1. State Apprenticeship Expansion Grants
June 1, 2017
Engaging Your Audience and Telling Your Story: Marketing Registered Apprenticeship
Employment and Training Administration
Office of Apprenticeship

3. Chad Aleshire Team Lead
Division of Investment, Operations, and Performance
Office of Apprenticeship
U.S. Department of Labor
Washington, DC

4. Learn about grantees who are using their SAE grants to help them expand traditional and non-traditional marketing tools
Learn guiding principles of marketing Registered Apprenticeship to businesses
Think about and share your own marketing and outreach strategies
Get answers to your questions on marketing Registered Apprenticeship

5. Christina Herzog
Senior Project Manager
Maher & Maher

6. Christopher MacLarion
Director, Apprenticeship and Training
Maryland Department of Labor, Licensing & Regulation
Rachel McAloon
Apprenticeship Outreach & Education Specialist
Washington State Department of Labor & Industries
Gerry Ghazi
President and Founder
Institute for American Apprenticeships at Vermont HITEC

7. What marketing strategies are you currently using or planning to use?
Poll Question
What marketing strategies are you currently using or planning to use?
(check all that apply)
Apprenticeship websites
Videos
Brochures or other print documents
Social media
Other – please enter in the chat
Please share links to your marketing and outreach resources in the chat!

8. Presenter: Chris MacLarion

9. PAST: Registered Apprenticeship
I. In what Registered Apprenticeship outreach activities has Maryland historically engaged?
Prior to October 2016, the Maryland Apprenticeship and Training Program (MATP) was located within DLLR’s Division of Labor and Industry. Outreach was mainly:
Focused at supporting the traditional skilled trades, such as construction-related occupations; and
Involved with high school career fairs, community events, and events at which the MATP was invited to participate.
Outreach does not appear to have been targeted in a way to incorporate the Workforce System, American Job Centers (AJC’s), nor the sponsors.

10. NOW: Registered Apprenticeship
II. In what Registered Apprenticeship outreach activities does Maryland NOW engage?
Maryland DLLR has taken a multipronged approach which consists of:
Making several branding “videos” targeting
Youth (particularly High School) and Parents
Employers
Potential Apprentices
Redesigning MATP logos and brochures
Ordering new resource materials
Focusing on the Eligible Training Provider List (ETPL)
Sending out letters to all Registered Apprenticeship sponsors in Maryland resulting in
15 sponsors being added to the ETPL by May 1 (Started CY 2017 with 0 sponsors)
Vigorous ongoing outreach efforts through phone calls, messages, and site visits encouraging Sponsors to become an eligible training provider

11. NOW: Registered Apprenticeship
In what Registered Apprenticeship outreach activities does Maryland NOW engage?
Maryland is in the process of:
Redesigning the ETPL website so that Registered Apprenticeship has its own “tab” allowing for easier searching with a breakout of each occupation offered by each Sponsor
Adding a link for each program which has openings for direct application
Exploring the use of the Accelerator Grant to place customized RA job boards at all American Job Centers

12. NOW: Registered Apprenticeship
In what Registered Apprenticeship outreach activities does Maryland NOW engage?
Maryland is utilizing new staff to call every Inactive Sponsor in the State resulting in:
250 sponsors being contacted
Dozens of sponsors expressing interest in reactivation
Exploration of new ways to provide related instruction to older programs
Note: These calls were essential to outreach. Older Inactive Programs represent Registered Apprenticeship. Amid a wave of excitement & outreach across the nation, it is imperative that Inactive Sponsors are at a minimum contacted or may become alienated...detracting from the positive message we are trying to convey.

13. To better understand Registered Apprenticeship…
III. How are you thinking differently about reframing your work in a way that employers or special populations can better understand Registered Apprenticeship?
Maryland has utilized the SAE Grant to create the Apprenticeship Innovation Fund (AIF)
The AIF can be used to fund innovative ways for employers to build new programs, add new occupations, and create new means to offer related instruction.
Grantees can use the AIF to reach populations which are traditionally underrepresented in Registered Apprenticeship and show how to make these efforts sustainable.
To date, six awards have been issued for programs which are targeting underrepresented populations for pre-apprenticeship and/or entry into Registered Apprenticeship.

