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

Welcome Steven Baker, Jobs for the Future External AdvocacyKent Fischer, GMMB Internal AdvocacyJennifer Foster, Illinois Community College Board DiscussionJeff Landis, Jobs for the Future

Advocacy communications Kent Fischer, Vice President

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

Advocacy communications Awareness of the problem Awareness of the solution Policy change Implement Result: More students graduating

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

Communicating for Action

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

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

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

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

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! Reaching policymakers

Discussion

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

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 Develop a Team of Champions

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 Existing Initiatives

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 State Level Leadership

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

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 Local Leadership and Roles:

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 Local 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 Challenges