texasgenuine cte (career and technical education ) nactei, spring 2012, portland-or al lawrence,...
TRANSCRIPT
TEXASgenuine CTE(CAREER AND TECHNICAL
EDUCATION)
NACTEI, Spring 2012, Portland-OR
Al Lawrence, TEXASgenuine CTE Project Co-DirectorElizabeth Steele, TEXASgenuine CTE Project Co-Director
Funding for this effort has been provided through the Texas Higher Education Coordinating Board with
Discretionary Leadership funds received from the Carl D. Perkins Career and Technical Education
Improvement Act of 2006.
Ex-Officio AdvisoryJose Rios, Texas Higher Education Coordinating Board
Donna Carlin, Texas Higher Education Coordinating BoardVangie Stice-Israel, Texas Education Agency
NEED IDENTIFIED
Regional Planning Meeting
Developed into Statewide Initiative
Statewide Advisory Group
2011-2012TEXASgenuine CTE Project
Advisory Group (Partner Project Institutions)
Michael Bettersworth, Texas State Technical College SystemRob Blair, South Plains CollegeJoyce Cordell, El Paso Community CollegeJaime Farias, El Paso Community CollegeJoanne Frantzen, Dallas Independent School DistrictLynn Goswick, Alvin Community CollegeAnnette Gregory, Austin Community CollegeHenry Hartman, Starlink / Dallas County Community College DistrictAl Lawrence, El Paso Community CollegeLaura Morris, Lone Star College SystemJan Osburn, Texas State Technical College SystemDon Perry, Dallas County Community College DistrictCurt Pervier, Midland CollegeElizabeth Steele, El Paso Community CollegeSamantha Uriegas, South Texas CollegeSam Williams, Lamar Institute of Technology
2011-2012 TEXASgenuine CTE Project Advisory Group Representation Statewide
Planning of CTE Project Advisory Group:
Identified Need For:
Statewide Branding
Strategic and Communication Plan
For CTE programs of Texas Community Colleges and TSTC’s
RFP Developed
Interact Communications, IncSpecializing in Two Year Colleges
Successful Proposal
Research based efforts
Interact Communications developed the TEXASgenuine
brand, message, and communications plan.
Endorsed by the Texas Higher Education Coordinating Board
A strong brand to create, maintain, and extend:
• Our sense of purpose, of identity and of expectation with our publics.
• Our leadership position in the community .
• Our link between how we are perceived now…and how we want to be perceived in the future.
WHY A BRAND?
1.Create a brand for the Career and Technical Education (CTE) programs in public education that differentiates them.
2.Create a brand that places CTE in the heart of Texas communities and as the doorway to better futures.
3.Create a brand that represents what CTE is to students, parents, the community, business and industry, and to graduates, faculty, and staff.
RESEARCH GOALS
• Employers
• Working Adults looking for training
• High School students pursuing 1st career
• Community Economic Development
• 1st Generation college students
• Parents
CRITICAL AUDIENCES FOR BRAND and MESSAGE RESEARCH
Research Process
High School Focus Groups
Business and Industry Focus Groups
Telephone and Online Surveys of Faculty, Staff, Student Participants, Business Groups
Resources
Print Media
TEXASgenuine.org : Colleges, Programs, and Careers
Program/Career Videos, Featuring Students
Social Media: Facebook, You Tube
Co-brand
Print Media
Web Presence
Program Videos - YouTube
How is www.TEXASgenuine.org a career information tool?
Career Info: Career Clusters
• Agriculture, Food & Natural Resources• Architecture & Construction• Arts, A/V Technology & Communications• Business Management & Administration• Education & Training• Finance• Government & Public Administration• Health Sciences• Hospitality & Tourism• Human Services• Information Technology• Law, Public Safety, Corrections & Security• Manufacturing• Marketing, Sales & Service• Science Technology, Engineering & Mathematics• Transportation, Distribution & Logistics
Selecting a Career ….
Career Specific Information…
Program Information …
23
Finding a College…
C
24
Your Logo
Here
Co-Branding Resources
Co-Branding Opportunities: Program Billboards
PROGRAM BILLBOARDS
PROGRAM BILLBOARDS
STATEWIDE CAMPAIGN:Billboards
STATEWIDE CAMPAIGNSTATEWIDE CAMPAIGN:Billboards
STATEWIDE CAMPAIGNSTATEWIDE CAMPAIGN:Billboards
At its core, TEXASgenuine is a plan that:
* Unites the state
* Recognizes career and technical education
* Collaborates the state public community and technical colleges.