The Challenge
1. The transportation industry has a critical, on-going shortage of trained technicians to fulfill the
workforce demand;
2. Youth, parents and influencers today do not perceive being a technician or pursuing a technical
career in the transportation industry as a desirable pathway due to outdated image and
misperceptions.
The Solution
Fuel an industry-wide alliance to implement a multi-year, comprehensive, unified initiative to address
and solve the technician pipeline challenge.
Vision for the Initiative’s Collaborative Strategy

No one entity can solve the massive technician shortage on its own. It is a deep, industry-wide
problem.

A multi-faceted, short- and long-term strategy must be implemented by an industry-wide, all
boats rise alliance and mindset.
Each and every business that
depends on trained technicians
for its bottom line health and
success—every OEM, dealership,
service shop, product and parts
manufacturer, vendor, retailer—
has a role to play, and must
contribute to driving this future
pipeline.
Marketing
Collective Voice
Hands-on
Experiences
By industry collectively
delivering the unified message that being a transportation
technician is a viable, successful,
in-demand and valued career
path—we sow the seeds
together for the future
generation of technicians, and all
boats rise.
Industry Segments
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The alliance welcomes all (no exclusivity rights) companies, businesses, media, industry associations,
nonprofits, and grassroots community organizations to participate in fueling the future pipeline and
success of technicians.
When we speak of the “transportation industry,” we define this as including the following industry
segments:








Automotive
Medium, Heavy Duty Trucks
Agricultural & Commercial On / Off Highway Vehicles
Collision Repair
Motorcycle
Marine
Aftermarket
Businesses Dependent on Fleet Technicians
Corporate, Business & Media
Partners
Industry and Government
Associations/Nonprofits
Grassroots Community
Organizations
A Comprehensive Strategy: All Boats Rise
The strength of this initiative is that it addresses all the factors contributing to the technician shortage.
While initiatives in the past have had some success, they have dealt with only part of the problem. We
are facing a complex problem that requires a comprehensive solution; one that addresses all the issues
below:
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Target Audience & Message
Primary: Predominately parents, and also influencers (mentors, school counselors, church and
afterschool youth directors, etc.) of 13-18 year olds drawn to hands-on, do-it-yourself (DIY),
mechanically-minded activities. We have coined this target audience as “P.I.P.S.”, parents and
influencers of peripheral students.
Secondary: 13-18 year olds who are drawn to hands-on, DIY, mechanically-minded activities
(“peripheral students”), and/or who have engaged with any of the campaign’s activities. We use the
term “peripheral students” to reinforce our search for the outliers, the yet-to-be-discovered prospective
technicians, not solely the obvious, already tracking students (such as those enrolled in high school
automotive programs, etc.). To seriously increase the pipeline, we need to find end engage the delta,
the peripheral kid.
Why This Target?
Research finds that efforts to simply ‘inspire’ young people to consider careers as technicians will not be
successful so long as their key influencers (parents, mentors, youth program directors and teachers and
school counselors) continue to dissuade them.
Influencers are trapped by outdated images and misperceptions of the technician profession, thus serve
as naysayers and gatekeepers rather than advocates and champions for the career path. They hinder
both the students’ aspirations and the industry’s future pipeline. Students with the interest and talent to
pursue a transportation industry technical career are lost to other pathways because of this loving, but
misguided, interference.
Key Components – Workforce Education & Repositioning Initiative:
Traditional, Digital & Social Marketing
Online Video/Digital/Mobile Ad Series
Online Parent Portal & Community
At-Home Tactile Challenges
Trained
Tactile, Hands-On Experiences -- ENGAGED
Engaged
PIPELINE
Repositioning Engagement-- ENGAGED
Interactive, Two-Way Communications
Supporters' Marketing Toolbox
Interested
Marketing, Communications, Media --INTERESTED
Community-Based, Hands-On Programs
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Campaign’s Main Message
Steer your kid’s future success. (aka: Help your kids develop their
technical talents and passion into a well-paid, high-demand, successful career path in the transportation industry.)
