I attended a seminar this week about managing a contingent workforce, presented by Gary Campbell, an expert in the field.  “Contingent workforce” is the new buzz phrase for outsourced labor - contract workers, independent contractors, consultants, freelancers, interns, offshore workers, third party contractors – in short, anyone who works for your company who’s not a “regular” employee. 

You see them in every airport in America.  Flying out on Sunday afternoon or Monday morning, heading for work.  Flying back home on Thursday night, ready for a weekend of home and family.  Some live in extended-stay hotels, others have apartments during the week, homes-away-from-homes.  They manage extended and short-term projects, consult for various industries, and provide outsourced labor services that aren’t offered by the companies which they serve.

The industry is growing so quickly, that some large companies are hiring permanent staffers who do nothing but oversee the non-permanent workers. 

There’s even an accreditation to become a Certified Contingent Workforce Professional. 

Competition for top talent is increasing.

In the third quarter of 2012 (and we must assume that the numbers have continued to rise), 2.95 million people were employed by US companies as contingent workers every single business day.  Approximately 16% of the US workforce now comes under this categorization – and that’s expected to rise to 20% (some say as high as 40 – 60%) in the next few years. 

Millennials and Baby Boomers are fueling this growth, with flexibility as the driver.  Millennials expect a flexible work environment, and many aren’t keen about entering the 9 – 5 world.  In addition, their entrepreneurial spirits enjoy the freedom of setting their own career course, moving from one job to another.  Boomers caught between work and aging parents find it increasingly hard to squeeze caretaking into a 40-hour workweek.  Many Boomers are looking for a way to make a living in a world that seems increasingly loathe about hiring older workers.  Others might still have a lot to give – but might not necessarily have the desire to do that giving 40+ hours a week anymore.  Contingent work is the answer.

The IRS is stepping up scrutiny of this group, concerned that employers are trying to shirk taxes by moving their workforces away from the land of the W-2.  And indeed, if the employer is hiring someone to be onsite every day, someone whose workday is directed, who is instructed how to do their job by someone on the employer’s staff, who receives vacation and sick pay – they should most likely receive that W-2.  They’re called an employee.

But if the contractor sets their own hours, is pretty much self-supervised, provides their own direction and expertise, supplies their own working tools, pays their own healthcare and employment taxes – in general, serves as a set-apart part of the team – then you’re talking contingent labor.  The distinction is important – and it’s critical to be ever-mindful of it.  Fines are steep.

I’ve lived in this contract labor world for 3.5 years now.  Sure, keeping your project pipeline full can be stressful – but any of the commissioned salespeople that I coach can tell you the same thing about their desks! 

Buying your own healthcare insurance is incredibly expensive – but since the passage of the ACA, it’s a lot better than it used to be.

After the flexibility, having a variety of work experiences is the best benefit.  As a consultant/coach/outsourced staff – fill in the title blank – I’ve been able to employ literally every skill that I’ve learned through a full career in public broadcasting marketing, development and sales, commercial advertising, ad agency media buying – plus all the writing I’ve done, continuing education courses I’ve taken, and so much more.  In any given day, I might be planning a pledge drive, writing a membership letter, coaching a sales person, crunching numbers for “media math” or planning a generational workshop.  It’s certainly not a recipe for boredom!

And that’s critical for both Boomers and Millennials, the two generations who can’t stand boredom.  As the American workforce makes it ever easier to make your own hours and to create your own job, the numbers of contingent workers will only rise.  And as they do, more companies will discover the benefits of augmenting their full-time workforce with contingent workers who can manage short-term projects, teach new performance skills, and take over outsourced job functions.    

Healthcare has long been a stable and deep underwriting category for public broadcasting.  A recent RAB Radio Sales Today article highlighted three trends that are fueling the healthcare industry’s growth – and they are trends that public stations can take advantage of when seeking sponsorship dollars.  Even better, these sponsorship dollars may have their own budget line for our underwriters, not coming from their general advertising/marketing budget.  

1)  Drug store partnerships – highlighting events, in-store clinics,  community partnerships, more
2)  Hospitals – it’s not just about getting  bodies in beds.  It’s about community involvement, attendance at lecture
series, support groups and more
3)  Health insurers – enrollment begins in October for the 2014 mandatory health insurance plan.  Public broadcasting has scores of listeners who work for themselves, who will be shopping for a more expansive, less expensive form of health insurance.

