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Destino Universidad 2012 Atlanta
Educational Mobilization Training™
1st Annual Feria Destino Universidad
   Saturday, June 9 | 10am – 3pm
    Georgia Tech | Student Center

                     Presented by


               with support from Univision’s Es El
               Momento campaign & Georgia Tech

                                            CommuniCard, LLC
                                            All Rights Reserved
TRAINING OVERVIEW

•   Background of the Feria Model
•   Who is the Feria parent?
•   What is the Feria approach?
•   Who do you reach at the Feria?
•   What happens at the Feria?



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Research | Train | Mobilize
Preparing the 21st Century Workforce
                              Advancing America Foundation
                                   All Rights Reserved 2012
MOBILIZATION CAMPAIGN
         Para Una Buena Vida
•   180,000 parents and children
    engaged in education
    “For a Better Life”
•   150,000 books given away
•   16 educational/health events across
    the country
•   400+ organizations & 1000+
    volunteers trained



                                          Advancing America Foundation
                                               All Rights Reserved 2012
LOS ANGELES  AUSTIN  DALLAS
   MIAMI  CORPUS CHRISTI
                       Advancing America Foundation
                            All Rights Reserved 2012
EDUCATION
 REQUIREMENTS                                                         Bachelor’s       Graduate
 FOR JOBS - 2018
                                                                        Degree          Degree


                                                                                             Some
                                                   High School                              College
                                                     Diploma
                                                                                   Associates
                                                                                    Degree


                                                                         Less than
                                                                        High School



Georgetown University, Center on Education and the Workforce                                      CommuniCard, LLC
2010 p. 14 http://www9.georgetown.edu/grad/gppi/hpi/cew/pdfs/FullReport.pdf                       All Rights Reserved
2012 Feria Destino Universidad | Exhibitor Training
All parents want the
best for their
children..
but how can you teach
what you don’t know?




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HOW DOES FERIA WORK?
                            Three-Fold Methodology




1                                2                                    3
      Training                    Parent Navigation                Economic Development
Increase organizational         Reach the families with relevant    Increase workforce for careers
   capacity through              resources and information for        that drive a region’s growth
mobilization and training        their child’s academic success

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WHO IS THE FERIA PARENT?
A. Limited Parental Understanding & Access
  Parents who are unfamiliar with the U.S.
   education system or did not graduate
            from U.S. schools

• Empowerment is created, not inherent.
• 1.0: aspiring parents, seeking new
opportunities or ways of better providing for
their families
• 1.5: parents grew up in U.S. but are disconnected
with current resources.
• 2.0: parents understand current U.S. education
system & take advantage of resources & technology


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WHO IS THE FERIA PARENT?
B. Relevancy and a MAJOR Cultural Shift Needed
• Parents as the child’s first teacher.

• What’s the key to the American Dream? Higher
  education is the key to the American Dream

• What are rites of passage for American
  families?

• How do we create a college-going culture?
  Example: NCAA, etc

There is no better way to help this audience feel connected than through relevance
                                         –
 relevance in our offerings, the experiences, and the way it all fits into their lives
                                    RIGHT NOW.
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WHO IS THE FERIA PARENT?
C. Culture: Cycle of Engagement Starts with Parents
• High School Graduation
• College Readiness
• College Completion
• Career Success
      o STEM: Engineering
      o Healthcare




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The Feria Method
               TM
Goal G Vision Dream




 Extraordinary               Bridges Out          Significant Adult
 Skill or Talent             of Poverty           Relationship




Dr. Ruby K. Payne, Ph.D.    Too Painful to Stay
Bridges Out of Poverty
                                                           CommuniCard, LLC
                                                           All Rights Reserved
Feria Support Systems

                            Goal G Vision Dream

                              Visualization Area


               Educational Pathway
                                                    Professional Mentors
 Extraordinary                 Bridges Out                 Significant Adult
 Skill or Talent               of Poverty                  Relationship
       Extracurricular
         Programs
                            Para Una Buena Vida:
                               Life Benefits &
                              Financial Access


 Dr. Ruby K. Payne, Ph.D.     Too Painful to Stay
 Bridges Out of Poverty
                                                                      CommuniCard, LLC
                                                                      All Rights Reserved
THE PARA UNA BUENA VIDATM
                     Educational Pathway
      Para Una Buena Vida is a research-based messaging campaign geared to the parent and student that
    underscores how education attainment equals prosperity for all. The campaign emphasizes three central
          messages designed to appeal to economic aspirations and to create a college-going culture.

