Implementing Career Clusters: Virginia’s Best Practices Training Session #5 Virginia Department of Education August 15, 2013

2013-2014 Video Streaming Training Sessions for Career and Technical Education (CTE) Administrators Agenda Welcome and CTE Branding Anne Rowe, CTE Coordinator for Curriculum & Instruction, Virginia Department of Education Presentation of Career Cluster Video Career Clusters Resources Sharon Acuff, Specialist for Marketing and Related Clusters, Virginia Department of Education CTE Performance Trends and Closing Comments Anne Rowe

Career Clusters The National Career Clusters® Framework is: an organizing tool for curriculum design and instruction, providing the essential knowledge and skills for the 16 Career Clusters® and their 79 Career Pathways; We all know that, unfortunately, CTE continues to carry the baggage of "vocational education" in the eyes of many—including many in positions of influence. We need to define ourselves—and gain control over the messaging about CTE. We can each adapt the message to meet individual circumstances and situation, but the core value proposition—and the core messaging—for CTE need to be clear and consistent. Just as importantly, this messaging needs to connect with the people we're talking with—so that we help them understand why what CTE does matters to them. The new CTE brand messaging initiative that has been spearheaded by NASDCTEc gives us the tools, resources and effective messaging we need to present the CTE story with clarity, consistency and connectivity. But it can only be successful if this becomes a community-wide initiative.

Career Clusters a useful guide in developing programs of study bridging secondary and postsecondary curriculum and for creating individual student plans of study for a complete range of career options; and a resource to help students discover their interests and their passions, and empowers them to choose the educational pathway that can lead to success in high school, college and career. We all know that, unfortunately, CTE continues to carry the baggage of "vocational education" in the eyes of many—including many in positions of influence. We need to define ourselves—and gain control over the messaging about CTE. We can each adapt the message to meet individual circumstances and situation, but the core value proposition—and the core messaging—for CTE need to be clear and consistent. Just as importantly, this messaging needs to connect with the people we're talking with—so that we help them understand why what CTE does matters to them. The new CTE brand messaging initiative that has been spearheaded by NASDCTEc gives us the tools, resources and effective messaging we need to present the CTE story with clarity, consistency and connectivity. But it can only be successful if this becomes a community-wide initiative.

Career Clusters Virginia Adopted National Framework All CTE courses are aligned with one or more career clusters and career pathways within those clusters based on the skills sets taught in the class. VERSO is now organized by Career Clusters and Pathways. Career cluster and pathway alignments are listed in the Administrative Planning Guide, the Career Planning Guide, and Career and Technical Education Reporting System (CTERS) User’s Manual. http://cteresource.org/ http://www.doe.virginia.gov/info_management/data_collection/instruction/career_tech/cters/users_manual.pdf Note: Nathan will provide an illustration

Career Clusters. http://www. doe. virginia Agriculture, Food & Natural Resources Architecture & Construction Arts, A/V Technology & Communications Business Management & Administration Education & Training Finance Government & Public Administration Health Science

Career Clusters http://www. doe. virginia Hospitality & Tourism Human Services Information Technology Law, Public Safety, Corrections & Security Manufacturing Marketing Science, Technology, Engineering & Mathematics (STEM) Transportation, Distribution & Logistics Refer to Nathan’s Handout

Knowledge & Skills (K & S) The foundational principle of career clusters/ pathways is that a set of knowledge and skills are shared with other occupations in a pathway and other pathways in a cluster: Cluster Level – academic and technical skills and knowledge for all pathways within a cluster Pathway Level – academic and technical skills and knowledge within each pathway Career Specialties - full range of career opportunities within each pathway The cluster level knowledge and skills are correlated with Workplace Readiness Skills for the Commonwealth.

Cluster Knowledge and Skills Courtesy of Benson Consulting – July 2007 Finance Cluster 9 12 11 10 Cluster Knowledge and Skills 13 14 15 16 16+ Grade Securities and Investments Pathway K & S Specific Skill Preparation May Continue Adult Education Entry and Exit Points Courtesy of Benson Consulting – July 2007 Banking Services Business Finance Pathway K & S Insurance Accounting Pathway K & S

Shaping the Message for CTE The baggage of “vocational education” Proactively shape the message for CTE now Clarity and consistency in our message are critical Connecting with the audience in ways that matter to them We all know that, unfortunately, CTE continues to carry the baggage of "vocational education" in the eyes of many—including many in positions of influence. We need to define ourselves—and gain control over the messaging about CTE. We can each adapt the message to meet individual circumstances and situation, but the core value proposition—and the core messaging—for CTE need to be clear and consistent. Just as importantly, this messaging needs to connect with the people we're talking with—so that we help them understand why what CTE does matters to them. The new CTE brand messaging initiative that has been spearheaded by NASDCTEc gives us the tools, resources and effective messaging we need to present the CTE story with clarity, consistency and connectivity. But it can only be successful if this becomes a community-wide initiative.

