Selling CTE to Critical Stakeholders Kathryn Zekus Senior Associate for Federal Policy, Advance CTE July 23, 2018

Agenda The Value & Promise of Career Technical Education (CTE) Research Questions Framework for Communicating with Stakeholders Tools & Resources

The Value & Promise of Career Technical Education

Research Goals Explore what middle & high school parents and students know and think about CTE Understand motivators and barriers to enrolling in a CTE program Determine which messages are most compelling to consider a CTE program and which are not Identify trusted decision-makers and effective communication channels for CTE

Research 8 focus groups Qualitative Quantitative 6 prospects, 2 current CTE Bethesda, MD; Columbus, OH; Jackson, MS Racial, socio-economic and grade-level mix Quantitative 971 US adults online survey 252 current/previous CTE parents (9-12th grade) 506 parents of prospective students (6-11th grade) 776 students online survey 252 current/previous CTE students (9-12th grade/grads) 514 prospective students (6-11th grade)  

Key Takeaways CTE Delivers for Parents and Students College and Career Success are Both Important Goals for Parents and Students CTE Has an Awareness Challenge Prospective Parents and Students are Attracted to the “Real World” Benefits of CTE CTE Needs Champions and Messengers

CTE Delivers for Parents & Students How satisfied are you with…? (Very Satisfied) 55% of Current CTE Parents/Students Very Satisfied with overall school experience (92% satisfied) 27% of Prospective Parents/Students Very Satisfied with overall school experience (78% satisfied) Bold = statistical significance between audiences

CTE Delivers for Parents and Students Parents and students involved in CTE were more satisfied than those not involved in CTE with regards to their: Overall education experience Opportunities to earn credits towards a certification Quality of the classes Opportunities for internships Quality of teachers Ability to learn real-world skills Ability to begin preparing for and get a leg up on your career Opportunities to make connections and network with employers Opportunities to explore different careers of interest Social life opportunities Opportunities to earn college credit(s) Opportunities to take elective courses

CTE Delivers 91% of parents of students in CTE believe their child is getting a leg up on their career, compared to only 44% of prospective parents. 82% of CTE students are satisfied with their ability to learn real-world skills in school, compared to only 51% of non-CTE students. 80% of parents of students in CTE are satisfied with their ability to participate in internships, compared to only 30% of prospective parents.

College and Career Success Are Both Important for Parents & Students 70% of Parents & Students strongly agree: finding a career that I/ my child feels passionate about is important 60% of Parents & Students strongly agree: getting a college degree is important 56% of Parents & Students strongly agree: it’s important that I/ my child has a job that pays well “The goal is not just to have a good job but to be happy in what they do.” – MD prospective parent “High school is something we need to get through to get to college.” – MS prospective student “I want to make stable living and want to have a good job that pays well.” – OH prospective student

College is the Goal for All

CTE Awareness Is Moderate Just 47% of prospective parents and students have heard of “Career Technical Education” compared to… 68% Vocational Education 54% Career Center 45% Career Education 30% Career Academy

Focus groups say “real world” skills is unmet need Prospective Parents and Students Attracted to “Real World” Benefits of CTE 86% of prospective parents & students surveyed wish they/their child could get more real world knowledge and skills during high school Focus groups say “real world” skills is unmet need “In school we learn certain things but not all the necessities to be responsible adults.” –MS focus group prospective student

Educators and Students Are Best Messengers How much do you trust each for learning more information about CTE?

Effective Messaging

Message Testing Tested five messages: Believability (1-3) Motivating (1-3) Highlight key words Force choice of most motivating and least motivating message

Language that Works “Real world skills” “Practical knowledge” “Hands-on experience” “Mentoring” “Internships” “Explore career options and what you are passionate about” “Career” and “career-focused” “Extra advantage for both college and careers” “Leadership” and “confidence”

Most Effective Message: Preparation for the Real World CTE gives purpose to learning by emphasizing real-world skills and practical knowledge. Students receive hands-on training, mentoring, and internships from employers in their community. They also learn how to develop a resume and interview for a job. These additional tools and experiences make school more relevant, and ensure students are ready for the real world.

Core Messages – Core Motivators Real Options for College and Rewarding Careers CTE –related “ask” Real High School Experience with More Value Real-World Skills

Tying It All Together Emphasize opportunities to explore options, develop interests and get a jump start on both college and a career. Current families value these, and prospects say these are missing. Showcase real-world skills and hands-on experiences. Students are more satisfied, more focused, more prepared, more apt to graduate. Parent and student aspirations for career passion opens the door for a conversation about CTE. Real-world skills and hands-on experience are a distinct value add. CTE isn’t a replacement for traditional schooling, but an enhancement.

Insights and Recommendations Be consistent in your messages Communicate the success of your program through current and past student success stories Localize your examples, and make it relevant. Don’t forget the details Emphasize that CTE is a pathway towards college and a career Share tangible benefits of CTE – networking, internships, college credit, certifications, etc. Engage educators, counselors and the business community as your messengers. Keep it positive!

Top 10 Do’s & Don’ts DON’T position CTE and college as an “either/or” DO use, repeat and reinforce these core messages about the value of CTE each and every time you engage with relevant audiences (e.g., counselors, middle school students, etc.) DON’T put down high school DON’T leave out all the other great high school experiences students can have while participating in CTE DO tell stories about the successes CTE students have had Don’t do all the talking Don’t forget to include local businesses in the conversation DO localize your examples DO emphasize that CTE prepares students for college and careers DO emphasize that CTE helps students find their passion  

Questions?

Framework & Tools for Communicating with Stakeholders

How Can You Put the Research Into Action? Social Media CTE Posters and postcards Videos to Promote CTE Focus Group Discussion Guide  Create your own plan to communicate with stakeholders

Communicating About CTE with Stakeholders in 4 steps Step 1: Build a message triangle Step 2: Put the messages into action: identify your audience and tailor your message to them Step 3: Determine the right ways to reach your audience (and the materials you’ll need) Step 4: Put your plan into action

Step 1: Build a message triangle with messages that work CTE Delivers real options for students for college and rewarding career Up to 3 Talking Points CTE delivers a real high school experience with more value for students Up to 3 Talking Points CTE delivers real-world skills for students Up to 3 Talking Points “Ask”

Step 2: Identify your audience(s) and tailor your messages Who impacts CTE awareness? Who is best suited to deliver a message to that audience? Individuals Groups Learners Civic Organizations Educators Non-profits Faculty Professional organizations Administrators PTA/PTO District leaders School Board Association Postsecondary leaders Grant makers Community leaders Legislators Colleagues

Step 3: Determine how you will reach your audience How will you reach your audience? Keep in mind audiences often need to hear from you 11 times before things sink in Communications Channels Media outlets (print, tv, radio) Social media Listservs Websites Press Releases Conferences Newsletters Townhalls Videos Fact sheets, brochures, handouts

Step 4: Outline the key steps you need to take to achieve your goal What is the process for reaching your goal? Identify a concrete action item that you can take toward accomplishing your goal

Tools You Can Use Find everything at: https://careertech.org/recruitmentstrategies Messages: Triangle with Talking Points, Analysis of Messages, Messaging Card, Webinar Recording Tools for using the messages & research: Do’s and Don’ts, PowerPoint, State Leaders Guide, Local Leaders Guide, Parent Engagement Guide Advocacy: CTE Advocacy 101, Value & Promise of CTE fact sheet, Employer Guide

Questions? Kathryn Zekus Senior Associate for Federal Policy, Advance CTE kzekus@careertech.org Follow us @CTEWorks www.careertech.org