John M. Belk Endowment Workforce Relevance Planning Grant June 23, 2017

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1 John M. Belk Endowment Workforce Relevance Planning Grant June 23, 2017

2 MITCHELL COMMUNITY COLLEGE Our Mission Mitchell Community College, a learning-centered institution, provides affordable, high-quality educational and training programs and services to meet the changing and diverse lifelong learning needs of a multi-culturally diverse citizenry who live and work in a global society.

3 MITCHELL COMMUNITY COLLEGE Mitchell Community College commits its resources to: Provide associate degree, diploma, and certificate programs to meet the pre-service and in-service workforce development needs for industry, business, government, and service occupations. Provide associate degree programs for the first two years of academic courses leading to baccalaureate and professional degrees. Provide each student the opportunity to develop the skills and values necessary to succeed in college.

4 MITCHELL COMMUNITY COLLEGE Mitchell Community College commits its resources to: Provide student development services including admissions, financial aid, counseling, career planning, job placement, testing, and student activities. Provide educational opportunities to meet the professional, personal, and cultural needs of the community. Serve the adult population with basic education and salable skills; to enhance personal development through general and continuing education.

5 Our Partners For This Planning Exercise NCWorks Career Center Centralina Workforce Board Mitchell Community College Rowan-Cabarrus Community College Iredell County Economic Development Statesville Chamber of Commerce Mooresville Chamber of Commerce Iredell Statesville Schools Mooresville Graded School District Cool Spring Center, Inc.

6 Labor Analytics One third (23,000 jobs) of all jobs in the Iredell County are manufacturing, making this the largest employment sector in the county. There are over 300 manufacturing establishments in Iredell. Mitchell Community College is uniquely positioned to help support this industry as it is the sole provider of public postsecondary education in the county. While all employment in Iredell County is projected to grow almost 1% per year over the next ten years, jobs requiring a 2- year degree or certificate are expected to grow 1.4% per year.

7 The NCMI Certified Production Technician (CPT) Program

8 Overview The Plan: To conduct a market research study that provides data upon which a successful NC Manufacturing Institute (NCMI) marketing plan can be developed. The Opportunity: The Iredell County NCMI is a partnership between agencies and employers which aspires to build a world class talent pool to support growth of regional manufacturers. Manufacturing businesses in Iredell County are eager to participate.

9 Overview Key Focus Areas of NCMI: 1. Deliver training that closes the skill gap between job seekers and available jobs. 2. Provide services and systems to more effectively match job seekers and available jobs in the manufacturing sector. 3. Improve the image of manufacturing employment among job seekers, students, parents, and school personnel.

10 Overview The Key Issues: NCMI has seen much success since its 2015 inception. 1. NCMI Certified Production Technician program a nationally recognized certification has graduated its 100th student. 2. As of December 2016, CPT graduates have enjoyed an 88% employment rate upon graduation. 3. As of June 2017, 19 additional CPT graduates are interviewing and accepting positions with 36 partner companies in Iredell, Rowan, and Cabarrus counties. Regional companies are willing to pay to play for a better qualified applicant.

11 The Challenge: ATTRACTING PARTICIPANTS Enrollment can be increased through a sound marketing plan that addresses the target market s needs. This planning grant has been used to do local market research to help develop a strategic marketing plan.

12 Overview The marketing research study looked at key audiences: High school career counselors and teachers Community college career counselors and instructors Parents Prospective CPT students Current CPT students CPT graduates NCMI Iredell County manufacturing employers Marketing professionals Workforce Development staff at MCC

13 Features and Benefits Plan Features: Recommendations for the NCMI Marketing Plan Apply current best practices of marketing efforts by MCC and partners Analyze surveys of potential CPT students, identified prospective students, past and current students, and program alumni. Utilize human capital and resources to engage and recruit students (alumni, instructors, teachers, career counselors, business partners, etc.)

14 Features and Benefits Plan Features: Recommendations for the NCMI Marketing Plan Identify new marketing placements, partnerships, and opportunities. Identify methods of engaging and informing more/new supporters (counselors, teachers, recruiters, agencies, businesses, alumni, staff, and marketing professionals, etc.) Identify key features of the training and its outcome that prospective students will respond to. Expand and fine-tune the outreach message.

15 Features and Benefits Successful outreach to potential students through: online and social media, career counselors, teachers, businesses, parents, community agencies, NCMI partners, etc. Increase enrollment of students in each Iredell County CPT class to 15 (a 50% increase). 100% participation of Iredell NCMI employer partners in marketing efforts. Incorporate alumni success stories into the marketing plan and materials through evaluation of their experience in the CPT program.

16 Implementation Costs NCMI Marketing Budget Print Media Advertising $ 3,400 Online, Social Media $ 6,500 Video production $ 5,000 Billboards $ 3,600 Printing $ 3,000 NCMI Job Fairs/Outreach/Events $ 3,500 TOTAL $25,000 In-kind MCC $ 2,500

17 Key Learnings 1. Keep doing what we re doing! 2. Focus on fine-tuning and matching the message to the target audience by age and experience in manufacturing. 3. Emphasize the employment benefits of certification: Successfully Completing CPT gains you National Certification in 8 weeks Guaranteed job interviews with member companies Potential full-time, well-paying job with benefits Potential for career advancement 4. Raise awareness of manufacturing s future growth and varied opportunities in Iredell County. 5. Measure results in each marketing area.

18 Applications Use of the plan by other community colleges to: Apply survey data to aspects of student recruitment. Recruit and train students to meet the demands of local area workforce. Share best practices to improve all student recruiting efforts. Increase accuracy of market outreach via surveys, interviews, and focus groups.

19 Appendix Reference supplementary materials and resources EMSI, Industry Report 2016 Iredell County Charlotte Regional Collaborative for a Global Economy, JobsEQ Mitchell Community College Workforce Development and Institutional Research staff Centralina Workforce Development Board staff Cool Spring Center, data research

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