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ADVOCACY How to Win Friends and Influence People. Michael B. McCall, Ed.D.PresidentKentucky Community and Technical College System

16 TWO-YEAR COLLEGES1 STATEWIDE GOVERNING BOARD16 COLLEGE ADVISORY BOARDSOver 70 CAMPUSES700 Credit Program OptionsENROLLMENT MORE THAN DOUBLED SINCE 1998 51.6% of all undergraduates in KentuckyOver 6,000 Businesses Served10,000+ EMPLOYEES$920+ Million Annual BudgetWHY ADVOCACY ?OUR FUNDING PICTURE2010-2011 Operating BudgetAdvocacy FocusAnnual Percentage Budget Changes Fiscal 1979 to Fiscal 2010SOURCE: National Association of State Budget Officers.Percentage Budget ChangeFiscal YearThis graph shows you the annual percentage change in state governments budgets over the last 20 years. Some of you who have been around for many years know that we have been through some tough times and that economies are cyclical with a bad year or two and then a strong recovery. However, we have not seen an economy like this for over 20 years and the future does not look bright. (NEXT)5The Reality Facing Higher EducationEmployment recovery lags fiscal recoveryState tax collections lag employment recoveryFunding for higher education lags state tax revenues recoveryThese are the economic principles that all of you are aware of:Employment recovery lags fiscal recovery. Of course, this is a boost to our community college enrollment as displaced workers are coming back to us to get retooled for their next job.We also know that State tax collections lag behind the employment recovery. Thus, state and local government budgets are being slashed which means less and less state funding for your college and makes it more difficult for your local Boards to raise taxes.The worst news is that most economists predict that it is going to be a long time before we are out of this recession. And when we do recover, funding for higher education will probably be among the last things to be restored by the State. (NEXT)6State & Family Share of Funding for Public Higher Education1991 2008, KentuckySource: NCPPHE, Measuring Up:The State-by-State Report Card for Higher EducationState ShareFamily ShareAnd when you break this down to how much the State is paying for higher education and how much the student is paying, you see that each year we get closer and closer to the student paying for more than half of the actual cost of their education. This graph is for all states and all levels of higher education. Within the Kentucky Community and Technical College System, we expect that students will pay for more than 50% of the costs within the next five years. (NEXT)8ADVOCACY CAMPAIGNProcess and InvestigationOne-on-One Interviews with 20 Key StakeholdersTwo-year scan of KCTCS media coverageAnalysis of Strengths and ChallengesReview of Other Community and Technical College SystemsReview of 2007-08 KCTCS Advocacy and Communication StrategiesDiscussions with KCTCS Board of Regents and Presidents Leadership Team

OpportunitiesLeading the charge on transferGoodwill from business and industryNew focus on advocacyWeak economyStakeholder DatabaseTargeted Legislative and Media CommunicationsResearch and DocumentationViral Marketing via the InternetCoordinated Media Events

Elements of Advocacy CampaignTarget AudiencesState legislatorsPublic officialsLocal business leadersThinking-talking public/engaged citizens

Key Stakeholders Business LeadersState and Local Chamber boardsWorkforce Investment boardsLeading employersCivic Leaders with community college connectionsLocal and state KCTCS board members with business ties

Educational LeadersKCTCS RegentsKCTCS College Presidents, Boards, Faculty, and StaffCurrent and former KCTCS students K-12 Superintendents, Principals, and CounselorsUniversity Partners

Presidential commitmentTop priorityAlign college communications plan with advocacy planDevotion of time Public spokespersonLocal lobbying/Public relations efforts

Campaign ThemeTransforming Lives. Transforming Kentucky.Campaign NameKentuckians for Community and Technical CollegesCall To ActionJoin 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 states economy.Primary MessageCommunity and technical colleges offer Kentucky what it needs right nowreal opportunity for real people in real time.We are transforming lives. Transforming Kentucky.

Advocate increased support for KCTCS among Kentuckys policy makers.

Campaign Goal BUILDING GRASSROOTS AWARENESS17 Teams (College and System) created to execute the campaign. 475 community and business leadersjoined Local Councils to lead campaign.GETTING ORGANIZEDCREATING AWARENESS

17 Community Forums attended by:

1,575 Students

1,317 Faculty and Staff

1,705 Community Members

30 LegislatorsSPREADING THE WORDDelivered 31+ million impressions among targeted populations ages 25-54 (impressions are the number of times spot was viewed or heard)

TV AND RADIO ADVERTISING

25UNPAID PR COVERAGE50+ interviews

160 Major Media Stories

UNPAID PR COVERAGE

WEB SITE AND SOCIAL MEDIA50,000 website hits

350 blog site members

13,618 Facebook FansWEB SITE AND SOCIAL MEDIA

6,500 YouTube Views

ELECTRONIC ADVOCACY10,324 advocates signed an electronic petition

28,357 e-mails were sent to 138 legislators during the session

Came in on budgeton time!!Generated31.8 million impressions statewide among individuals ages 25-54 & over $896,000 in additional/bonus coverage

Media SummaryDESCENDING ON THE STATE CAPITOLLEGISLATIVE ACTIVITIESMet with the Governor and legislative leaders to discuss legislative agenda.

Testified to House and Senate committees

Hosted Legislative Luncheon (60+ attended)LEGISLATIVE ACTIVITIESKCTCS Days in State Capitol and Showcases

KCTCS Rally State Capitol Rotunda

LEGISLATIVE ACTIVITIES

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

State capitol Billboards

TAKING SCOREPASSED LANDMARK TRANSFER BILL (HB160)

LEGISLATIVE OUTCOMESLEGISLATIVE OUTCOMESAVERTED SEVERE CUTS TO HIGHER EDUCATION2.4% over the biennium versus the proposed 14-34% cutsSAYING THANKS

VOLUNTEER RECOGNITIONTHANKS TO ELECTRONIC ADVOCATESWITH FREE GIFT OFFER

FEDERALADVOCACYKEY 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 AACCQUESTIONS?