2003 Training Symposium

Monday, November 10, 2003
12:00pm - 4:00pm
Location: Washington, DC

Developing a Marketing Mindset: Reaching Diverse Audiences and Improving Outcomes


The AUCD network faces a number of challenges related to its responsibilities to develop and disseminate materials based on research, teaching and community service activities. One of these challenges is to be truly responsive to a diverse audience. A constant flow of information about consumer needs, preferences and obstacles to access is essential to creating products and services that are readily usable for immediate and long-term behavior changes. In an effort to address this issue, we have assembled a group of experts to discuss topics relevant to the integration of marketing as a new discipline into the AUCD network. The application of marketing skills can help your UCEDD to:

  • Develop into a consumer-centered organization that is responsive to the communities it serves
  • Refine strategic objectives and methodology to move from merely disseminating information to ensuring its utilization among many targeted and diverse end-user populations
  • Measure effectiveness in research design, financial management, and execution to be fully accountable to be accountable to oversight agencies such as the Office of Management and Budget and NIDRR

Recommendations for system change will follow this timely, informative session.

Symposium Schedule and Presentation Descriptions

11:30 am - Box Lunch available

I. General Introduction (12:00 - 12:05pm)
Presenter: Marion Baer, Ph.D., Associate Director, University of Southern California (USC), University Center for Excellence in Developmental Disabilities (UCEDD), Childrens Hospital Los Angeles (CHLA)

II. First Session of Symposium (12:05-12:30 PM)

Session Title: Results & Analysis of UCEDD Dissemination Survey & Focus Groups -- Statement of Key Issues
Presenters: Cary Kreutzer. M.P.H., Community Education Director, USC, UCEDD, CHLA and Drew Fleming, M.B.A., Marketing Specialist, USC, UCEDD, CHLA
A national needs assessment of UCEDDs was conducted as part of an Administration on Developmental Disabilities (ADD) Project of National Significance (PNS). The assessment was specifically exploring ways to evaluate and enhance the dissemination of information to key constituents. Close to two-thirds of the UCEDDs participated in an electronic survey or telephone focus group discussion. The results and analysis of the network's dissemination practices will be presented, along with some recommendations for the future.

III. Second Session of Symposium (12:30-1:30pm)

Session Title: Developing a Customer-Centered Mindset -- Strategic Marketing for Organizations

Presenter: Alan R. Andreasen, Ph.D., Professor of Marketing, Georgetown University, McDonough School of Business
One can be a successful marketer only if one has adopted the proper consumer-centered mindset, according to Dr. Andreasen, one of the foremost nonprofit marketing experts. This means having a clear appreciation for what marketing comprises and what it can do for an organization. More important, it means developing a philosophy of marketing that puts the customer at the center of everything one does. By instilling this mindset in one's organization, one can more effectively reach and satisfy the various needs and wants of its many diverse segments of end-users.

Alan Andreasen's publications include 16 books and over one hundred articles and conference papers. His most recent books are Ethics in Social Marketing, Strategic Marketing in Nonprofit Organizations, 6th ed., (co-authored with Philip Kotler of Northwestern University), Marketing Research that Won't Break the Bank and Marketing Social Change. Professor Andreasen is a consultant to the World Bank, the American Cancer Society, the Centers for Disease Control and Prevention, Boys and Girls Clubs, and others. He also conducts executive seminars worldwide for a diversified set of non-profit and private sector organizations and several government agencies.

IV. Break (1:30-1:45pm)

V. Third Session of Symposium (1:45 -2:45pm)

Session Title: Changing Mindsets - Improving Links Between Research and Practice
Presenter: John Westbrook, Ph.D., Program Manager, National Center for the Dissemination of Disability and Rehabilitation Research
The ultimate purpose of disability research is to be of use -- leading either to changes in current practice or to the confirmation of it. However, in spite of the sophistication and magnitude of disability research, and in spite of more than 30 years of efforts to strengthen the ways in which research results are filtered to those diverse groups of individuals who need them, problems remain. Dr. Westbrook discusses the distinction between dissemination and utilization, and how these activities should transfer knowledge from researcher to the many targeted and diverse end-user populations.

John Westbrook is a Program Manager with Southwest Educational Development Laboratory [SEDL]. He holds three degrees from The University of Texas at Austin: a B.S. in Speech with a major in Education of the Deaf/Hearing Impaired; an M.A. in Special Education with a major in Language/Learning Disorders; and a Ph.D. in Educational Administration with a major in Special Education Administration. His current interests include strategies for the effective dissemination and utilization of disability-related information.

VI. Fourth Session of Symposium (2:45 -3:45pm)

Session Title: Measuring Effectiveness

Presenters: Patricia A. Morrissey, Ph.D., Commissioner, Administration on Developmental Disabilities
The challenges associated with evaluating the effectiveness of a communications campaign are serious and daunting. This presentation will review the logic for conducting evaluations and identify the most serious obstacles - political, methodological, and logistical - to completing truly diagnostic evaluations. Strategies for overcoming these obstacles will also be discussed. The impending Office of Management and Budget assessment of the agency system and grant funding process efficacy brings a sense of urgency to this discussion. The degree to which grantees are able to affect desired behavior change amongst target audiences will also be under scrutiny. Recommendations for system change will surely follow this timely, informative session.

Patricia A. Morrissey holds a Ph.D. in special education from Pennsylvania State University. She was a senior associate with Booz-Allen & Hamilton, an international technology and management consulting firm. While in that position, Morrissey oversaw Booz-Allen & Hamilton's efforts to assist federal agencies in making their electronic and information technology accessible to and useable by individuals with disabilities. During her 26 years in the Washington area, Morrissey has worked for the Senate, the House of Representatives, and for President Ronald Reagan. In 1999, while with the Senate, she worked with then-Wisconsin Governor Thompson's office on the development and passage of the Ticket to Work and Work Incentives Improvement Act. More recently, Morrissey was a contributor to President George W. Bush's New Freedom Initiative.

VII. Closing & Collection of Evaluations (3:45-4:00pm)