Presentation on theme: "NASDCTEc Brand Messaging Initiative"— Presentation transcript:
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 Credentials.• CTE is facing outdated notions as “voc ed”• Harvard’s Pathways to Prosperity report and Secretary Duncan’s keynote speech on CTE• Who said this on July 25, 2011?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 HereCTE 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 CTEResponse to perceptions, expectations and funding requirementsAdoption of five vision principles at Spring Meeting 2010Broad stakeholder support for the visionContinuing effort to implement visionNeed everyone's support to see the vision throughRenewed 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 distributedKey vision presentations to regional/national groupsIncreased web traffic at careertech.orgProduction of CTE videoHarvard’s Pathways to Prosperity report and Secretary Duncan’s keynote speech on CTEEditorial in Ed Week co-authored by Kimberly Green & Jan BrayThe new CTE brand initiative builds on this momentum
6 GoalTo 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 communicatesBring 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—fulfilledIt IS a connectionIt IS relevant and meaningfulIt IS a solution provided/offeredIt IS a “consumer experience”
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 importantWe need to take control of the messageWe need to participate in the conversationWe need to shape perceptionsNational, state and local perspectivesWe need to convey impact, benefits and value
21 What the CTE brand initiative will do… Put you in greater controlHelp shape perceptionHelp frame the conversationDrive messaging that mattersPut everyone on the same page
22 Process Online survey of membership Telephone interviews with key thought leadersAudit of current messagingDevelopment of brand platformIdentification of key target audiencesMessaging for key audiencesTactics for implementation and execution
23 What Did We Hear? The window is open for CTE Outdated notions of CTE Overall lack of clarity about CTENeed for greater consistencyNeed for metrics, standards and documented results
24 What Did We Hear? (cont.)Need for greater outreach and broader relationshipsNeed for a shared visionThe time for leadership has never been greaterInterest 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 experienceCTE is evolving at different rates in different placesCTE is moving toward a common goalLack of uniformity cannot be overcome with a brand messaging initiativeThe name itself is a challengeInfluencers 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 headedDemonstrated potential and achievementUse the Five Vision Principles as the foundation“Features” and "benefits”Real examples & credible, relevant dataDefine 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. anecdotesHeart vs. headLogical reasons for emotional responsesWhen someone “buys into” CTE, what are they getting?
30 Key CTE Strategies Clear, unified voice for CTE Engage/involve key advocacy groupsRobust web presenceBusiness & Industry relationshipsData on the ROI of CTEEarned media
31 Five Key Target Audiences Focusing limited resources for greatest effect:State LeadershipBusiness & IndustryFederal Policy MakersAffiliates & Advocacy GroupsMediaWhat about other audiences?
32 State CTE Leaders The LEADERS for CTE Budget challenges and the future of CTELeadership role in implementationStewards of the brandTools to tell the story
33 Business & Industry The CUSTOMERS for CTE Skilled, sustainable workforceBottom line performance & global competitivenessCan be influential advocatesTrade associations, rural development, etc.
34 Federal Policy Makers A key FUNDING SOURCE for CTE Jobs, revenue, student achievementWant ROI!Authorizing legislation and appropriationsMust hear from others outside CTE "family”
35 Affiliate & Advocacy Groups The PARTNERS for CTESpecific policies/agendaBenefit from greater understanding of CTELeverage each other's strengths and reachPartner when feasible; cross-pollinate
36 Media The MEGAPHONE for CTE Interested in what their audience is interested inCraft messaging to mediaBusiness, trade and consumer segmentsBecome 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 discussionCTE’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 appealPractical and realisticStrives to be accountableApproachable and collaborative—but never afraid to leadInnovating and adaptingBelieves in personal responsibilityConfident, articulate and visionaryInspires others to share its visionEager to serveEarns respect through leading by example
40 The CTE Brand Promise The value proposition for CTE. It's NOT a mission statementIt's NOT a public documentIt IS the foundation for your messagingIt 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 othersIt's why you matter
41 The CTE Brand PromiseCareer 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; andServe as a strategic partner with secondary and postsecondary educators, business and industry to strengthen America's competitive position in the global economyWHAT 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 outcomesWe all want America to “work”Easily adaptable for state useCTE 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 ClustersThree graphic elements similar to Career Clusters
53 Tools Available Now (cont.) Standard brand messaging/paragraphCTE Brand PromiseNew Web Site: careertech.org
54 Web Site Features Merger of Web sites Increased functionality Increased contentIncreased interactivityMember section to facilitate sharing
55 What’s Ahead Online video Career Clusters™ Brand User Guide Career Clusters™ User AgreementCareer Clusters™ logo/brand imagesGuest editorials on websiteGeneral editorials and targeted public relationsAdditional Web functionalityIncreased outreach & visibility overallIncreased 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 ROICareer Clusters™ Campaign— targeted to June 2012Other projects and tactics being developed
58 A Pivotal Moment for CTE Important to speak with one voiceCritical to connect with othersOpportunity to help nation address challengeResponsibility to embrace this initiative— to continue momentum.The action starts here. Now.
59 This is CTE’s timeLEADING 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.