Oct arev presenation oct. 27 2011

Career Tech is at a crossroads.

CHOOSE TO…

BE A MARKETING/DATA DRIVEN SCHOOL

What is your

story?

• Decreasing Student Populations Old 25% “Rule” may not work

• Levies on the ballot “constantly”

• Staff Reductions

• Tight Finances

• Uncertainty

• Doing more with less

It’s Tough out There

Recession ProofYour Marketing

• Students today on the average have 15+ educational options.

• Our audiences want proof that what we are doing makes financial sense.

• Poverty levels are increasing. Businesses are hurting.

Times are changing…

There are a lot ofMarketing “gurus” out there offering advice.

Suggestion…

Slow Down! Think about what works for your school in your area.

Who do you listen

to?

What is Marketing?

Marketing 101: The most important elementof any marketing plan isa good product.

Are your programs meeting the needs of your communities? Can you offer more? Can you be more?

It isn’t about marketing and PR. It’s about communications, and it’s a collaborative effort. Pr can’t improve a reputation without the cooperation of good products, good practices, good management, good IR and HR…

Essentials of Good Marketing

Does your product match your message?

It’s not just word of mouth anymore. It’s instant communication, online with 1000’s of people

You can only fool the public/customer for a short time.

What is Marketing?

It is the planned and conscious effort of an organization to

build the best possible reputation with its target markets.

It is the management of communication between an organization and its publics.

What Marketing Isn’t

• It is not Recruiting and Retention. Those are separate functions.

• Marketing supports recruiting and retention efforts.

Marketing is all about Messaging.

Effective Marketing Directors• Provide data to support decisions

• Measure Outcomes (ROI)

• Are on the Administrative Team; reports to superintendent

• Manages/Oversees social media, crisis media management, branding, internal/external communications, strategiccampaigns, website management, media buys, etc.

• Aware of and Responsive to (responsible?) internal and external culture. Culture is at the heart of every business and often determines its long-term success or failure.

Levies • Partnerships • Facility needs, etc),Programs (high school and adult offerings) and accomplishments       • Internal (teachers, staff, students) and External (legislators, voters, business/industry, prospective students, community members

Creating an Image:

A planned and continuous series of materials and activities to communicate with internal & external publics.

MarketingIncludes, it’s

really different for each school

Data Driven• Website—It is the Entrance into your school• Google Analytics• Facebook Insights• Mobile Presence• Look at data from phone calls• Do surveys

Learn from Successful Companies

• McDonald's June sales rose 7.7% global...at a time when they are blamed for the world’s obesity problem

• "Our performance has been driven by a combination of everyday value, the introduction of compelling new menu items, a sustained focus on core favorites and an ongoing emphasis on improving restaurant operations," said President-Chief Operating Officer Don Thompson during today's earnings call.

Steve Job’s View on

Marketing

• Marketing is about values. This is a very complicated world; it’s a very noisy world. And we’re not going to get the chance to get people to remember much about us. No company is. So we have to be really clear on what we want them to know about us. That’s what marketing to me is—formulating the story we want people to know about and then making it part of everything we do. It’s about bleeding it.

Brand Story

• New Media Technology is worthless without a Brand Story to deliver

• Technology can’t replace the intimate relationship that a brand story creates

• Increase in communications channels make it complex to have successful branding campaign

What is Branding

• Impressive stories—generate a buzz• Heroics, a spirited feeling, involvement• Increase in communications channels make it

complex to have successful branding campaign, stories on product benefits, engaging (?)

• By preferring certain brands, we associate ourselves with certain values

Mike Rowe Video here

Brand stories reflect what career tech stands for—internally and externally

Career Tech messaging has been really confusing the last few years….

“Experience Economy”—focus on senses and emotions. Our offerings need to based on experiences, not just

products or services.Students (Customers) are involved and actively participate…feelings are created. (Social media)

Who are we? What do we stand for?