For A Better Life
•    Graduate from high school & earn at least a million dollars in your lifetime.
•    Earn at least another million dollars in your lifetime by
      graduating from college or earning a certificate.
•    Keep your Spanish but learn English as fast and
      fluently as you can and you will have more
      opportunities for jobs and higher pay.


Education: A shared path with a common destination, mutual benefits for the entire
community.
                                                                                           CommuniCard, LLC
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CONNECT IN 5: STEP 1

Stand in front of your table.

Greet and praise the parent
for caring about their child’s
          education.

Example: “You’re doing a good
  thing by being here today!
   We are glad you came!”



                                  CommuniCard, LLC
                                  All Rights Reserved
CONNECT IN 5: STEP 2

   Reinforce the value of an
          education.

State the Para Una Buena Vida.

          Remember:
 Parent is your first audience.




                                     CommuniCard, LLC
                                     All Rights Reserved
CONNECT IN 5: STEP 3
Describe your role at the Feria.

What does your organization
or institution do?

Frame your description
appropriately given what you know
about parental understanding,
cultural context & cycle of
engagement needed.


                                        CommuniCard, LLC
                                        All Rights Reserved
CONNECT IN 5: STEP 4

   Tell your story and
mention your college shirt.

Why did you choose that school?
What does college mean to you?
 Did your family help you get to
            college?




                                        CommuniCard, LLC
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CONNECT IN 5: STEP 5


ell the parent what to do
     next at the Feria.

now the Exhibitors around on the
Educational Pathway at the Feria.


    now the Workshops and

      nrichment Activities.
                                       CommuniCard, LLC
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CONNECT IN 5TM
È   Greet and praise the parent for
    caring about their child’s education.
i   Reinforce economic value of an
    education, emphasizing Para Una
    Buena Vida and careers.
a   Describe your role at Feria.

l   Tell your story and mention your
    college shirt.

a   Tell the parent what to do next
      at the Feria.



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EXHIBITOR’S ACTIVE ROLE
V All organization/department representatives are:
    o   trained
    o wearing a shirt with a college logo
w Every parent is verbally engaged with the resources at the Feria.
  Exhibitors are positive and proactively interacting with the parent.
o Every representative can link their message to education and
  economic prosperity, including what a parent needs to do next.
i   All representatives are reinforcing:
    o   Connect in 5™
    o   Para Una Buena Vida


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EXPECTATIONS FOR INTERACTIONS
 Stand in front of your table, ready to greet parents.
 Try to have something to share with each family, no matter the age
  or where they live.
  What is your core mission?
  What can everyone learn from your organization?
 Use chairs to rest briefly, but avoid talking or texting on cell phones.
 Remember that every person who walks by could benefit from your
  services if you approach them.
     Feria Para Aprender is an opportunity for 1000 impressions.
    Your organization can reach as many families as you choose.

                                                                CommuniCard, LLC
                                                                All Rights Reserved
SET UP TO MAXIMIZE INTERACTIONS

   TABLE A          Student       TABLE B
                Engagement


                         Parent
                    Engagement


             PASSIVE

                                               Family
                                              Outreach
                       ACTIVE

                                            CommuniCard, LLC
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EXHIBITOR GOALS
• Designate one person to focus on parents and one
   to focus on students.
• Through training, parents will hear consistent,
   culturally relevant messaging from Exhibitors.
• Two or more representatives at your booth. At
   least one Spanish speaker present at all times.
• Ensure all representatives attend training
   before the Feria.
5. Know how to navigate parent properly to
   the next stage of the Educational Pathway
   and highlight key areas.

                                                     CommuniCard, LLC
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ENRICHMENT ACTIVITIES

2012 Destino Universidad will include:
•Reading Garden
•Photo Visualization
•College Preparation Workshops for
Parents
•MANY MORE!



