exploring the 2010-2011 education & outreach strategy

EXPLORING THE 2010-2011 EDUCATION & EXPLORING THE 2010-2011 EDUCATION & OUTREACH STRATEGY OUTREACH STRATEGY

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Office of Apprenticeship: Exploring the 2010-2011 Education & Outreach Strategy

Education and Outreach Team Strategic Plan for 2010-2011

John LaddJohn LaddAdministratorAdministrator

Office of ApprenticeshipOffice of Apprenticeship

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Education and Outreach Team Strategic Plan

• Strategic Goal: Expansion of RA into New Industries– Supports Agency Goals, Strategic Plan, Operational Plan– Key Industries beyond Construction including Green Jobs,

Healthcare, Transportation and Others….

• Jobs! Jobs! Jobs!– Over 100,000 new apprentices last year.– 100,000 found or returned to work.– Imagine what we can do as economy recovers– Job Squad!

• Need to be Smarter– Need to be more strategic– More focused– Better use of limited resources– Promote Innovation

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Joseph JenkinsJoseph Jenkins Team LeaderTeam Leader

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Education & Outreach Team

• Education & Outreach Team Members:Nora Carlton, Paul Cleary, David Gaither, Patricia Garcia, Laura Ginsburg, Dean Guido,Douglas Howell, Kenya Huckaby, Kirk Jefferson,Joe Jenkins, Ron Johnson, Kim Jones, Alex Jordan,Robert Laudeman, Linda Mills, Stephen Sage,Greer Sisson, Robert Straughter, Charles Vaughan & Jasper Williams

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Examining the Past

Education & Outreach Strategy was focused on: – Development of the Apprenticeship Brand

• Earn, Learn, Succeed

– Development of focused Education & Outreach Materials

– Development of Key Messaging• Highlighting Registered Apprenticeship

– Assisting Field with Utilization & Distribution of Education & Outreach Materials

– Development of Partnerships & Increasing Communications between OA and Stakeholder Community

– Development of a National Strategy (not fully connected to Regions)

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Improvements in the National Registered Apprenticeship System

Revisions of Regulations CFR 29, Part 29– Provides for New Features to our Product

• Flexible Training Options– Time-based, Competency-based and Hybrid option

– Interim Credentials

– Technology-based learning

– Enhanced Accountability, Consistency & Quality • Program Performance Standards

• Provisional Registration

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Development of Marketing Materials– Development of National Marketing Strategy

• Focus Teams

• Messaging

• National Strategy

• Materials

• Partnerships

– Strategies Focused on Assisting Field with Utilization of Education & Outreach Materials

– Utilization by Field Offices • Distribution of Materials

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Kirk Jefferson Kirk Jefferson Apprenticeship & Training Apprenticeship & Training

RepresentativeRepresentative

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Improving Website Communications• COP as an Education & Outreach Tool

• Storage & Distribution of Education & Outreach Materials

• Expanding the Scope of Communications for Workforce Community

• Increased Opportunities for Employer Participation

• Expanded Services to SAA’s

• Sharing of ARRA Activities on COP

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The Future is Now

Key Elements of the Nationally Coordinated Plan• The Realities of Today (work in progress)

• A Clear Focus on Training, Jobs and Partnerships for the Registered Apprenticeship System

• Clear Development of Strategies that are consistent with the Employment & Training Administration’s efforts in coordination with the Workforce Development System

• Clearly defined Strategies and Targets of Industries & Organizations for expansion based on the use of Data & Technology.

