the Social Security Administration's (SSA) Ticket to Work Program by Ticket holders and to increasing the number and diversity of Employment Networks (ENs). Direct mail, web based outreach, targeted marketing to selected opinion makers, specialized media outlets, and a number of other marketing strategies are critiqued and analyzed as a way to reach beneficiaries and ENs. The emphasis is on cost efficient strategies to maximize utilization of the Ticket.
The two main marketing issues related to ENs are: 1) There are not enough quality ENs, and 2) the ENs in place are not taking Tickets and making a sufficient number of placements for the Ticket to Work Program to be successful. Marketing considerations for ENs must expand the base of existing ENs to include the business community. EN partnerships are needed among the rehabilitation and business community, as are marketing strategies that reach business and encourage partnerships. The main marketing issue for reaching beneficiaries of Social Security Disability benefits who are current or potential Ticket holders is recognizing that at its very core, marketing the Ticket to Work involves first marketing employment. Marketing considerations for beneficiaries must recognize and address the employment-related fears, interests and support needs of Ticket recipients.