Margin of error: +/- 4.3%
A Survey of 500 Registered Voters in the State of
Oklahoma on the CareerTech System
Surveys Conducted May 13-16, 2013
by
Demographics
10%
17%
21%17%
8%12%
Annual Income
Under $20k
$20-40k
$40-60k
$60-80k
$80-100k
Over $100k
Numbers may not add-up to 100% due to refusals.
20%
80%
Child in the Home
Yes
No
How Do You Receive Oklahoma News
19%
19%52%
6%
Newspaper Online TV Radio
Numbers may not add-up to 100% due to refusals.
Newspaper is a more important source of information in Oklahoma than in other areas of the nation. However, this is the first time we have seen online the equivalent of newspaper in the state. (On this study last year, it was 21% Newspaper; 15% online). We also see a continued slippage of radio as a source.
Frequency Of Listening To Sports Radio
9% 4%12%
21%
54%
OU Football
6% 3%10%
16%65%
Every GameMost GamesOnce in a WhileHardlyNever
OSU Basketball
Numbers may not add-up to 100% due to refusals.
Attention Paid To Bedlam
8%
28%
24%
36%
All Sports More Popular Sports
Major Sports Don’t Pay Attention
Numbers may not add-up to 100% due to refusals.
Thunder Games Watched/Attended
20%5%
8%11%23%
31%
More than half
20to 40
10 to 20
5 to 10
Less than 5
None
Fox Sports
1%1%
2% 9%
86%
More than 20 5 to 10
3 or 4 1 or 2
None
Attended
Numbers may not add-up to 100% due to refusals.
17%
17%
27%
38%
Self + Family Self Family Member Neither Taken Course
Numbers may not add-up to 100% due to refusals.
Taken Course at CT?
More than a third of Oklahoma voters have had a direct experience with a CareerTech. More than 60% see themselves as having either a personal relationship or a relationship through a family member. We should never forget that we can reach a tremendous number of Oklahomans just by communicating with those being served.
Name awareness of ”CareerTech” has taken a jump this year.
Today May-12 Jun-11 Jun-10 Jun-09 Jun-08 Men Women Rep Dem0%
10%
20%
30%
40%
50%
60%
70%
80%
38%
28% 27% 28%33% 30%
34%
22%
30%26%
61%
72% 72% 71%65% 68% 65%
78%
69%74%
Yes No
38% Yes vs. 61% No
Heard of CareerTech System
Under $40k $40k - $60k $60k - $80k Over $80k0%
10%
20%
30%
40%
50%
60%
70%
31%
40%
44%50%
69%
60%55%
50%
Yes No
We continue to see that the transformation from “Vo” to “Career” is further along with higher income voters.
Heard Of CareerTech System-By Income
2008 2009 2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
29%
44% 43% 43%47%
50%
71%
56% 54%57%
52% 50%
Yes No
Heard of CareerTech System- Participants Earning +80k Measured Over Time
Oklahomans recognize CareerTech almost universally when told it was formerly known as Vo-Tech.
Today May-12 Jun-11 Jun-10 Jun-09 Jun-08 Men Women Rep Dem0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%95% 97%93% 94%
87%93%
98% 97% 98% 97%
4% 3% 6% 4%11% 7% 2% 3% 2% 3%
Yes No
95% Yes vs. 4% No
Heard of CareerTech/Vo-Tech
The job performance numbers took another significant jump. (You might recall, in 2010-2011 we were seeing a decline in opinion about all government related entities).
Notice, very little partisan difference.
Today May-12 Jun-11 Jun-10 Jun-09 Jun-08 Men Women Rep Dem0%
10%
20%
30%
40%
50%
60%
70%63%59%
53%56%
59% 59%55%
63% 61% 60%
10% 9% 7%11%
7% 7%12%
5%10%
6%
Excellent / Good Fair / Poor
28% Excellent vs. 35% Good vs. 7% Only Fair vs. 3% Poor vs. 26% Unable to Rate
CareerTech Job Performance
Those getting information from newspapers (a group decreasing in size) gives CT the most positive ratings – though the numbers are stellar regardless of information source.
All Newspaper Radio Online Television0%
10%
20%
30%
40%
50%
60%
70%
80%
63%
74%67%
61% 60%
10%
4% 7%
13% 12%
Excellent / Good Fair / Poor
CareerTech Job Performance -By Information Source
Those with a personal experience with CareerTech give it better ratings than those who have not taken a course.
