EXPLORING THE 2010 -2011 EDUCATION OUTREACH STRATEGY

EXPLORING THE 2010 -2011 EDUCATION & OUTREACH STRATEGY

Education and Outreach Team Strategic Plan for 2010 -2011 John Ladd Administrator Office of Apprenticeship

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! – – 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

Joseph Jenkins Team Leader

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

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)

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

Improvements in the National Registered Apprenticeship System 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 Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 8

Kirk Jefferson Apprenticeship & Training Representative

Improvements in the National Registered Apprenticeship System 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

Joseph Jenkins Team Leader Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 11

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.

Kim Jones Regional Executive Assistant

The Future is Now Key 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

Stephen Sage Apprenticeship & Training Representative

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

The Future is Now 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) Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 17

Joseph Jenkins Team Leader Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 18

Dean Guido Regional Director

Strategic Implementation 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

Alex Jordan Information Technology Specialist

Strategic Implementation 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

Stephen Sage Apprenticeship & Training Representative

Strategic Implementation 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

Strategic Implementation

Strategic Implementation

Strategic Implementation

Joseph Jenkins Team Leader Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 28

Linda Mills Apprenticeship & Training Representative

Strategic Implementation 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 30

Joseph Jenkins Team Leader Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 31

Cascading Effect NATIONAL OFFICE Region 1 Region 2 Region 3 Region 4 Region 5 Region 6

Strategic Implementation National 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 33

Dean Guido Regional Director Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 34

Strategic Implementation 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 • 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. 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

Stephen Sage Apprenticeship & Training Representative Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 36

Case Study 1 – Cascading Effect from National Level NATIONAL OFFICE to contact Corporate Directors, VP’s & CEO’s of Target Companies WINNER (e. g. , CUMMINS) NATIONAL GUIDELINES REGIONS WILL CONTACT REGIONAL & LOCAL CUMMINS FACILITIES Regions decide on contacts & follow up based upon priority level. POOL OF CHAMPIONS To Conduct Outreach on our behalf LISTS / CONTACTS / PROCESS LEADING TO DIRECT MEETINGS WITH EMPLOYER ETA WORKFORCE INVESTMENT SYSTEM NO GO National Program developed? FIELD DECISION POINT National Guideline Standards developed? National Office GO Region Region 1 2 3 4 5 6 LOCAL & REGIONAL WORKFORCE INVESTMENT SYSTEM SAA’s

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)? LATERAL IMPACT YES Field Decision Point GO NO No 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

David Gaither Regional Executive Assistant

Strategic Implementation 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 Web. Ex technique

Polling Question 1 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? 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

Polling Question 2 What would be the best way to reward OA Regions/Staff for demonstrated activities that have produced definitive results? A. Recognition Awards B. Certificate / Plaque C. Time Off D. Monetary Awards

Joseph Jenkins Team Leader Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 43

Summary

John Ladd Administrator Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 45

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!

Office of Apprenticeship: Exploring the 2010 -2011 Education & Outreach Strategy 47