302 Visions Parkway Adel, Iowa 50003 T: 800.314.8972 F: 515.993.5422 www.kuder.com [email protected] Kuder System Awareness & Advocacy Kit
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302 Visions Parkway Adel, Iowa 50003
T: 800.314.8972 F: 515.993.5422
www.kuder.com [email protected]
Kuder System Awareness & Advocacy Kit
KUDER SYSTEM AWARENESS AND ADVOCACY KIT APRIL 2018
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CONTENTS INTRODUCTION ............................................................................. 1
STRATEGIES & TACTICS ................................................................. 3
DESIGNING YOUR PLAN ................................................................ 7
SAMPLE PLANS .............................................................................. 8
AVAILABLE RESOURCES .............................................................. 12
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INTRODUCTION Congratulations! By choosing Kuder, you’ve taken a big leap toward achieving your education planning and college and career readiness goals!
You’ve received this Kuder System Awareness & Advocacy Kit because your system is live and available for use — or will be very soon. Hopefully you have gotten to know Kuder and familiarize yourself a bit with your new system through efforts put forth so far during the implementation process such as:
• Reviewing emails from Kuder Client Engagement to help with registering and getting started in the system and understanding the implementation process.
• Reviewing system login instructions so you’re able to help students/system users get registered.
• Reviewing companion career development curriculum, Direct Your Future™, and determining when and where to offer it to secondary students.
• Completing or scheduling a system training session, available face-to-face or online.
• Creating an account in the Kuder Administrative Database Management System® (ADMS).
• Completing, enrolling, or planning to enroll in a Kuder professional development course such as Kuder Career Advisor Training®: Advanced™.
WHAT’S NEXT? It’s time to think about how to drive participation, increase awareness, and communicate the overall value of your education and career planning resource.
By spending just a little time on efforts to “market” your system to staff, students, parents, and other users, you’ll help ensure awareness, motivation, and participation by keeping education planning and career development top-of-mind all year long.
Content delivered via a mix of distribution channels (print, email, online, etc.) is the best way to keep everyone informed and engaged. We also know that educators are often too busy to plan and execute effective communications plans.
So we’ve put together the following guidelines, suggestions, strategies and tactics, and plug-and-play (self-serve), content-filled templates for you to use while publicizing and leveraging your career planning system.
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Here’s a peek at the range of materials available for use as you see fit:
• Suggested communications tactics and best practices.
• Tips on designing a communications plan best-suited to your organization and audience(s).
• Sample communication plans:
Pre-launch.
Academic year (9-months).
• Templates:
Announcements.
Letters.
News releases.
Posters.
Certificates.
• Kuder system style and brand guidelines, including information about logo usage, color palettes, and fonts.
HELP YOURSELF! We’re excited for you to get started and we encourage you to help yourself to anything we’ve included in the Kuder System Awareness & Advocacy Kit.
The majority of what we’ve included in this kit are merely suggestions and recommendations based on our nearly 80 years of implementing and managing successful academic planning and career development systems. However, a few items and/or content is uneditable due to Kuder’s corporate branding guidelines (i.e. posters, fliers, Kuder’s logo).
You know your audience best. It’s our hope that the following information and templates help you design and execute a communications plan that effectively promotes system awareness, usage, and success.
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STRATEGIES & TACTICS The following tactics, tips, and guidelines are merely suggestions, not requirements.
ANNOUNCE DECISION TO IMPLEMENT KUDER Keeping a steady flow of communication regarding purchases and software/curriculum changes is important. Issuing a brief announcement ensures awareness of the decision to implement a system from Kuder and next steps.
It also publicizes your commitment to ensuring students and adult graduate college and career ready, and connects your organization with the Kuder brand — one that’s internationally recognized as the global leader in career development.
Suggested Strategies and Tactics • Send a press release or news article directly to appropriate media points, if/when applicable.
Media outlets may include:
BusinessWire.
PR Newswire.
MarketWire.
• Send a press release or news article to local media organizations, newspapers, or trade journals (these email addresses are usually available on the media company’s website).
• Email or direct mail an announcement to school staff and parents, if applicable, letting them know about the system and what to expect.
• Repurpose content on website, in newsletters or staff blogs, fliers, and more.
• Use already scheduled events to make announcements.