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Kim Jones Kim Jones Regional Executive AssistantRegional Executive Assistant

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The Future is NowKey Approaches• Models are developed and shared with Regions to enhance Education & Outreach

strategies

• Highlight marketing of National Guidelines Standards and New Occupations

• Matrix is developed to share information and contacts to ensure the expansion of Registered Apprenticeship

• Communications systems will be established to share information & approaches to stated targets & markets

• National & Regional Offices will develop & use standardized Consultative Sales approach for key expansion activities

• Partnerships with the Workforce Development System will be expressed in two way relationships

• National Office will develop systems & data houses to assist with the Education & Outreach efforts

• National Office will initiate contact & make referrals to Field Offices for targeting industries to expand Registered Apprenticeship

– This exercise can be repeated vice versa

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Stephen SageStephen SageApprenticeship & Training Apprenticeship & Training


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Strategic Implementation

Marketing of National Guidelines for Apprenticeship Standards (NGS) and/or New Occupations:

• Available Options using Checklist:– Departmental Press Release

– One Page Summary

– Bulletin

– Community of Practice (COP) website

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Expansion into Key Industries/Organizations -Outreach Targets for 2010 – 2011 are set– Transportation

– Healthcare (including Public Health)

– Green

– Advanced Manufacturing

– Energy

– Governmental Organizations (Federal, State, Local)

The Future is Now

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Dean GuidoDean GuidoRegional DirectorRegional Director

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Key Elements of Plan:• Better Planning/Diagnosing “Pain Points”

• Better Use of Information & Technology (utilization of RAPIDS as an Education & Outreach tool)

• Information Sharing

• Development of New Approaches to Marketing & Sales (Share Practices)

• Education & Outreach Communications Network (Our Story & Our Messaging)

• Marketing of National Guidelines Standards & New Occupations

• Quarterly Webinars based solely on Education & Outreach Best Practices

• Developing New Industry Contacts & Associations

• Strategically Marketing to Targeted & New Industries/Organizations

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Alex JordanAlex JordanInformation Technology SpecialistInformation Technology Specialist

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Data & Technology• Data & Technology Work Group Recommendations

– BLS / National & Regional Occupational & Industry Outlooks

– In house system for identifying targeted Industries & Occupations

– Design system for sharing National & Regional data on potential Industries, Clients, Customers, etc.

– Web Resources• National:

– www.bls.gov

• Local:– www.bls.gov/bls/ofolist.htm (State LMI)

– www.manta.com

– www.webstersonline.com

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Data & Technology• Development of Leads & Contacts for National

and Regional Offices– Client, Customer & Business Contact Info

– Developing Partnership/Contact lists

– National Conferences

– Chambers of Commerce

– Workforce Development Partners

– Key Business / Trade Journals

– Key Organizations and Associations Contacts

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Linda MillsLinda MillsApprenticeship & Training Apprenticeship & Training


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Highlighting our Successes (Telling Our Story)• Quarterly Webinars – Sharing of Information on Industries and

contacts throughout National & Regional Offices

• Key Regional Offices to be highlighted on each webinar

• Development of National Award and/or Bonus Pools to be given on quarterly basis to Regional Offices and/or individual staff that have displayed best practices in Education & Outreach activities.

• Recognizing the Apprenticeship Person of the Month, Recognizing Best Practices of Employers & Sharing Non-Proprietary Best Practice information

• Involving Key Customers & Stakeholders as part of the Sales & Outreach Process

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Cascading Effect

Region 5

Region 4

Region 3

Region 2

Region 1

NATIONAL OFFICE

Region 6

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Strategic ImplementationNational Office will be responsible for (Cascading Effect):• Developing a format for assessing industries’ regional and state growth

patterns• Maintaining and sharing matrix for Industry contacts & resources.• Serving as a clearinghouse for data and share up-to-date contact data with

Regions.• Serving as a technical liaison in sharing information on utilization of models • Identifying targets and marketing concept of National Guidelines Standards• Creating a template for assessing the routing of National Guidelines

Standards to Regional levels• Sharing of National Marketing Strategy with SAA’s• Development of National Award to be given on quarterly basis to Regional

Offices that have displayed best practices in Education & Outreach• Designing approaches to targeted industries and developing campaigns for

those industries

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Dean GuidoDean GuidoRegional DirectorRegional Director

