ADVOCACY “How to Win Friends and Influence People”.

1. ADVOCACY “How to Win Friends and Influence People”.  Michael B. McCall, Ed.D. President Kentucky Community and Technical College System

2. 16 TWO-YEAR COLLEGES 1 STATEWIDE GOVERNING BOARD 16 COLLEGE ADVISORY BOARDS Over 70 CAMPUSES 700 Credit Program Options ENROLLMENT MORE THAN DOUBLED SINCE 1998 – 51.6% of all undergraduates in Kentucky Over 6,000 Businesses Served 10,000+ EMPLOYEES $920+ Million Annual Budget

3. WHY ADVOCACY ?

4. OUR FUNDING PICTURE Advocacy Focus 2010-2011 Operating Budget

5. Annual Percentage Budget Changes Fiscal 1979 to Fiscal 2010 Percentage Budget Change Fiscal Year SOURCE: National Association of State Budget Officers.

6. The Reality Facing Higher Education • Employment recovery lags fiscal recovery • State tax collections lag employment recovery • Funding for higher education lags state tax revenues recovery

8. State & Family Share of Funding for Public Higher Education1991 – 2008, Kentucky State Share Family Share Source: NCPPHE, Measuring Up:The State-by-State Report Card for Higher Education

9. ADVOCACY CAMPAIGN

10. Process and Investigation • One-on-One Interviews with 20 Key Stakeholders • Two-year scan of KCTCS media coverage • Analysis of Strengths and Challenges • Review of Other Community and Technical College Systems • Review of 2007-08 KCTCS Advocacy and Communication Strategies • Discussions with KCTCS Board of Regents and President’s Leadership Team

11. Opportunities Leading the charge on transfer Goodwill from business and industry New focus on advocacy Weak economy

12. Elements of Advocacy Campaign Stakeholder Database Targeted Legislative and Media Communications Research and Documentation Viral Marketing via the Internet Coordinated Media Events

13. Target Audiences State legislators Public officials Local business leaders Thinking-talking public/engaged citizens

14. Key Stakeholders Business Leaders State and Local Chamber boards Workforce Investment boards Leading employers Civic Leaders with community college connections Local and state KCTCS board members with business ties Educational Leaders KCTCS Regents KCTCS College Presidents, Boards, Faculty, and Staff Current and former KCTCS students K-12 Superintendents, Principals, and Counselors University Partners

15. Presidential commitment Top priority Align college communications plan with advocacy plan Devotion of time Public spokesperson Local lobbying/Public relations efforts

16. Campaign Theme Transforming Lives. Transforming Kentucky.

17. Campaign Name Kentuckians for Community and Technical Colleges

18. Call To Action Join the Kentuckians for Community and Technical Collegesand find out how you can ensure our state makes smart investments in our students, our workers, and the state’s economy.

19. Primary Message Community and technical colleges offer Kentucky what it needs right now…real opportunity for real people in real time. We are transforming lives. Transforming Kentucky.

20. Campaign Goal Advocate increased support for KCTCS among Kentucky’s policy makers.

21. BUILDING GRASSROOTS AWARENESS

22. GETTING ORGANIZED • 17 Teams (College and System) created to execute the campaign. • 475 community and business leaders • joined Local Councils to lead campaign.

23. CREATING AWARENESS • 17 Community Forums attended by: • 1,575 Students • 1,317 Faculty and Staff • 1,705 Community Members • 30 Legislators

24. SPREADING THE WORD

25. TV AND RADIO ADVERTISING Delivered 31+ million impressions among targeted populations ages 25-54 (impressions are the number of times spot was viewed or heard)

26. UNPAID PR COVERAGE • 50+ interviews • 160 Major Media Stories

27. UNPAID PR COVERAGE

28. WEB SITE AND SOCIAL MEDIA • 50,000 website hits • 350 blog site members

29. WEB SITE AND SOCIAL MEDIA • 13,618 Facebook Fans • 6,500 YouTube Views

30. ELECTRONIC ADVOCACY • 10,324 advocates signed an electronic petition • 28,357 e-mails were sent to 138 legislators during the session

31. Media Summary • Came in on budget…on time!! • Generated 31.8 million impressions statewide among individuals ages 25-54 & over • $896,000 in additional/bonus coverage

32. DESCENDING ON THE STATE CAPITOL

33. LEGISLATIVE ACTIVITIES • Met with the Governor and legislative leaders to discuss legislative agenda. • Testified to House and Senate committees • Hosted Legislative Luncheon (60+ attended)

34. LEGISLATIVE ACTIVITIES • KCTCS Days in State Capitol • and Showcases

35. LEGISLATIVE ACTIVITIES • KCTCS Rally • State Capitol Rotunda

36. State Capitol Yard Signs Yard signs were placed around the capitol building grounds along all drives and walkways leading to it.

37. State capitol Billboards

38. TAKING SCORE

39. LEGISLATIVE OUTCOMES PASSED LANDMARK TRANSFER BILL (HB160)

40. LEGISLATIVE OUTCOMES AVERTED SEVERE CUTS TO HIGHER EDUCATION 2.4% over the biennium versus the proposed 14-34% cuts

41. SAYING THANKS

42. VOLUNTEER RECOGNITION

43. THANKS TO ELECTRONIC ADVOCATES WITH FREE GIFT OFFER

44. FEDERAL ADVOCACY

45. KEY ELEMENTS Targeted Federal Agenda Governmental Services Firm Focus on Congress and Agencies Regular Visits to DC Connecting with State Congressional Offices Customize to Colleges/Congressional Districts Work Hand-in-Hand with AACC

46. QUESTIONS?