THEN NOW Vocational Education Career Technical Education For a Few Students For All Students For a Few “Jobs” For All “Careers” 6 to 7 “Program Areas” 16 Career Clusters – 79 Career Pathways In lieu of Academics Aligns/Supports Academics Limited articulation Portable, transferrable credit Secondary vs. Post Secondary Secondary w/ Post Secondary THEN NOW

Marketing the CTE Brand Focusing limited resources for greatest effect: The value of the brand Marketing resources State branding initiatives Note: The following slides are used with permission from NASDCTEc.

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” Note: The following slides are used with permission from NASDCTEc.

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. Consistency in our messaging is critical. Before we talk about the logo and the resources, it is important to understand the brand. When we approached the development of the brand we had 5 key principles in mind – the principles in our vision for CTE This vision is comprised of five principles that, in summary, state that all of CTE should be dynamic, involve business and industry and prepare all students for college and careers in the global economy. It’s important to know that this is the foundation for all of our branding work If you lose sight of these principles, it is likely that your messaging won’t be consistent with the brand.

Reflect, Transform, Lead: A New Vision for Career Technical Education Vision core principles, continued: 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. CTE provides a highly skilled, sustainable workforce. Consistency in our messaging is critical. Before we talk about the logo and the resources, it is important to understand the brand. When we approached the development of the brand we had 5 key principles in mind – the principles in our vision for CTE This vision is comprised of five principles that, in summary, state that all of CTE should be dynamic, involve business and industry and prepare all students for college and careers in the global economy. It’s important to know that this is the foundation for all of our branding work If you lose sight of these principles, it is likely that your messaging won’t be consistent with the brand.

The CTE Brand Promise Career Technical Education promises an unrelenting commitment to: Continually improve the relevance and value of education; Prepare students for success in both career and college, by employing Career Clusters™; Provide a highly skilled, sustainable workforce; Provide dynamic, innovative leadership; and Continued What does CTE promise? Refer to the essence of the five principles Promises 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;

The CTE Brand Promise (Cont.) Career Technical Education promises an unrelenting commitment to: Serve as a strategic partner with secondary and postsecondary educators as well as business and industry so the nation is globally competitive. A USER AGREEMENT allows you to articulate your commitment to the brand. 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. It's important to note that the real promise is an "unrelenting commitment" to do these things.

CTE Brand Resources Use the CTE brand on materials— and be good brand stewards Talking Points Brochure PowerPoint Poster FREE!! http://www.careertech.org/ We’ve tried to make it easy for you to be an advocate by creating tools <read list> These tools are all available online and are FREE. Use them!

CTE: Learning that works for Virginia “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. In order to convey the brand promise in a compelling way, this CTE messaging initiative has created a memorable, effective and adaptable brand theme and brand image that communicate with all audiences...

The Key Target Audiences for CTE Messaging CTE story has wide appeal, but our efforts are focused on four key audiences: Business and industry: The CUSTOMER for CTE Policy makers: The FUNDING SOURCE for CTE Affiliate & Advocacy Groups: The PARTNERS for CTE Media: The MEGAPHONE for CTE Focus on the “so what” There are many audiences for CTE, including parents, students, and many others. And they are all important to us. But this effort is especially targeted to four key audiences that can help CTE achieve its objectives and have a significant impact on our ability to influence opinion, encourage action and increase advocacy for CTE: <read list>

A pivotal moment for CTE CTE must speak with one voice CTE must connect with business and industry, policy makers, advocacy groups, media, and other influencers CTE has the opportunity to step up and help America address key challenges CTE has the responsibility to embrace this initiative—and become good stewards of the CTE brand Each of us is the CTE brand in action. As CTE—and our nation—face challenge and opportunity, never has it been more important for CTE to speak with one voice Never has it been more critical that CTE connect with business and industry, policy makers, advocacy groups, media and other influencers It is the responsibility of each of us to embrace this initiative—and become good stewards of the CTE brand. Each of us is the CTE brand in action.

