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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

http://www.TFSresults.com

http://www.MarkCPerna.com



http://www.MarkCPerna.com

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©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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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

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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

Facebook

Twitter

Pinterest

Snap Chat

Instagram

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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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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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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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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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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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

• Email

• Text Message

ANYTHINGThat Makes Them

Think Of

YOU!

DRIPS

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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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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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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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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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Home Field Advantage

HOME FIELD ADVANTAGE

HOME AWAY

85%15% 50%50%

Open House

Tour

Presentation

Conversation

Direct Mail

Signage

Advertising

Website

Email

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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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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