Hope these items for your prospecting list are great ones – happy selling!
jc


Category Update: Healthcare Companies
 Health Care Reform Has Created New Opportunities for Nearly Every Type of Property

From IEG SR's perspective, few categories represent as much opportunity as the healthcare industry.  Driven by the ongoing rollout of the Affordable Care Act and the aging Baby Boomer population, nearly every segment of the industry is undergoing seismic changes in how they market products and deliver services.  That evolution has created new sponsorship opportunities for nearly every type of property as companies place more focus on taking their messages directly to consumers.  Those messages range from anti-obesity and other health and wellness campaigns to educating consumers about undiagnosed medical conditions and the products that treat them. 

Below, IEG SR provides an overview of three active segments of the healthcare industry and their sponsorship hot buttons: 

Drugstore chains. Walgreen Co., Rite Aid Corp. and other drugstore chains are placing more focus on sponsorship to support their health and wellness positioning and promote front-of-store products.  One growing trend: customer rewards programs. Like other types of retailers, drugstore chains are increasingly using sponsorship to access perks and other
assets that can be used to reward loyalty club members. 

For example, Walgreen uses its partnership with Susan G. Komen Race for the Cure to promote its Balance Rewards loyalty program. The company activates the tie by distributing pedometers to race participants who earn points for every mile walked. Consumers can then use the points to gain discounts on future purchases. 

Like other types of retailers, drugstore chains frequently leverage with vendor partners. For example, Walgreen in January partnered with The Procter & Gamble Co. to activate the CPG company's sponsorship of The People's Choice Awards. Walgreen activated the tie with "Night at the W," an in-store event held the day after the show. The event featured Walgreen beauty advisors who used CoverGirl, Pantene and other P&G products to help customers create their own “red carpet look." 

Another key hot button: community involvement. Walgreen last year partnered with the NFL Detroit Lions in a deal that affords presenting status of the team’s "Living for the City" health and wellness initiative for disadvantaged and at-risk families.  The deal also provides a platform to drive store traffic: Walgreen activated  the sponsorship with in-store flu immunization events that featured both current and former Lions players. 

Sponsorship hot buttons: drive store traffic; demonstrate community involvement; promote customer loyalty programs; promote in-store clinics

Hospitals. Health care reform and industry consolidation continues to drive new sponsorship activity on behalf of hospitals. 
While hospitals previously used sponsorship in large part to promote areas of expertise, they are increasingly using the medium to promote broader health and wellness messages. 

The Hospital for Special Surgery activates the NBA New York Knicks with the "Train like a Knick" contest, around which fans can submit entertaining exercise videos on the team's Facebook page. The contest dangles the opportunity to train with Knicks trainers and alumni at the MSG Training Center in Tarrytown, N.Y. among other prizes.  HSS also uses the sponsorship to discuss the importance of physical fitness through a series of videos that feature Knicks players, doctors and announcers. The hospital shows the videos at home games and on the Knicks’ Facebook page. 
 
Sponsorship hot buttons: promote health and wellness; showcase medical expertise in action; demonstrate community involvement

Health insurers. While they once used sponsorship to build their brands and promote health and wellness, a growing number of insurers are using the medium  to engage consumers and reach new audiences.  That activity is driven in large part by the Affordable Care Act and the  millions of consumers that will soon be required to purchase health insurance. 
And some companies are already expanding their portfolios prior to the Oct. 1 rollout of health insurance exchanges. 

Case in point: Horizon Blue Cross Blue Shield of New Jersey is signing new deals to reach Latinos and other under-insured consumer segments. The company this month announced a $1 million partnership with the New Jersey Performing Arts Center, around which it will sponsor NJPAC’s Sounds of the City summer concert series and the nonprofit's Latin and urban music performances. 

Sponsorship hot buttons: reach uninsured consumers; support CSR initiatives; promote Medicare Advantage programs to senior citizens; promote loyalty wellness programs

 (Source: IEG Sponsorship Report, 04/29/13)

Here’s a great article on marketing to Boomers from today’s RAB e-newsletter.  It contains the best quote I’ve heard in a long while - "Boomers are not a needle in the haystack. They ARE the haystack."   By 2018, they will control 70% of the disposable income in the US.  And they’re not buying Geritol.  46% of Apple’s sales are to people aged  55+.   Public radio  listeners are active, engaged, and willing to try new things – and they have money to spend!
 
