The Brand Called TECH PREP

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The Brand Called TECH PREP
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Presented by Fran Dundon, Branch
SupervisorPublic Awareness DTE Karla Tipton,
System CoordinatorSchool-To-Work DTE Tim
Thornberry, Admin. ConsultantPublic Awareness -
DTE
February 27, 2003
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We are CEOs of the TECH PREP Company
Our most important job is to be head marketer
for the brand calledTECH PREP
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Communications
Communications
PublicRelations
PublicRelations
Marketing
Marketing
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Along the way
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What makesTECH PREPdifferent?
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Consider this...
What would your colleagues or customers say
are TECH PREPs greatest strengths and benefits?
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Feature-BenefitModel
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At the
VISIBILITY
VISIBILITY
VISIBILITY
Local Level
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MarketingEducation Facts and Statistics

• Whose schools need reforming?
• 22 of the public gives an A or B to the
  nations schools
• 44 of the public gives an A or B to the
  schools in their community.
• 70 of the public gives an A or B to the school
  their oldest child attends.

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MarketingEducation Facts and Statistics

• Do you think our nations public schools do a
  good job preparing students for the world of
  work? Responses included
• 4 of the business executives said yes
• 44 of the teachers said yes
• 68 of the school superintendents said yes

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MarketingEducation Facts and Statistics

• Are Students Interested?
• 95 of the teenagers are interested in a new
  program where they learn both in school and on
  the job
• 89 say school would be more interesting if
  academic courses were taught around a career
• 67 say school would be more interesting if part
  of the learning could be done at work.

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Face-to-FaceMarketing
Getting the Word Out
Getting the Word Out
Getting the Word Out
Getting the Word Out
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News Release
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Media RelationsHints

• Designate one contact person.
• Use students or employers who are making
  contributions for stories with real people.
• Know the major local media players and types of
  stories they cover.
• Make it a priority to learn about publications
  and electronic media in your area.
• Keep a schedule of events that are newsworthy.

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One Picture is Worth a Thousand Words
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Look what happens when we add a bit of text. . .
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The Oak Ridge Boys performing at the 2002 Ky.
State Fair
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Rockcastle County ATC students Steven Powell,
Matthew Silcox and Dustin Renner listen intently
to Ron Saia, human resources director at Hayes
International during a tour taken by the class.
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Astronaut Neil Armstrong takes the first walk on
the moon in 1969.
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Health Science Instructor Karen Smith shows
students the proper way to take a blood pressure
reading.
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A 21 year old Elvis Presley is shown here
performing in one of his early concerts in 1956.
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Eric Sutton repairs a computer in his information
technology class at Oldham County ATC
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Madison Square Garden Photographer George
Kalinsky captures this photo of Michael Jordon
during a 1996 visit against the New York Knicks.
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Sean Benton and Emily Jones look over an excel
chart in their office technology class.
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Add a Story and Design
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Rockcastle County ATC Students
Attend Manufacturing Career Fair
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Rockcastle County ATC electricity and
welding students got a first hand look at a state
of the art manufacturing facility during a recent
Manufacturing Career Fair. The group of 39 went
to Hayes Lemmerz International, Inc. (HLI), a
commercial vehicle wheel manufacturer located in
Berea, Kentucky. The field trip, part of the
School to Careers Program, was coordinated
through Forward in the Fifth, a non-profit
organization that oversees distribution of funds
for the program in that local labor market.
Ralph Baker, ATC career counselor and former KY
Tech Teacher of the Year (1995), led the student
group. Our goal, in a trip like this, is to
couple what the students are learning in the
classroom with the experiences they will have in
the workforce, said Baker. The visit began
in a conference room with HLI Plant Manager Diane
Zekind and Human Resources Manager Ron Saia. The
students were treated to a presentation on how
the plant operates and given the opportunity to
ask questions. We try to stress to new
employees the importance of job knowledge and
working together, said Saia. Education is the
key to getting in the door. The actual tour
consisted of groups of five going throughout the
plant seeing every aspect of production from
shipping and receiving to modern robotics in
welding. The students were also able to see the
use of sophisticated computer and electrical
technology used in precision machining and the
measurement of various products. Touring
the plant gives us a chance to see what goes on
in a facility like this, said Matthew Silcox, a
junior in the electricity class. I think I
would like to go into electrical engineering
after high school. Kinsye Tucker, a senior
also in the electricity class said Being here
gives us the opportunity to see how projects we
work on in school can be used. I see a lot of
similar applications here that we use in the
classroom. Besides the plant visit,
students were treated to a tour of Berea College,
arranged by Special Programs Director Mary Jane
Stencil. Mr. Baker, who has arranged many
similar events in the past said, We had a full
day of activities but I think trips like this are
essential in teaching the students more about
real-world experiences. It is a way to explain
why we do the things we do in class.
KY Tech News Flash 12February 24, 2003
(Click on Logo)
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Tech Prep Project Rockcastle Countys Guide to
Career Planning
Above Electricity student Matthew Silcox looks
over a section in the guide. Left Career
Counselor Ralph Baker goes over information with
electricity student Scotty Miller, and welding
student Emily Reynolds.
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KY Career and Technical Education Student
Organization Leadership Day
Students from around the state got a first hand
look at how state government works during the day
long event held February 13, 2003 in Frankfort
sponsored by the Ky. Association of Career and
Technical Education. The leaders of local,
regional and state career and technical education
student organizations, including several ATC
groups, attended a program featuring State
Representative Derrick Graham, former
Representative Gippy Graham and Farm Bureau
Lobbyist Brian Alvey, each of whom addressed the
students about the various roles citizens should
play in the legislative process. Afterwards,
students gathered at the Capitol to receive
proclamations honoring Career and Technical
Education week. They also had the chance to view
exhibits set up by various student organizations
and meet with their local legislators.
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Four Steps to Taking Better Photographs
1. Know your theme. 2. Identify your subject. 3.
Place emphasis on your subject. 4. Avoid subject
distractions.
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Wordof Mouth
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Enhance visibility of TECH PREP via
public/program awareness and image building
through faculty, staff, and students.
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PerceptionIsReality
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ConsistencyandContinuity
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TECH PREP is a Brand
YOU are in charge of your BRAND
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http//kytech.ky.gov/techprepbrandcalled.htm
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The Brand Called TECH PREP