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

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

3. The Value & Promise of Career Technical Education

4. 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

5. 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)

6. 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

7. 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

8. 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

9. 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.

10. 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

11. College is the Goal for All

12. 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

13. 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

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

15. Effective Messaging

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

17. 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”

18. 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.

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

20. 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.

21. 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!

22. 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

23. Questions?

24. Framework & Tools for Communicating with Stakeholders

25. 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

26. 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

27. 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”

28. 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

29. 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

30. 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

31. Tools You Can Use
Find everything at:
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

32. Questions?
Kathryn Zekus Senior Associate for Federal Policy, Advance CTE Follow