1. NASDCTEc Brand Messaging Initiative
Bringing clarity, consistency and connectivity to the CTE message.

2. The Situation • Our nation is faced with serious challenge
• Jobs. Economic vitality. Innovation. Global competitiveness.
• Dramatic workforce turnover. Skills gap. Education reform.
• Budget challenges. Reauthorization. Rigor. Credentials.
• CTE is facing outdated notions as “voc ed”
• Harvard’s Pathways to Prosperity report and Secretary Duncan’s keynote speech on CTE
• Who said this on July 25, 2011? “Vocational education hit its heyday in the 60s and 70s. Too many schools are still preparing students for the jobs of 30 or 40 years ago…”

3. Reflect, Transform, Lead: A New Vision for Career Technical Education
Our vision's core principles are:
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.
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.

4. How We Got Here
CTE is evolving to meet the challenges of today and tomorrow…
Late 1990s: Adoption of "Career Technical Education"
Understanding of the need for a national vision for CTE
Response to perceptions, expectations and funding requirements
Adoption of five vision principles at Spring Meeting 2010
Broad stakeholder support for the vision
Continuing effort to implement vision
Need everyone's support to see the vision through
Renewed urgency in current economic/political climate

5. What We’ve Accomplished
A lot of great things have happened since the Vision Principles were adopted…
More than 56,000 copies of the Vision Paper distributed
Key vision presentations to regional/national groups
Increased web traffic at careertech.org
Production of CTE video
Harvard’s Pathways to Prosperity report and Secretary Duncan’s keynote speech on CTE
Editorial in Ed Week co-authored by Kimberly Green & Jan Bray
The new CTE brand initiative builds on this momentum

6. Goal
To create a broad base of support, awareness, understanding, advocacy and activism for CTE.

7. Objectives Bring clarity to CTE communications
Bring consistency to the manner in which CTE communicates
Bring connectivity to the CTE messaging that resonates with key audiences

8. What Is A Brand? It is NOT a logo It is NOT a tag line
It IS an implied promise—fulfilled
It IS a connection
It IS relevant and meaningful
It IS a solution provided/offered
It IS a “consumer experience”

9. A strong brand is…
• Relevant • Empathetic • Distinctive • Consistent • Engaging • Memorable

13. How a brand is defined…
• By your best product—and your worst product • By the leader’s grand public statement—and the hallway conversations and Internet chat rooms • By the words you use • By the experience you provide—and the value of that experience to the “customer” • By every action, every decision and every choice • Either you make the customer experience, or it gets made without you. You cannot escape your brand. • As a CTE leader, you ARE the brand

14. Perception
• It’s not what’s true that matters • It’s what people THINK is true that matters (2004) • What pops into people’s heads when they hear “CTE” or “Career Technical Education”? • If you don’t shape the perception, it will be done for you • Three segments of the audience

15. The Power of Owning a Word
• There is incredible power in owning a word or concept in the mind of the marketplace • That word or concept must have meaning & relevance • What word or concept is closely associated with CTE?

16. Emotion & Logic
• Many people engage first on a gut level (heart) • Need more at decision-making time (head) • CTE has great anecdotal evidence of impact • CTE needs more data and research (logic) • Powerful combination for greatest effect • Branding is a combination of art & science

17. The brand message should…
• Be aligned with the brand’s core values • Be clear, engaging, unique and relevant to others • Be better than “good”—incorporate an emotional attachment • Be echoed throughout the organization • Be consistent across messaging platforms • Be continually reinforced internally to deliver on the promise • Be adopted and echoed by strategic partners • Be adaptable to change and various applications

19. Scott Talgo says…
“A brand that captures your mind gains your behavior. A brand that captures your heart gains your commitment.”

20. Why Is This Important?
Much more than just a message— but the message is important
We need to take control of the message
We need to participate in the conversation
We need to shape perceptions
National, state and local perspectives
We need to convey impact, benefits and value

21. What the CTE brand initiative will do…
Put you in greater control
Help shape perception
Help frame the conversation
Drive messaging that matters
Put everyone on the same page

22. Process Online survey of membership
Telephone interviews with key thought leaders
Audit of current messaging
Development of brand platform
Identification of key target audiences
Messaging for key audiences
Tactics for implementation and execution

23. What Did We Hear? The window is open for CTE Outdated notions of CTE
Overall lack of clarity about CTE
Need for greater consistency
Need for metrics, standards and documented results

24. What Did We Hear? (cont.)
Need for greater outreach and broader relationships
Need for a shared vision
The time for leadership has never been greater
Interest in a common message— and tools to tell it

25. What we heard…
“If we don’t rebrand, rethink and be able to deliver, no additional funding will come to support the dramatic change that needs to happen across this country…” “CTE is a true stimulus package. Our main responsibility is to prepare workforce and increase economic development…” “We don’t change belief systems with new terminology. You change by getting people to do things differently, and then the beliefs follow…”

26. The Challenge of the CTE Brand Experience
Inconsistent quality and rigor = Inconsistent brand experience
CTE is evolving at different rates in different places
CTE is moving toward a common goal
Lack of uniformity cannot be overcome with a brand messaging initiative
The name itself is a challenge
Influencers remember the way CTE was— instead of what CTE has become

27. Aspirations & Reality This brand messaging initiative is about:
what CTE is today…
where it's headed…
and how CTE fits in the evolving landscape of our nation's educational and economic future.

28. Communications Platform
What CTE is doing now—and where it's headed
Demonstrated potential and achievement
Use the Five Vision Principles as the foundation
“Features” and "benefits”
Real examples & credible, relevant data
Define relationship between CTE, Career Clusters™ and NASDCTEc

29. The ¼-Inch Drill Bit What's in it for me?
Help the audiences get what they want...
Data vs. anecdotes
Heart vs. head
Logical reasons for emotional responses
When someone “buys into” CTE, what are they getting?