14. New Materials
NEW BUS AD:

15. New Materials
NEW BROCHURE:
NEW LOGO:

16. DLLR FACEBOOK and Twitter LINK:
New Materials
WEBSITE LINK:
DLLR FACEBOOK and Twitter LINK:
facebook.com/DLLR.Maryland
@MD_DLLR

17. National Apprenticeship Week
New Materials
National Apprenticeship Week
Trade's Day
Non-traditional
MATC
Veteran’s Day
Youth Apprenticeship

18. Marketing Registered Apprenticeship:
Current and Future State
Presenter: Rachel McAloon

19. (Up from 13,867 active in the previous 12 months).
Registered Apprenticeship in Washington state January 1, 2016 – December 31, 2016
7,723 Employers registered as Training Agents with Apprenticeship Program Sponsors.
Over 200 Standards of Apprenticeship with specific minimum qualifications, apprentice selection procedures, wage progression, related classroom instruction and skilled credential outcomes.
Work-based learning and classroom instruction in over occupations.
5,086 citizens of Washington state registered as apprentices to start career training in over 137 different occupations (Up from 4,626 registrations in the previous 12 months).
15,476 active apprentices contributing to the economy – earning a wage while they learn transferrable, career sustaining skills (Up from 13,867 active in the previous 12 months).
(Up from 13,867 active in the previous 12 months).

20. Marketing geared towards industry
Focus on Traditional and Non-Traditional Industries
Marketing geared towards all industries.
Currently creating a common message for apprenticeship, across work force system.

21. MARKETING GEARED TOWARDS EMPLOYERS
Employer outreach to industry associations:
Common industry = common messaging
Re-designed L&I apprenticeship website:
Organized by user story
Toolkit for AUR requirement
On-boarding kit for new employers
Updated FAQ
Speaks to all industries
Resources/ Support Services
Return on Investment
Employer study currently underway
New marketing/website

22. Marketing geared towards youth
Created flash drives loaded with information
Can be updated for any audience
Expand youth apprenticeship marketing to all industries
Increase web and social media presence
Update messaging and design to appeal to career ready youth

23. Poll Question
What methods would you like to use, or already use, to determine the focus of your RA messaging?
(check all that apply)
Focus Groups
Round Tables
Statewide/Regional Meetings
Surveys
Other – Please enter details in chat

24. Speaking the Language of Business
Presenter: Gerry Ghazi

25. State the Problem Start with a problem statement – not a solution
Define it in terms of their business challenge
Use business language
Research their business (website, job openings)
Ask questions, seek to understand
How have they solved their challenge (recruitment, on- boarding, internal training, mentoring)

26. Describe RA as What They Do
Inventory what they already do
Talk their language - use terms familiar to them
Outreach = recruitment
Competencies = job descriptions / responsibilities
RTI = internal training / external education
OJT = mentoring, supervision, performance reviews
Stepped up wages = merit performance increases

27. Make the Business Case for RA
Set forth the ROI involved with RA
Compare traditional vs. RA hire models
Highlight important factors:
Stepped up wages vs. full wages
Recruitment costs / hiring incentives
State / federal subsidies (tax credits,
workforce development grants,
WIOA ITAs and OJTs)
Emphasis retention and attrition

28. Poll Question
Have you collaborated with any partners as part of your employer outreach and marketing strategies?
(check all that apply)
Economic Development
K-12 Education
Post-secondary Education
Workforce Development
Human Services
Business
Other – Please enter details in chat

30. ApprenticeshipUSA Community of Practice! Marketing and Outreach
Check out examples of marketing and outreach materials from SAE grantees, U.S. Department of Labor, and Industry intermediaries.
09/37/Marketing-Outreach-for-Apprenticeship
Expanding Apprenticeship to Under- Represented Populations
For outreach materials with a focus on populations that remain under- represented in apprenticeships, check out these resources.
12/33/Expanding-Apprenticeship-to-Under-Represented- Populations

31. Christopher MacLarion Rachel McAloon
Director, Apprenticeship and Training
Office of Workforce Development
Maryland Department of Labor, Licensing & Regulation
Rachel McAloon
Apprenticeship Outreach & Education Specialist
Washington State Department of Labor & Industries
Christina Herzog
Senior Project Manager
Maher & Maher
Gerry Ghazi
President and Founder
Institute for American Apprenticeships at Vermont HITEC