Marketing to Boomers Crucial to Bottom Line
Although their children may not agree, the 80-million-strong Baby Boomer population in the United States is hip, willing to change their minds and spends more on consumer packaged goods (CPG) than any other age group. 

"The Boomer market is misunderstood," Beth Brady, global head of marketing effectiveness for Nielsen, said during a recent webinar entitled, "Boomers: Marketers' Most Valuable Generation." She noted that Boomers spend 50 percent of their total spend on CPG, but only 10 percent to 15 percent of advertisements are marketed to them.

The entire Baby Boomer demographic, defined as individuals born between the years of 1949 and 1964, will be 50 years old or older in 2014. And in five years, the demographic will control 70 percent of the country's disposable income, according to Brady. Baby Boomers spend more money on 119 of Nielsen's 123 defined CPG categories and have the highest average annual basket ring -- $7,233 -- of all demographics, she stressed.

These facts combined mean the Baby Boomer generation is a potential gold mine for marketers, with Brady dubbing the demographic "the most valuable generation in the history of marketing."

 "Boomers are value conscious and seek out information before purchasing items," she explained. "But they don't only shop on price." Addressing where companies should market their products to Baby Boomers, Brady relayed that "TV is still king," considering this demographic watches television an average of 174 hours a month. However, Baby Boomers also frequent
social media websites.

"Usage on social media by Boomers has doubled in the past year," Nielsen's global head of marketing revealed. "Fifty-two percent are now on Facebook." In terms of approach, she said the marketing should be more holistic, give plenty of facts and communicate value beyond price points.
 
"Boomers are not a needle in the haystack. They are the haystack," she stated. "Boomers are easy to target with a mass-media message."

Importantly, Baby Boomers are also willing to change their minds and highly respect loyalty from marketers, Brady concluded. "You don't need to change your brand personality," she said. "Apple is a great example. Forty-six percent of
its sales are to people (aged) 55-plus. That's because the company makes it easy for Boomers and created its Genius Bar."

(Source: Convenience Store News, 04/04/13)

To access the full report, please visit Nielsen's website

Interesting information this morning from the Radio Advertising Bureau that ties in nicely with our “Halo Effect” underwriting talking points.  It seems that responsible purchasing might even serve as something of a stand-in for charitable giving with socially responsible shoppers.  Millennials especially care about a company’s footprint – both in terms of social policies and community impact.  Employee relations (45%) are noted as a driving force, overshadowing the primary emphasis on “green” in recent years.  
 
With this new national trend, underwriting on public radio makes more sense now than ever before.  If a company’s image improves just from being on our air, and if their website backs up the good things that they do as a company – then that should translate into increased sales for that company with this growing sector of our population.
 
Here’s the article – 
Consumers Care About Buying from Socially Responsible Brands Now More Than Ever
How a Company Treats Its Employees and the Environment are Becoming Bigger and Bigger Concerns for Shoppers in the Checkout Aisle -- and They Want That Information to be Easy to Find and Verify

There will always be a segment of consumers who religiously buy products from socially-responsible companies -- toilet paper from Seventh Generation, shoes from Timberland, jackets from Patagonia, ice cream from Ben and Jerry's, and so
on.

But more and more, these socially-responsible shoppers are in the mainstream. A recent survey from marketing agency Good.Must.Grow found that most Americans care about buying products from companies that do good in the world. 
GMG's survey of 1,015 Americans yielded some fascinating, but not entirely surprising, statistics: 30% of respondents said that they expect to increase the amount of goods and services they buy from socially-responsible companies over the next
year (last year, that number was 18%), and 60% of people said that buying goods from socially-responsible companies is important to them.

But just 21% (the same percentage as last year) said that they will increase charitable donations in the coming year -- an indication that responsible purchasing is serving as something of a stand-in for charity. Thirty percent said that they expect to increase the amount of goods and services they buy from socially-responsible companies.

Treatment of employees is the biggest factor (45%) when people decide how responsible a company is. Environmental impact follows close behind (38%). Transparency, corporate oversight, and impact on society are also important factors. 

Companies shouldn't think that the trend towards socially-responsible purchasing means that they can just claim that their products are "green" and call it a day. According to the survey, 63% of people trust company claims about social
responsibility only sometimes -- when they do verify information, it's often by reading product packaging, checking out the news, and doing independent  research.

