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

2. 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

3. 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.

4. 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.

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.
Note: Nathan will provide an illustration

6. 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

7. 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

8. 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.

9. 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

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
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.

11. 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

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.

13. 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.

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.
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.

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.
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.

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
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;

18. 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.

19. CTE Brand Resources
Use the CTE brand on materials— and be good brand stewards
Talking Points
Brochure
PowerPoint
Poster
FREE!!
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!

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.
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...

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”
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>

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.
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.

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

24. Career Clusters Home Page

26. 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

27. 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

28. Career Clusters Individual Page

30. 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

31. Individual Career Clusters Page Information
Description of the career cluster
Video (if available)
Two student profiles (R U Ready Spotlights)
Employment projections
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

32. CTE Program Pages

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

35. 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

36. Economics and Personal Finance Page

38. Governor’s STEM Academy Page

41. 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

42. 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

43. Microsoft IT Academy Page

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

46. 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:
© 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.

48. CTE Home Page

50. 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

53. 2011-2012 Student Enrollment by Career Clusters

54. Completers Graduated with Standard and Advanced Studies Diplomas

56. Credentials Earned by Students

58. Pass Rates of Exams Attempted vs. Earned

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

60. Evaluation of Today’s Session
Please give your feedback on today’s session by accessing the online evaluation link at Other Announcements

61. 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

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