CONNECT WITH KUDER Engagement is crucial when forming a thought-provoking network around the advancement of education. Getting and staying connected to us promotes affinity, awareness, and alignment among administrators, educators, students, parents, and all system users.
Suggested Strategies and Tactics • Connect with Kuder and share your experiences via our social media accounts:
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YouTube
Blog
• Check Kuder’s weekly blog posts, which are packed with best practices, tips, advice, and hot topics related to education and career planning, and share posts with peers and colleagues.
• Share your story. The best way we help you is to share best practices, testimonials, and other tips and ideas from our clients. We welcome and invite you to share your story here or contact us if you are interested in contributing to our blog.
• Include subscribing to Kuder’s newsletters, such as Kuder User News in your communications plan.
We encourage all clients and administrative users of a Kuder system to subscribe to our newsletters to stay up to date on Kuder products and services updates, news, research, and more. Subscribe here now and please share with your colleagues.
Then, we encourage you to repurpose the content from our communications into your newsletters, online, or during events and face-to-face conversations about career planning.
Press release and announcement letters, as well as social media tips and examples, are included in Kuder System Awareness and Advocacy: Templates and Content.
LEVERAGE THE KUDER BRAND Using the Kuder brand identifies organizations, such as yours, who are committed to building better tomorrows, today. Consistent use of Kuder’s logo and brand facilitates awareness and drives system usage, helps establish trust with Kuder, and shows other institutions who are familiar with Kuder that you’re committed to building bright futures for all system users.
Suggested Strategies and Tactics
Kuder Logo
As a valued client, you have full permission to use Kuder’s logo on internal and public-facing communications; all we ask is that you take a moment to view our identity guidelines to ensure consistent application of our logo—thereby protecting the integrity of the Kuder brand.
• Add our logo, company description, link to kuder.com and/or your custom Kuder portal or landing page to your school or organization website and email signature.
• Include the logo in all communications regarding Kuder and/or career planning.
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A variety of logo files optimized for print and web use, as well of usage examples, can be found in the accompanying Brand Guidelines documents and section.
Kuder Videos Videos are a great way provide a quick overview of our company, showcase success stories from around the world, and convey the value of systems powered by Kuder. What’s even better is they allow for flexibility and tailored communications plans based on audience segment, as they feature testimonies from decision-makers, teachers, career advisors, parents, students, and more.
• Include a video (or two!) in presentations or emails to staff, parents, students, business leaders, and community partners.
• Show videos in class or workshop to introduce a career planning activity.
• Anyone in a career advising role is encouraged to share their commitment to helping create future success by embedding their favorite Kuder video into their email signatures.
• Visit our YouTube channel or online library to review videos and copy links.
See the accompanying Promotional Materials section and files for more information about how to best use Kuder videos.
Kuder-Branded Posters and Fliers We encourage you to download, print, distribute, and display Kuder-branded materials. Using pre-existing materials is a budget-friendly, effective way to remind users about the benefits and features of your career planning system.
Posters
Not only do posters serve to inform, they also help create fun, visual learning atmospheres when displayed in classrooms or throughout the building, shared with students and parents, or uploaded to an organization’s website.
Downloadable/printable poster files are included in file name. We’ve included two sizes for you to pick from—11 x 14 and 16 x 20. If you are unable to print from your school or facility, we suggest you take advantage of a reliable printing centers, including those below who able accommodate online orders for either 11 x 14 or 16 x 20 posters:
• CVS
• FedEx
• Kodak
• Office Depot
• Shutterfly
• Staples
• Walgreens
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Fliers
Having something tangible to give a clear, informative overview of your Kuder system will help parents understand the benefit for their child. Kuder product- and service-specific fliers are available for download/print as part of this kit.
We encourage you to print/distribute fliers at Back-to-School night, Parent-Teacher conferences, career fairs, and other events throughout the year, and save viewable/downloadable pdfs to your website (i.e. school counselor’s blog or in the career guidance portion of a website).
RECOGNIZE MILESTONES AND ACHIEVEMENTS Keeping students motivated and engaged can be tough. By setting goals and recognizing accomplishments, students feel as if their day-to-day efforts are contributing to a greater cause. Not only will students enjoy being recognized, family and friends will appreciate it as well.
Suggested Strategies and Tactics • Review and share Parent Night Kit materials available in the ADMS.
