Rebranding the Traditional Image of Manufacturing

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Re-branding the TraditionalImage of Manufacturing

• Dr. Eric A. Roe
• 1/7/08

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Traditional Image of Manufacturing

• Dark
• Dirty
• Dangerous
• Dead-end

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W.Lorenz Surgical
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Siemens-Westinghouse
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Ven-Tel Plastics
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Featherlite
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Featherlite
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Metal Essence
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Mercury Marine
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Mercury Marine
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A.B.B.
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.decimal
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Universal Microwave Datamax
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C.A.E. USA
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Central Florida Box
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Sun Hydraulics
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Linvatec
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Fisher Motors Sensor Systems
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Lockheed-Martin Vulcan Machine
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Implant Innovations Conimar
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Dura Automotive
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Black Diamond Strings Dean Foods
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Tampa Armature Works
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Economic ContributionManufacturing

• makes the highest contribution to economic growth
  of any sector
• is responsible for more than 70 percent of
  private sector research and development and the
  center for a wide range of advanced technologies
  that cut energy use and lead to a cleaner
  environment

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Manufacturing

• achieves a high productivity rate year in and
  year out, increasing by more than 50 percent in
  the past decade
• contributes more than 60 percent of U.S. exports
  or about 50 billion a month
• pays wages and benefits that are about 25 percent
  higher than in non-manufacturing jobs
• multiplies every dollar spent into an additional
  1.37 in economic activity, greater than other
  sectors. 

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U.S. Workforce Skill Requirements
Unskilled15
Skilled20
Unskilled60
Skilled65
Professional 20
Professional 20
1950
Present
National Summit on 21st Century Skills for 21st
Century Jobs
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Workforce Challenges

• More jobs than skilled workers
• Overcoming outdated perception that manufacturing
  is a dirty dead end job
• Interesting students and adults in manufacturing
  careers
• Making the necessary education affordable,
  attractive and useful

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BRANDING!

• Address the emotional needs/impulses of our
  target population.
• Empowering! High status.
• Provide an accurate vision of todays advanced
  manufacturing
• reality vs. perception
• open the fence
• Provide career information, guidance, and links
  to training, internships and jobs

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Campaign considerations

• Bigger Picture view
• Partnerships (workforce economic dev.,
  secondary post-secondary, MANUFACTURERS)
• Develop local education and training strategies
  for manufacturing that fill skills gaps
• Focus educational programs in areas of greatest
  need

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Today's youth

• Generation IT
• mobile,
• web savvy,
• jaded,
• Oversold,
• information rich environment,

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Top 10 Teen Basic Instincts
Clif McFeely, President, North Castle
Communications, CT
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• The mission of the Made in Florida campaign is
  to improve the image of manufacturing as an
  attractive career pathway and to increase the
  numbers of trained manufacturing and production
  workers in designated sectors through a statewide
  awareness campaign.

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www.madeinflorida.org
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www.madeinflorida.org
200,000 hits since the website debut in December
2005 10,000 hits/month for its 20 month lifetime.
The top 3 pages accessed are the home page
(53), Career Pathways (23), and the Made in
Florida Video (14). Also contains a link to a
MIF educator resources
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Made in Florida Video
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Made in Florida Video
650 DVDs distributed Over 32,000 students
viewings Streaming Version on www.MadeInFlorida.or
g Available soon with Spanish audio track
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Florida Trend NEXT Advertorial
2006-07
2007-08
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Florida Trend NEXT Advertorial
2006-07
Financed by Florida Manufacturers 750,000 H.S.
Students each Year 4360 student requests for more
information from 2006-07 advertorial 2970 student
requests so far for the 2007-08
advertorial Online at www.FloridaNEXT.com
2007-08
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Manufacturers

• Funding
• Guidance

FLATE

• Graphics
• Layout Design
• Content
• Development

• Distributed to H.S.s Statewide
• 750,000 Students / Year
• Teacher Activity Guide
• English Spanish
• Content on FloridaNEXT.com

