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May 9, 2012

May 9, 2012. Building the Case for Adult Education: A Guide to Advocacy Communications. Welcome Steven Baker, Jobs for the Future External Advocacy Kent Fischer, GMMB Internal Advocacy Jennifer Foster, Illinois Community College Board Discussion Jeff Landis, Jobs for the Future.

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May 9, 2012

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  1. May 9, 2012 Building the Case for Adult Education:A Guide to Advocacy Communications

  2. Welcome Steven Baker, Jobs for the FutureExternal Advocacy Kent Fischer, GMMB Internal Advocacy Jennifer Foster, Illinois Community College BoardDiscussion Jeff Landis, Jobs for the Future

  3. Advocacy communications Kent Fischer, Vice President

  4. Who am I? • Education writer for 15 years • Vice President in GMMB’s Seattle office • Help lead education portfolio, including postsecondary clients

  5. Advocacy communications

  6. Advocacy communications: The basics Communicating for action Know which audiences you need Know what you want them to do Differentiate communications around those “asks”

  7. Communicating for Action

  8. Who do you need on your side? • Segment your audiences • Define your channels • Know what moves them

  9. Know what you want them to do • Vote “yes”? • Click a link? • Sign a petition? • Keep mum?

  10. Design communications around those asks • Compelling messages • Simple language • Well defined tactics • Trusted messengers

  11. Words matter, but so does substance • Under promise / over deliver • Squeeze out the jargon

  12. Reaching policymakers • Don’t think you can dig deep. You can’t. You’ll get 5 minutes of their time. • Tell them simply what it is you are trying to do (“Help more kids graduate ready for jobs.”) • Tell them the blowback they are going to feel from constituents. • No Jargon!

  13. Discussion

  14. Communicating the Plan Jennifer K. Foster Senior Director for Adult Education Project Coordinator

  15. Develop a Team of Champions Include a variety of partners in the design and development of the project Illinois State Level Partners Governor’s Office ICCB Staff Advocacy Groups Adult Education CTE Colleges: President, VPs, Faculty, Dev. Ed., Student Services Professional Development and Training Research and Policy Labor

  16. Existing Initiatives Capitalize on existing initiative Don’t reinvent the wheel Within the state and outside of the state • Joyce Foundation “Shifting Gears Initiative” • Sector based strategies Illinois Adult Education Strategic Plan Common Core and College Readiness Initiative Programs of Study Higher Education Public Agenda President’s Vision Economic Impact Study Performance Based Funding Task Force

  17. State Level Leadership Who’s IN CHARGE? WHO HAS THE ABILITY TO MOVE THE INITIATIVE DETERMINE WHO THE KEY PLAYERS ARE at the State Level Determine the commonalities and how we can help each other achieve separate and common outcomes Communicate Regularly

  18. Engage Local Colleges - Early in the Process Meet Regularly with Locals Allow time for discussion and sharing Assist them in understanding the desired outcomes Allow time for Professional Development

  19. Local Leadership and Roles: • Partnerships across divisions • AE, CTE, Student Services, Financial Aid, Registration, Tutoring Services • The ability to understand the others language • Understand and recognize the differences • Understand the performance outcomes and objectives of each area • Territorial Issues

  20. Local Challenges Adult Education students must be prepared CTE must be assured that the curriculum will not be watered down Work toward common objectives rather than stacked Defining the goal Initiative Fatigue Financial Assistance Needs

  21. Challenges Flexibility in scheduling of classes Hours Number of seats available Financial Assistance to students Communicating the need co-teaching aspect of the project Connecting the AO/ICAPS model to a bigger policy or broader plan Employer Engagement Sustainability of the Project

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