Developing the Manufacturing Workforce Of the Future … Today West Central Minnesota

1. Developing the Manufacturing Workforce Of the Future … Today West Central Minnesota

2. WHY MANUFACTURING? Manufacturing accounts for about 13 percent of the nation’s GDP and 11 percent of U.S. jobs Manufacturing was the largest contributor to economic growth during the 1990s Manufacturing wages are 22 percent higher than the average of other sectors’ wages.

3. WHY MANUFACTURING? Manufacturing provides its workers with more health, retirement, and other benefits than any other sector except government. Manufacturing contributes two-thirds of U.S. exports Manufacturing performs 62 percent of all U.S. research and development / innovation In the last 20 years, manufacturing productivity has grown twice as fast as overall business productivity

4. Approaching Workforce Deficit

5. The Workforce of the Future • Shortage of 13million to 15million skilled workers by 2020 • Baby-Boom Generation is Retiring • Little or no growth in 18- to 26-year-old age group • Outdated or inadequate skills for high-demand jobs • 60 percent of all new jobs in the 21st century will require skills possessed by only 20 percent of the current workforce

6. College or Bust

7. What Manufacturers Say About Their Current Workforce 90% of respondents indicated a moderate to severe shortage of qualified skilled production workers;83% indicated that these shortages are impacting their ability toserve customers;65% of all respondents, and 74% of respondents with more than 500 employees, reported a moderate to severe shortage of scientists and engineers; 39% of respondents indicated a moderate to severe shortage of qualified unskilled production workers.

8. Given Changes in the Economy and Business Environment, Which of the Following Will Be Most Important to Your Company’s Future Business Success Over The Next Three Years? (Select Up to Three)

9. 44% 62% 53% 47% 63% 51% Minnesota Mfg Workforce Shortages • Workforce Shortages • The Southwest & Northwest were most impacted • Overall, 8.5% of respondents from SW indicated a serious shortage. No other region was higher than 4.2% • NW had more respondents indicate a moderate shortage Understandingthe Worker Needs of Manufacturers Minnesota Skills Gap Findings 2007 Percent Indicating Moderate or Serious Workforce Shortage

10. PERCEPTION vs. REALITY • Young adults, parents, teachers, and public-at-large know little about today’s manufacturing • Belief that all manufacturing jobs are being (or will be) lost to foreign competition • Outdated stereotypes • Little or no career information about manufacturing

11. A Pro-manufacturing Economic Development and Awareness Campaign

12. Show Dream It! Do It! video • www.dreamit-doit.com/content/for/employers.php Video is at the bottom of the page

13. Goals of a Dream It. Do It. campaign: • Promote accurate vision of today’s advanced manufacturing – see the new reality. • Align goals of economic developers, workforce development and education with industry. • Provide career information, guidance, and links to training, internships and jobs. • Develop local education and training strategies for manufacturing that fill skills gaps.

14. Parts of a Campaign: • Skills Gap Survey– completed for MN • A media campaign and a series of activities and events: get attention • A “catch and referral” system: communicate directly and talk about opportunities. • Move them to training or to a job. • Repeat for a year or more.

15. Who does the campaign target? • 16 to 26 year olds. • Parents – still the most influential factor. • School professionals – teachers and counselors. • Manufacturers. • Public workforce system. • Other stakeholders.

20. What are the awareness tools? • UNIQUE INTERACTIVE WEB SITE • BILLBOARDS • RADIO SPOTS • NEWSPAPER & MAGAZINE ADS • BROCHURES, POSTERS, ETC. • TOOL KIT WITH CAMPAIGN MANAGEMENT AIDES

21. What has been accomplished: • Pilot Campaign In Kansas City Region • Formation Of Pro-manufacturing Coalition And New Mfg Association • Leverage To Obtain $1.9m CBJT Grant • 35 Percent Increase In Enrollment In Manufacturing Related Courses • 15M WIRED Grant in KC • Significant positive change in attitudes about manufacturing careers

22. BENCHMARKING ATTITUDE CHANGE

23. Locations of CWS Workforce Initiatives Dream It. Do It. Campaigns Workforce Projects • Dream It. Do It., Kansas City • Dream It. Do It., Nebraska • Dream It. Do It., Northeast Ohio • Dream It. Do It., Southwest Virginia • Dream It. Do It., Seattle/Puget Sound • Dream It. Do It., North Central Texas • Dream It. Do It., Southeast Indiana • Dream It. Do It., Will County, Illinois • American Society of Employers, Detroit, MI • Association of Washington Business, Olympia, WA • California Assn. of Employers, Sacramento, CA • Connecticut Business and Industry Assn., Hartford, CT • Employers Assn., Peoria, IL • Manufacturers Assn. of South Central Pennsylvania, York, PA • Mid-Atlantic Employers Assn., Philadelphia, PA • Power Transmission Distributors Assn., Cleveland, OH • Precision Metalforming Assn., Twin Cities, MN • San Diego Employers Assn., San Diego, CA • SMC Business Councils, Pittsburgh, PA • South Carolina Chamber of Commerce, Columbia, SC • South Florida Manufacturers Assn., Pompano Beach, FL • Wisconsin Manufacturers and Commerce, Madison, WI Dream It. Do It. Prospects • Dream It. Do It., Iowa • Dream It. Do It., Arizona • Dream It. Do It., Mississippi • Dream It. Do It., Virginia • Dream It. Do It., So Central Pennsylvania • Dream It. Do It., Minnesota

