In this episode, Steve Davis sits down with Bettylyn Krafft, Executive Director of the Phoenix Challenge Foundation, for a deep dive into workforce development in the printing and graphics industry. Bettylyn shares the origins and mission of the Phoenix Challenge, outlining how its high school and college competitions prepare students for real‑world careers in flexography and print. She highlights the hands‑on nature of the high school contest (covering math, prepress, plate making, press operation, and troubleshooting), and explains how the college competition expands into full brand development projects where students rebrand real small businesses and produce flexographic print pieces supported by a comprehensive technical book.
Bettylyn and Steve also discuss the broader workforce landscape, including the industry’s population cliff, the critical need for talent pipelines, and the importance of engaging young people early through curriculum support, teacher training, and industry‑connected programs. She shares examples of student projects that have made real commercial impact, such as packaging concepts now used by major brands, and emphasizes the importance of purpose, mentorship, and meaningful work for the incoming generation. The episode wraps with guidance for HR and operations leaders on attracting and retaining young talent, as well as a call to industry professionals to mentor, volunteer, and help build the next generation of print professionals.
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Conversation Overview
1. Introduction and Foundation Background
- Steve introduced Bettylyn Krafft, Executive Director of the Phoenix Challenge Foundation, highlighting her longtime leadership in developing the next generation of print professionals.
- Bettylyn described the origins of the Phoenix Challenge, explaining how it evolved from a high school flexography competition into a 501(c)(3) supporting nationwide workforce development in print.
2. High School & College Competitions
- Bettylyn explained the structure of the high school competition, where students compete in math, prepress, plate making, press operation, and producing sellable print within strict real‑world time limits.
- She detailed the college-level challenge, where students rebrand a real small business, produce multiple flexographic print pieces, and compile a technical book covering color control, process methodology, and marketing execution.
3. Teacher Training & Industry Integration
- Bettylyn discussed the Train‑the‑Trainer program, where high school teachers receive hands‑on instruction from industry experts and collaborate across a shared network for ongoing support.
- She emphasized the importance of bringing industry directly into the classroom—ensuring students and teachers gain exposure to real equipment, suppliers, and professionals through judging panels and networking.
4. Real-World Project Impact
- Bettylyn highlighted examples of student work influencing commercial brands, including packaging concepts adopted by companies like Tetra Pak and products seen in major retailers.
- She noted the professionalism and creativity students bring, often producing agency‑level brand refreshes for small businesses at no cost while gaining real experience and course credit.
5. Workforce Trends & Challenges
- Bettylyn described the current “population cliff,” where fewer 18‑year‑olds are entering the workforce, creating immediate and long-term labor shortages for the print industry.
- She stressed the need for strategic talent pipelines connecting high schools, community colleges, and converters, noting ongoing efforts in regions like St. Louis to formalize these pathways.
6. Inspiring Youth Through Print
- Bettylyn shared how hands‑on demos, such as viewing loops and print sample tables, ignite curiosity in both students and adults once they realize “print is everywhere.”
- She highlighted new youth-focused initiatives, including integrating flexography into the Scouts’ Graphic Arts merit badge and expanding merit‑badge “universities” into multiple states.
7. Advice for HR & Operations Leaders
- Bettylyn explained that today’s incoming workforce values purpose, mentorship, flexibility, and clear growth paths more than pay alone.
- She advised employers to focus on structured onboarding, early mentorship, and meaningful work tied to real outcomes to successfully recruit, train, and retain young talent.
