CareerTech Shows off New Image

By Jennifer Griswold
© The Oklahoman March 11, 2007
Reprinted with permission

Shop class is what comes to mind for many Oklahomans when they think about the state's CareerTech system, but it's an image CareerTech leaders are trying to shake, said Phil Berkenbile, state director.

Today's CareerTech system is not the vo-tech of old, Berkenbile said.

Although the system changed its name from vo-tech to career tech several years ago, attitudes have been harder to change.

The centers united this year to launch a statewide marketing campaign to show Oklahomans what CareerTech has become and how it positively affects the state, Berkenbile said.

"CareerTech is alive and well, and it has evolved from the old shop classes of 30 years ago," he said. "It is meeting the needs of students, as well as businesses and industries across the state. We've changed, and we want people to know that."

The old image of vo-techs was they weren't high tech, didn't make a difference in the economy and didn't lead to college, Berkenbile said, but those stereotypes no longer apply.

Training offers

Oklahoma's CareerTech Centers now offer training in high-demand technical fields and serve a diverse group of students and businesses, and because state and local taxes fund the CareerTech system, it's important that Oklahomans know about their investment, he said.

Moore Norman Technology Center Superintendent John Hunter has been pushing for a comprehensive marketing campaign for years and played a big role in convincing technology districts from across the state to chip in money to fund the campaign.

The system hasn't done a good job of informing the public of its role and the difference it's making in the state, he said.

"A lot of people in the community know we're here, but they don't know what we do," Hunter said.

Berkenbile called the campaign a great partnership among the state's technology centers.

'Elevating Our Economy'

This year's campaign theme, "Elevating Our Economy," focuses on how much money CareerTech graduates add to the state's economy annually.

The findings are from a study by Oklahoma State University economist Mark Sneed.

His research found that graduates of the CareerTech system add $2 billion into the state's economy annually and that 6,300 state companies increased their profitability in 2006 after working with the CareerTech system.

That number was shocking even to CareerTech leaders.

"We're able to quantify an economic impact for the first time," Hunter said.

"We've never tried to do that before."

The study shows that CareerTech plays a significant role in the economic development and future of Oklahoma, Hunter said.

Billboards went up in February with the "Elevating Our Economy" message. Radio and print advertisements have run in the Oklahoma City and Tulsa markets, and a Web site,  www.elevatingoklahoma.com, was launched to promote the message.

The campaign was designed by David Joplin, director of marketing communications at Moore Norman Technology Center.

Increase marketing

CareerTechs have about $200,000 to spend this year, a drop in the bucket to what the system needs to be spending on marketing efforts, Joplin said.

CareerTech officials want the budget increased to $1 million in coming years to adequately market the system across the state.

Future campaigns are in the works, focusing on personalized messages about how the CareerTech system has impacted careers, student's lives and communities.

"People who haven't been in the system have a very limited perspective of what we have to offer, but we want them to know we impact every Oklahoman in the state on a daily basis," he said.