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PASSPORT
PASSPORT
•   Use a pen or marker to
    check off the color-
    coded box that matches
    your tablecloth.

•   Use the map to direct
    parents to the next
    section.

•   Parent will turn in the
    Passport at the end of
    the Feria to Univision
    Radio.
TIPS FOR PASSPORT INTERACTIONS

amilies must have 1 mark in each color-coded box to submit their
Passport at the end of the Feria. The Passport enters the family into a
number of raffles from Univision Radio.

                                                                                     •
cknowledge the Passport.
                                                                                     •
sk for 3 minutes to share an important educational message that can
help the family.
                                                                                     •
omplete the Connect in 5 interaction.
                                                                                     •
ark the Passport with the color-coded marker provided.         CommuniCard, LLC
                                                               All Rights Reserved
GRADE THE
INTERACTIONS
2012 Feria Destino Universidad | Exhibitor Training
2012 Feria Destino Universidad | Exhibitor Training
2012 Feria Destino Universidad | Exhibitor Training
2012 Feria Destino Universidad | Exhibitor Training
SUMMARY: The Feria Method™
• Thousands of PUBV / Connect in 5
  interactions occurring at one time

• Primary audience: Parent
• Secondary audience: Youth

• One-way color-coded Educational
  Pathway
• College wear displayed at all booths




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How to Prepare
LOCATION: Georgia Tech – Student Center
Address
350 Ferst Drive – Atlanta GA 30332

Directions
    o Georgia Tech is located in downtown Atlanta just off I75/85.
    o For detailed driving directions, visit http://map.gtalumni.org/directions.php
    o Directions will also be posted at www.FeriaParaAprender.com/atlanta


Parking
    o Parking is available in the Student Center Parking Deck for $7 per car.

Facilities
    o Feria will utilize the entire 3rd floor of the Student Center.
    o All Exhibitors will be inside for the duration of the event.



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BOOTH ASSIGNMENTS:
             Early Childhood
             Elementary
             Middle School
             High School
             College & University
             Community Resources
             Career/Workforce

3RD Floor – Student Center

BALLROOM – Educational Pathway
Exhibitors assigned by grade level(s) served.

ENRICHMENT AREAS
301    Reading Garden
343    College Board Workshops
332    CHECK IN for Exhibitors & Volunteers
321    Visualization
359    VIP Green Room

                                   CommuniCard, LLC
                                   All Rights Reserved
SET UP: Saturday, June 9 @ 7am
          ALL Exhibitors must be completely set up by 9am.
• Booths will be pre-assigned with tables and color-coded tablecloths set up.
• Test & troubleshoot any electrical equipment including laptops requiring Internet
   access. Address any concerns with staff at Check IN.
• Identify organizations that are before and after you, as well as those in other areas
   that correlate with your mission.


NEED APPROVAL IN ADVANCE:
 Need to drive vehicles close to venue or require additional help?
 Need special set up – extra tables, outlets, etc.?
   Requests must by made to christin@advancingamericafoundation.org
                    by Friday, June 1 @ 5PM Eastern
                                                                              CommuniCard, LLC
                                                                              All Rights Reserved
SCHEDULE: Saturday, June 9




                             CommuniCard, LLC
                             All Rights Reserved
EXHIBITOR GUIDELINES
• Booths will be assigned and distributed by email on June 7 with an updated map and
    color-coded layout to the Primary Contact on the Registration Form.
• Review attached Booth Information to confirm electrical and Internet access.
• Exhibitors are responsible for all of their own equipment: extension cords, power strips,
    pens, easel, etc. We will not be able to provide any equipment.
•   No candy or food can be given away.
•   No raffles can be conducted from your booth.
•   Each booth will be given a sample Passport during Check IN.
•   Translator assignments will be sent on June 7. Please contact your translator in advance
    and provide any relevant information about your organization.
• Booths should not close until all families have completed the Educational Pathway and a
    Feria staff member has confirmed the event has ended.



                                                                                CommuniCard, LLC
                                                                                All Rights Reserved
WHY ATTEND & PROMOTE?
Feria is not a replacement event but supports your
current programs and events.

