CAMPAIGN GUIDE

workreadyky.com 833-711-WRKS WORK READY CAMPAIGN TALKING POINTS

• Goals: o To increase the participation rate among adults in higher education. o To increase awareness and participation in the Work Ready Kentucky Scholarship Program. o Short-term goals: We have a 12-week goals of 1,000 calls and 1,000 leads = 600 students. • Why? o Kentucky has one of the lowest educational attainment rates in the country. Current educational attainment rate is 49.1% (national is 51.3%). We need to get to 60% by 2030 (CPE). o Kentucky ranks at the bottom in the nation in workforce participation (as of September 2018) at 58.8% vs. a 62.4% national average. The Kentucky Chamber of Commerce data illustrates a consistent rise in the labor force participation rates as education levels increase from a high school diploma to a post-secondary degree. o The lack of an educated, skilled workforce is negatively impacting the state’s ability to attract and retain businesses. o It is also negatively impacting the quality of life of citizens. o COVID-19 is making this situation worse with many experiencing job insecurity. According to a September 25 Forbes article: • Adults are looking to retool their careers. • Their preferences and motivations for the type of education have shifted. Since the pandemic started, learners have indicated a preference for nondegree programs. Additionally, they want these programs to count toward a degree. • Prospective students also want programs that will help them in the immediate term to produce income for day-to-day living. Many want to see more clearly the relevance of education program offerings to help them meet basic food and housing needs right now. (Forbes, 2020). o The Work Ready Kentucky Scholarship Program addresses these needs because it is focused on short-term programs in Kentucky’s high demand sectors. • Partners: o Primary: • Kentucky Council on Postsecondary Education (CPE). • Kentucky Community and Technical College System (KCTCS). • Kentucky Lottery. • Kentucky Higher Education Assistance Authority (KHEAA). • The Education and Workforce Development Cabinet. • The Graduate Network. • Governor’s Office. • The Prichard Committee. • Kentucky Chamber of Commerce. • Kentucky Association of Manufacturers. • AARP • Spokesperson. o Born in Louisville Kentucky on November 9, 1979, Brian Scott better known by his stage name B.Stille (pronounced B-Still ) is an American rapper, songwriter, producer, actor and entrepreneur. Scott is one of six original members of the multi-platinum selling group “Nappy Roots”. Scott was an All-State athlete who played football for Louisville Male High School. He was recruited to play college football for Western Kentucky University (WKU) take a chance at chasing his dream of a music career. His dream would then be followed with a promise to go back and fulfill his mother’s dream of him completing his college education at a later date. Scott signed with Atlantic Records in 1998 andwon a “BMI” award for Best-selling rap group four years later in 2002. He has toured with Jay-Z, Pharrell Williams, Alicia Keys, Dave Mathews, Kid Rock, and many more. o Nappy Roots is an American alternative Southern rap quartet from Louisville, Kentucky. The group met in Bowling Green, Kentucky in 1995 while attending Western Kentucky University. They are best known for their hit singles “Po’ Folks”, “Awnaw”, “Roun’ The Globe” and “Good Day”. They were the best selling hip hop group of 2002. • Campaign Components. o Hotline: 833-711-WRKS and web chat. • Monday – Friday: 9:00 a.m. – 9:00 p.m. o Unique website. o Media and public relation campaign. • Campaign Dates: o November 9, 2020 – 6/30/2021

CAMPAIGN TALKING POINTS

• Never Underestimate You. • Don’t let the pandemic sidetrack your dreams. We are here to assist you get back on track, get on the road to a new career. • Just call 833-711-WRKS – counselors are available to help you get started. or go to workreadykentucky.com. • The Work Ready Kentucky Scholarship provides free tuition for Kentuckians who want to earn a degree in a high demand career field…or The Work Ready Kentucky Scholarship pays the tuition for Kentuckians who want to earn a degree in a high demand career • The Work Ready Kentucky Scholarship Program is available for adults who want to go back to school to get trained quickly for a new high wage, high demand career. • The scholarship is funded by the Kentucky Lottery.

WORK READY TALKING POINTS

• Go to college tuition free. • You can receive college credit in as little as one class. o This credit can lead to a better paying job, industry certification or can be used to start an associate degree. • Classes are on campus or online. • Kentucky believes in its families and wants to improve their lives by helping its citizens find good paying jobs. • Classes lead to more money. o Five years after graduating with an associate’s degree, our students in the trades fields make over $51,000 a year on average. People without a degree average around $20,000. • Over 350 course options available. • Employers are looking for people to fill positions in these high demand, high paying fields. • The Work Ready Kentucky Scholarship program makes it easier to get the credential you need and a job you’ll love. • Get in, get out and get to work. • You don’t always need four years of college to get a great job. • This scholarship is not income based. • No essay, not based on GPA. • Educational providers of the Work Ready Kentucky Scholarship Program. o Kentucky Community and Technical College System. o Campbellsville University. o Eastern Kentucky University. o Galen College of Nursing. o MedQuest College. o Northern Kentucky University. o Sullivan University. o University of Kentucky. o Western Kentucky University.

Work Ready can work for you: - If you’re looking for a career in Healthcare, manufacturing, construction, logistics, business or IT. - Want to take up to 60 credit hours tuition free - Are looking for a quick way to get a better job and make more money in as little as one class. - Don’t already have an associate degree and have a high school degree or GED or working on a GED.

ELEVATOR SPEECH

Don’t let the pandemic sidetrack your dreams. There are a lot of jobs in Kentucky going unfilled because workers don’t have the training employers need. The Work Ready Kentucky Scholarship program provides free tuition for students interested in fields like healthcare, manufacturing, construction, logistics and business/IT. It’s designed to be fast so adults can get in and get out and either get a new job or just have more opportunity at their current job. Just call 833-711-WRKS – counselors are available to help you get started or go to workreadykentucky.com. LOGO COLORS & PREFERRED USE

We recommend using the color execution with tagline whenever possible.