Key Components Defined
I.
Interested
Supporters’ Marketing Toolbox. The initiative’s supporters each have access to this online marketing
toolbox fill with templated marketing and communications tools that supporters can use to plug and
play activation of the campaign.
Traditional, Digital and Social Media Marketing. Leverage free public service advertising (PSAs) along
with paid media buys and bartered advertising space from the initiative’s media partners to direct
messages to our target audience and engage their curiosity. The initiative shall leverage all forms of
marketing today, from traditional (TV, radio, print, out-of-home billboards, mall and transit boards etc.)
to digital (website, search, video) and social media (Facebook, YouTube, Twitter, etc.) marketing. It will
also include traditional public relations and editorial strategies, along with newer peer-to-peer, digital
content and message placement strategies.
II.
Engaged
Online Video/Digital & Mobile Ad Series aimed at parents/influencers. Create and promote a highly
effective Online Video/ Digital & Mobile Ad Series housed on YouTube that successfully engages parents
in rethinking the transportation technician career path.
i. Reposition the career path as a very positive, viable option – well paid, in-demand, high-tech and
rewarding
ii. See their child’s intelligence in their hands, and connect that talent to the viable career as
transportation technicians
iii. Understand the rewards and fulfillment derived from being a transportation technician, by hearing
directly from those who have walked in their shoes. Create a high-sense of relatability, optimism,
bonding and hope for the future.
Call-to-action:
Watch. Share. Be Surprised.
Online Parent Portal & Community Engagement Channel. Create an online portal that infuses, interacts
and engages with the target audiences. The site may include further
links to a plethora of YouTube video content that further addresses
the opportunities and benefits of the career path; assessment tools
(such as learning style, grit, and other predictive indexes assessment
tools) for parents to use with their kids; downloadable tactile
challenge projects for teens (see below); and an online community
where parents can connect with like-minded parents, real life
technicians and their parents. Call-to-action: Get to really know your kid. Make the connection.
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At-Home Tactile Challenges. Offer tactile challenges that can be downloaded via the web and/or
available for pick-up at participating sponsor locations, such as dealerships, automotive parts retailers,
gas stations, etcetera. A parent can give the project to their middle and high school children, engaging
them in using their tactile intelligence and providing parents the opportunity to witness the joy, passion,
interest, and success such activities bring forth for their child. Call-to-action: Nurture your child’s
strengths and talents. Take the challenge.
Community-Based Hands-On Programs. Provide middle and high school parents the opportunity to
enroll their children in afterschool, weekend and summer camp programs that offer students the
opportunity to foster, develop, and strengthen their tactile
intelligence, talent and passion. By developing a hands-on
curriculum and skills challenge in concert with initiative experts
and piloting such programs through nonprofit, youth program
partners such as Science Centers and Boys and Girls Clubs,
families begin to discover and nurture future technicians. Call-toaction: Enroll your kid in a hands-on community program.
III.
Trained
Collective Industry Voice. Unite the industry’s collective voice to articulate 1) the opportunity
transportation technician jobs present for the middle-class vitality of America, 2) the importance of
technicians in keeping America moving, 3) the need for strengthened STEM and CTE education at both
the secondary and post-secondary levels, and 4) the increasing workforce needs and demand of the
transportation industry.
The alliance develops and provides industry-wide technician demand and technical training forecasts for
long-term planning through collaboration between education and industry employers, and the collective
voice articulates best practices regarding the accreditation and certification standards for technical
education programs across the industry.
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Architecture for Corporate & Promotional Partner Engagement
Corporate Partners: Cash plus a 2:1 activation commitment (meaning company agrees to spend an
additional $2 worth of in-kind promotion and advertising value to activate awareness and engagement
for the campaign with key constituents for every $1 it contributes in cash support).
