The Vocational Industrial Clubs of America will change its name to SkillsUSA-VICA
next summer, reflecting its expanded role in preparing students for the
workplace.
The official name change, which was approved by the organization's board
of directors in April, will take effect on July 4, 1999, following a series
of special events at the next national conference.
For the organization, the name combining "SkillsUSA" and "VICA"
is mindful of its purposes when created in 1965, yet explains its new position
in providing today's skilled work force. More than correcting an outdated
name, the change is a new opportunity to promote the value of the organization.
It is the starting point of a major public relations campaign that will
benefit the individual member.
The board's action came after years of debate and study among all groups
involved in VICA. While respectful of its programs and traditions, many
members and supporters saw problems with the name. The thought that "vocational"
meant academically inferior already had led large numbers of schools to
remove the word from their names. Potential business supporters interpreted
"industrial" as being left behind in the 21st-century workplace.
"Clubs" connoted extracurricular, as in not being essential to
student development.
After looking at various alternative names, the board selected "SkillsUSA"
because it described the organization best and brought the most positive
benefits. It encompassed the occupational, academic and employability skills
that the organization provides and employers demand, thereby broadening
the organization's scope. The name direct and easy to pronounce already
was familiar to members and supporters because of the SkillsUSA Championships,
and it would fit into existing ceremonies.
"Just as the schools have to change, our student organizations have
to change," said Patricia McNeil, assistant secretary at the U.S. Department
of Education. " `SkillsUSA,' it seems to me, puts skills right at the
center of what this organization does, where it always has been but it makes
a strong statement that it's skills and knowledge that are going to take
young people, our economy and our society to the forefront in the future."
The name change will launch a new image campaign. At the start of the 1999-2000
school year, local chapters will receive materials to help them explain
the value of their skills to their community leaders. The materials will
include videos, posters and other promotional items developed by one of
the nation's top public relations firms. Another effort, through the organization's
national office, will involve marketing to national trade and educational
authorities.
In the meantime, a national committee has been formed to ease the transition
for the local chapters. The committee, which includes teachers, students
and state association directors, is listening to members' concerns, particularly
about the expense of replacing chapter items and educational materials.
With any name change, there are many issues and details to consider. Following
are some of the major questions that have arisen and the answers:
What will be the official name?
SkillsUSA-VICA. With this new name, only the acronym the "V-I-C-A"
letters will be used, and not the full "Vocational Industrial Clubs
of America."
Why not use only the "VICA" acronym and add a tagline, as other organizations have done?
This kind of arrangement has caused an identity problem for those organizations
-- exactly the kind of problem that adding "SkillsUSA" will avoid,
and the reason that the full name is being dropped. Focusing on an acronym
encourages the question "What does VICA stand for?" and the undesirable
answer "VICA doesn't stand for anything." The new "SkillsUSA-VICA"
name puts the focus on the organization's activities and benefits in a way
that is understandable to people outside the education field. On the other
hand, keeping the "VICA" acronym allows members to make the transition
between the old name and the new. If asked about the acronym, members can
say, "VICA was founded as the Vocational Industrial Clubs of America,
but with SkillsUSA, we are only using the acronym."
Will the VICA acronym eventually be dropped
from the name?
When the "VICA" is permanently dropped is a decision to be made later by the board of directors. Until then, "SkillsUSA" will be kept in the forefront; it best identifies the organization.
Will chapters have to buy new publications as a result of the name change?
Not for most items. For example, the standard Professional Development Program
(PDP) and Total Quality Curriculum have limited references to the full VICA
name. Other materials, such as the workbooks for the VICA PDP supplement,
were already scheduled for reprint. A revised Leadership Handbook will be
introduced in time for the 1999-2000 school year, but only the name will
change; in ceremonies and the pledge, members can strike out the old name
and write in the new. The same goes for the Opening and Closing Ceremonies
contest in the Skills USA Championships Technical Standards.
What about official blazers and other
emblematic materials?
