Maryland Promotes Its Vocational Prowess

Effective marketing of Maryland vocational education is fundamental to the survival or enhanced stature of vocational education schools. The National Assn of Vocational-Technical Education Communicators (NAVTEC) sponsors communication awards competitions that showcase the schools which utilize the best marketing tools and campaigns.

NAVTEC was organized to improve the image of vocational schools. School image building connotes using a marketing tool that reflects its audience and should contain information that is clear and concise. Presentation is also essential to campaign success. Whether you're trying to save a worthy vocational-tech program from extinction or boost your school's image in the community, effective marketing can make all the difference.

A message to vocational educators: There's no time like the present to toot your own horn. Everyone has heard the growing gripes about falling enrollment, dwindling funds and our struggling image. But we're also heating more and more from business and industry. Employers are lauding our tech prep and school-to-work programs because they're producing the skilled professionals they need. So whom have you told? Your answer should be everybody. It's not enough to send one press release to the local paper. Effective marketing requires a comprehensive plan and a continued commitment.

The National Association of Vocational-Technical Education Communicators has been making a commitment to improving vocational education's image for more than 25 years. NAVTEC, an affiliate of AVA, is composed of more than 200 marketing and design professionals throughout the United States who work in the vocational education field. These vocational education trumpeters use NAVTEC as a professional network. A telephone call or e-mail message to another member can provide free technical support or just a second opinion for the lonely marketing staff of one.

Be a winner Each year NAVTEC sponsors a communication awards competition to showcase the best vocational education marketing tools and campaigns in the country. For the 1995-96 competition, NAVTEC received more than 130 entries in 23 categories. A panel of judges - including newspaper, printing, television, marketing and graphic design professionals - chose 53 winners representing 14 states and 25 sites.

A variety of categories range from 30-second radio advertisements to entire marketing campaigns, including posters, brochures, videos and more. The winners- which vary in budget and staff size - showcase the level of marketing quality and creativity that vocational institutions must achieve to reach potential students and gain community support.

Tips for Effective Marketing

NAVTEC judges use these guidelines and several others when reviewing entries:

* The print, audio or video marketing piece should address a specific audience. These may include high school students, parents, adult students and industry.

* The color and design treatment of the marketing piece should reflect its audience. Fast-paced and multi-angled MTV-like images appeal to high school audiences. Pieces directed toward older audiences, such as parents, business representatives or high school counselors, should include more conventional typefaces, colors and design elements.

* The information included in the marketing piece should be concise, cogent and useful. The days of the dry article in the local newspaper are over. People want to know quickly and in practical terms how they can benefit from vocational education.

* The production quality of the marketing piece should look professional. The marketing scheme may be outstanding, but poor presentation directly affects the image of the vocational program or institution.