Introduction
Meet Kendra Gottsleben, a dynamic marketing communication specialist who has dedicated the last 14 years to the Center for Disabilities at the University of South Dakota Sanford School of Medicine in Sioux Falls. She is also the founder and executive director of Rare by Design, a nonprofit organization focused on rare diseases and disabilities. An author and spokesperson, Kendra’s expertise in marketing is enriched by her personal experiences and her academic background, which includes a double major in Sociology and Psychology from Augustana University.
Kendra’s journey is a testament to overcoming obstacles with a positive outlook. Living with Mucopolysaccharidosis (MPS), a rare genetic condition, she refuses to let it define her. Instead, she embraces life with style and a favorite color, yellow, which symbolizes her motto: “When life hands you lemons, make the BEST lemonade possible!”
Breaking Barriers in the Job Market
After graduating from Augustana University, Kendra faced challenges finding employment as many employers saw her disability before her capabilities. To overcome this, she began volunteering, which eventually led to a full-time position at the Center for Disabilities. Her early advocacy for using social media platforms like Facebook and Twitter for nonprofit marketing demonstrated her forward-thinking approach and understanding of free marketing tools.
Understanding Accessibility in Marketing
Defining Accessibility
Kendra defines accessibility in marketing as the creation of experiences, both in-person and virtual, that cater to everyone’s needs, especially those with disabilities. This encompasses everything from websites and emails to the physical location of an organization.
The Importance of Accessibility
Accessibility is crucial for creating welcoming spaces for all, particularly for individuals with disabilities. This can impact a company greatly because typically people with disabilities don’t see companies prioritizing accessibility. “So when we see it and it is done genuinely the organizations will then have an audience or customer that will continue to interact/support them because we feel seen as a valued person,” says Kendra.
The Current Landscape of Accessibility in Marketing
Progress and Gaps
While the marketing industry is making strides toward better accessibility, there is still significant room for improvement. Historically, marketing strategies have not prioritized accessibility, and many professionals are not trained to create accessible content.
Overcoming Challenges
Common Obstacles
Companies often lack team members educated in designing accessible content and mistakenly believe that accessibility is costly or unnecessary. Additionally, there is a prevalent mindset that accessibility does not offer a competitive advantage.
Practical Solutions
- Training and Education: Invest in training for team members on accessible design.
- Hiring Experts: Employ individuals with expertise in accessibility.
- Focus Groups: Engage people with various disabilities to share insights on accessibility’s impact in their lives.
Strategies and Best Practices
Creating Accessible Content
- Alt Text, Descriptions and Closed Captioning: Ensure all images have alt text (did you know Instagram has this feature), and ensure videos have closed captioning.
- Screen Reader Compatibility: Make buttons, tabs, and text readable via screen readers.
- Accessibility Checklists: Use these to guide content creation.
- Built-in Tools: Leverage accessibility features in platforms like Canva, Infogram, PowerPoint, Adobe, and Microsoft Word.
Ensuring Visual Content Accessibility
Use design software with built-in accessibility features from the start. Regularly test content with accessibility checking software and engage users who are blind or have vision loss for feedback.
Leveraging Technology
Emerging Technologies
AI, AR, and VR have the potential to enhance accessibility by providing detailed, immersive experiences. However, their effectiveness hinges on proper training in accessibility.
Accessibility Tools and Plugins
Tools are essential for digital inclusion, breaking down barriers, and ensuring that people with disabilities can fully interact with online content. Kendra’s go-to tools include Adobe Acrobat’s accessibility checker and Canva.
Conclusion
Kendra emphasizes that this discussion only scratches the surface of accessibility’s importance in marketing. She challenges all companies to learn about and implement accessibility tools and strategies, ensuring their online presence is inclusive and welcoming to everyone. By doing so, businesses can create a more equitable and engaging experience for all their customers. How are you going to incorporate accessibility into your marketing this week?