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Welcome State DirectorsWelcome State Directors

Your work is important to the nation Your work is important to the nation

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Important to the Nation’s WorkforceImportant 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

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Important to the Global EconomyImportant 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 solutionImportant as an education solution

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Thank you Thank you

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Thank youThank you

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9http://www.ctsos.org

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• http://www.youtube.com/watch?v=yihG89SB00g&feature=youtu.be

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SkillsUSA Strategic Plan FY 2014-15

Looking back / looking forwardLooking back / looking forward

…2012...2013...2014...2015…2020

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What is the SkillsUSA vision?

Where are we headed in the future?

MissionMission

SkillsUSA empowers its members to become world-class workers, leaders and responsible American citizens.

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Vision 2020Vision 2020

Reach• One million learners and educators

annually• 100,000 alumni members

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Vision 2020Vision 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

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Vision 2020Vision 2020

Lead• In employability education for

continuous career success and, • Known nationally and internationally as

expert in workforce education and employment readiness.

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VisionVision

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.

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GoalsGoals

In effect for several years1. Marketing

2. Membership services

3. Training

4. Fiscal integrity and growth

5. Advocacy

All are tied to macro objectives

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Macro ObjectivesMacro 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

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• Specific• Measurable• Achievable (Actionable)• Relevant• Time bound

True for both macro objectives and department objectives

SMARTSMART

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Priority Areas Ahead

Areas of focus based on input from stakeholders

Stakeholder surveysStakeholder surveys

“What’s the one thing we could do to better serve our members?”• Focus on core• Communications, online, social media• Funding/sponsors

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Areas of focusAreas of focus

• Move to Louisville• Communications• Membership development• Infrastructure• State association growth and development• Fiscal integrity and growth• Core

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Goal One: Marketing Goal One: Marketing Macro Objective One:

External/Membership ReachSkillsUSA 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

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Goal One: MarketingGoal One: Marketing

Macro Objective Two:

Brand FocusBuild 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

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Goal One: MarketingGoal 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

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Goal Two: Member ServicesGoal Two: Member Services

Macro Objective Four:

Member Development and EngagementConduct and increase participation in national programs, leadership programs and conferences and maintain or increase customer-satisfaction 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

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Macro Objective Five:

TrainingProvide 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

Goal Three: TrainingGoal Three: Training

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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

Goal Four: Fiscal IntegrityGoal Four: Fiscal Integrity

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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

Goal Four: Fiscal IntegrityGoal Four: Fiscal Integrity

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Goal Four: Fiscal IntegrityGoal Four: Fiscal Integrity

Macro Objective Eight: State Association Growth and DevelopmentAssist 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

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Goal Five: AdvocacyGoal 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

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DiscussionDiscussion

• Reactions?• Comments?• Suggestions?

InputInput

• What is the one thing that the national SkillsUSA organization can do to better serve our state associations?

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Thank you State Association DirectorsThank 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

And finally…And finally…

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Thanks again for all you doThanks again for all you do