The blazer with the current VICA emblem patch will continue to be part of official VICA dress as long as members wish to wear it. New blazers will only have a slight modification: "SkillsUSA" will be added to the "VICA" on the emblem patch. Both the current and new patches will be acceptable on official attire, including in contests. The national organization has no objection to local chapters using the current emblem in their ceremonies.
Will other traditions be challenged?
Not at present. However, the national name-change committee is looking at
them in light of today's education environment. Changing the color of the
blazer has not been proposed.
Why "skills"? Does it address the leadership development skills for which we are known?
"SkillsUSA" addresses all skills. In an independent survey of
members and nonmembers, "skills" was one of the highest-ranked
words describing VICA. The dictionary definition of "skills" is
not limited to hands-on occupational skills; rather, it describes development
of aptitude or ability -- exactly what the organization does. For an idea
of common usage, an Internet search found nearly three times as many references
to "employability skills" (including teamwork, goal setting and
job interviewing) as to "occupational skills."
How will "SkillsUSA-VICA" better identify us?
There's a profound need for skilled people. Business is saying it, and the
public is hearing it. The new name puts SkillsUSA-VICA members at the center
of the solution, garnering new recognition and partnerships. The business
partners who do know about VICA have long called it "the best kept
secret." In education, the aforementioned survey of schools and two-year
colleges found that 26 percent knew very little or nothing about VICA, and
another 45 percent were only somewhat familiar with VICA. To become a household
word, it certainly helps to have a name that describes what our members
do. The next step is telling people about it, with the new name as a starting
point.
I'd like to send my comments to the name change committee. How can I do it?
Throughout the year, we will keep you informed about the name change. The name change committee will be accepting your comments and suggestions through September 1, 1998, via FAX at (703) 777-8999.
Skills. The word describes exactly what we do.
Skills are what we talk about, what we believe in and why our organization
exists. To reflect who we are and what we have become -- and to give you
new and exciting opportunities for support and recognition -- we are changing
our name to SkillsUSA-VICA on July 4, 1999.
In every chapter meeting, contest, leadership conference and activity, our
student members are building the skills to become successful. Gaining these
skills is the most important reason students participate in our organization.
Our members develop a broad range of employability skills, participative
skills, academic skills, leadership skills and occupational skills.
These skills are in demand more than ever. The USA is gaining awareness
of the great advantage skills give to any person. If you talk to employers,
you will hear that skilled workers are what they need to make a difference
in their earning power. The business press is full of articles about why
the "skills deficit" is the No. 1 problem for American companies
today.
It is the right time to adopt a name the public understands. "SkillsUSA-VICA"
gives all of us an opportunity to define our image as a solution to a critical
need. This positive new name will be relevant as long as there are people
who need jobs and industries that need people. It reflects our value to
business, education and the economy.
Clearly, VICA has evolved over its 33-year history, reflecting the changes
in our schools and our society. We have adapted as technology has altered
the way Americans look at careers and the workplace. Until now, our name
has not kept pace. "SkillsUSA-VICA" sends the message that we
are an up-to-date organization that responds to the changes around it. And
we are not stopping there. The name change is a launching point for a whole
new image campaign. In the fall of 1999, every chapter will receive exciting
promotional materials so they can demonstrate the value of their skills
to their communities.
A word about our history as the "Vocational Industrial Clubs of America":
I love VICA, you love VICA, and we all appreciate the wonderful benefits
our organization has brought under that name. Our traditions mean a great
deal and even with a new name, we can retain the ones that serve us well.
I have called together a "blue-ribbon committee" of students,
teachers and state association leaders who will be mindful of our past and
our future as we redefine our image.
I also want to assure you that the local chapter is at the forefront of
our thoughts throughout this process. We are changing our name to improve
our services and to strengthen the support each of you receives. We are
working to make the transition as easy as possible and to minimize any expense
to your chapter. Every consideration has been given to the impact the new
name will have on you. You are the reason we are taking this bold step.
I hope each of you will get solidly behind this positive move and make it
work for the students of the future who want -- and need -- skills!