Highly Effective Marketing • Make No Assumptions• Be a Storyteller• Build Relationships• Be a giver—give away product—doing

resumes at a Job Fair, offering free haircuts• Know everything is a test—fact gathering and

data gathering• Choose a niche and stick with it…!!!!

We CAN Choose to Change

• Marketing Driven/Data Driven/Customer Service

• Put Students’ First• Critical Role in Your Communities• Your Announcements• Your Rules• Your Expectations

Attitude Adjustment• #1. We are here for students.• Right Student, in the Right Program, for the Right Reason.• Some programs have to go; many have to change; new ones need to be created.

• If word of mouth isn’t working for you, change is needed. How?

Facebook, Twitter,Etc.

They aren’t going away…

Social Media

Social Media Video will be inserted here

Provide Tools for Marketing

• Smart Phones• Ipads• Laptops

Cost of Marketing vs. Cost of not marketing

Staff’s Role in Creating the Experience

• Receptionist• Maintenance Crew• Secretaries• Teachers• Substitutes

Your Story• Work your story into EVERYTHING you do.• Tell your story from every touchpoint.• 100% consistent.• Make it a memorable Brand Story.• Tie your experiences to your culture; to your

consumer

What is Career Tech’s Story• College or Career? • Jobs?• Good Investment?• Marketable Skills?• Education tied to jobs?Why are we rating ourselves on how many go to college? 47 million job opening between 2010 and 2018—30 million will need some postsecondary education, 14 million associate or career tech certificate. Research suggests that by 2025, U.S. will required 4 million additional occupational certificates and 1 million more associate degrees to meet employer demand.

Career Tech Central to Economic Recovery

For post-secondary students, evidence is mounting that the payoff for occupational-certificate programs of at least one year can be quite large--often outweighing the benefits of an associate or bachelor's degree. Nationally, the Georgetown Center for Education and the Workforce estimates that 43 percent of workers with occupational certificates and licenses out-earned associate-degree holders, and 27 percent had higher earnings than bachelor's-degree recipients.

More Efficient Use of Public Dollars

Completion rates for certificate programs are often quite high--typically between 65 and 75 percent of students finish and attain the credential--which helps keep their cost per completion lower than that of degree programs with higher rates of attrition. The contrast is evident in Tennessee, where 27 state-run technology centers that award occupational certificates have had an average completion rate of about 70 percent over the last five years. At the state's 13 community colleges, completion rates hover around 15 to 20 percent.

CTE ProgramsThe point is not that every student should follow a career-academy or tech-center model. Every approach has its limits, and traditional associate or bachelor's programs will continue to be right for many students.

But it should not be a surprise that innovative CTE programs have proven successful. They teach practical, marketable skills and are tightly linked to employer demand in high-growth industries. Many of them feature a heavy dose of on-the-job training and apprenticeships that introduce students to local employers and provide them with the personal relationships that often underlie the labor market.

More Adjustments• Let’s start listening to our Advisory Committees instead of talking to them.• Professional Development needs to count.• Technology needs “Attention.”• Can’t afford low hanging fruit.• While making cuts, we also have to add what counts.• Student Engagement needs increased.• As we raise the bar we must also provide alternatives for students who can’t reach that bar.

Technology

• IT support is crucial as you move forward• Realize that there is no one perfect fit• Technology Committee• Facebook pages for programs

Professional Development• Laptop or Netbook program— train staff first• Smartboard Training• Ipads

We have staff at allDifferent levels, PD isa must.

Marketing Matters

All of us “market.” Everything we do and say will either build our school’s reputation—strengthening the Career Center’s position in the community,

securing revenue and increasing the value of our contributions—or we will weaken our position

through inconsistent, mixed messages.

Honesty, Integrity

If we fail to put our customer first it quickly dims our reputation.

That’s not just “being nice.” It means keeping programs up to date

and creating newprograms to meet needs.

Marketing Driven

Marketing is as essential to student achievement in our school district as curricula and neither should be left to chance.

All staff members have responsibility for effective school communications.

CHOOSE to be a marketing driven school.