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Regional Offices will be responsible for (Cascading Effect):• Sharing of Information on Key Industries/Organizations with National and/or

Regional Implications • Sending in data pertinent to development of National Guidelines Standards• Highlighting key programs for modeling “Showcase” programs• Highlighting key partnerships and best practices• Participating with National Office in quarterly sharing of marketplace activities• Selection of the Award for the Top Demonstrated Project of the Quarter for their

Region• Assessing & following up on lead contact information provided by National or

Regional Offices for possible expansion of Registered Apprenticeship• Developing Strategic relationships with Workforce Development System

partnerships in an effort to expand the Registered Apprenticeship system.• Sharing key initiatives & best practices of successful sales or promotions that

could be replicated by other regions.

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Case Study 1 – Cascading Effect from National Level

ETAWORKFORCE INVESTMENT SYSTEM

SAA’sRegion

1

Region

2

Region

3

Region

4

Region

5

Region

6

NO GO

GO

National Office

LOCAL & REGIONAL WORKFORCE INVESTMENT SYSTEM

WINNER (e.g., CUMMINS)

NATIONAL OFFICEto contact Corporate Directors,

VP’s & CEO’s of Target Companies

Regions decide on contacts & follow up based upon priority level.

NATIONAL GUIDELINES -REGIONS WILL CONTACT

REGIONAL & LOCALCUMMINS FACILITIES

National Program developed?

National Guideline Standards developed?

LISTS / CONTACTS / PROCESSLEADING TO DIRECT MEETINGS WITH EMPLOYER

FIELD DECISION

POINT

POOL OF CHAMPIONSTo Conduct Outreach on our behalf

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Case Study 2 – Cascading Effect from Regional Level

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6 SAA’s

Does Regional or Local Employer Contact (e.g., Cummins) have implications for development of National Guidelines Standards (i.e., National or multiregional presence)?

Field Decision

Point

GOYES

NO NO GONo action needed other than at local level

Refer back to National Office for development of National Guidelines Standards and ultimately disseminate back to Regional level

Region 1

Region 2

Region 3

Region 4

Region 5

Region 6 SAA’s

LATERAL IMPACT

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David GaitherDavid GaitherRegional Executive AssistantRegional Executive Assistant

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Consultative Sales Process and Techniques (Final Approach)• A Definition of Office of Apprenticeship (Sales Organization)

• Develop more technical approach towards the sales process

• Refine the methods we utilize to sell various features of the Registered Apprenticeship system (Time based, Competency based & Hybrid approach)

• Overcome the fear of Competency based registered apprenticeship

• Utilize more effective methods of marketing and selling of both National Guidelines Standards & New Occupations

• National Office and Regions should coordinate sales approach on a consistent basis

• Key areas of Consultative Sales process & technique will be taught on an as needed basis for requested Regions by using WebEx technique

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Polling Question 1

A. Providing regular updates utilizing Matrix listing current Industry Contacts

B. Better Sales & Technical Support

C.A more effective Data System to assist in Targeted Selections

What is the best way that the National Office can assist Regions/States in identifying your “Points of Pain” in expanding the Registered Apprenticeship model?

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Polling Question 2

A. Recognition Awards

B. Certificate / Plaque

C.Time Off

D.Monetary Awards

What would be the best way to reward OA Regions/Staff for demonstrated activities that have produced definitive results?

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Summary

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John LaddJohn LaddAdministratorAdministrator

Office of ApprenticeshipOffice of Apprenticeship

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Conclusion

• Impressive Results in a Challenging Year (2010)

• Establish clear targets with firm Corporate, National, Regional Contacts

• Leverage Workforce Partnerships to expand Registered Apprenticeship

• Better Utilization of Data & Technology

• Use model to assess & determine what new industries to target for 2011-2012

• Strengthen Regional & Local Workforce Development Initiatives

• Thank you to the Team and we Welcome Your Feedback!

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exploring the 2010-2011 education & outreach strategy

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