1. TEXASgenuine CTE (CAREER AND TECHNICAL EDUCATION ) NACTEI, Spring 2012, Portland-OR Al Lawrence, TEXASgenuine CTE Project Co-Director Elizabeth Steele, TEXASgenuine CTE Project Co-Director

2. Funding for this effort has been provided through the Texas Higher Education Coordinating Board with Discretionary Leadership funds received from the Carl D. Perkins Career and Technical Education Improvement Act of 2006. Ex-Officio Advisory Jose Rios, Texas Higher Education Coordinating Board Donna Carlin, Texas Higher Education Coordinating Board Vangie Stice-Israel, Texas Education Agency

3. NEED IDENTIFIED Regional Planning Meeting Developed into Statewide Initiative Statewide Advisory Group

4. 2011-2012 TEXASgenuine CTE Project Advisory Group (Partner Project Institutions) Michael Bettersworth, Texas State Technical College System Rob Blair, South Plains College Joyce Cordell, El Paso Community College Jaime Farias, El Paso Community College Joanne Frantzen, Dallas Independent School District Lynn Goswick, Alvin Community College Annette Gregory, Austin Community College Henry Hartman, Starlink / Dallas County Community College District Al Lawrence, El Paso Community College Laura Morris, Lone Star College System Jan Osburn, Texas State Technical College System Don Perry, Dallas County Community College District Curt Pervier, Midland College Elizabeth Steele, El Paso Community College Samantha Uriegas, South Texas College Sam Williams, Lamar Institute of Technology

5. 2011-2012 TEXASgenuine CTE Project Advisory Group Representation Statewide

6. Planning of CTE Project Advisory Group: Identified Need For: Statewide Branding Strategic and Communication Plan For CTE programs of Texas Community Colleges and TSTC’s

7. RFP Developed Interact Communications, Inc Specializing in Two Year Colleges Successful Proposal

8. Research based efforts Interact Communications developed the TEXASgenuine brand, message, and communications plan. Endorsed by the Texas Higher Education Coordinating Board

9. A strong brand to create, maintain, and extend: Our sense of purpose, of identity and of expectation with our publics. Our leadership position in the community. Our link between how we are perceived now…and how we want to be perceived in the future. WHY A BRAND?

10. 1. Create a brand for the Career and Technical Education (CTE) programs in public education that differentiates them. 2. Create a brand that places CTE in the heart of Texas communities and as the doorway to better futures. 3. Create a brand that represents what CTE is to students, parents, the community, business and industry, and to graduates, faculty, and staff. RESEARCH GOALS

11. Employers Working Adults looking for training High School students pursuing 1 st career Community Economic Development 1 st Generation college students Parents CRITICAL AUDIENCES FOR BRAND and MESSAGE RESEARCH

12. Research Process High School Focus Groups Business and Industry Focus Groups Telephone and Online Surveys of Faculty, Staff, Student Participants, Business Groups

14. Resources Print Media TEXASgenuine.org : Colleges, Programs, and Careers Program/Career Videos, Featuring Students Social Media: Facebook, You Tube

15. Co-brand Print Media

16. Web Presence

17. Program Videos - YouTube

18. How is www.TEXASgenuine.org a career information tool?www.TEXASgenuine.org

19. Career Info: Career Clusters Agriculture, Food & Natural Resources Architecture & Construction Arts, A/V Technology & Communications Business Management & Administration Education & Training Finance Government & Public Administration Health Sciences Hospitality & Tourism Human Services Information Technology Law, Public Safety, Corrections & Security Manufacturing Marketing, Sales & Service Science Technology, Engineering & Mathematics Transportation, Distribution & Logistics

20. Selecting a Career ….

21. Career Specific Information…

22. Program Information …

23. 23 Finding a College…

24. C 24 Your Logo Here Co-Branding Resources

25. Co-Branding Opportunities: Program Billboards

26. PROGRAM BILLBOARDS

28. STATEWIDE CAMPAIGN: Billboards

29. STATEWIDE CAMPAIGNSTATEWIDE CAMPAIGN: Billboards

30. STATEWIDE CAMPAIGNSTATEWIDE CAMPAIGN: Billboards

31. At its core, TEXASgenuine is a plan that: *Unites the state *Recognizes career and technical education *Collaborates the state public community and technical colleges.