This skepticism holds true especially for large corporations that own brands that tout their social responsibility (think Kashi and parent brand Kellogg). In a survey conducted by Weber Shandwick and KRC Research last year, 56% of respondents said they would think twice about buying a product if they couldn't find information about the larger corporation behind it. One out of six U.S.consumers claimed that they would avoid a product entirely if they didn't like the parent company.

For most companies, these statistics are incredibly important: They signal a sea change in what consumers care about. In the future, it will become ever more difficult to be a successful company without paying attention to social responsibility. There are exceptions -- ask most people if they'd ditch their iPhone as a result of poor labor practices, and they'll admit that they won't.  Even so, Apple is making strides with its environmental and labor policies. This is a trend that can't be ignored.

(Source: Fast Company, 04/04/13)

While spring may have already sprung in the southern tier of the country, the upper half still has some time before outdoor construction projects start!  We’ve long discussed landscapers, gardeners, garden centers, pool/spa contractors and more as being excellent prospects for underwriting partners on our stations.  

Here’s some good prospecting information from today’s RAB e-newsletter for your local landscape architects.  Increasingly popular are outdoor kitchens (perfect for public radio foodies!), along with fire pits/fireplaces and outdoor living/dining rooms.  When you add the uptick in requests for water elements, plus the desire for backyard gardening/farming (don’t forget those
designer chicken coops!), you have a strong prospect for spring/summer business.

Consumers Digging into Bigger Outdoor Projects 
While spring is typically the busiest time of year for gardening and landscaping projects, experts are predicting a particularly abundant sales crop, powered by recovering real-estate sales. 

Outdoor living spaces will be on the top of many lists, according to a trend forecast from the American Society of Landscape Architects, as will designs focused on sustainability and low-maintenance. These outdoor living spaces -- defined as kitchens and entertainment areas -- earned a 94.5% rating, making them just as popular as gardens or landscaped spaces. And people want these rooms filled with such amenities as fire pits and fireplaces, grills, seating and dining areas and lighting. 

"Business definitely seems to be picking up," Ted Cleary, a member of the association and owner of Studio Cleary
Landscape Architecture in Charlotte, N.C., told Marketing Daily, "even over and above the typical spring bump. Over the last few years, we were seeing more customers back out of projects because of financial concerns. There seems to be more equilibrium now."

Water elements are also making a bit of a comeback -- not just as features in landscapes, but also in terms of spas and pools. And in keeping with the local food movement, the survey also reports more people are asking for food and
vegetable gardens, including orchards and vineyards.

Cleary also believes the recent real-estate slump has reset people's relationship with their homes. "There's definitely a lot more thought going into projects, and less of this frantic 'Let's fix this place up and move on.' I'm hearing more people say, 'We could be in this house for a while. Let's make the yard more suitable for what we want long-term.'"

A stronger real-estate market drives gardening and landscaping sales at such stores as Home Depot and Lowe's. In the latest analysis from CoreLogic, January's home sale price index rose 9.7% from the prior year -- the biggest increase since 2006, and the 11th consecutive month of gains.  Last month, Home Depot reported a quarterly gain of 7% in same-store sales, and expects sales for the year ahead to climb 3%. At rival Lowe's, same-store sales rose 1.9%, and it predicts a gain of 3.5% in the coming year.

 (Source: Marketing Daily, 03/18/13

Adding to the information from RAB on senior housing – it seems that buyers over 55 are the hottest segment of the housing market.  In fact, one builder says that “this is the housing segment that’s going to lead us out of recession”.  And as with everything else the Boomers have done, they’re going to do retirement on their own terms.  They’re not interested in the
sprawling retirement communities with multiple golf courses and clubhouses.  Instead, they’re looking for age-restricted properties in the suburbs centered around a fitness-oriented lifestyle.  They’re not interested in downsizing, either.  They have lots of stuff, and they want their big houses in retirement, too.

(Personally, I’ll be looking for a one-story, 2500+ square feet, in a nice neighborhood, preferably with a porch…!)

Hope this results in some good conversations with your realtors!
jc

Builders Hope to Lure Boomers and Seniors as Home Values Rebound
From RAB's "Radio Sales Today" 2/19/13
Seniors who have been itching to trade the old home place for some new digs may get the chance now that the housing market is recovering. 