All Self Other Both No0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
63% 65% 62%
84%
53%
10%16%
12% 8% 9%
Excellent / Good Fair / Poor
CareerTech Job PerformanceBy Personal Experience
While the advertising it is not necessarily the only variable, we do see that those who pay attention to Bedlam give CareerTech higher marks than those who do not.
All All Sports Popular Sports Major Sports Don't Pay Atten-tion
0%
10%
20%
30%
40%
50%
60%
70%
80%
63%
75%
66%
75%
51%
10%5% 5% 8%
19%
Excellent / Good Fair / Poor
CareerTech Job Performance-By Bedlam Interest
While down a bit from last year, we still have six in ten Oklahomans “strongly” agreeing with this statement. Notice Republicans are even more in agreement.
Today May-12 Jun-11 Jun-10 Jun-09 Jun-08 Men Women Rep Dem0%
10%
20%
30%
40%
50%
60%
70%
80%
90%84% 87%
78%84% 81%
85% 84% 84% 87%81%
5% 2%6%
2% 4% 4% 7% 4% 5% 5%
Agree Disagree
60% Strongly Agree vs. 24% Somewhat Agree vs. 3% Somewhat Disagree vs. 2% Strongly Disagree vs. 11% Undecided
State Money Spent On CareerTech Is A Good Investment
Support for investment in CareerTech spans all parts of the state – the dip in Tulsa has been consistent since the first year we conducted the survey.
Northwest Northeast Central Southwest Tulsa Southeast OKC Tulsa Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
81% 80% 82%
94%
79%
88% 85%79%
2%6% 7% 4% 3%
8%4% 4%
Agree Disagree
State Money Spent On CareerTech Is Good Investment By Region
Under $40k $40k - $60k $60k - $80k Over $80k0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
83%
93%88%
78%
5% 4% 3%7%
Agree Disagree
State Money Spent On OCTS Is Good Investment
-By Income
While still overwhelmingly positive, we do still see a slight dip among the state’s more affluent voters.
2008 2009 2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
70%
80%
90%
84% 82%
89%
75%
85%
78%
6% 6%3%
7%3%
7%
Agree Disagree
This most recent fluctuation should not be a concern as the sample size is small. However, it does show that we are not gaining ground over the past five years.
OCTS Is A Good Investment For State Money
- Participants Earning +80k Measured Over Time
OU - Most OU - Oc-casional
OU - Never OSU - Most OSU - Oc-casional
OSU - Never Thunder - More than 10
Thunder - Some
Thunder - None
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%86% 85% 83%
58%
89% 86% 84%91%
86%
2%6% 5% 2%
6% 5% 4% 2%10%
Agree Disagree
State Money Spent On OCTSIs A Good Investment
Any correlation with agreement with this question and the non-Bedlam sports advertising is not conclusive.
Describe CareerTech
34%
7%6%5%5%3%2%4%
32%
Good System Excellent Alternative Helpful Needed
Negative Costly Job Training Do Not Know
CareerTech is not fully defined. A third cannot name anything and another third default to an abstract “good” type of response.
Describe CareerTech
The overall awareness bounced back strongly this year.
Today May-12 Jun-11 Jun-10 Jun-09 Men Women Rep. Dem.0%
10%
20%
30%
40%
50%
60%58%
45%
53%49% 48%
55%
61%58% 59%
38%
52%
43% 45% 47%41%
36% 38% 38%
Yes No
58% Yes vs. 38% No vs. 3% Undecided
Seen/Read/Heard About CareerTech System
Those with children in the home are the most likely to recall something from CareerTech.
All Child in Home No Children OCTS Job Excellent /
Good
OCTS Job Fair / Poor
0%
10%
20%
30%
40%
50%
60%
70%
80%
58%
67%
56%64%
72%
38%
30%
41%35%
26%
Yes No
Seen/Read/Heard Anything About CareerTech System
As has historically been the case, it is more difficult to reach voters in the Tulsa media market with messages.
Northwest Northeast Central Southwest Tulsa Southeast OKC Tulsa Media
0%
10%
20%
30%
40%
50%
60%
71%
55%61%
68%
47%
55%
64%
50%
27%
44%
37%
22%
47% 45%
34%
46%
Yes No
Seen/Read/Heard Anything About CareerTech System By Region
Again, we see a correlation with those interested in the Bedlam series.