Florida Trend NEXT
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Manufacturers

• Funding
• Guidance

FLATE

• Graphics
• Layout Design
• Content
• Development

• Reader Requests

• Distributed to H.S.s Statewide
• 750,000 Students / Year
• Teacher Activity Guide
• English Spanish
• Content on FloridaNEXT.com

Florida Trend NEXT
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Manufacturers

• Funding
• Guidance

• Every Student Request
• is replied to with
• Info. on Made in Florida
• Overview of Modern Mfg.
• Career and Salary Info.
• Contacts for Post-
• Secondary Education

FLATE

• Graphics
• Layout Design
• Content
• Development

• Reader Requests

• Distributed to H.S.s Statewide
• 750,000 Students / Year
• Teacher Activity Guide
• English Spanish
• Content on FloridaNEXT.com

Florida Trend NEXT
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• Local Students Contact
• Information

Post-Secondary Mfg. Programs
Manufacturers

• Funding
• Guidance

• Every Student Request
• is replied to with
• Info. on Made in Florida
• Overview of Modern Mfg.
• Career and Salary Info.
• Contacts for Post-
• Secondary Education

FLATE

• Graphics
• Layout Design
• Content
• Development

• Reader Requests

• Distributed to H.S.s Statewide
• 750,000 Students / Year
• Teacher Activity Guide
• English Spanish
• Content on FloridaNEXT.com

Florida Trend NEXT
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• Local Students Contact
• Information

Post-Secondary Mfg. Programs
Manufacturers

• Funding
• Guidance

• Local Recruiting

• Every Student Request
• is replied to with
• Info. on Made in Florida
• Overview of Modern Mfg.
• Career and Salary Info.
• Contacts for Post-
• Secondary Education

FLATE

• Graphics
• Layout Design
• Content
• Development

• Reader Requests

• Distributed to H.S.s Statewide
• 750,000 Students / Year
• Teacher Activity Guide
• English Spanish
• Content on FloridaNEXT.com

Florida Trend NEXT
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NAMs Dream it Do it
Indiana Nebraska Virginia
Texas Washington Ohio Arizona
Missouri Illinois

• Partnerships
• Certifications
• Positive Image
• Regional Clusters
• Career Pathways
• Curricula Development
• Economic Development
• Integrated Systems

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Next Generation Regional Mfg Center - CBIA

• Manufacture Your Future Career Expo with the
  CBIA.
• Over 3,500 middle/high school students, their
  teachers, and career counselors attended
• After the Expo, the website went from 25,000 hits
  to 75,000 hits/month.
• Produced 3,000 Manufacture Your Future DVDs

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• An increase in credit enrollments in the
  Manufacturing Technology Programs.
• For example, at Asnuntuck CC, enrollments in
  manufacturing technology increased from 84 in
  2004 to 142 in 2007 (a 69 increase)
• and non-credit enrollments increased from
  460/year in 2004 to 530/year in 2006 (15
  increase).
• At Manchester CC, another lead CC for the Center,
  the engineering science program increased from 77
  in 2004 to 142 in 2006 (84 increase). Similar
  enrollment trends have been reported for the
  partner institutions.

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Steps to create your own campaign

• Recruit business and industry partners
• Statewide / regional promotion of the outreach
  campaign
• Identify Career Paths
• Easy media access
• Use new media www, Myspace, YouYube, podcasts
• Certification integration and curriculum
  adoption (Perkins IV)
• Dont forget the gatekeepers Counselors and
  Parents
• Articulation pathways for secondary programs
  academies
• Articulations with 4-year programs
• Alternative entry pathways to education for
  incumbent workers

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Questions/Discussion ? Eric A. Roe,
Ph.D. Director, FLATE Florida - Advanced
Technological Education Center for
Manufacturing Education Principal Investigator,
Employ Florida Banner Center for
Manufacturing roe_at_fl-ate.org 813.259.6579
www.fl-ate.org www.madeinflorida.org www.banner-mf
g.org
Thank you!