FULL COLOR 1 COLOR

For grey-scale executions: 100% K 40% K

Logo without tagline: PRIMARY COLORS

C: 85 M: 10 Y: 100 K: 10 C: 51 M: 6 Y: 60 K: 6 C: 0 M: 0 Y: 0 K: 100 C: 0 M: 0 Y: 0 K: 40 R: 0 G: 148 B: 68 R: 124 G: 179 B: 128 FONTS

Main Font:

Tagline Font: AVENIR NEXT BOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 Body Copy Font: MYRIAD PRO REGULAR ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

SAFE ZONE

The “area” of isolation” surrounding the logo/tagline should not have any dominant Safety = graphics or typographic elements appear within it. – 1/4 of logo height

PARTNER LOGO TREATMENT

Use partners logo on the left separated by a vertical rule from the Work Ready Kentucky logo on the right. The rule can be in any color that complements both logos.

LOGO USAGE RULES

• This logo should be prominently placed on all Work Ready Kentucky materials, advertisements and documents. • Please do not separate or reconfi gure the logo. • Logo should only be used with approved Work Ready Kentucky programs. • The tagline “Ready.Set.Work.” is part of the logo and should always be arranged as it appears above. BUFFALO STILLE

Born: Brian Scott November 9, 1979 Other names: Buffalo Stille, B Stille, Stilley Occupation: Rapper, songwriter, producer, actor, and entrepreneur. Awards: Grammy nominated multi-platinum recording artist. Source Magazine hip-hop quotable award, Kentucky Colonel, KUEA Living Legend award, Business First 40 under 40 award, and 2019 Adult Learner award at the University of Louisville . Education: Bachelor of Science degree in Organizational Leadership from the University of Louisville. (2019) Who is B. Stille? Buffalo Stille Born in Louisville Kentucky on November 9, WHO1 9IS7 B.9, STILLE?Brian Scott better known by his stage name B.Stille (pronounced B-Still) is an Bornam ine rLouisvilleican rappe Kentuckyr, songwrit eonr, p Novemberroducer, ac t9,or 1979,an dBrianentre Scottprene ubetterr. Sco tknownt is one byof s hisix o stageriginal nameme B.Stillembers o f(pronouncedthe multi-plati nB-Stillum se )ll iisng angro up american“Nappy rapper,Roots”. songwriter, producer, actor and entrepreneur. Scott is one of six original members of the multi-platinum selling group “NappyEar lRoots”.y Life

EARLYSc LIFEott was an All-State athlete who played football for Louisville Male High School. He was Scottre cwasruite danto All-Stateplay colle athletege footb whoall fo rplayedWeste rn footballKen tuforck yLouisvilleUniversit yMale(WK UHigh) in B School.owling G reen He wasKent urecruitedcky. It wa stot hplayere acolleget WKU w footballhere Sc ott met for Westernhis soon tKentuckyo be group Universitymembers “ N(WKU)appy R inoo ts”. After coming into a life changing opportunity he Bowling Green Kentucky. It was there at Born: Brian Scott November 9, 1979 and his family decided to put his academic and WKU where Scott met his soon to be group members “Nappy Roots”. After coming into a life football career on hold and take a chance at Other names: Buffalo Stille, B Stille, Stilley changing opportunity he and his family decided to putcha hissin gacademichis dream andof a mfootballusic ca careerreer. Hi sondr eam Oholdccu andpati otaken: R aa pchanceper, so natg wchasingriter, pr ohisdu dreamcer, of a musicwould career.then be Hisfollo dreamwed wit hwoulda pro mthenise tbeo g o back and fulfill his mother’s dream of him afollowedctor, and withent rae ppromisereneur. to go back and fulfi ll his mother’s dream of him completing his college education at a later date. Scott signed with Atlantic Recordscompletin ginh 1998is coll eandge e wonduca taio “BMI”n at a lawardater da te. Awards : Grammy nominated multi-platinum Scott signed with Atlantic Records in 1998 and for Best-selling rap group four years later in 2002. He has toured with Jay-Z, Pharrell Williams, recording artist. Source Magazine hip-hop won a “BMI” award for Best-selling rap group Alicia Keys, Dave Mathews, Kid Rock, and many more.four years later in 2002. He has toured with quotable award, Kentucky Colonel, KUEA Jay-Z, Pharrell Williams, Alicia Keys, Dave LHIPivin HOPg L eBEGINNINGSgend award, Business First 40 Mathews, Kid Rock, and many more. Scott’s legendary voice is complemented by his southern raspy tone, descriptive word play, under 40 award, and 2019 Adult Learner and unparalleled lyrical brevity. He started rapping at age 11 and signed his fi rst major record award at the University of Louisville . deal at the age of 18. He draws infl uence from the likesHip ofH 2o ppac,Be Garthginn Brooks,ings Kenny Rogers, OutKast, IceCube, Busta Rhymes, and Jay-Z.Sco tHist’s le favoritegendary artistsvoice i sareco mtheple rappersmented b y his Efromduc athetio ngroup: Bach “Nappyelor of SRoots.”cience degree in southern raspy tone, descriptive word play, and Organizational Leadership from the unparalleled lyrical brevity. He started rapping at age 11 and signed his first major record deal University of Louisville. (2019) at the age of 18. He draws influence from the likes of 2 pac, Garth Brooks, Kenny Rogers, OutKast, IceCube, Busta Rhymes, and Jay-Z. His favorite artists are the rappers from the group “Nappy Roots.”