All All Sports Popular Sports Major Sports Don't Pay Attention0%
10%
20%
30%
40%
50%
60%
70%58%
69%65% 64%
49%
38%
31% 30%35%
46%
Yes No
Seen/Read/Heard About CareerTech System By Bedlam Interest
OU - Most OU - Oc-casional
OU - Never OSU - Most OSU - Oc-casional
OSU - Never Thunder - More than 10
Thunder - Some
Thunder - None
0%
10%
20%
30%
40%
50%
60%
70%67%
55%58%
69%
58% 57%
65%
51%
59%
33%39% 40%
21%
36%42%
30%
44%40%
Yes No
Seen/Read/Heard About CareerTech System
When it comes to awareness, we do see a connection with the sports advertsing.
Under $40k $40k - $60k $60k - $80k Over $80k0%
10%
20%
30%
40%
50%
60%
70%
50%
56%
67%60%
45% 41%
33% 38%
Yes No
Clearly, higher income voters are getting more contact.
Seen/Read/Heard Anything Of CareerTech
-By Income
What Have You Seen/Read/Heard?
2% 6% 8%
12%
16%
1%1%8%1%7%4%
30%
Billboard Newspaper Mail TV
Classes/Schedule Financial Information High School Credit Training
Previous Class/Teacher/Student Personal Experience Visit Can't Recall
2% of respondents gave various miscellaneous responses while another 30% were not sure.
What Have You Seen/Read/Heard?
The number has come down a bit from last year’s stratospheric number, but it is still solid. Women are more receptive than men as are those at the lower end of the income scale.
Today May-12 Jun-11 Men Women Rep Dem Under $40k
Over $80k
0%
10%
20%
30%
40%
50%
60%
70%
80%71%77%
68%64%
79%
71% 73% 70%64%
5%0% 2%
10%
2%7% 4% 4%
13%
Enhance Diminish
38% Greatly enhance; 33% Somewhat enhance; 1% Somewhat diminish; 4% Greatly diminish; 22% Undecided
Effect of Seen/Read/Heard
The move to “Your Sound Investment, Our Solid Return” has made recall increase and corrected the stagnation we had seen sitting in.
Today May-12 Jun-11 Jun-10 Jun-09 8-Jun Men Women Rep Dem0%
10%
20%
30%
40%
50%
60%
70%
39%
28% 30%34%
24%28%
40% 38%41%
37%
53%
66%61% 59%
67% 65%
51%55%
52% 54%
Yes No
39% Yes vs. 53% No vs. 8% Undecided
Seen/Read/Heard “Elevating Our Economy/Careers/Sound Investment”
There is no doubt, this effort is making these people hear more about CareerTech.
All All Sports Popular Sports Major Sports Don't Pay Attention0%
10%
20%
30%
40%
50%
60%
70%
39%
55%49%
37%30%
53%
40% 41%
56%
63%
Yes No
Seen/Read/Heard “Elevating Our Economy/Careers” By Bedlam Interest
OU - Most OU - Oc-casional
OU - Never OSU - Most OSU - Oc-casional
OSU - Never Thunder - More than 10
Thunder - Some
Thunder - None
0%
10%
20%
30%
40%
50%
60%
70%
50%
36% 38%
50%45%
35%
46%42%
28%
44%
53%56%
33%
49%
58%
42%
52%
66%
Yes No
Seen/Read/Heard Elevating or Investment
Again, we do see a correlation with the budget spent on sports advertising.
This number continues to rise. Men in particular are embracing CareerTech.
Today May-12 Jun-11 Jun-10 Jun-09 Men Women Rep Dem0%
10%
20%
30%
40%
50%
60%56%52%
44% 44% 45%
59% 54% 53% 58%
16%13%
16% 15% 21%13% 19% 19% 15%
20%24% 26% 26%
22% 20% 20% 21% 20%
Agree Disagree Neither
33% Strongly Agree vs. 23% Somewhat Agree vs. 12% Somewhat Disagree vs. 4% Strongly Disagree vs. 20% Neither Agree nor Disagree
vs. 7% Undecided
CareerTech Better Prepares Students
It is interesting that those without children in the home are the most likely to agree with this statement – this has been the case each year. We also see more disagreement among mothers – though a plurality still agrees.
