1. Career Clusters: Virginia’s Best Practices and Resources Training Session #10 Virginia Department of Education February 14, 2013 1

2. 2012-2013 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 Program Highlights for 2011-2012 George Willcox, CTE Coordinator for Planning, Administration & Accountability, Virginia Department of Education Closing Comments George Willcox Presentation of Career Cluster Pathway Video 2

3. 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. 3

4. 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? 4

5. 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 5

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7. 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. 7

8. 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. Provide a highly skilled, sustainable workforce; 8

9. 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 9

10. 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. 10

11. CTE Brand Resources Use the CTE brand on materials— and be good brand stewards Talking Points Brochure PowerPoint Poster FREE!! http://www.careertech.org/ 11

12. 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. 12

13. 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” 13

14. 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. 14

15. Science, Technology, Engineering & Mathematics Career Cluster Cooper Elementary, Andrews Prek-8, and Phoebus High School Hampton City Public Schools Career Cluster Video Presentation 15

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17. Career Clusters and Academic and Career Plans of Study; Virginia’s Best Practices PowerPoint R U “College and Career” Ready? Magazine Virginia Education Wizard Virginia Career View Career Planning Guide Trailblazers Know How Virginia National Career Clusters Framework Resources on the Career Clusters Home Page 17

18. 34 applications were received 28 applicants received a $2,000 grant to produce a 3-5 minute video showcasing a career cluster 18 participants revised the original video submission based upon the selection committee’s suggestions Career Cluster Videos Initiative 18

19. Revised videos were categorized into three different types promoting either a career cluster (8) specific course(s) (6) Governor’s STEM Academy (4) Career Cluster Videos 19

20. Promotion of a Career Cluster Arts A/V Technology & Communications Powhatan High School, Powhatan County Business Management & Administration Granby High School, Norfolk City Education & Training 11 Loudoun County High Schools, Loudoun County 20

21. Government & Public Administration Booker T. Washington High School, Norfolk City Human Services Highland Springs Technical Center, Henrico County Information Technology Stafford Academy for Technology, Stafford County Promotion of a Career Cluster (cont’d) 21

22. Manufacturing Stuart’s Draft High School, Augusta County Science, Technology, Engineering & Mathematics Cooper Elementary, Andrews Prek-8, and Phoebus High School, Hampton City Promotion of a Career Cluster (cont’d) 22

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24. Description of the career cluster Video (if one was created for the cluster) Student profile Job outlook Occupations in this cluster and what they make Career cluster planning tools Plans of study development information Resources Career Cluster Page Information 24

25. R U Ready? Cluster information in the magazine is used on the career cluster Web pages Magazine PDF version is available on the Career Clusters home Web page Hard copies were drop-shipped to school counseling offices in January for distribution to sophomores 25

26. Agriculture, Food & Natural Resources Cluster Environmental Service Systems and Plant Systems Pathways Courses: Turf Grass Establishment & Maintenance and Advanced Turf Grass Applications Atlee High School, Hanover County Public Schools Promotion of Specific Courses 26

27. Architecture & Construction Cluster Construction Pathway Courses: Electricity I, II Page County Technical Center Page County Public Schools Promotion of Specific Courses (cont’d) 27

28. Arts, A/V Technology & Communications Audio and Video Technology, Journalism and Broadcasting, and Performing Arts Pathways Courses: Television and Media Production I, II Arlington Career Center Arlington County Public Schools Promotion of Specific Courses (cont’d) 28

29. Law, Public Safety, Corrections & Security Emergency & Fire Management Services and Law Enforcement Services Pathways Courses: Firefighting I & II Chesapeake Center for Science & Technology Chesapeake City Public Schools Promotion of Specific Courses (cont’d) 29

30. Transportation, Distribution & Logistics Cluster Transportation Operations Pathway Courses: Aviation Maintenance Technology I, II, Aircraft Pilot Training I, II, and Air Traffic Controller Denbigh High School Aviation Academy, Newport News City Public Schools Promotion of Specific Courses (cont’d) 30

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32. Career Cluster Listing on Program Pages 32

33. Finance Cluster Banking Services, Insurance, Securities & Investments Pathways Courses: Economics and Personal Finance and Finance Chantilly High School Fairfax County Public Schools Promotion of Certain Courses (cont’d) 33

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35. Agriculture, Food &Natural Resources The Blue Ridge Crossroads Governor’s Academy for Technical Education Carroll County Public Schools Promotion of a STEM Academy 35

36. Health Science Therapeutic Services Pathway Governor's Career Technical Education Academy for STEM in Richmond Richmond City Public Schools Promotion of a STEM Academy (cont’d) 36

37. Science, Technology, Engineering & Mathematics Governor’s Academy for Innovation, Technology & Engineering Hampton City Public Schools Promotion of a STEM Academy (cont’d) 37

38. Science, Technology, Engineering & Mathematics Loudoun Governor’s Career and Technical Academy Loudoun County Public Schools Promotion of a STEM Academy (cont’d) 38

39. Information Technology Stafford Academy for Technology Stafford County Public Schools Promotion of a STEM Academy (cont’d) 39

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41. CTE Program Highlights for 2011-2012 Enrollment by Career Clusters Graduates with Standard and Advanced Studies Diplomas Certifications Earned by Region Credentials Earned by Students Exams Attempted vs. Earned Credentialing Trends 41

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43. 2011-2012 Student Enrollment by Career Clusters 43

44. Completers Graduated with Standard and Advanced Studies Diplomas 44

45. Types of Certifications Earned by Region 45

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47. Credentials Earned by Students 47

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49. Pass Rates of Exams Attempted vs. Earned 49

50. Virginia’s Credentialing Trends 50

51. Credentialing Cost 51

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53. Weldon Cooper Center - UVA Completer Follow-up Survey 2012 CTE Student Follow-up Survey Results of 2011 CTE Graduates Total Completers: 41,329 Completer Responses: 31,603 Statewide Response Rate: 76.47% 53

54. March Video Steaming Session Session 11 End-of-Year Financial Reports, Federal Program Monitoring Self-Assessment Broadcast: March 14, 2013, at 1:30 p.m. 54

55. 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/T67RPKR 55

56. Contact Information Contact Information Virginia Department of Education Office of Career and Technical Education Services Anne Rowe Coordinator, Curriculum and Instruction George Willcox Coordinator, Planning, Administration & Accountability Sharon Acuff Specialist, Marketing & Related Clusters CTE@doe.virginia.gov 804-225-2052 56

57. Health Science Therapeutic Services Pathway Governor’s Career & Technical Education Academy Richmond City Public Schools Career Pathway Career Cluster Video Presentation 57