Provide staff with FREE relevant, critical training
on demographic shifts, outreach and economic
development.

Single largest gathering of bilingual
experts to reach YOUR Spanish-speaking parents.

Link students and parents with guides to create a globally competitive bilingual workforce.

Get positioned to network with others who can support and enhance your services.

Link with national experts and organizations.



                                                                                  CommuniCard, LLC
                                                                                  All Rights Reserved
Questions?
   Contact: Christin Alvarado
christin@advancingamericafoundation.org
        Day of Event: 512-705-4215

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2012 Feria Destino Universidad | Exhibitor Training

  • 1. Destino Universidad 2012 Atlanta Educational Mobilization Training™
  • 2. 1st Annual Feria Destino Universidad Saturday, June 9 | 10am – 3pm Georgia Tech | Student Center Presented by with support from Univision’s Es El Momento campaign & Georgia Tech CommuniCard, LLC All Rights Reserved
  • 3. TRAINING OVERVIEW • Background of the Feria Model • Who is the Feria parent? • What is the Feria approach? • Who do you reach at the Feria? • What happens at the Feria? CommuniCard, LLC All Rights Reserved
  • 4. Research | Train | Mobilize Preparing the 21st Century Workforce Advancing America Foundation All Rights Reserved 2012
  • 5. MOBILIZATION CAMPAIGN Para Una Buena Vida • 180,000 parents and children engaged in education “For a Better Life” • 150,000 books given away • 16 educational/health events across the country • 400+ organizations & 1000+ volunteers trained Advancing America Foundation All Rights Reserved 2012
  • 6. LOS ANGELES  AUSTIN  DALLAS MIAMI  CORPUS CHRISTI Advancing America Foundation All Rights Reserved 2012
  • 7. EDUCATION REQUIREMENTS Bachelor’s Graduate FOR JOBS - 2018 Degree Degree Some High School College Diploma Associates Degree Less than High School Georgetown University, Center on Education and the Workforce CommuniCard, LLC 2010 p. 14 http://www9.georgetown.edu/grad/gppi/hpi/cew/pdfs/FullReport.pdf All Rights Reserved
  • 9. All parents want the best for their children.. but how can you teach what you don’t know? CommuniCard, LLC All Rights Reserved
  • 10. HOW DOES FERIA WORK? Three-Fold Methodology 1 2 3 Training Parent Navigation Economic Development Increase organizational Reach the families with relevant Increase workforce for careers capacity through resources and information for that drive a region’s growth mobilization and training their child’s academic success CommuniCard, LLC All Rights Reserved
  • 11. WHO IS THE FERIA PARENT? A. Limited Parental Understanding & Access Parents who are unfamiliar with the U.S. education system or did not graduate from U.S. schools • Empowerment is created, not inherent. • 1.0: aspiring parents, seeking new opportunities or ways of better providing for their families • 1.5: parents grew up in U.S. but are disconnected with current resources. • 2.0: parents understand current U.S. education system & take advantage of resources & technology CommuniCard, LLC All Rights Reserved
  • 12. WHO IS THE FERIA PARENT? B. Relevancy and a MAJOR Cultural Shift Needed • Parents as the child’s first teacher. • What’s the key to the American Dream? Higher education is the key to the American Dream • What are rites of passage for American families? • How do we create a college-going culture? Example: NCAA, etc There is no better way to help this audience feel connected than through relevance – relevance in our offerings, the experiences, and the way it all fits into their lives RIGHT NOW. CommuniCard, LLC All Rights Reserved
  • 13. WHO IS THE FERIA PARENT? C. Culture: Cycle of Engagement Starts with Parents • High School Graduation • College Readiness • College Completion • Career Success o STEM: Engineering o Healthcare CommuniCard, LLC All Rights Reserved
  • 15. Goal G Vision Dream Extraordinary Bridges Out Significant Adult Skill or Talent of Poverty Relationship Dr. Ruby K. Payne, Ph.D. Too Painful to Stay Bridges Out of Poverty CommuniCard, LLC All Rights Reserved
