Transcript ATTENTION: PRESENTER THIS PRESENTATION IS INTENDED FOR USE WITHIN THE "CTE FAMILY" AND IS NOT INTENDED FOR GENERAL USE This PowerPoint is not.

ATTENTION: PRESENTER
THIS PRESENTATION IS INTENDED FOR USE WITHIN THE
"CTE FAMILY" AND IS NOT INTENDED FOR GENERAL USE
This PowerPoint is not designed for general audiences—or for use with any of the key
target audiences outlined in this presentation. It is intended for internal use within the
“CTE Family" as a way to raise awareness of the CTE brand initiative—and to garner
involvement, support, enthusiasm and advocacy for the initiative from CTE internal
audiences. These internal audiences may include state agency staff, CTE teachers and
college faculty, school and college administrators, CTSO leadership and CTE advocacy
groups.
You are encouraged to use the PowerPoint templates and talking points
available online to build your own presentations to other audiences.
IF THIS PRESENTATION IS APPROPRIATE TO YOUR AUDIENCE AS OUTLINED
ABOVE, PLEASE ADVANCE TO THE NEXT SLIDE TO BEGIN THE PRESENTATION.
THANK YOU FOR YOUR SUPPORT OF THE CTE BRAND INITIATIVE!
CTE Brand Messaging
An NASDCTEc Initiative
to Increase Awareness,
Advocacy & Support for CTE
Clarity. Consistency.
Connectivity.
• The baggage of
“vocational education”
• Proactively shape the
message for CTE
• Clarity and consistency in
our message are critical
• Flexibility and adaptation,
while maintaining the core
CTE value proposition & messaging
• Connecting with the audience
in ways that matter to them
Renewed urgency
and importance.
• The current economic
& political climate
• Upcoming federal legislation:
- ESEA, WIA, Higher Ed
and the future CTE legislation
• Perceptions of CTE will
influence our future
• CTE is on the radar at the
federal level and national levels
- USDOE, Harvard report, etc.
The CTE Vision
• CTE leadership has adopted
five key vision principles.
• Broad support among
the CTE community
• Charts the course for CTE
The Core Principles
of the CTE Vision
• CTE is critical to ensuring that the United States leads
in global competitiveness.
• CTE actively partners with employers to design and
provide high-quality, dynamic programs.
• CTE prepares students to succeed
in further education and careers.
The Core Principles
of the CTE Vision
• CTE is delivered through comprehensive
programs of study aligned to
The National Career Clusters Framework.
• CTE is a results-driven system that demonstrates a
positive return on investment.
• The vision is driving the CTE branding initiative.
The CTE
Value Proposition
• The time for CTE is now
• CTE addresses what
America is concerned about
• CTE is developing
America’s most valuable
resource: Its people
• Critical to help key audiences
connect the dots
• We're all part of this initiative
The Key Target
Audiences for CTE Messaging
• CTE story has wide appeal,
but our efforts are focused
on four key audiences:
• Business and industry:
The CUSTOMER for CTE
• Policy makers:
The FUNDING SOURCE for CTE
• Affiliate & Advocacy Groups:
The PARTNERS for CTE
• Media:
The MEGAPHONE for CTE
• Focus on the “so what”
The CTE
Brand Promise
Our internal pledge to our
“customers”— and to ourselves.
• It’s NOT a mission statement
• It’s NOT a public document
• It IS the foundation for
our messaging
• It drives what we do,
the decisions we make
The CTE Brand Promise
Career Technical Education promises
an unrelenting commitment to:
• Continually improve the
relevance and value of a
education;
• Prepare students for success in
both career and college, by employing
Career Clusters™;
The CTE Brand Promise (Cont.)
Career Technical Education promises
an unrelenting commitment to:
• Provide a highly skilled,
sustainable workforce;
• Provide dynamic, innovative
leadership; and
• Serve as a strategic partner with secondary
and postsecondary educators, business and industry
so the nation is globally competitive.
The CTE Brand Theme
The succinct summary of the brand promise.
CTE: Learning that works
for business and industry
• CTE creates a skilled, sustainable workforce
• CTE provides the technical knowledge,
and employability skills
• CTE links students and potential
employers
• Career Clusters™ allows business and industry to
collaborate and develop dynamic programs reflect B&I
needs
CTE: Learning that
works for career and
college readiness.
• Secondary CTE students are more
informed and focused when they
enter college
• Through Career Clusters™, student
can craft educational pathways
for success in college and career
CTE: Learning that works
for our communities.
• CTE prepares the next generation of skilled
workforce, innovation and leaders for all
communities
• CTE develops local entrepreneurs
• CTE improves the ROI in education on the federal,
state and local levels
CTE: Learning
that works for...
• ...student achievement
• ...our economy
• ...global competitiveness
• ...our state
• State-specific logo
versions available
The Power
of Numbers
• Need to prove what
we’re saying is true
• The importance of
ROI and results
• Balance logic with emotion
• Data points available at
www.careertech.org
• Share successes nationally
CTE Brand Resources
Brand Communications to
Support the CTE Brand Story
CTE Brand Brochure
A brochure that presents the CTE brand story
in a compelling way. This brochure is available
for ordering on the www.careertech.org website.
CTE Brand Poster
www.careertech.org
• New Web site that combines CTE,
Career Clusters™ and NASDCTEc
• A powerful new resource
and communications platform
• Share, promote and
increase awareness
• Convenient online access to
brand-building and data/research assets
• Subscribe to blog
Other CTE Brand Assets
• Talking points for key audiences
• PowerPoint templates
• CTE Brand Logos
(incl. state versions)
• CTE Brand/Usage Guidelines and
Career Clusters™ Usage Guidelines
• Web Graphics
• Standard brand messaging/paragraph
• Download at www.careertech.org
• More resources are on the way!
What we can all do.
Let's leverage each other's
strengths for the common good—
and the good of our nation.
• Acknowledge our individual
priorities, and promote
CTE overall
• Find where our circles intersect
• Adapt CTE brand messaging
as you see fit
• Our structure is our
strength—or our weakness
10 Things We Can Do to
Promote the CTE Brand
• Use the CTE brand on materials—
and be good brand stewards
• CTE Web “bug”
on the homepage
• PDF of brochure
on website
• Use this PowerPoint
to share the story
• Brainstorm ways to use
this messaging—and
make them happen
10 Things We Can Do to
Promote the CTE Brand (cont.)
• Display and distribute
the CTE poster
• Distribute the CTE brochure
• Request opportunities to tell
the CTE story to key audiences
• Use the logo and
messaging in CTE materials
• Share success stories,
subscribe to the CTE blog—
and ask others to do so!
We are all stewards
of the CTE brand.
• Find ways to tell the story—
using the CTE messaging
• Follow the brand guidelines
• Focus on the benefits—
the “so what” of CTE
• Find CTE “champions”
• Use www.careertech.org
as a resource
• Subscribe to the blog—
and get others to do so
A pivotal moment for CTE.
• CTE must speak with one voice
• CTE must connect with business and
industry, policy makers, advocacy groups,
media and other influencers
• CTE has the opportunity to step up
and help America address key challenges
• Responsibility to embrace this initiative—
and become good stewards of the CTE brand
• Each of us is the CTE brand in action.
Thank You
www.careertech.org
© 2011 NASDCTEc. The CTE logo,
its state-specific brand extensions and
“Learning that works for America”
are trademarks of NASDCTEc and
cannot be used without permission.