FUTURETECH

SUCCESSA multi-faceted, industry-wide campaign to fuel the

future pipeline of transportation technicians.

POWERED BY TECHFORCE FOUNDATION™

The Campaign

The Challenge: The transportation industry faces a critical shortage of trained technicians needed to fulfill the workforce demand.

The Solution: Fuel an industry-wide marketing campaign to:

• Reposition the image of the technician profession as a high tech, in-demand, rewarding, middle-classs career choice that is respected and supported by parents, influencers and teens through a social media and video marketing campaign;

• Provide experiential opportunities for middle- and high-school students to engage with the technology, STEM skills, and mentors of the transportation industry through downloadable, tactile challenges and grassroots, community programming; and

• Connect the passion and sense of purpose of students who discover they love working with their hands and are excited to pursue a technical education and career with the transportation industry with mentors, like-mided individuals, and helpful partner resources.

The Industry

The entire transportation industry is invited to join this effort. No exclusivity rights shall be awarded.

• Automotive

• Medium & Heavy Duty Truck

• Collision Repair

• Motorcycle

• Marine

• Aftermarket

• Agricultural & Commercial On/Off Highway Vehicles

• Fleet-Dependent Businesses

Storytelling • Experiences • Connections

™

Hands-On, Tactile Experiences for Teens

futuretechsuccess.orgCopyright © 2016 by TechForce Foundation. All rights reserved.

Community-by-community, FutureTech Success will build grassroots alliances to implement local afterschool, weekend and summer camp and student internship programs that offer teens a hands-on, tactile experience with transportation technology.

SkillsUSA research reports the #1 reason students choose a career path is because one person introduced them to it. Imagine the power industry volunteers and mentors could have when matched with these community programs.

1st Pilot Program: Phoenix, Arizona

2nd Pilot Program: Houston, Texas

Community-Based Programs

Social Media & Digital Engagement

Wired for SuccessWhy should parents and influencers care about our repositioning efforts? Answer: Many parents of middle- and high-school students are frustrated and struggling to best steer their kids’ future success. By offering helpful tools that parents of tactile kids can use to raise self-sufficient, confident, thriving adults who are able to provide for themselves and families while doing something they’re good at and enjoy---parents will embrace the conversation.

The FutureTech Success campaign’s message is “We’re all wired differently” and those who are wired with tactile intelligence, naturally love working with their hands, solving problems and using technology can prosper in a career with the transportation industry. Opening their eyes to the realities of the career path today through storytelling and experiences is designed to convert naysayers into advocates.

Career Pathway ExploredTest drive a career in the transportation industry. Follow an array of career paths, all who started off as technicians. Discover the opportunities, wages, lifestyle and rewards of a technical career. Most believe once a technician, always a technician. This career simulator will dispel that myth by showing the real career ladder and lattice that really exists.

WIRED FOR SUCCESS

TO THE HIGH-TECH, IN-DEMAND, MIDDLE CLASS CAREERS OF THE FUTURE

Target Audience: P.I.P.S. P.I.P.S. = parents and influencers of peripheral students.

Parents = moms, dads and custodial guardians raising middle- and high-school aged kids

Influencers = teachers, counselors, mentors, youth directors, church leaders, coaches, etc. .

Peripheral Students = curious 13-18 year olds who are drawn to hands-on, DIY, mechanically-minded, problem solving activities who may not already be engaged in automotive or transporta-tion-related activities.

WHY THIS TARGET?Efforts to simply ‘inspire’ young people to consider careers as technicians will not succeed so long as key influencers (parents, mentors, youth directors, teachers and counselors) continue to dissuade them.

Our robust video series hosted on our YouTube Channel shares authentic stories and experiences with parents & influencers, and works to reframe/ reposition the image and understanding of the technician profession.

