In a recent episode of Dscoop's "The LINK" interview series, Bettylyn Krafft shared her inspiring journey from a business graduate with no graphics background to becoming the driving force behind the Phoenix Challenge, a transformative program that has placed over 700 people into the printing industry over its 28-year history.
The Phoenix Challenge operates through three distinct programs: curriculum development with equipment installation in schools, a high school skills-based competition and a college challenge involving comprehensive branding projects. High school competitors complete technical tests and press operations, while college participants develop complete branding packages for small businesses or nonprofits.
What makes the Phoenix Challenge so impactful is its self-sustaining cycle of mentorship. Former students now return as judges, mentors and employers, creating a talent pipeline that continues to strengthen the print community. Companies that engage with the organization gain access to motivated, technically trained graduates and also reinforce their connection to the next generation of industry talent.
Bettylyn emphasized the importance of engagement and mentorship during the conversation: "Just engage with each other and find your mentor. Find that person, and it'll happen when you least expect it. But keep understanding what print is about and exploring your career opportunities. The sky's the limit. Just look where your passion is."
Her philosophy is simple yet profound: Learn the process, love the craft and share the knowledge. Through that mindset, the Phoenix Challenge continues to spark curiosity, creativity and commitment.
3 notable quotes from Bettylyn Krafft during the session:
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"If you learn the process, you can dream the job, and you can do whatever you want to do, whether it's be a chemist or an engineer or maybe a printer, sales, marketing, whatever you want to do. But learn the process, and you get the whole concept."
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"Print is so diverse and so exciting, and there are so many cool things to do. I just want everybody to know, it's pretty safe as far as employment goes. When the economy goes down, snack foods and packaging go up."
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"I think mentorship is probably the most important thing that we can do."
### 4 questions from the audience and an edited version of Bettylyn Krafft's answers from the end of the meeting:
(1) "Throughout your experience and time and challenges, adversities, what was the biggest lesson that you learned that you take with you every day and all of your adventures?"
Keep going despite stress or adversity, and focus on sharing the printing industry with others. Find that special mentor whose words will stay with you throughout life, driving your passion forward.
(2) "What are some of the most successful recruitment strategies either that you've organized or that you've seen other people do as part of the Phoenix Challenge?"
Competition itself is the biggest recruitment tool because it forces students out of their comfort zones to network with industry people. Companies are increasingly engaging as judges to scout talent at the high school level. Students should attend as many industry shows as possible, engage with people at tables, ask questions, collect business cards and maintain those connections.
(3) "If there's a student graduating from high school and they're just ready to jump in and go straight into the industry, how would you support them in that decision? Or would you push them to try some sort of program before going in?"
It depends on the student's background. Students from flexo high school programs are often ready for the workforce immediately. Students who are mechanically inclined or have learning disabilities that make traditional education challenging might benefit from going directly into industry.
(4) "How have you been able to keep up with the evolution of the print industry, and how are you anticipating being able to keep up with it in the future?"
High school programs intentionally use older, mechanical equipment to develop critical thinking skills. Students need to understand why things happen mechanically before moving to automated systems. While it's important to stay on the leading edge of technology, the value of understanding the fundamental concepts should come first, so students can troubleshoot problems regardless of technological advances.
