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Branding:
States’ Best Practices
Background Information
• 31 states participated
• Qualitative interviews
• Findings grounded in research
Findings
Is “CTE”
Enough?
Web Site
Incorporate the
Vision
All or Nothing Visual
Communication
Logo Without
Meaning
Individual
Identity
Co-Branding
What Should States Do?
Apply the Brand
• Logo, tagline & brand message
• Brand your internal communication
• Brand your CTE resources
Engage Important Stakeholders
• Engage local educators
• Engage policymakers and leaders of B&I
Promote the Message
• Brand your departmental Web sites
• Promote the brand via traditional media
Plan for the Future
• Revise mission/vision/goals
• Create state legislation
• Develop a quality control system
Well-Rounded Branding
State Examples
• Specific branding topics
–State examples
–Resource samples from states
–http://www.careertech.org/resourc
es/promo-materials.html
Co-Branding
Wisconsin Career and
Technical Education
Wisconsin
Brochure: www.cte.dpi.wi.gov
Branding Resources: www.cte.dpi.wi.gov/cte_brand
Advocacy Resources:
http://cte.dpi.wi.gov/cte_cteadvocacyresources
Wisconsin CTE & CTSO data sheets
Co-Branding
Arkansas Career and
Technical Education
• Improve the Image of CTE
• Logo is used on PowerPoints, Publications, Banners
Branding of CTE
Strategies for Improving College and
Career Readiness
How will the Common Core Initiative Affect Career
Education?
Arkansas CTE:
Pillars of Transformation
1. Improve the Image
2. Improve and Support Program Development
3. Improve College and Career Readiness
4. Improve Program Relevance
Arkansas CTE Transformation
Engaging Local Educators
Oregon Career and Technical Education
Context in Oregon
• Statewide CTE Network
• Statewide Communication Team
• Area Teams
• CTE Update
• Structures
• Local Control State
• Partnership – 50/50
Implementation 2011
Agency Discussion and Adoption
Communications!
– Summer Network Meeting
• David Buchholz and Erin Uy (NASDCTE)
– CTE Communication Team
• What is CTE? Consistency!
• Templates
Implementation 2012
Third Party Users Policy
– ODE/CCWD
– Community Colleges, CTE Regional
Coordinators, Partner Organizations,
Policymakers/shapers
– e-Learning Module Development
e-Learning Module
How do we get everybody on the same page?
e-Learning Module
Communication
Examples
Common
Message Brand
How To
Challenges
Year 3 (?) Initiative Fatigue: waning state evangelism?
Year 2 Reviving Enthusiasm
Year 1 Hurry up and wait!
Extended
Permission to
Schools,
Teachers, and
Partners
Conclusion
Thoughtful
Rollout
Grassroots
Support Cool
Resources
Thank You!
Larry Cheyne: [email protected]
Donna Brant: [email protected]
Jennell Ives: [email protected]
Q&A
www.careertech.org
Melinda J. Lloyd, Ed.D
Cisco WebEx Opportunity National Association of State Directors of Career Technical Education Consortium
What’s Included
Professional 1-2 Hour WebEx
Meeting
Presenter Practice Session 1 Week
Before
Cisco Backend Support During
WebEx Meeting
Eligibility
NASDCTE Member
Anyone who Fills Out the NASDCTE
Survey on Mar 21st or Apr 26th
Reminder
Meeting Limited to 100 attendees
max
Meeting Must Take Place by
Oct 31, 2013
Post Meeting Survey to include
questions on WebEx Experience
Winning is not transferable outside
your organization
Winner Announced May 1st!
Are you Interested in Winning a Free Cisco WebEx Session?
