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

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

WHY ADVOCACY ?

OUR FUNDING PICTURE Operating Budget Advocacy Focus

ANNUAL PERCENTAGE BUDGET CHANGES FISCAL 1979 TO FISCAL 2010 SOURCE: National Association of State Budget Officers. Percentage Budget Change Fiscal Year

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

STATE & FAMILY SHARE OF FUNDING FOR PUBLIC HIGHER EDUCATION 1991 – 2008, KENTUCKY Source: NCPPHE, Measuring Up: The State-by-State Report Card for Higher Education State Share Family Share

ADVOCACY CAMPAIGN

Process and Investigation ÜOne-on-One Interviews with 20 Key Stakeholders ÜTwo-year scan of KCTCS media coverage ÜAnalysis of Strengths and Challenges ÜReview of Other Community and Technical College Systems ÜReview of KCTCS Advocacy and Communication Strategies ÜDiscussions with KCTCS Board of Regents and President’s Leadership Team

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

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

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

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 Lead ers KCTCS Regents KCTCS College Presidents, Boards, Faculty, and Staff Current and former KCTCS students K-12 Superintendents, Principals, and Counselors University Partners

PRESIDENTIAL COMMITMENT Top priority Align college communications plan with advocacy plan Devotion of time Public spokesperson Local lobbying/Public relations efforts

Campaign Theme Transforming Lives. Transforming Kentucky. Transforming Lives. Transforming Kentucky.

Campaign Name Kentuckians for Community and Technical Colleges Kentuckians for Community and Technical Colleges

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

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. 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.

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

BUILDING GRASSROOTS AWARENESS

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

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

SPREADING THE WORD

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

UNPAID PR COVERAGE  50+ interviews  160 Major Media Stories

UNPAID PR COVERAGE

WEB SITE AND SOCIAL MEDIA  50,000 website hits  350 blog site members

 13,618 Facebook Fans WEB SITE AND SOCIAL MEDIA  6,500 YouTube Views

ELECTRONIC ADVOCACY  10,324 advocates signed an electronic petition  28,357 s were sent to 138 legislators during the session

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

DESCENDING ON THE STATE CAPITOL

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

LEGISLATIVE ACTIVITIES KCTCS Days in State Capitol and Showcases

KCTCS Rally State Capitol Rotunda LEGISLATIVE ACTIVITIES

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

STATE CAPITOL BILLBOARDS

TAKING SCORE

PASSED LANDMARK TRANSFER BILL (HB160) LEGISLATIVE OUTCOMES

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

SAYING THANKS

VOLUNTEER RECOGNITION

THANKS TO ELECTRONIC ADVOCATES WITH FREE GIFT OFFER

FEDERAL ADVOCACY

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

QUESTIONS?