Welcome State Directors
1
Your work is important to the nation
2
Important to the Nation’s Workforce
In print, broadcast and
online, SkillsUSA is getting
noticed. As news. As a
website and in social media
Featured in “Who Will Take
Over for the Retiring Baby
Boomers?” in USA Today
3
Important to the Global Economy
At the World Economic Forum in Davos, Switzerland, SkillsUSA was profiled as
one of top 14 public-private partnerships in the WORLD. Report prepared by
Deloitte Touche
Important as an education solution
5
Thank you
6
Thank you
7
Thank you
8
http://www.ctsos.org
9
10
Thank you
• http://www.youtube.com/watch?v=yihG
11
89SB00g&feature=youtu.be
SkillsUSA
Strategic Plan
FY 2014-15
12
Looking back / looking forward
…2012...2013...2014...2015…2020
13
What is the
SkillsUSA vision?
Where are we headed in the
future?
14
Mission
SkillsUSA empowers its members to
become world-class workers, leaders
and responsible American citizens.
15
Vision 2020
Reach
• One million learners and educators
annually
• 100,000 alumni members
16
Vision 2020
Connect
• Our partner network benefits all
members, education and industry
• Our business model and financial
strength enable us to meet the needs of
members, partners and the nation
17
Vision 2020
Lead
• In employability education for
continuous career success and,
• Known nationally and internationally as
expert in workforce education and
employment readiness.
18
Vision
SkillsUSA is recognized as the
organization that empowers students to
be global leaders of America’s skilled
workforce and ready for continuous
career success. Our partner network
benefits all members, education and
industry. Every eligible student is involved
and every life we touch is improved.
19
Goals
In effect for several years
1.
2.
3.
4.
5.
Marketing
Membership services
Training
Fiscal integrity and growth
Advocacy
All are tied to macro objectives
20
Macro Objectives
• They are the major initiatives of the national
office and organization
• They’re what we’ll be measured by
• They cross departments
• Department objectives and business plans
collectively deliver the macro objectives
• They’re SMART
21
SMART
• Specific
• Measurable
• Achievable (Actionable)
• Relevant
• Time bound
True for both macro objectives and
department objectives
22
Priority Areas
Ahead
Areas of focus based on input
from stakeholders
23
Stakeholder surveys
“What’s the one thing we could do to better
serve our members?”
• Focus on core
• Communications, online, social media
• Funding/sponsors
24
Areas of focus
•
•
•
•
•
•
•
Move to Louisville
Communications
Membership development
Infrastructure
State association growth and development
Fiscal integrity and growth
Core
25
Goal One: Marketing
Macro Objective One:
External/Membership Reach
SkillsUSA will have an impact upon 364,000 learners and educators
including 308,000 paid high school and college/postsecondary students
and instructors, 50,000 Alumni & Friends Association members and 6,000
served through alternative programs and services by August 2014.
[Reach]
•Membership tools including enhanced membership landing page and
new advisor membership tracker
•Market strategies for college/postsecondary and middle schools and a
new affiliation plan
•Incentives including program of work chapter recognition and a
membership growth challenge
•Research (including core) and Alumni
26
Goal One: Marketing
Macro Objective Two:
Brand Focus
Build exposure of SkillsUSA brand with particular emphasis on four brand
delivery measures including social networking participation, media
impressions, SkillsUSA website hits and unique users. FY14. [Reach and
Lead]
•Messaging including 50th Anniversary, administrators e-newsletter,
WorldTeam
•New social media focus including website redesign and mobile apps
•Traditional media will explore “one copy per member” policy for
magazine
27
Goal One: Marketing
Macro Objective Three:
Product and Service Marketing
Research, support and promote the most-valued products and services
of SkillsUSA measured by maintaining or increasing customer satisfaction
over prior years and ROI. Improve direct communications with SkillsUSA
stakeholders through an integrated system of digital media.