At least that's what builders hope. 

They are ready to build a new generation of housing aimed at seniors and aging baby boomers -- not the huge retirement golf course developments of yesteryear, but smaller, age-restricted suburban subdivisions.  During the economic crash, many of these potential buyers put their plans on hold when their houses wouldn't sell or they lost equity.  But with housing values on the rebound, homebuilders are sharpening their marketing efforts aimed at buyers over 55.

"We think this is the housing segment that is going to lead us out of recession," Don Whyte, a Utah builder, said recently at the housing industry's annual meeting in Las Vegas.  "We are seeing the traffic from these buyers is up, and shoppers are coming around looking at houses again," he said.

The National Association of Home Builders is predicting an almost 25 percent increase in home starts this year for properties targeted at 55-plus buyers. And next year, construction for this market will jump almost a third.   "This is a growing share of the market, just in terms of the underlying demographics," said Paul Emrath, an economics researcher with the builders
association.  Currently, about 42 percent of U.S. households are made up of 55-plus residents. By 2020, that number is forecast to grow to almost 47 percent.

Equity returns
John Sheleimer, a housing researcher from Northern California, said there are 79 million U.S. baby boomers and almost 80 percent already own a home.   "We are the wealthiest consumer segment in the housing market," Sheleimer said. "We have money to buy homes if we can sell our home at what we think it is worth, and that is also improving.  We are starting to see the home equities come back," he said. "We are starting to see people feel they can sell their home and move equity to buy a
new home."

Home starts for 55-plus buyers should total about 150,000 units this year, the builders predict.  The recession froze sales of homes to seniors in many areas of the country, builders and economists say, and there is pent-up demand.   "We have had a delay of several years where boomers and seniors didn't move," said Bob Karen, a Maryland builder. "In our sales offices, we now see an absolute change in this consumer's behavior.  They are coming in with lots more optimism and not as depressed about selling the homes they have," Karen said.

Now that older buyers are thinking about moving again, builders are trying to figure out what type of housing they want. New research shows that most still want to live in the 'burbs, with few opting for central city locations.

Different priorities
But they are less interested in the huge "retirement" communities that were developed in past decades.  "The days of the mega master-planned community with four clubhouses and 27 golf courses are dead," said Sheleimer.   Instead, the 55-plus buyers are looking at smaller age-restricted subdivisions close to traditional housing. Most of those buyers also aren’t
interested in drastically downscaled housing, Sheleimer said. "Many 50-plus buyers do not want to downsize to 1,500-square-foot or 1,200-square-foot homes," he said. "We have lots of stuff."

 While aging buyers may not want golf courses, that doesn't mean they aren't interested in community amenities. Developers are building walking trails, fitness centers, swimming pools and clubhouses in most of the successful projects.

"The exterior amenities are just as important as the interior," said Andrew Wong of Pulte Homes, one of the country's largest builders of homes for 55-plus buyers. Wong said Pulte's homes aimed at boomers and seniors are as large as 3,000 square feet.  "These buyers might still be working, or they could be retired," he said.

 (Source: The Dallas Morning News, 01/31/13)

From this week’s RAB e-newsletter, an article that speaks to what we, as  public radio marketers, do.  Purpose marketing, or marketing your company not just by what it sells, but by what the company stands for – is perfect for public radio consumers.  (It’s also a perfect marketing tool for Millennials and Boomers – but that’s another topic!)  

Companies are setting themselves apart from the competition by making their values known.  If there are six companies selling sandwiches, but one company shares your ecological values – then you will buy your sandwiches there.  It’s the Halo Effect in marketing, and public radio stations can help companies achieve that goal – both through their own messaging and by association with public radio.

It’s an interesting read –
jc

Selling Products by Selling Shared Values

The purpose of marketing is to sell products, but there is also a new way, known as purpose, or purpose-based, marketing, to do it.  Purpose marketing, also called pro-social marketing, advertising for good and conscious capitalism, woos consumers with information about the values, behavior and beliefs of the companies that sell the products. The goal is to convince potential customers that the companies operate in a socially responsible manner -- marketing "meaningful brands," to borrow a term from the Havas Media division of Havas -- that goes beyond tactics like making charitable contributions or
selling a product or two in recyclable packaging. 