Career Cluster Video Presentation Government & Public Administration Career Cluster Booker T. Washington High School Norfolk Public Schools

Career Clusters Home Page

Resources on the Career Clusters Home Page Career Clusters and Academic and Career Plans of Study; Virginia’s Best Practices PowerPoint Developing Academic and Career Plans of Study R U “College and Career” Ready? Magazine Virginia Education Wizard Virginia Career View Career Planning Guide Trailblazers Know How Virginia National Career Clusters Framework

R U Ready? Cluster information in the magazine is used on the career cluster Web pages and scrolling photos on the home CTE web page Magazine PDF version is available on the Career Clusters home Web page Hard copies are drop-shipped to school counseling offices for distribution to students

Career Clusters Individual Page

Career Cluster Pages with Videos Art, A/V Technology & Communications Business Management & Administration Education & Training Government & Public Administration Human Services Information Technology Manufacturing Science, Technology, Engineering & Mathematics

Individual Career Clusters Page Information Description of the career cluster Video (if available) Two student profiles (R U Ready Spotlights) Employment projections 2010-2020 Occupations in this cluster and what they earn in VA Career cluster planning tools Plans of study development information and sample plans Cluster specific resources

CTE Program Pages

CTE Program Pages with Videos Agricultural Education Trade and Industrial (3)

Career Cluster Listing on Program Pages Within each cluster, there are multiple career pathways that represent a common set of skills and knowledge necessary to pursue a full range of career opportunities within that pathway. Career Clusters that relate to instruction in trade and industrial education include: Architecture & Construction Arts, A/V Technology & Communications Hospitality & Tourism Human Services Information Technology Law, Public Safety, Corrections & Security Manufacturing Science, Technology, Engineering & Mathematics Transportation, Distribution & Logistics Also see Career Clusters main page

Economics and Personal Finance Page

Governor’s STEM Academy Page

Videos on Governor’s STEM Academy Pages Governor’s Academy for Innovation, Technology and Engineering (GAITE) – Hampton Governor’s Career and Technical Academy in Arlington (GCTAA) – Arlington County Stafford Academy for Technology (STAT) – Stafford County

Videos on Governor’s STEM Academy Pages Loudoun Governor’s Career and Technical Academy (2) – Loudoun County Governor’s Career and Technical Education Academy for STEM in Richmond – Richmond City The Blue Ridge Crossroads Governor's Academy for Technical Education (BRCGATE) – Carroll County Heritage High Schools Governor’s STEM Academy – Newport News

Microsoft IT Academy Page

Other Resources Microsoft Information Technology Academy (ITA) Initiative in Virginia Crosses all 16 Career Clusters

WPC 2012 Microsoft Office Specialist (MOS) and Microsoft Technology Associate (MTA) exams mapped to Career Clusters 4/20/2017 Proficiency in Microsoft Word and Excel is a foundational requirement for all career clusters. Agriculture, Food & Natural Resources Architecture & Construction Arts, A/V Tech & Communications Business Management & Administration Education & Training Finance Government & Public Administration Health Science Hospitality & Tourism Human Services Information Technology Law, Public Safety, Corrections Manufacturing Marketing Science, Technology, Engineering & Math Transportation, Distribution & Logistics Office App Word Excel PowerPoint Outlook Access SharePoint OneNote Handout Tech App Windows OS Server Adm Networking Security Database Software dev Career Cluster source: http://www.careertech.org/career-clusters/glance/careerclusters.html © 2012 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

CTE Home Page

CTE Home Page Information News and Announcements Professional Development Opportunities Scrolling Student CTE Photos Sample Academic and Career Plans of Study CTE Program Highlights and Performance Trends Flyers

2011-2012 Student Enrollment by Career Clusters

Completers Graduated with Standard and Advanced Studies Diplomas

Credentials Earned by Students

Pass Rates of Exams Attempted vs. Earned

Video Steaming Session Session #6 Beginning-of-Year: Financial Information, Reimbursements, and Reports Broadcast: September 19, 2013 at 1:30 p.m.

Evaluation of Today’s Session Please give your feedback on today’s session by accessing the online evaluation link at http://www.surveymonkey.com/s/TJ6JDRD Other Announcements

Contact Information Virginia Department of Education Office of Career and Technical Education Services Lolita B. Hall Director Anne Rowe Coordinator, CTE Curriculum and Instruction George Willcox Coordinator, Planning, Administration & Accountability Sharon Acuff Specialist, Marketing & Related Clusters CTE@doe.virginia.gov 804-225-2051

Career Cluster Video Presentation – STEM Academy Science, Technology, Engineering & Mathematics Career Cluster Heritage High School Governor’s STEM Academy Newport News Public Schools