All Child in Home No Children Fathers Mothers0%
10%
20%
30%
40%
50%
60%
70%
56%52%
58%
65%
43%
16%
29%
13%
23%
33%
20%15%
22%
10%
18%
Agree Disagree Neither
CareerTech Better Prepares Students
Northwest Northeast Central Southwest Tulsa Southeast OKC Tulsa DMA0%
10%
20%
30%
40%
50%
60%
70%
58%61%
50%54% 53%
67%
55%57%
14%12%
16%
22% 20%
12%
17% 17%
22% 21%
26%
6%
19% 17%
24%
19%
Agree Disagree Neither
CareerTech Better Prepares Students By Region
Under $40k $40k - $60k $60k - $80k Over $80k5%
15%
25%
35%
45%
55%
65%
57%64%
56%49%
13%
13%18%
23%
64%
54%47%
42%
5%
17% 16% 17%
Agree Disagree Agree (2012) Disagree (2012)
CareerTech Better Prepares Students
-By Income
Our income dynamic remains largely the same.
Interestingly – those who pay attention to all bedlam sports are among the least likely to agree with this sentiment. However, they are also the most likely to have a loyalty to higher education.
All All Sports Popular Sports Major Sports Don't Pay Attention0%
10%
20%
30%
40%
50%
60%
70%
56%52%
62% 60%54%
16% 14% 14% 15% 17%20% 19% 21%
18%21%
Agree Disagree Neither
CareerTech Better Prepares StudentsBy Bedlam Interest
text
OU - Most OU - Oc-casional
OU - Never OSU - Most OSU - Oc-casional
OSU - Never Thunder - More than 10
Thunder - Some
Thunder - None
0%
10%
20%
30%
40%
50%
60%
70%
58%61%
53%
44%
62%
56%59% 57%
53%
19%14%
17% 17%15%
16% 14% 14% 20%19% 18%22% 21%
17%22%
18% 20% 21%
Agree Disagree Neither
CareerTech Better Prepares Students By Sports Viewing/Listening Habits
When it comes to the three specific areas, we do see some correlation—though it does dip again among those listening to “most” of the respective collegiate events.
This is the first time we have asked this question, and it is enlightening. People see value in what CareerTech is doing for the state – not just for what it does for those for whom college may not be an option.
All Men Women Rep Dem Under $40k
Over $80k GVH 5 of 5
PVH 6 of 60%
10%
20%
30%
40%
50%
60%
70%
80%
90%84% 83% 85% 86%82% 83%
78% 81% 83%
9% 11% 8% 8% 10% 9%14% 11%
4%
Agree Disagree
60% Strongly agree; 24% Somewhat agree; 8% Somewhat disagree; 1% Strongly disagree; 7% Undecided
More Than An Alternative To College
All Men Women Rep Dem Child in Home
No Chil-dren
Under $40k
Over $80k
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
19% 21% 16% 19% 18% 13%20% 17%
28%
12% 11%12% 12% 12% 20% 10% 16%
7%
15% 14% 15% 16% 15%17%
14%18% 16%
32% 30% 35%34%
31%36%
32%26% 22%
Science 75 Credit Hrs. Drop-Out Rate Better
19% Science Degrees; 12% 75 Hrs. of credit; 15% Lower Drop-out rate; 32% Better academically; 22% Undecided
Why CareerTech Is For College Bound Students Also
The public embraces the idea that CareerTech helps students perform better in college. This is especially true among those with children in the home.
All Men Women Rep Dem Child in Home
No Children0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20% 18% 21% 21% 19% 21% 20%
19% 23% 16% 18% 20%23%
18%
23% 21% 25% 22% 23%
29%
22%
20% 19% 21% 23% 19%
18%
21%
3.5 Billion 12,000 Cert. HS Participation 6,900 Companies
20% 3.5 Billion to economy; 19% 12,000 certifications; 23% HS participation; 20% 6,900 OK companies; 18% Undecided
Most Enhances Views Of CareerTech
No one issue stands out as being the most dominant in enhancing the view of CareerTech. We do see that saying almost half of the state’s high school students participate in CareeTech pops among those with a child in the home.
All Best Voters
Over $80K Job Perf. Good
Job Perf. Fair
Good Inv. Smwht Agree
Good Inv. Disagree
Online0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20% 22%16%
22% 17%26%
8%
24%
19% 13% 21%21%
22%16%
8%
11%
23%22%
23%25% 36% 23%
44%
32%
20% 25% 23%18% 3%
19%
4%
23%
3.5 Billion 12,000 Cert. HS Participation 6,900 Companies
Most Enhances Views Of CareerTech
We also see the participation of high school students pop among those who disagree that current spending is a good investment, those who rate the job performance as only fair, and those getting information through online sources.
Just over half of Oklahomans claim to be aware of these high school offerings. It is higher among mothers.
