Let’s Change the Game for Enrollment, Engagement, Retention, and Performance.At TFS, we appreciate your interest in the strategies and national best practices that will increase your enrollment, retention, and performance rates and ultimately benefit both your students and larger community.
You’ll find the PowerPoint slides you requested starting on the next page. It’s our mission at TFS to share and support your desire to make a difference. That’s why we do what we do — delivering real-world marketing and strategic solutions to schools, colleges, businesses, and statewide organizations. We hope you’ll take a moment to peruse TFSresults.com and consider how we might partner to help your organization connect more effectively with Generations Y and Z.
You can also visit MarkCPerna.com to find out more about my upcoming book, Hearing the Branch Creak: How to Motivate and Empower Today’s Younger Generations—And You! It’s a must-read for anyone seeking to interact more productively with the younger generations and inspire them to greater performance in all areas of life.
If you’re looking to create transformational change across your organization and build a thriving culture driven by excellence, we’d be thrilled to achieve that vision together. To learn more, please visit us at TFSresults.com or give us a call at 330.840.2680.
Once again, we appreciate and applaud your commitment to education. Enjoy the PowerPoint slides!
Warmest Regards,
Mark C. Perna and the TFS Team
Mark C. PernaAuthor, Founder, and CEO
2265 E. Enterprise Parkway I Twinsburg, OH 44087 I 330.840.2680 I Fax: 330.650.6416
[email protected] I TFSresults.com I MarkCPerna.com
©Mark C. Perna, TFS® - All Rights Reserved
1
©Mark C. Perna TFSresults.com
WELCOME…
@markperna
Game-Changing Strategies forDynamic Enrollment, Retention, &
Performance ResultsP R E S E N T E D B Y
Mark C. PernaFounder, Author, and CEO
216-215-8115 I [email protected]
Education/Workforce
The Changing Landscape
EDUCATION/WORKFORCE LANDSCAPE
• PerformanceFunding Driven By…EnrollmentRetentionGraduation/Completion/CertificationPositive Placement
oCollegeoEmployment (Relevant)oAdvanced TrainingoMilitary
• Skills GapMillions Are UnemployedMillions Of Jobs UnfilledEmployers Need Workers Who…
oShow Up• On Time• Consistently
oEmpoweredoTake OwnershipoHave A Positive Desire
• Learn• Contribute
EDUCATION/WORKFORCE LANDSCAPE
Younger GenerationsMeet The
YOUNGER GENERATIONS
•Lost Generation 1883-1900 116+
•Greatest Generation 1901-1924 92-115
•Silent Generation 1925-1942 74-91
•Baby Boomer Generation 1943-1964 52-73
•Generation X (MTV) 1965-1978 38-51
•Generation Y (Millennial) 1979-2000 17-37
•Generation Z (I-Generation) 2001-???? 0-16
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Cre
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How
to M
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and
Empo
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Tod
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Youn
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atio
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
2
YOUNGER GENERATIONS
EXPERIENCEIS
EVERYTHING
YOUNGER GENERATIONS
Experience is Everything
Friends = Family
Prefer Groups to One-on-One Interaction
Nurtured
Unique – Special - Important
Entitled
Celebrate Diversity
High Expectations
Rewrite the Rules
YOUNGER GENERATIONS
Extremely Tech Savvy - Connected
Wi-Fi Enabled Web (Anywhere)
Blogging
Snap Chat
YouTube
Netflix
Text Messaging
Video Games
Unlimited Options
YOUNGER GENERATIONS
GENERATIONS WHY?
YOUNGER GENERATIONS
Education/Workforce Issues
Team Oriented
Work Well in Groups
Good Multitaskers
Insist on a Stimulating Job Environment
Expect Frequent Rewards
Work to Live NOT Live to Work
Tuned into Their Own Value
Limited Loyalty to Employer
Boss (No) / Coach or Mentor (Yes)
YOUNGER GENERATIONS
Education/Workforce Issues
Mentoring Do’s
Supportive Work Environment
Formal Structure Needed
Lots of Challenges – Provide Structure
Breakdown Goals into Steps
Offer Resources & Info to Meet Challenge
Interactive Relationships
High Expectations
Be Prepared for Demands
Complaints = Demands
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to M
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and
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Tod
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
3
Many Do NOTHear The
Branch Creak!
YOUNGER GENERATIONS
If The “Want To” Is Strong Enough,
The “How To” Will Come!
YOUNGER GENERATIONS
Focus On The Light
The Light At The EndOf The Tunnel
LIGHT AT THE END OF THE TUNNEL
1. CAREER
2. LIFESTYLE
3. HOW MUCH CLOSER?
The Education with Purpose™ Career Tree™ name, image, philosophy, and strategies are copyrights of Mark C. Perna and TFS. Any use of this intellectual property, whole or in part, without permission is strictly prohibited by law.
