Charge: Improve the presentation of work support benefits, particularly Unemployment Insurance Benefits (UIB), to increase low-income working individuals and families’ knowledge, access, and use of these benefits. (See Appendix D for a list of current outreach and marketing strategies used by Cabinet member agencies, and ideas for expanding these strategies to include other work support benefits.)

Recommendations:

3 months
Determine the feasibility and cost/benefit of developing and implementing a statewide advertising concept (e.g., “OpportunitiesNY,” “SupportNY,” or “WorkPaysNY”) for work support benefits:
Secure a professional marketing firm to develop this concept.

6-9 months
Develop a comprehensive marketing strategy using a statewide advertising concept to encourage low-income working individuals and families to apply for work support benefits:
The marketing strategy will focus on reducing the stigma associated with receiving work support benefits.

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3 months
Develop a website providing information on work support benefits, including eligibility requirements and application procedures/options:
This website would include a benefits-screening tool and a mechanism for submitting applications online.

6-9 months
Expand current outreach and marketing strategies to include promotion of work support benefits:
Cabinet member agencies will develop plans for expanding their current outreach and marketing strategies to include work support benefits, posting the “Resources for Working Families” Web link on each agency website, and developing new strategies if current outreach and marketing strategies cannot accommodate work support benefits.

12 months+
Expand work support benefits outreach and marketing to a range of venues, and expand the VITA program to additional LDSS and DOL onestop offices:
Programs such as existing Volunteer Income Tax Assistance Program [VITA] sites, day care centers, Navigator sites, senior centers, food pantires, UIB application sites, Women, Infants, and Children program [WIC] centers should be engaged.

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3 months
Study the Department of Health facilitated enrollment model to determine the feasibility of applying this model to work support benefit enrollment.

6-9 months
Develop an employer-focused outreach and marketing strategy for promoting work support benefits to employees, including the promotion of the EITC, FS, and child care programs.

12 months+
Include standardized language requiring dissemination of work support benefit information in every new Cabinet member agency contract intended to serve low-income working individuals and families.

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6-9 months
Develop a community-based organization/local department of social services (LDSS)-focused outreach and marketing strategy for promoting work support benefits to clients.

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6-9 months
Promote work support benefits through the UIB program:
Provide information about work support benefits and how to apply for them (e.g. by providing the “Resources for Working Families” Web link to the website in UIB approval/denial notices); make informational materials about work support benefits available at local DOL offices; and notify every person who applied for UIB during the year of available tax credits and the VITA program annually in December.

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