24. Dream It! Do It! in Minnesota • Follow Regional model • One state website from Dream It! Do It! National website • The homepage links to multiple resources within state • The homepage has a map of MN and individuals click on their region • Each region has its own page/site • Utilize MySpace.com to reach 16 to 24 year olds in Minnesota (send to Dream It! Do It! National website) • Regional champions and leaders (preferably manufacturers) • Regional campaigns, events and media buys • Dream It! Do It! unifies the message for many regional efforts that support manufacturing for maximum impact and results

25. Show Dream It! Do It! National Website • www.dreamit-doit.com

26. Regional Campaign Elements • Funding commitment for regional media buys, website development, MySpace.com advertisement • Regional Champions/Leaders (preferably manufacturers) who commit to keeping the message and the regional efforts active • Events at schools, public service messages, op-ed newspaper articles, etc. • Fostering relationships for catch and referral system

27. 3 Major Elements to Campaign • Media Campaign that gets notice • Series of Events to share the message • Catch and Referral Network to make sure interested individuals get “caught”

28. West Central Media Campaign Budget • Regional website $ 5,000 • MySpace Regional advertising $10,000 • Billboard 6 locations $11,600 • 2 months • Print $ 5,000 • Newspaper ads, posters, brochures, etc. for a year • Promotional Giveaways (highlighters, etc.) $ 2,000 • Radio (for regional launch) $10,000 • Events (6 events throughout year) $ 6,000 • Food, giveaways, etc. • Total annual for Regional campaign $49,600

29. Series of Events Share the message that manufacturing is vital to the economy of the region and that manufacturing provides family-supporting careers. • Career events at high schools • Tours of local industry • Rotary • Economic Developer groups • Parent/Teacher Organizations • Other??? Presentations, handouts, etc. provided

30. Catch and Referral Network Category #1: Job Ready: These individuals have some level of skill, experience and/or motivation to enter the job market immediately and want to go to work now. They may also be interested in additional education or training while they are working, but their primary interest is getting a job. Category #2: Not Job Ready: These individuals lack the skills manufacturers want in terms of employable skills, such as basic math and reading skills, communication skills, or they want to upgrade their skills to qualify for a better job. FRAMEWORK FOR THE DREAM IT. DO IT. REFERRAL SYSTEM Simple Self-Assessment Job Ready Seeking immediate employment (Go directly to job search via national and state job banks) Not Job Ready Needing some sort of intervention (Go to local education and/or training providers) Links/referrals to local service providers based on individual need (GED through university) MANUFACTURING CAREER OPPORTUNITIES/ JOBS IN MANUFACTURING

31. Status of West Central Region- slide 1 • Raise the remaining funds needed for media buys • Steering Committee formed • Subcommittee being formed • Catch and Referral System • Possible additional subcommittees as needed • Fundraising and Sustainability • Marketing and Publicity • Capacity Planning • Career Awareness

32. Status of West Central Region- slide 2 • Invite others to be at the table • Establish catch and referral network • Peggy Walton from The Manufacturing Institute will be coming in January to help us develop an effective catch and referral network • Start planning Launch Event • Targeting early March for launch • What we want to impact • Attitude and awareness of K-12 system • Enrollment trends in manufacturing-related education programs • Direct impact seen by manufacturers– number of applicants and length of time to fill positions • Attitude and awareness of general public

33. Steering Committee Members

34. Confirmed and Pending Funding • Tri-State Manufacturer’s Association $ 5,000 • West Central Initiative $ 5,000 • BTD $ 5,000 • 360º $20,000 • Rural MN CEP $2,000 • 3M Foundation (pending) $10,000 • Total confirmed $37,000 ($12,600) • Total confirmed and pending $47,000 ($2,600)

35. What do 360º, DEED and NAM provide? • EASY BUTTON • $50,000 required by NAM to use Dream It! Do It! • Proven message and model to change the image of and support for manufacturing throughout the region • Print Materials • Canned presentations • Advertising collateral • Free administration, coordination, and support • we can get quotes etc. for media buys and we can place the media buys where you tell us • Assistance in coordinating events, etc.

36. Why is involved ? • MnSCU Center of Excellence • Mission– “Building the future workforce for manufacturing in Minnesota through innovative and collaborative education.” • 3 major initiatives • Collaborate with industry to change the image of manufacturing (middle school through adults) we have invested over $250,000 in sharing this message through media outlets, career packets, and K-12 events • Collaborate with industry to provide a seamless career pathway for manufacturing careers with no dead ends our 9 MnSCU institutions have articulated programs from high school pre-engineering curriculum through Masters level • Make education flexible and accessible through on-line certificates, diplomas, and degrees in relevant skills we have an on-line B.A.S. Applied Engineering degree that builds from technical college education in true 2+2 articulation, we have identified 3 multi-institution blended delivery certificates that will begin development this fall (Production Technology, Machining Technology, Pre-automation) • We are passionate about doing things differently to meet the needs of the industry and the individual.