Copyright ©Mark C. Perna and TFS All rights reservedTFSresults.com
Education With Purpose®
LIGHT AT THE END OF THE TUNNEL-CAREER
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
4
LIGHT AT THE END OF THE TUNNEL-CAREER
LIGHT AT THE END OF THE TUNNEL-CAREER LIGHT AT THE END OF THE TUNNEL
ENROLLMENTAND
RETENTION
©Mark C. Perna and TFS All rights reservedTFSresults.com
Education with Purpose™ and The Career Tree™ name, image, philosophy, and strategies are copyrights of Mark C. Perna and TFS. Any use of this intellectual property, whole or in part, without permission is strictly prohibited.
FOCUS
Start of Relationship >>> Light (Success)
FOCUS FOCUS FOCUSFOCUS
LIGHT AT THE END OF THE TUNNEL
Knowing What We Know About the Younger
Generations…
How Do We Describe Our CTE Programs?
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Tod
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
5
Experience IS Everything!
PROGRAMCopy Points
PROGRAM COPY POINTS
• WIFM - What’s in it for the student?
• Help Them Visualize?
Experience
Outcome (Light at the end of the tunnel)
Bottom Line
CULINARY ARTS
Work side-by-side with professional chefs
Create gourmet foods with artistic presentation
Design cakes and pastries for upscale events
CAREER FOCUS:
Prepared for professional culinary programs, immediate employment, and further education
CULINARY ARTS
Craft amazing and fun foods using flames, knives and creative chemistry
Work side by side with professional chefs to create gourmet foods, cakes, and pastries with artistic presentation
Be a key part of the team that develops entire meals and unique dining experiences in a full-service dining operation
CAREER FOCUS:
Prepared for immediate employment, advanced certifications, and further education
AUTOMOTIVE TECHNOLOGY
Work on any car in a rapidly changing industry using a full systems approach
Analyze, diagnose, maintain, and repair basic and advanced automotive systems
Use the same advanced diagnostic and repair equipment as Master Technicians
CAREER FOCUS:
Prepared for ASE Certification, immediate employment, and further education
PUBLIC SAFETY/CRIMINAL JUSTICE
Explore a wide range of experiences in criminal investigations and emergency response to terrorism
Work with local law enforcement and homeland security professionals to keep the community safe
Develop your mind and body using advanced self-defense tactics and fitness training
CAREER FOCUS:
Prepared for immediate employment, further education, and military service
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to M
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Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
6
BIOLOGY
Manipulate the powerful genetic building blocks of life in cutting edge laboratory experiences
Explore the dynamic interrelationships between humans and the ecosphere
Discover the living world around you while
working with recognized biologists in small teams
CAREER FOCUS: Prepared for immediate employment and further
education
PROGRAM COPY POINTS
• Program Title
Experience (Most Important)
Experience
Experience
• Career FocusA Glimpse At The Light At The End
Of The Tunnel
FORMAT
ACTION WORDS TO USE
• Invent
• Design
• Create
• Develop
• Operate
• Manage
• Construct
• Build
• Make
• Utilize
• Deliver
• Experience
• Diagnose
• Install
• Troubleshoot
• Repair
• Assess
• Replace
• Upgrade
• Produce
• Concept
• Assemble
PARTIAL LIST
WORDS TO AVOID
• Learn
• Gain
• Study
• Get
• Obtain
• Attain
• Train
• Realize
• Discover
• Find out
• Gain knowledge of
• Become skilled at
• Be taught
• Be trained
PARTIAL LIST
Experience
Program Copy Points
PROGRAM COPY POINTS
• Create A First Draft
1.Brainstorm > Experiential Aspect of The Program
What do they DO?
2.Write each of three copy points about the experience
Rank them in order of impact
3.Write the Career Focus statement
“Prepared for…”
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and
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Tod
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Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
7
PROGRAM COPY POINTS
• Create A First Draft
4.Team Up & Share Your Points
Look For: Short & Sweet
Impactful
5.Give It The Litmus Test: Will the “Right Students… “Light Up” when
they read these points?
PROGRAM COPY POINTS
• What process will you use to create and approve Program Copy Points?Develop A Small Team
Develop A First Draft
Input From Staff
Fine Tune Points
Approve
BRAINSTORM PLANNING
Consistent Persistence
The Rain Effect
CONSISTENT PERSISTENCE
“The Rain Effect”
DRIP
DRIP
DRIPS
• Open House
• Tour
• Presentation
• Conversation (In Person or Phone)
• Direct Mail (Letter, Post Card, Greeting Card)
• Signage (Sign, Poster, Flyer)
• Advertising (TV, Radio, Billboard, Web Banner)
• Website Visit
• Text Message
ANYTHINGThat Makes Them
Think Of
YOU!