30. Key CTE Strategies Clear, unified voice for CTE
Engage/involve key advocacy groups
Robust web presence
Business & Industry relationships
Data on the ROI of CTE
Earned media

31. Five Key Target Audiences
Focusing limited resources for greatest effect:
State Leadership
Business & Industry
Federal Policy Makers
Affiliates & Advocacy Groups
Media
What about other audiences?

32. State CTE Leaders The LEADERS for CTE
Budget challenges and the future of CTE
Leadership role in implementation
Stewards of the brand
Tools to tell the story

33. Business & Industry The CUSTOMERS for CTE
Skilled, sustainable workforce
Bottom line performance & global competitiveness
Can be influential advocates
Trade associations, rural development, etc.

34. Federal Policy Makers A key FUNDING SOURCE for CTE
Jobs, revenue, student achievement
Want ROI!
Authorizing legislation and appropriations
Must hear from others outside CTE "family”

35. Affiliate & Advocacy Groups
The PARTNERS for CTE
Specific policies/agenda
Benefit from greater understanding of CTE
Leverage each other's strengths and reach
Partner when feasible; cross-pollinate

36. Media The MEGAPHONE for CTE
Interested in what their audience is interested in
Craft messaging to media
Business, trade and consumer segments
Become part of the conversation

37. What Is On America’s Mind?
Unemployment.
Economic vitality.
Student achievement.
Concerns about the quality of life for the next generation.
CTE is congruent with the national discussion
CTE’s time is NOW!
Job creation.
School reform.
Global competitiveness.

38. The CTE Brand Position CTE’s place in the landscape.
A strategic national partner working to improve the effectiveness of our schools, increase the value and relevance of students’ education throughout their lives, and provide a skilled, sustainable and innovative workforce to enhance America's performance and global competitiveness.

39. The CTE Brand Character The “personality” of CTE
Broad appeal
Practical and realistic
Strives to be accountable
Approachable and collaborative—but never afraid to lead
Innovating and adapting
Believes in personal responsibility
Confident, articulate and visionary
Inspires others to share its vision
Eager to serve
Earns respect through leading by example

40. The CTE Brand Promise The value proposition for CTE.
It's NOT a mission statement
It's NOT a public document
It IS the foundation for your messaging
It drives what you do and the decisions you make, how you behave, how you interact, how you talk about yourself and how you connect with others
It's why you matter

41. The CTE Brand Promise
Career Technical Education promises an unrelenting commitment to:
Continually improve the relevance and value of a student's educational experience;
Prepare students for success in both career and college, by employing Career Clusters™ and their curriculum framework to ensure contextual learning and academic standards that reflect the goals and interests of all learners;

42. The CTE Brand Promise WHAT IS THE CTE BRAND PROMISE…REALLY?
Career Technical Education promises an unrelenting commitment to:
Provide American business and industry with a highly skilled, sustainable workforce;
Provide dynamic, innovative leadership for the nation's educational system; and
Serve as a strategic partner with secondary and postsecondary educators, business and industry to strengthen America's competitive position in the global economy
WHAT IS THE CTE BRAND PROMISE…REALLY?

43. CTE: Learning that works for America™
Adoption of “CTE” as primary brand nomenclature
“Learning” is preferable to “teaching” or “education”
“Works” conveys results, deliverables and outcomes
We all want America to “work”
Easily adaptable for state use
CTE works for schools, students, business & industry, economic development, global competitiveness, etc.

44. CTE Brand Image Strong CTE presence
Colors in the same "family" as Career Clusters
Three graphic elements similar to Career Clusters

45. Tools Available Now: Brochure

46. Tools Available Now: Poster

47. Tools Available Now (cont.)
Talking points for key audiences
PowerPoint presentation to introduce initiative to staff/advocates
CTE Brand/Usage Guidelines
Brand User agreement for CTE

48. Logo Files: National and State

49. Logo Files: National and State

50. Logo Files: National and State

51. Logo Files: National and State

52. Tools Available Initially: Web Graphics

53. Tools Available Now (cont.)
Standard brand messaging/paragraph
CTE Brand Promise
New Web Site: careertech.org

54. Web Site Features Merger of Web sites Increased functionality
Increased content
Increased interactivity
Member section to facilitate sharing

55. What’s Ahead Online video Career Clusters™ Brand User Guide
Career Clusters™ User Agreement
Career Clusters™ logo/brand images
Guest editorials on website
General editorials and targeted public relations
Additional Web functionality
Increased outreach & visibility overall
Increased engagement/adoption by states

56. What’s Ahead White papers on Vision Principles:
- Student success in further education and careers
- The National Career Clusters™ Framework
- Result-driven system with positive ROI
Career Clusters™ Campaign— targeted to June 2012
Other projects and tactics being developed

57. Summing It Up

58. A Pivotal Moment for CTE
Important to speak with one voice
Critical to connect with others
Opportunity to help nation address challenge
Responsibility to embrace this initiative— to continue momentum.
The action starts here. Now.

59. This is CTE’s time
LEADING CHANGE: Within our own ranks through greater rigor, technical standards and The National Career Clusters™ Framework.
LEADING CHANGE: Creating a sustained, skilled workforce to enhance global leadership for the United States.
TRANSFORMING EXPECTATIONS: Expecting more of ourselves. Our students. Our workforce. Our nation.
MAKING THE DIFFERENCE: For business & industry. For America’s communities. For our economy. For global competitiveness.
CTE: Learning that works for America.™

60. The CTE brand logo, brand positioning theme and brand extensions are the property of NASDCTEc.