Purpose marketing is becoming popular on Madison Avenue because of the growing number of shoppers who say that what a company stands for makes a difference in what they do and do not buy.  Consumers are seeking "authentic emotional connections" with brands, said Mandy Levenberg, vice president and consumer strategist for cause and sustainable living at CEB Iconoculture, a consumer research and advisory firm that is part of the Corporate Executive Board Company, and the perception that certain "shared values" can increase loyalty. 

Such consumers, frequently referred to as socially conscious shoppers, are assiduous in their research of corporate policies. That means a company doing something deemed at odds with its purpose-based mission statement or high-minded
advertising campaign runs the risk of eliciting disappointment -- or even a sense of betrayal -- among socially conscious shoppers who consider themselves misled.

Thus, a company that pursues purpose marketing must communicate what its "core values" actually are, said Michael Simon senior vice president and chief marketing officer at the Needham, Mass., office of the Panera Bread Company  restaurant chain.   For instance, Panera is "a place to get great soup, salads, sandwiches, but we stand for so much more," he added, citing policies that include donating unsold baked goods, starting the Panera Bread Foundation, working with organizations like Feeding America and opening donation-based community restaurants under the Panera Cares banner.  "We talk about our values internally, but we've been reticent to leverage them," Mr. Simon said. That changed as a result of research that showed that communicating those attributes and actions could be "more compelling to our customers" than conventional pitches about meal deals or how "my sandwich is better than the guy across the street's."

So Panera and its new creative agency, Cramer-Krasselt in Chicago, are introducing a campaign, with a budget estimated at $70 million, that bears the slogan: "Live consciously. Eat deliciously."  The campaign will include television and radio commercials; digital, print and outdoor ads; and a significant presence on social media like Facebook and Twitter. The estimated 13 million customers who belong to the My Panera program will got a preview last Thursday. (The campaign was formally introduced on Monday.)

The effort is intended to convey that "as a successful business, the people at Panera believe it's important to participate in the community beyond pure business," said Marshall Ross, Cramer-Krasselt's executive vice president and chief creative officer.  "Of course, Panera's not the only people to care about these things, deliver these things," he added, but "when people who like the company for the food hear about the kind of company it is, it changes how they feel; they like it even more, for more emotional, more potent, more loyalty-driving reasons."   Mr. Ross acknowledged that purpose marketing "really does need to reflect real sincerity, without making people cynical."    "Sometimes an ad agency's job is to conjure the story and express it in a fascinating way," he said. "This time, our job was to shut up and listen to the real story."

 A television commercial that will help introduce the campaign starts with a narrator who says: "When Panera began, we decided to get up every day and bake fresh bread from fresh dough in every bakery cafe. That decision made us wonder,  what else could we do the right way?" The narrator goes on to ask: "Could we make food that lives up to our bread? And could it be food you can trust, with ingredients like antibiotic-free chicken?"  The commercial continues in a circular style, underlined by a Rube Goldberg machine that mimics the daily routine at a Panera restaurant. "Could we start all this with a humble loaf of bread?" the narrator concludes. "We already have, and every morning we start again."

For Bumble Bee seafood, Bumble Bee Foods is playing down traditional ads focused on products in favor of purpose-based efforts under a rubric, "BeeWell for Life," meant to emphasize health and nutrition. Those efforts involve blogs, e-books, Facebook and a Web site.  "We're figuring out as a company, as people, how we can effect change," said David F. Melbourne Jr., senior vice president for marketing and corporate social responsibility at Bumble Bee Foods in San Diego. "Rather than pushing out brand messaging, we're engaging consumers in a more meaningful way."   In pursuing purpose marketing, initiatives ought to "incorporate realistic goals," he added, to keep the campaigns from seeming too ethereal.

Bumble Bee Foods is primarily working with two agencies, Mr. Melbourne said, Geary Interactive in San Diego and Fleishman-Hillard, part of the Omnicom Group. Spending for the "BeeWell for Life" efforts is estimated at $5 million.

Other brands known for purpose marketing include Kashi, sold by Kellogg, and Whole Foods Market. A newcomer to the trend, Union Bank, is introducing a campaign by Eleven in San Francisco that carries the theme "Doing right, it's just good business." It features Edward James Olmos and Maya Angelou. Ms. Angelou? As in, "I Know Why the Caged Bank Sings?"

 (Source: The New York Times, 02/13/13)