DRIPS
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to M
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and
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Tod
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
8
Make Each DripCONNECT
BOLD
PERSONAL
FUN
DRIPS
What People Remember…
100% FEEL50% TOLD
33% READ
DRIPS
Enrollment Funnel
Creating Emotional Attachment And Loyalty
TRACKS
APPLICATION
ENROLLMENTDRIP
DRIP
DRIP
DRIP
JAN-MAR
SEPTEMBER FIRST DAY OF SCHOOL
APPLICATION
INTEREST LEVEL
APPLICATION
RETENTION TRACK
SEPTEMBER
FIRST DAY OF SCHOOL
APPLICATION
JAN-MAR
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and
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Tod
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Youn
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
9
RETENTION
APPLICATION
END OF YEAR
FIRST DAY
11TH DAY
SUMMER
10 DAYS
SEMESTER ONE
BALANCE OF COMMITMENT YEAR
FIRST DAY SEMESTER TWO
SEMESTER TWO
END OF YEAR
BUILD
EVERY
RELATIONSHIP
TO
LAST
YEAR TWO
WHY?To Find and RECRUIT A New
Student - Is 10 Times…Harder
More Expensive
Time Consuming
Than It Is To RETAIN An Existing Student!
FIRST FEW DAYS
RULES
CURR
FUN
LIGHT
The Rally Point
Strategic Timeline
Strategic Timel ine Development
• What events will allow you to showcase the power of CTE and make a bigger impact?
Here are several ideas to consider…
BRAINSTORM PLANNING
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and
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Tod
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
10
Strategic Timel ine Development
• What events will allow you to showcase the power of CTE and make a bigger impact?Showcases (ET)Career Nights (ET)Expos (ET)Career Fairs (ET)Dinner with Teacher (RT)Orientation (RT)Many more opportunities…
BRAINSTORM PLANNING
Showcase
SHOWCASE EXPERIENCE
SHOWCASE vs. TOUR (Mind Set)
How do we“Light Up” the “Right
Students?”
BEST PRACTICES
SHOWCASE EXPERIENCE
• Introduction• Student & Instructor Engagement
Fill The Time (30 Minutes)
• Hands-On Experience (Stations)• Team Development
Current Student(s) Alumni (Light) Advisory Member(s) (Light)
• Be Realistic, Positive, and Enthusiastic• Light at the End of the Tunnel
Why THIS Program?
• Engage those “Right Students”
BEST PRACTICES
ENGAGE THE “RIGHT STUDENTS”
Question:“How do you feel about what you experienced here today?”
If the response is positive (sample):“If you feel like this is a good fit for you, bring your parents to Career Night because I would love to show them what you saw here today.”
SHOWCASE EXPERIENCECREATING THE PLAN
• The Experiences How many? Which ones? What will light up the “Right Students?” Source your current “Right Students” Create more than you need – Leave them wanting more
• The Team Academic, Students, Alumni, Advisory, Bus & Ind Prep the team with exactly what you want them to do
• The Show Introduction Welcome (Light at the End of the Tunnel) Experiences (flow and experience) Personal engagement (Transfer of enthusiasm) Career Night connection
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to M
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and
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Tod
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
11
Career Night
CAREER NIGHT EXPERIENCE
• Deliver A Similar Show As The Showcase
• Team Development Current Student(s)
Parent(s)
Alumni (Light)
Advisory Member(s) (Light)
• Be Realistic, Positive, and Enthusiastic
• Light at the End of the Tunnel Why THIS Program?
Why would my kid do THIS?
• Engage those “Right Students”
BEST PRACTICES
ENGAGE THE “RIGHT STUDENTS”
Question:“How do you feel about this program?”
If the response is positive (sample):“If you feel like this is a good fit for you, I want to invite you to apply for a spot –if things work out, it would be great to see you here next school year.”
CAREER NIGHT EXPERIENCECREATING THE PLAN
• The Experiences How many? Which ones? What will light up the “Right Students and their parents?” Source your current “Right Students”
• The Team Academic, Students, Alumni, Advisory, Bus & Ind Prep the team with exactly what you want them to do
• The Show Welcome (Who? What will they do?) Experiences (flow and experience) Personal engagement (Transfer of enthusiasm)
PROGRAM EXPERIENCE
If You Can Do AShowcase & Career Night…
You Can Do Anything!
BEST PRACTICES
Image & Message
Branding, Design, and Copy
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and
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Tod
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You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
12
Home Field Advantage
HOME FIELD ADVANTAGE
HOME AWAY
85%15% 50%50%
Open House
Tour
Presentation
Conversation
Direct Mail
Signage
Advertising
Website
Visitation
Presentation
Availability
Time Frames
Conversation
Application Process
Final Decision
Road of Least Resistance
CTE Partner
ENROLLTRACK PORTALS
Students
Partner Schools
CareerTech
INFORMATIONIN THE CLOUD
Ambassadors
Building A Powerful Program
SW4Mind Set
The WADE Factor
A Call To Action
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and
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Tod
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com
13
CALL TO ACTION
• Create a Strong Message of Value
• Drip That Message Consistently
• Guard Your Image/Message
• Work Together as a Retention Driven Organization
• Develop the WADE FACTOR
You
Team
Organization
“From now on we live in a world where man has walked on the moon…
it wasn’t a miracle, we just decided to go!”
Jim LovellApollo 13 Commander
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otiv
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and
Empo
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Tod
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Youn
ger G
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atio
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And
You!
Mark C. Perna Founder, Author, and CEO
2265 Enterprise Parkway * Twinsburg, Ohio 44087 * 216-215-8115 * [email protected] ©Mark C. Perna TFS All Rights Reserved Visit Us At TFSresults.com