  • 16. Feria Support Systems Goal G Vision Dream Visualization Area Educational Pathway Professional Mentors Extraordinary Bridges Out Significant Adult Skill or Talent of Poverty Relationship Extracurricular Programs Para Una Buena Vida: Life Benefits & Financial Access Dr. Ruby K. Payne, Ph.D. Too Painful to Stay Bridges Out of Poverty CommuniCard, LLC All Rights Reserved
  • 17. THE PARA UNA BUENA VIDATM Educational Pathway Para Una Buena Vida is a research-based messaging campaign geared to the parent and student that underscores how education attainment equals prosperity for all. The campaign emphasizes three central messages designed to appeal to economic aspirations and to create a college-going culture. For A Better Life • Graduate from high school & earn at least a million dollars in your lifetime. • Earn at least another million dollars in your lifetime by graduating from college or earning a certificate. • Keep your Spanish but learn English as fast and fluently as you can and you will have more opportunities for jobs and higher pay. Education: A shared path with a common destination, mutual benefits for the entire community. CommuniCard, LLC All Rights Reserved
  • 18. CONNECT IN 5: STEP 1 Stand in front of your table. Greet and praise the parent for caring about their child’s education. Example: “You’re doing a good thing by being here today! We are glad you came!” CommuniCard, LLC All Rights Reserved
  • 19. CONNECT IN 5: STEP 2 Reinforce the value of an education. State the Para Una Buena Vida. Remember: Parent is your first audience. CommuniCard, LLC All Rights Reserved
  • 20. CONNECT IN 5: STEP 3 Describe your role at the Feria. What does your organization or institution do? Frame your description appropriately given what you know about parental understanding, cultural context & cycle of engagement needed. CommuniCard, LLC All Rights Reserved
  • 21. CONNECT IN 5: STEP 4 Tell your story and mention your college shirt. Why did you choose that school? What does college mean to you? Did your family help you get to college? CommuniCard, LLC All Rights Reserved
  • 22. CONNECT IN 5: STEP 5 ell the parent what to do next at the Feria. now the Exhibitors around on the Educational Pathway at the Feria. now the Workshops and nrichment Activities. CommuniCard, LLC All Rights Reserved
  • 23. CONNECT IN 5TM È Greet and praise the parent for caring about their child’s education. i Reinforce economic value of an education, emphasizing Para Una Buena Vida and careers. a Describe your role at Feria. l Tell your story and mention your college shirt. a Tell the parent what to do next at the Feria. CommuniCard, LLC All Rights Reserved
  • 24. EXHIBITOR’S ACTIVE ROLE V All organization/department representatives are: o trained o wearing a shirt with a college logo w Every parent is verbally engaged with the resources at the Feria. Exhibitors are positive and proactively interacting with the parent. o Every representative can link their message to education and economic prosperity, including what a parent needs to do next. i All representatives are reinforcing: o Connect in 5™ o Para Una Buena Vida CommuniCard, LLC All Rights Reserved
  • 25. EXPECTATIONS FOR INTERACTIONS  Stand in front of your table, ready to greet parents.  Try to have something to share with each family, no matter the age or where they live. What is your core mission? What can everyone learn from your organization?  Use chairs to rest briefly, but avoid talking or texting on cell phones.  Remember that every person who walks by could benefit from your services if you approach them. Feria Para Aprender is an opportunity for 1000 impressions. Your organization can reach as many families as you choose. CommuniCard, LLC All Rights Reserved
  • 26. SET UP TO MAXIMIZE INTERACTIONS TABLE A Student TABLE B Engagement Parent Engagement PASSIVE Family Outreach ACTIVE CommuniCard, LLC All Rights Reserved
  • 27. EXHIBITOR GOALS • Designate one person to focus on parents and one to focus on students. • Through training, parents will hear consistent, culturally relevant messaging from Exhibitors. • Two or more representatives at your booth. At least one Spanish speaker present at all times. • Ensure all representatives attend training before the Feria. 5. Know how to navigate parent properly to the next stage of the Educational Pathway and highlight key areas. CommuniCard, LLC All Rights Reserved
  • 28. ENRICHMENT ACTIVITIES 2012 Destino Universidad will include: •Reading Garden •Photo Visualization •College Preparation Workshops for Parents •MANY MORE! CommuniCard, LLC All Rights Reserved