All Men Women Rep Dem Under $40k
Over $80k Fathers Mothers0%
10%
20%
30%
40%
50%
60%
70%
55%52%
58%
50%
57% 58%55% 53%
62%
43%47%
39%
47%42%
38%44% 45%
33%
Aware Unaware
55% Aware; 43% Not aware; 2% Undecided
Awareness FFA And DECA Offered In High Schools
Effect of Knowledge Of HS Programs By Job Performance
33%
33%8%
4%21%
Aware of Programs
23%
36%7%
4%
31%Excellent Good
Only Fair Poor
Undecided
Not Aware of Programs
Numbers may not add-up to 100% due to refusals.
The FFA brand helps enhance the image of CareerTech especially in the rural areas covered by the minor television markets.
All Men Women Rep Dem Under $40k
Over $80k
OKC DMA
Tulsa DMA
Minor Markets
0%
10%
20%
30%
40%
50%
60%
70%
80%70% 68%
73%68%
76%
66%
54%
67% 70%
80%
3% 2% 3% 3% 4% 6%2% 4% 2% 2%
Enhance Diminish
42% Greatly enhance; 28% Somewhat enhance; 2% Somewhat diminish; 1% Greatly diminish; 27% Undecided
Opinion Of CareerTech With FFA Program Addition
The inclusion of DECA and business groups really moves numbers in the Tulsa market.
All Men Women Rep Dem Under $40k
Over $80k
OKC DMA
Tulsa DMA
Minor Markets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%76% 73%
78% 76% 77% 77%69% 68%
84% 83%
1% 1% 2% 2% 1% 0% 2% 2% 1% 0%
Enhance Diminish
47% Greatly enhance; 29% Somewhat enhance; 1% Somewhat diminish; 0% Greatly diminish; 23% Undecided
Opinion Of CareerTech With Addition Of FFA, DECA, Business Professional Programs
Wow. This message needs to be promoted.
All Men Women Rep Dem Under $40k
Over $80k Child in Home
No Chil-dren
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%90%86%
93%
82%
95% 93%87% 84%
92%
6% 9%3%
9%4% 4%
8% 7% 6%
Agree Disagree
90% Agree; 6% Disagree; 4% Undecided
Career Tech Should Do More When Partnering With Businesses
It gets even slightly better when talking about making certain the demand is there for those being trained.
All Men Women Rep Dem Under $40k
Over $80k Child in Home
No Chil-dren
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%92% 89%95%
90%96% 95%
86%95%
91%
4%8%
1%5%
1% 0%9%
2% 5%
Agree Disagree
92% Agree; 4% Disagree; 4% Undecided
CareerTech Should Do More When Partnering With Businesses To Train Employees
Over the past year, we have seen interest in the professional careers almost double. This still trails health, hi-tech, and traditional, but is a sizable movement we will watch. Traditional has seriously declined this year.
Today May-12 Jun-11 Jun-10 Jun-09 Men Women Rep Dem Over $80K0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
17%26% 22% 22% 20% 25%
11% 16% 18% 17%
15%
15%14%
14% 14%13%
16%15% 14% 15%
27%
25%25% 29% 30% 20%
33% 25%30%
21%
3%2%
2%4% 4%
5% 2% 5%2%
9%
14%8%
7%7% 10% 16%
12% 15% 13% 19%
Traditional Hi-Tech Health Service Professional
17% Traditional-MFG, Auto, Welding, Construction vs. 15% Hi-Tech Programming - Software, IS vs. 27% Health Related Fields vs. 3%
Service – Culinary, Cosmetology vs. 14% Professional – Engineering, Bio-Tech, Acct vs. 23% Undecided
Most Important Careers For OCTS
This year shows the highest response we have seen for adult students. We do see those wanting CareerTech to be a place to get a jump on college up a bit as well.
Today May-12 Jun-11 Jun-09 Jun-08 Men Women Rep Dem0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
38%
46% 44%42%
49%
39%37%
40%
35%
12%10% 9%
14%9%
11%13% 12% 13%
30%27% 27%
29%26%
35%
26%
31%29%
Find Career Jump on College Adult Student
38% HS Student Trying to Find Career vs. 12% HS Student Trying to Get Jump on College vs. 30% Adult Student vs. 20% Undecided
Type Of Student For OCTS
Type Of Student Most Important For OCTS To Serve
- Participants Earning +80k Measured Over Time
2008 2009 2010 2011 2012 20130%
10%
20%
30%
40%
50%
60%
49%49%
43%
49%52%
36%
9%9%
5% 8% 8% 6%
25%26%
31%
24%27%
38%
Find Career Jump on College Adult Student