Media Partners: Barter (in lieu of cash) of in-kind, guaranteed commitment of premium media
inventory, coverage and/or services (using current rate sheet values).
Association/Nonprofit Partners: Barter (in lieu of cash) of in-kind, guaranteed commitment to
promote, distribute and engage using its marketing muscle and proprietary channels to its membership,
donors, volunteers and constituencies.
Community Partners: Regional, grassroots organizations (for- and non-profit) willing to contribute small
increments of dollars, marketing and promotional support within their community/sphere of influence.
Support Levels
Media Partners
Recognized at level of fair market value of in-kind donation.
Recognized at level of contributed in-kind, promotional support.
Nonprofit & Association Partners
As an industry-wide alliance, dedicated to solving the pipeline shortage of trained transportation
technicians, all entities must be able to participate. Hence, sponsorship or category exclusivity will not
be awarded. Companies are invited to participate at the level that meets their budget, marketing and
workforce development goals. Companies may choose from the following engagement opportunities:
Champions
$500,000+*
$500,000
* any $ above and beyond go to scholarships & grants
Leaders
$250,000- $499,000
$250,000
Investors
$100,000- $249,000
$100,000
Advocates
$50,000- $99,000
$50,000
Supporters
$25,000- $49,000
$25,000
Donors
<$25,000
Unlimited via
crowdfunding
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Sample Rights & Benefits for Initiative Partners
See pages 15-16 for a complete itemization of return on investment.
ROI
Online Marketing Toolbox
Leadership Cabinet Seat
Product Placement in one
creative imagery element
(Video/PSA)
ID mention “brought to you
by” in video series
Video profile of company
technician w/ ID & logo
Written profile(s) of company
technician w/ ID mention
Product included in tactile
challenge supply list
Pickup/Drop off location for
tactile challenge(s)
Employee engagement/
mentorship ops w/ youth
Right to purchase web ads
around video series /content
Static window cling purchase
rights for stores, franchisees
DOL = Depends on Level
Champion
$500K+
Leader
$250-499K
Investor
$100-299K
Advocate
$50-99K
Supporter
$25-49K
Donor
$1-24K
Media
NPO/
Assoc.
X
X
X
X
X
X
X
X
X
DOL
X
DOL
Beginning
End
DOL
DOL
X
X
X
X
Need
based
X
X
X
X
X
X
X
X
X
X
1st right of
refusal
X
2nd right of
refusal
X
3rd right of
refusal
X
4th right
of refusal
X
DOL
5th right of
refusal
X
DOL
DOL
DOL
DOL
X
X
X
Categories of Supporters
Support may come from any type of industry stakeholder, including (but not limited) to the following:
OEs/Vehicle
Manufacturers
Vehicle Parts
Manufacturers
Aftermarket Product
Manufacturers
Dealerships, Auction
Houses, Indep Sales
Parts Distributors &
Sales
Aftermarket Product
Retailers
Dealership Service
Providers
Independent Service
Providers
Current & Retired
Techs
Consumer Market
Goods & Services
Technician Tools &
Equipment
Industry Business
Goods & Services
Industry Nonprofits
& Associations
IndustryHouses
Media
Auction
Educational
Institutions
Technician Consumer
Brand Goods
Enthusiast/Fan Clubs
Motorsports
Entertainment
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Resource Development Plan (Note:
Once the budget goal is achieved, the deliverables are
built and the next phase’s fundraising begins.)