  • 30. PASSPORT • Use a pen or marker to check off the color- coded box that matches your tablecloth. • Use the map to direct parents to the next section. • Parent will turn in the Passport at the end of the Feria to Univision Radio.
  • 31. TIPS FOR PASSPORT INTERACTIONS amilies must have 1 mark in each color-coded box to submit their Passport at the end of the Feria. The Passport enters the family into a number of raffles from Univision Radio. • cknowledge the Passport. • sk for 3 minutes to share an important educational message that can help the family. • omplete the Connect in 5 interaction. • ark the Passport with the color-coded marker provided. CommuniCard, LLC All Rights Reserved
  • 37. SUMMARY: The Feria Method™ • Thousands of PUBV / Connect in 5 interactions occurring at one time • Primary audience: Parent • Secondary audience: Youth • One-way color-coded Educational Pathway • College wear displayed at all booths CommuniCard, LLC All Rights Reserved
  • 39. LOCATION: Georgia Tech – Student Center Address 350 Ferst Drive – Atlanta GA 30332 Directions o Georgia Tech is located in downtown Atlanta just off I75/85. o For detailed driving directions, visit http://map.gtalumni.org/directions.php o Directions will also be posted at www.FeriaParaAprender.com/atlanta Parking o Parking is available in the Student Center Parking Deck for $7 per car. Facilities o Feria will utilize the entire 3rd floor of the Student Center. o All Exhibitors will be inside for the duration of the event. CommuniCard, LLC All Rights Reserved
  • 40. BOOTH ASSIGNMENTS: Early Childhood Elementary Middle School High School College & University Community Resources Career/Workforce 3RD Floor – Student Center BALLROOM – Educational Pathway Exhibitors assigned by grade level(s) served. ENRICHMENT AREAS 301 Reading Garden 343 College Board Workshops 332 CHECK IN for Exhibitors & Volunteers 321 Visualization 359 VIP Green Room CommuniCard, LLC All Rights Reserved
  • 41. SET UP: Saturday, June 9 @ 7am ALL Exhibitors must be completely set up by 9am. • Booths will be pre-assigned with tables and color-coded tablecloths set up. • Test & troubleshoot any electrical equipment including laptops requiring Internet access. Address any concerns with staff at Check IN. • Identify organizations that are before and after you, as well as those in other areas that correlate with your mission. NEED APPROVAL IN ADVANCE:  Need to drive vehicles close to venue or require additional help?  Need special set up – extra tables, outlets, etc.? Requests must by made to christin@advancingamericafoundation.org by Friday, June 1 @ 5PM Eastern CommuniCard, LLC All Rights Reserved
  • 42. SCHEDULE: Saturday, June 9 CommuniCard, LLC All Rights Reserved
  • 43. EXHIBITOR GUIDELINES • Booths will be assigned and distributed by email on June 7 with an updated map and color-coded layout to the Primary Contact on the Registration Form. • Review attached Booth Information to confirm electrical and Internet access. • Exhibitors are responsible for all of their own equipment: extension cords, power strips, pens, easel, etc. We will not be able to provide any equipment. • No candy or food can be given away. • No raffles can be conducted from your booth. • Each booth will be given a sample Passport during Check IN. • Translator assignments will be sent on June 7. Please contact your translator in advance and provide any relevant information about your organization. • Booths should not close until all families have completed the Educational Pathway and a Feria staff member has confirmed the event has ended. CommuniCard, LLC All Rights Reserved
  • 44. WHY ATTEND & PROMOTE? Feria is not a replacement event but supports your current programs and events. Provide staff with FREE relevant, critical training on demographic shifts, outreach and economic development. Single largest gathering of bilingual experts to reach YOUR Spanish-speaking parents. Link students and parents with guides to create a globally competitive bilingual workforce. Get positioned to network with others who can support and enhance your services. Link with national experts and organizations. CommuniCard, LLC All Rights Reserved
  • 45. Questions? Contact: Christin Alvarado christin@advancingamericafoundation.org Day of Event: 512-705-4215