• Consider creating certificates for students and adults celebrating milestones, such as completing all three assessments, completing job prep tools (resume, cover letter, reference list), celebrating a certain number of occupations or educational options saved, etc.
• Encourage system users to use the Note Taker tool so milestones and achievements are recorded and able to be shared during parent-teacher conferences or other events.
CELEBRATE NATIONALLY-RECOGNIZED EVENTS There are many academic and career planning-related events and observances throughout the year (see page 9 for our suggestions on how to tie these into your overall communications plan). Connecting these events to your system will help keeps users interested and moving forward!
Suggested Strategies and Tactics • Morning Announcements: Daily announcements are great because all students are paying
attention. Why not periodically promote your career planning system while you’ve got a captive audience? Add these to your school or organization’s social media pages too!
• Suggestions for announcements to use during events like National School Counseling Week (hosted each February by the American School Counselor Association) or National Career Development Month (November) are included in Promotional Materials section.
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DESIGNING YOUR PLAN The most successful Kuder Career Planning Systems include communication plans with a variety of activities, milestones, or celebrations. Your system promotion plan should be developed with the intention of creating awareness and encouraging participation.
THE VALUE OF A FORMAL PLAN • Clarifies goals and objectives. Think of your plan as a roadmap; you know where you want to
go, but you need a route to get there. The plan is your route.
• Confirms relationships between audiences, messages, activities, and materials. Going through the planning process will help you identify who you need to reach, what to tell them, and how. You may find that each audience has unique characteristics, needs, and motivations; a plan will help you discover effective ways to make them aware and informed.
• Helps identify and execute multiple activities. There are many ways to get a message across. Outlining a plan help determine which activities you will engage in so you aren’t continuously pulled in different directions.
• Gets stakeholders on the “same page.” A well-articulated plan ensures everyone has the information necessary for success.
• Allows you to gauge success as well as areas in need of strengthening. You can develop a unique, tailored evaluation strategies to gather information needed to improve efforts.
PLAN CONSIDERATIONS Audience
• Decision makers.
• Staff (teachers, counselors, etc.)
• Students or adults, depending on who you serve.
• Parents.
• Community and local business leaders.
Timing • Immediate (prior to system launch) vs. ongoing communications.
• Academic vs. calendar year.
• Coordination with events and/or observances.
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SAMPLE PLANS Information provided below can be leveraged to launch a comprehensive plan that integrates with your existing communication goals and objectives.
PRE-LAUNCH Pre-launch communications ensure awareness of the decision to implement a system from Kuder. They also publicize your commitment to ensuring students and adults graduate college and career ready, and connects your organization with the Kuder brand — one that’s internationally recognized as the global leader in evidence-based career development.
Everything below to be completed within 30 days of contract signing/processing purchase order.
What When Who
Announcement Letter Immediately Decision-maker (buyer) to
organization staff (administrators, educators, etc.).
News Article or Press Release Immediately Organization’s website or national
news distributor.
Announcement and Kuder Logo on Website After staff is notified Organization’s website.
Letter to Parents After staff is notified Staff to parents via printed letter, email, or information posted to
teacher’s/counselor’s blog.
Embed Kuder Logo and Link to Website in Email Signatures
After staff and parents are notified; after announcement is on
website.
All staff, particularly anyone in a career advising role.
Connect with Kuder Social Media After staff and parents are
notified; after announcement is on website.
All staff, particularly anyone in a career advising role.
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ACADEMIC YEAR (9-MONTH) PLAN Month Communications Strategies and Tactics
August
• Print/display Kuder-branded posters in classrooms or around the building. • Update website and staff blogs to include Kuder logo, information about the system, and link to
kuder.com. • Send a letter (or email) to parents outlining the year’s career planning goals and provide information
about how to access the system, as well as links to kuder.com and Kuder videos. • Attach a Kuder video and logo to email signature blocks. • Check your inbox for Kuder newsletters and share content with students, parents, and other
stakeholders as appropriate. • Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
September
• Issue a beginning-of-the-year news article or press release about your organization’s commitment to college and career readiness; include usage stats or goals.
• Recognize College Savings Month by telling students and parents about the financial aid and scholarship resources available within the career planning system.
