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Pathways to Membership Growth and Engagement 2

3 2RE = Reach, Recruit, and Engage

4 2RE = Reach, Recruit and Engage Reach – create awareness of SkillsUSA

5 2RE = Reach, Recruit and Engage Recruit – decision to join SkillsUSA Reach – create awareness of SkillsUSA

6 2RE = Reach, Recruit and Engage Recruit – decision to join SkillsUSA Reach – create awareness of SkillsUSA Engage – participation in SkillsUSA

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9 Membership GrowthMembershipModelsScalableGrowthMembershipIncremental

10 Local State National 3 Paths 1Mission Membership

Assist teachers in recruiting and retaining members 11 Local Welcome Kit Membership Kit Student Survey Landing Page Webinars Activate TAG Tuesday Educational Resources Chapter Officer Development Advisor Newsletter GrowthMembershipIncremental

Assist State Associations in Membership/Chapter Development 12 State State Profiles Identify Models State Director Marketing Toolkit State Officer Training Guide Webinars Leverage TAG Tuesday State Director Survey State Director Newsletter GrowthMembershipIncremental

National Initiatives 13 National Focus Groups Student Survey State Director Survey Middle Schools Recruitment Drive Process Tracker (Hotline) Chapter Recognition Program Professional Benefits - Advisors GrowthMembershipIncremental

14 State Profile – #1 Background Information State: State Director: Membership Affiliation Program: High School Membership High School Rank Post Secondary Membership Post Secondary Rank Total MembershipTotal Rank GrowthMembershipModelsScalable

15 Graphic Representation

Forecasting Each state’s membership for was predicted using an Excel forecasting formula. Forecasting allows the data to indicate how the increases and decreases are actually affecting the state’s overall membership, as opposed to a simple average or trending model. Forecasting also better disregards a fluke year, where calculating an average or a trend gives equal weight to each year.. 16

Forecasting The five previous years of membership are averaged to create a comparison point. The forecasted membership for is then compared with the overall average of the past five years and a percentage indicating change is then calculated. After reviewing the data, the margin of variation was calculated. 17

States Percentage Change 18 90% and 110% = Steady States Above 110% = Growing States Below 90% = At-Risk States

Forecasting – State Profile # Forecasted HS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting Projected vs. Actual Comparison HS Forecasted HS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting %Growth109.81% %Growth Actual 10,464

Forecasting – State Profile # Forecasted PS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting Projected vs. Actual Comparison PS Forecasted PS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting %Steady85.29% %Steady Actual 102

Forecasting – State Profile # Forecasted HS & PS Total Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting Projected vs. Actual Comparison HS & PS Total Forecasted HS & PS Total Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting %Growth109.64% %Growth Actual 10,566

Observations of Membership Projection As we continue to gather additional years worth of data the prediction numbers should become more accurate, unless they are influenced by other factors. For the prediction, we correctly predicted 66%, with a +/- 10% variation. Meaning if the prediction was within 10% of the actual membership number, it was considered a successful prediction. 22

Observations of Membership Projection Even though some states may have actually declined this year, they still fall into the growth category. On the same note, there are states who gained membership, however they are still labeled as at-risk. This is due to using a forecasting model, which compares the data throughout the time frame and adjusts for outlying years or anomalies. If any of these states continue on this path, the forecast will adjust. 23

HS Discoveries 24

HS Discoveries 25 High School – The projections was nearly perfect, only -.75% difference. High School membership overall remains on a steady pattern.

26 C/PS Discoveries

C/PS – the projection was almost exact with only a -5% difference. However C/Ps continues to decline. C/Ps was on the at-risk/steady bubble for so they have now moved to at-risk for projections. C/PS Discoveries

Discoveries in Membership 28

Discoveries in Membership Again, actual vs. projected was very close. Total membership projection is slightly lower for , than it was for due to the decline in membership, but overall holding on to very steady.

National Membership 30

National Forecast Forecasted HS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting Projected vs. Actual Comparison HS Forecasted HS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination From Forecasting 267, %Steady99.25%268, %Steady Forecasted PS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting Projected vs. Actual Comparison PS Forecasted PS Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination From Forecasting 36, %Steady95.22%33, %At-Risk Forecasted HS & PS Total Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination from Forecasting Projected vs. Actual Comparison HS & PS Total Forecasted HS & PS Total Average Membership in Comparison to Forecasted Steady, Growth or At-Risk Determination From Forecasting 304, %Steady98.77%302, %Steady

What now? Where do we go from here? 32

What now? What are we going to do differently? How are we going to think about membership differently? 33

Georgia 11 Year HS Membership first STORM held 2010 first SkillsUSA University 2004 Director Retired 2007 Health Occ. Mandated to HOSA 2007 DCT Disbanded 2008–2012 CMI Training Held New Teacher Institute Three State Certified Trainers LeadOn Training with Local Chapter Officers/Members 2009 Friday Flash/ Advisor Update Two Yr. Director 2010 first Champions Rally Highest membership in 21 years! 2006 Director Hired

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SkillsUSA Potential Membership – Georgia Source: Georgia Department of Education: Career, Technical and Agricultural Education Annual Report Assessment/CTAE/Documents/CTAE-Annual-Report-2011.pdf Assessment/CTAE/Documents/CTAE-Annual-Report-2011.pdf

Larger Questions? What is our total possible membership when considering all Career and Technical students that SkillsUSA serves in it’s 130 technical areas? What is the true membership potential for each state association and how can we help them achieve it? How to engage all members in a meaningful way through their SkillsUSA membership? 37

Larger Questions? How best to serve College/Postsecondary Members. How does SkillsUSA become a solution provider to the needs of its Professional Members so that they will see an inherent value to their membership. ? 38

Action Plan Identify and explore reasons for growth: Marketing Resources Programs Training Recruitment efforts TPP Leadership provided by State Director Leadership and support provided by Department of Education Others? Can these be replicated in other states? 39

Action Plan Identify factors impacting membership external to the organization- beyond state association control internal to the organization- within state association control 40

Action Plan Solutions – Presentations over the course of the next two days Best Practices – 2RE Staff Presentations Additional ideas and suggestions of ways for us to help you and your state. Leave with an action plan to implement 2RE 41

Are we relevant? 42 Experts project 47 million job openings in the decade ending About one- third will require an associate’s degree or certificate, and nearly all will require real-world skills that can be mastered through CTE. Georgetown Center on Education and the Workforce

Questions??? 43 Why is there a skilled labor gap? Why is an organization that focuses on technical skills down trending? What should we be doing for our members?

Mission The mission of SkillsUSA is to help its members become world class workers, leaders and responsible American citizens. 44

Framework SkillsUSA impacts the lives of America’s future workforce through the development of personal, workplace and technical skills that are grounded in academics. 45

Framework 46

Next Steps 47