Communications plan developed during FY13 and system introduced by
the end of FY14. August 2014. [Connect and Lead]
•Communications plan, integrated system of print and digital media for
direct communications to stakeholders
•Marketing strategies to reach non-SkillsUSA programs and explore
education resources site licenses
28
Goal Two: Member Services
Macro Objective Four:
Member Development and Engagement
Conduct and increase participation in national programs, leadership
programs and conferences and maintain or increase customersatisfaction over prior years. SkillsUSA will develop a membership system
that assists teachers in engaging students to become career ready. A
multi-year plan for the system will be developed by September 2013. And,
we will identify and list the programs and services that are core to the
delivery of the SkillsUSA mission and how they are financially supported
by November 2013. FY14. [Lead]
•Membership system framework assists teachers to engage students
•Programs/Projects for teacher professional development and student
engagement
29
Goal Three: Training
Macro Objective Five:
Training
Provide workshops, seminars and other training programs to meet the
needs of SkillsUSA association managers, instructors, alumni, students,
sponsors and staff for growth and development of the association and
service to individual members. Evaluation based on customer satisfaction
for selected programs in FY14. In addition, measure the number of
individuals trained and the estimated number of individuals affected by
August 2014. [Lead]
•Students and advisors: Research e-learning course; “How to” videos on
program of work posted on Facebook; New advisor membership focus.
Also, training for advisors on how to start an alumni association/chapter
30
Goal Four: Fiscal Integrity
Macro Objective Six:
Fiscal integrity and growth
Ensure future growth and solvency of the association so it may continue
to fulfill its mission. Revenue raised from all sources will total $9.8 million
combined in SkillsUSA and YDF. Develop a plan to increase earned
income, restricted and unrestricted revenue by December 2013. The plan
will include new and enhanced strategies to grow revenue to support the
reach to Vision 2020, including opportunities for larger donations to
support new initiatives and branding of SkillsUSA students as essential to
a highly skilled workforce. August FY 14 [Connect]
•$3.4 million overall YDF accrual
•$6.4 million from service areas
31
Goal Four: Fiscal Integrity
Macro Objective Seven:
Infrastructure
By 2015, SkillsUSA will successfully move its national conference to
Louisville, Kentucky. Also, during FY14-15, SkillsUSA staffing will be
reviewed to ensure the necessary talent is in place and prepared, and the
technology infrastructure will be in place to achieve Vision 2020. Revise
as necessary the existing SkillsUSA infrastructure plan to meet the needs
and secure the resources of the organization. FY14. [Connect]
•Plans for move to Louisville
•Technology to streamline membership and access to records
•Human resources, staff recruitment and succession plan
32
Goal Four: Fiscal Integrity
Macro Objective Eight:
State Association Growth and Development
Assist and support state associations through an initiative to reinforce the
value of SkillsUSA in state and local education systems as an essential
element of a quality CTE program. Introduce state plans by fall 2014.
[Connect]
•Assist states in creating and implementing strategic membership
campaigns
•State directors marketing kit
•Provide six initiatives to develop quality state programs
•Face-to-face visits with state agencies
33
Goal Five: Advocacy
Macro Objective Nine:
Advocacy
Win, maintain and expand support of federal policymakers for career and
technical education and for SkillsUSA. Assist state associations and
chapters to win public policymaker support. Staff, board, YDF and
students and instructors members will make 100 visits to, or two-way
communications with, federal agencies and congressional offices in FY14.
[Lead and Connect]
•Work with other advocacy organizations on legislation
•Provide opportunities for members and sponsors to be advocates
•Maintain advocacy website
34
Discussion
• Reactions?
• Comments?
• Suggestions?
35
Input
• What is the one thing that the national
SkillsUSA organization can do to better
serve our state associations?
36
Thank you State Association Directors
• We’re looking to a bright future
• SkillsUSA will Reach, Connect and
Lead in the interest of our members,
state associations, sponsors, and many
more
• You are at the core of SkillsUSA
37
And finally…
38
Thanks again for all you do
39