• Prepare student progress information and print Kuder-branded fliers for Fall Parent-Teacher conferences or other events.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
October
• Discuss STEM careers, entrepreneurship, and work values assessment results on Steve Jobs Day (16th); prepare by reviewing the Kuder Blog for posts related to these subjects.
• Promote National Career Development Month (November) in morning announcements, on your website, or in class. Encourage student participation by sharing information from NCDA’s activities page about annual poetry and poster contests.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
November
• Celebrate National Career Development Month by recognizing system milestones and achievements and promoting the system during daily morning announcements.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
December
• Send a letter/email to parents recapping achievements since school began and reminding them about the year’s career planning goals; provide information about how to access the system, as well as links to kuder.com and Kuder videos.
• Use International Volunteering Day to your advantage by showing system users how to add sections, such as extra-curricular activities and volunteerism; send a note to system users and/or parents about the importance of up-to-date resumes.
• Promote the system by including talking points about New Year’s Resolutions related to education and career development in morning announcements and other schoolwide communications.
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• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
January
• Take time on Have Fun @ Work Day (Jan 28) to have system users identify fun occupations using assessment results.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
February
• Promote system awareness and usage via staff, student, and parent communications related to Career Technical Education Month, Financial Aid Awareness Month, and National School Counseling Week, including letters, milestones, morning announcements, website content, linking to or sharing Kuder social media and blog posts, etc.
• Prepare student progress information and print Kuder-branded fliers for Spring Parent-Teacher conferences or other events.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
March
• Promote system awareness and usage via staff, student, and parent communications related to Women’s History Month and Pi Day (Mar 14), including letters, milestones, morning announcements, website content, linking to or sharing Kuder social media and blog posts, etc.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
April
• Promote system awareness and usage via staff, student, and parent communications related to Counseling Awareness Month, including blog posts and info about Kuder’s alignment to ASCA.
• Promote financial aid and scholarship resources by celebrating Financial Literacy Month. • Use Earth Day (Apr 22) to have system users explore “green” occupations related to assessment
results; if applicable, share a recap of the activity with parents. • Check your inbox for Kuder newsletters and share content with students, parents, and other
stakeholders as appropriate. • Monitor and share Kuder social media posts. • Visit the Kuder Blog and share information via email or social media.
May
• National (College) Decision Day is May 1: Use it as an opportunity to remind system users — via emails, morning announcements, etc. — about test prep tools and other college planning resources available in the system.
• Check your inbox for Kuder newsletters and share content with students, parents, and other stakeholders as appropriate.
• Visit the Kuder Blog and share information via email or social media.
June & July
• Share your story, experiences, tips, and other ideas with Kuder. • Check your inbox for Kuder newsletters and share content with students, parents, and other
stakeholders as appropriate. • Visit the Kuder Blog and share information via email or social media.
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With so many observances, events, and promotions throughout the year designed specifically to promote or celebrate education and career development, it's easy to incorporate fun ways to keep system users motivated and focused.
Did we miss a day, week, or month that you celebrate? Add them or confirm dates using these trusted resources: Holiday and celebration resources for educators; @HeyWhatDay on Twitter; International days; International Weeks ; and education-themed events observed by the United Nations.
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AVAILABLE RESOURCES TEMPLATES AND CONTENT
• Press releases/news articles.
• Letters.
• Social media posts.
• Daily announcement ideas.
BRAND GUIDELINES • Kuder Corporate logo (four versions).
• Kuder Galaxy®, Kuder Navigator®, and Kuder Journey® logos.
• Kuder boilerplate content:
Kuder company description.
Kuder’s vision and mission statements.
Kuder Career Planning System®, Galaxy, Navigator, and Journey descriptions.
• Color options.
FLIERS AND POSTERS Fliers
• ADMS • Galaxy • Top 5 Reasons to Choose Galaxy
• Assessments • Journey • Top 5 Reasons to Choose Journey
• CAT • Navigator • Top 5 Reasons to Choose Navigator
• Direct Your Future • Navigator Parent Flier • Top 5 Reasons to Choose Professional Development
And more!
Posters • Kuder Galaxy
• Kuder Navigator
• Kuder Journey
• And more!
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Our Vision To help people discover and achieve what they want to be.
Our Mission To be the global authority in career guidance and education by providing
evidencebased and proven tools to navigate life’s journey. Our resources help to raise aspirations to last a lifetime.
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