Parents and Influencers, trapped in an outdated perception of the technician profession, serve as naysayers and gatekeepers rather than champions for their kids. This hinders both the students’ aspirations and the industry’s future pipeline. We need to reframe the mindset of P.I.P.S. to serve as advocates.

TO THE HIGH-TECH, IN-DEMAND, MIDDLE CLASS CAREERS OF THE FUTURE

Marketing & Video Storytelling

Repositioning the outdated, grease monkey image

47x69 TechForce Ad Creative-r4.pdf 48x70 TechForce Ad Creative-r4.pdfTO THE HIGH-TECH, IN-DEMAND, MIDDLE CLASS CAREERS OF THE FUTURE

1. While companies tout their own external philanthropy and social causes, such as breast cancer, education or children’s health, technician recruitment is the industry’s own, internal plague. We can’t afford to ignore it. We must unite to combat it. It’s the industry’s internal cause-- and one your employees and customers also care about because it’s the future education and career of many friends and family members.

2. This is a relatively small investment towards a robust, integrated solution, which is far cheaper than trying to go it alone.

3. Supporting this initiative sends the message to a company’s current and future techs, and customers that your company respects, appreciates and champions the value of its trained technicians. That is great branding, an awesome employee recruitment and retention tool, and an excellent customer loyalty-builder.

How Your Investment is Spent

Three Reasons to Support this Campaign

16220 N. Scottsdale Rd., #100 Scottsdale, Arizona 85254

1$Industry Initiative

Traditional, Digital, Mobile, Social Media

Scholarshipsand Grants

Hands-on, Tactile Experiences

Collective Industry Voice

$.10

$.50

$.40

MARKETING HANDS-ON

OVERHEAD

Champions $500,000+

Leaders $250k-$499k

Any $ above and beyond go to scholarships and grants

Investors $100k-$249k

Advocates $50k-$99k

Supporters $25k-$49k

MARKETING, COMMUNICATION, MEDIA -- Interested

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ENGAGED

GRADUATED

Supporters’ Marketing Toolbox Traditional, Digital & Social Marketing

Online Video/Digital/Mobile Ad Series Online Parent Portal & Community

At-Home Tactile Challenges

Working in Industry

Community-Based, Hands-On Programs

REPOSITIONING ENGAGEMENT -- Engaged

TACTILE, HANDS-ON EXPERIENCES -- Engaged

SCHOLARSHIPS & GRANTS Graduated Technician

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HOW WILL EACH DOLLAR

BE SPENT?

1$Industry Initiative

Traditional, Digital, Mobile, Social Media

Scholarshipsand Grants

Hands-on, Tactile Experiences

Collective Industry Voice

$.10

$.50

$.40

MARKETING HANDS-ON

OVERHEAD

Champions $500,000+

Leaders $250k-$499k

Any $ above and beyond go to scholarships and grants

Investors $100k-$249k

Advocates $50k-$99k

Supporters $25k-$49k

MARKETING, COMMUNICATION, MEDIA -- Interested

PIP

ELIN

E

INTERESTED

ENGAGED

GRADUATED

Supporters’ Marketing Toolbox Traditional, Digital & Social Marketing

Online Video/Digital/Mobile Ad Series Online Parent Portal & Community

At-Home Tactile Challenges

Working in Industry

Community-Based, Hands-On Programs

REPOSITIONING ENGAGEMENT -- Engaged

TACTILE, HANDS-ON EXPERIENCES -- Engaged

SCHOLARSHIPS & GRANTS Graduated Technician

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• Product and Brand Placement

• Social Media and Online Integration

• Consumer Engagement

• Employee Volunteerism

• Content Sharing

• PR, Media & Advertising

• Cause Marketing Overlay

• Experiential Marketing

• Technician Recruitment & Retention

Partnership Levels Your Return on Investment

A 501(c)(3) nonprofit with the mission to encourage and support students to and through their technical education and into careers in the transportation industry.

Driving Tomorrow’s Workforce of Technicians

™