1. Implementing Career Clusters Training Session #4 Virginia Department of Education August 14, 2014 1

2. 2014-2015 Video Streaming Training Sessions for Career and Technical Education (CTE) Administrators Agenda Welcome and CTE Branding Anne Rowe, CTE Coordinator for Curriculum and Instruction, Virginia Department of Education Career Clusters Resources Sharon Acuff, Specialist for Marketing and Related Clusters, Virginia Department of Education Closing Comments Anne Rowe 2

3. Career Clusters 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; 3

4. Career Clusters 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. 4

5. 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.Administrative Planning GuideCareer Planning GuideCareer and Technical Education Reporting System (CTERS) User’s Manual http://cteresource.org/cteresource.org http://www.doe.virginia.gov/info_management/data_collection/instruction/career_tech/cters/users_manual.pdf 5 5

6. 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.gov/instruction/career_technical/car eer_clusters/index.shtml http://www.doe.virginia.gov/instruction/career_technical/car eer_clusters/index.shtml http://www.doe.virginia.gov/instruction/career_technical/car eer_clusters/index.shtml 6 6

7. Hospitality & Tourism Human Services Information Technology Law, Public Safety, Corrections & Security Manufacturing Marketing Science, Technology, Engineering & Mathematics (STEM) Transportation, Distribution & Logistics 7 Career Clusters http://www.doe.virginia.gov/instruction/career_technical/ career_clusters/index.shtml http://www.doe.virginia.gov/instruction/career_technical/ career_clusters/index.shtml http://www.doe.virginia.gov/instruction/career_technical/ career_clusters/index.shtml 7

8. Knowledge & Skills (K & S) 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. 8 8

9. 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 Pathway K & S Pathway K & S Business Finance Pathway K & S Insurance Pathway K & S Pathway K & S Accounting Pathway K & S 9

10. 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 10

11. Vocational Education vs. Career and Technical Education 11 Vocational EducationCareer Technical Education For a Few StudentsFor All Students For a Few “Jobs”For All “Careers” 6 to 7 “Program Areas”16 Career Clusters – 79 Career Pathways In lieu of AcademicsAligns/Supports Academics Limited articulationPortable, transferrable credit Secondary vs. Post Secondary Secondary w/ Post Secondary

12. 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. 12

13. Note: The following slides are used with permission from NASDCTEc. 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” What Is A Brand? 13

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15. 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. 15

16. 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. 16

17. 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 17

18. The CTE Brand Promise (Continued) 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. 18

19. CTE Brand Resources Use the CTE brand on materials— and be good brand stewards Talking Points Brochure PowerPoint Poster FREE!! http://www.careertech.org/ 19

20. 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. 20

21. 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” 21

22. 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. 22

23. Career Clusters Home Page 23

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25. 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 RU “College and Career” Ready or Not? Teaching Companion Virginia Education Wizard Virginia Career View Career Planning Guide Trailblazers Know How Virginia National Career Clusters Framework Resources on the Career Clusters Home Page 25

26. 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 26

27. Career Clusters Individual Page 27

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29. Art, A/V Technology & Communications Business Management & Administration Education & Training Government & Public Administration Human Services Information Technology Manufacturing Science, Technology, Engineering & Mathematics Career Cluster Pages with Videos 29

30. 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 Individual Career Clusters Page Information 30

31. CTE Program Pages 31

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33. Agricultural Education Trade and Industrial (3) CTE Program Pages with Videos 33

34. Career Cluster Listing on Program Pages 34 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. NEW- On each program page, the clusters specific to that program area are listed with a description of the cluster. Drop-down boxes list the pathways associated with each cluster with a description of each.

35. Career Cluster Listing on Program Pages 35

36. Career Cluster Listing on Program Pages 36

37. Governor’s STEM Academy Page 37

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40. Greater Peninsula Governor’s STEM Academy – 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 40

41. 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 Videos on Governor’s STEM Academy Pages 41

42. Microsoft IT Academy Page 42

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44. Microsoft Information Technology Academy (ITA) Initiative in Virginia Crosses all 16 Career Clusters Other Resources 44

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47. CTE Home Page 47

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49. News and Announcements Professional Development Opportunities Scrolling Student CTE Photos Sample Academic and Career Plans of Study CTE Program Highlights and Performance Trends Flyers CTE Home Page Information CTE Home Page Information 49

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51. Video Steaming Session Session #5 Health and Safety and Department of Labor and Industry Regulations Broadcast: August 21, 2014 at 1:30 p.m. 51

52. Evaluation of Today’s Session Please give your feedback on today’s session by accessing the online evaluation link at https://www.surveymonkey.com/s/KKJT9MM Other Announcements 52

53. Contact Information 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 53