Phase I (Quiet Phase)
Budget Goal- $270,000
Inaugural Partners> Leadership Cabinet (1 year)
Deliverables:





Create and Launch Digital/Viral Video Series (first wave)
Build Content and Populate Supporters’ Marketing Toolbox (first wave)
Build and Launch Initiative’s Website, CRM, and Parent Community Portal
Implement Traditional, Digital & Social Media Strategies
Support Personnel/Overhead
Phase II (Semi-Quiet Phase)
Budget Goal– additional $900,000
Deliverables:







Supporters’ Marketing Toolbox (second wave)
Construct & Rollout At-Home Tactile Challenge
Develop Crowdfunding Platform
Deploy first Regional Marketing Manager
Strengthen Website, CRM, and Parent Community Portal
Invest in Media Buy behind first wave of Digital/Viral Video Series
Support Personnel/Overhead
Phase III (Industry Public Phase)
Budget Goal – additional $2,080,000
Deliverables:






Invest in full-throttle deployment of traditional, digital and social media
advertising and CRM responsive, interactive engagement
Add 3 more regional marketing managers
Continue to add At-Home Tactile Challenge
Start Arizona Science Center, Hands-On Program Pilot
Public Relations (* strive for pro bono of agencies)
Support Personnel/Overhead
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Phase IV (Mass Industry Audience Phase)
Budget Goal- additional $4,250,000
Deliverables:






Create and Launch Digital/Viral Video Series (second wave)
Invest in Media Buy behind Series (second wave)
Growth of Online Parent Community & At-Home Tactile Challenge
Expansion of Science Center Hands-On pilot
Create Reserve / Reinvestment fund
Personnel/Overhead
Phase V (Mass Industry Audience Phase)
Budget Goal – additional $2,500,000
Deliverables:


Invest in Media Buy behind Series (third wave)
Expansion of Science Center Hands-On pilot and/or
Online Tactile Challenges
SUMMARY:
Phases I – V
$9,000,000
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Initiative’s Host, Driving Force and Legal Onus
One might ask why the Foundation should take the lead and own this initiative. Within the industry,
there has been talk for years that we needed to do more… that we needed some type of unified
approach and strategy to address the technician shortage. However, while many worthwhile individual
programs and efforts have been launched, the idea of a widespread alliance with a strategy to address
all aspects of the problem has never been pursued. Until now. The Foundation realizes that as an
industry, we cannot expect different results by continuing to do the same things over and over. The
Foundation has committed to be the driving force behind this new approach, and has funded the initial
development work to build out this Alliance.
There must be a single, legal nonprofit entity at the core of the Alliance, and the Foundation is proud to
take on that role in partnership with the entire transportation industry.
Foundation Name History:
In July 2016, Universal Technical Institute Foundation changed its name to TECHFORCE FOUNDATION™ in
concert with launching this initiative. The reasons behind the name change included:
➞ Desire to demonstrate the clear independence between the nonprofit 501(c)(3) and the for-profit
education technical school.
➞ This initiative only works if the Foundation serves as the driving force and COG in generating the
strategy and direction, uniting all industry players.
➞ Corporate sponsors/donors/investors in this campaign want to support the inspiration, education and
training of technicians through a myriad of school choices, not just Universal Technical Institute.
➞ Companies won’t want to support a campaign if they think it’s only to benefit the flow of students to
and through UTI.
➞ Unless you’re in the industry, the acronym UTI stands for very different things.
➞ Changing the name will bring a much wider and deeper pool of investors, audience and media.
➞ UTI recognizes that this is an industry-wide challenge, and supports the name change.
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Initiative’s Governance Structure
It is important that all corporate, media, nonprofit, association and community partners enjoy visibility
and trusted transparency regarding the inner-workings of this strategic initiative. Therefore, the
following governance structure for the Future TechSuccess™ industry initiative has been designed:
TECHFORCE FOUNDATION
Board of Directors
Scholarship & Grant
Committee
CEO/ED
Foundation Staff and
Operational Infrastructure
Support students to/through their education
via scholarships & grants
Future TechSuccess
Leadership Cabinet
Future TechSuccess
Initiative
The intentions behind the governance structure of the Future TechSuccess™ industry initiative include:
1. Provide opportunities for highly committed partners to serve on the initiative’s annual
FutureTech Success Leadership Cabinet, enjoying access and influence in shaping the campaign’s
yearly implementation strategy and budget.
2. Provide representation on TechForce Foundation’s board of directors and a dotted line through
which recommendations and approvals shall flow.
3. Ensure transparency of accounting, bookkeeping and finances
a. Revenue and expenses related to FutureTech Success™ industry initiative is booked,
tracked and managed in its own cost center, separate from other Foundation assets
and/or business
b. Uses ‘true cost accounting’ principles
c. Initiative’s financials are open and transparent to the Leadership Cabinet, with quarterly
reports provided
4. Establish an annual review and crafting of the initiative’s implementation plan and budget.
a. Leadership Cabinet members play a vital role in the growth, development and strategic
direction by leading the annual planning process during which the initiative’s
implementation plan and budget is designed for the subsequent year. The FutureTech
Success™ Leadership Cabinet recommends for approval to the TechForce Foundation
Board of Directors its annual Implementation Plan and Budget. Leadership Cabinet
members who also serve as representatives on the board of directors ensure the
communications and synergy is clear, credible and consistent.
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5. TechForce Foundation’s Board of Directors ultimately bears the fiduciary responsibility for
ensuring the initiative complies with federal and state laws, adheres to nonprofit legal and
accounting rules, implements donor-intent, and delivers on the goals outlined herein.
Workflow of the Initiative’s Development
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ROI for Corporate & Promotional Partners
DOL = Depends on Level
Rights and benefits chart
ROI
Influence &
Networking
Seat on the
Leadership Cabinet
Annual Summit
Invitation
Executive Keynote
and ID at Summit
Advertising
Right to purchase ads
around TV show, if
available
Right to purchase
advertising around
video series
Product Placement
Product Placement in
one creative imagery
element (Video/PSA)
Product included in
Tactile Challenge
supply list
Brand Exposure
ID mention “brought
to you by” in video
series
Inclusion in PR and
“for example”
mentions
Executive media
interviews
Company spokesman
in campaign video
Video provide of
company technician
w/ ID mention & logo
Written profile of
company technician
w/ ID mention
Logo on Learning
Style/Tactile
challenge microsite
ID on campaign
website w/links
Champion
$500K+
Leader
$250-499K
Investor
$100299K
Advocat
e
$50-99K
Supporte
r $2549K
Donor
$1-24K
X
X
X
X
X
X
X
1st right of
refusal
2nd right of
refusal
3rd right
of refusal
1st right of
refusal
2nd right of
refusal
3rd right
of refusal
X
X
X
Beginning
End
X
X
X
X
X
4th right
of
refusal
4th right
of
refusal
Media
NPO/
Assoc
.
DOL
DOL
X
X
DOL
DOL
5th right
of refusal
DOL
5th right
of refusal
DOL
DOL
DOL
X
DOL
DOL
DOL
X
DOL
DOL
X
X
DOL
DOL
X
X
Need
based
X
X
X
X
X
X
DOL
DOL
X
X
X
X
X
X
X
X
X
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ROI for Corporate & Promotional Partners
DOL = Depends on Level
Rights and benefits chart
(continued…)
Traffic/Sales Drivers
Rights to host causemarketing program
Right to host on-site
experience(s) at
select locations
Pickup/Drop off
location for tactile
challenge(s)
Ability to access
prospect database via
third party
mailing/distribution
ID in Science Center
pilot marketing
materials and on-site
Products may be
used in Science
Center pilot activities
Employee
engagement/
mentorship ops
w/youth
Activation Tools
Online Marketing
Resources Toolbox
Campaign ID license
Static Cling purchase
rights for stores,
franchisees, etc.
X
X
X
X
DOL
X
X
X
DOL
DOL
X
X
3 times
annually
2 time
annually
1 time
annually
DOL
DOL
X
DOL
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
X
DOL
DOL
X
X
X
X
X
X
X
X
X
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