Edward A. Shafer, Director CTE Technical Assistance Center of NY CTE ADVOCACY: BUILDING SUPPORT FOR...
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- Slide 1
- Edward A. Shafer, Director CTE Technical Assistance Center of
NY CTE ADVOCACY: BUILDING SUPPORT FOR MEANINGFUL APPLIED EDUCATION
EXPERIENCES
- Slide 2
- What is Your CTE Message Plan? Lay it out on one page or less
What is your message? Who do you want to impact? Who can help? What
are 5 key actions you can incorporate into your work
day/week/month/year? How will you measure success?
- Slide 3
- IT IS ABOUT RELATIONSHIPS Being a Thought Leader Its not about
you; its about them Counter intuitive It is not what you are
selling; it is what their questions are and the answers you provide
about what they need to get done Listening is not about being
quiet; it is about being present in the dialogue
- Slide 4
- Thought Leadership A CTE thought leader is an individual or
organization that colleagues, businesses, parents, students,
districts and even competitors recognize as one of the foremost
authorities in CTE, resulting in them being the go-to individual or
organization for Thought leaders inspire others to act to take the
next step in their journey
- Slide 5
- Thought Leaders Identify the questions that
colleagues/districts/external audiences are asking. Identify them
all. Then prioritize them. Answer those questions across multiple
formats and multiple channels in a way that adds value to their
audiences. Give to Get Share what they know, avoid being
proprietary and refer the audience to other solutions Make it
interesting. There is a return on interesting. Educate them? Yes.
But try to entertain them in the process. Tell stories. Use
examples Invite customers to participate: Survey, interview and
dialogue with the key audiences.
- Slide 6
- The Metaphor to Raising Money Educators vote, get incorporated
into budgets or receive a request for service. Its about
relationships Fear of rejection You cannot blame the donor/decision
maker You can keep score (you need a metric)
- Slide 7
- IMPORTANT SHIFTS IN CTE ADVOCACY Vocational CTE Ad hoc
Intentional Solo Partners Some students All students From kids
Communities General Audience Targeted Stories Facts (logic/emotion)
Investment Return on investment
- Slide 8
- What is Your Message? College and Careers? CTE or just for your
program(s)? To promote CTE and your programs and to whom ? What are
your current efforts? Alignment of the efforts to the message?
- Slide 9
- CHALLENGE OF MESSAGING Themes and agendas Staying on message
Problem of narrow interests We know more than we can do Complexity
cannot be explained
- Slide 10
- CHALLENGE OF MESSAGING Lay a bread crumb trail Dramatize events
See the same individual in multiple contexts Rehearse and repeat
explanations Simplify Develop familiar administrative mechanisms
(how do you manage this)
- Slide 11
- Syracuse Message Promote all secondary programs, including CTE,
as equally rigorous pathways for high school students. Provide
parents and students with information using various media, middle
school presentations, and visits to career education programs to
explain program quality, opportunity for postsecondary education,
and paths to employment.
- Slide 12
- Natural Partners/Customers Business Parents, students and
Faculty Central Office and Board of Education/BOCES Superintendents
and local Boards of Education Elementary, Middle and High School
Principals Post secondary education providers Academics who help
you with Program Approval Are there others? Who are your
customers?
- Slide 13
- Unnatural Partners/Customers Civic Groups-Rotary, Kiwanis, etc.
Community Foundations Economic Development Council Chambers of
Commence Regional Teacher Union Leadership Are there others?
- Slide 14
- Press Fear of the Press Editorial Boards Solicited and
unsolicited op. eds. Reporters need stories Social Media
- Slide 15
- Politicians Why would you like to meet with the politician?
Make contact Get ready Gather your materials Be prepared Be
flexible Be tolerant Be respectful Stay focused Dont underestimate
the staff Follow up
- Slide 16
- Board of Regents Unified Approach Crosswalk of Advocacy The
Professional Associations outgun us! Social Studies on Regents
Substitution Informative lesson and the model for our action email,
social media and cell phone numbers Tie to NYSACTE Work from the
unified message
- Slide 17
- Strategies Define Your Core Message Establish long term and
short term goals Enlist district/BOCES public information staff
Prepare core materials, videos, PowerPoint's and social media
messaging Develop a critical contact list and use it regularly Have
the students help i.e. graphic design and computer tech
- Slide 18
- TAG LINE? LEARNING THAT WORKS GET READY!!!
- Slide 19
- Clarity. Consistency. Connectivity. 1. The baggage of Voc Ed.
2. Proactive message 3. Clarity and consistency 4. Flexibility and
adaptation, with a core proposition & message 5. Connecting
with the audience
- Slide 20
- The CTE Value Proposition 1. The time for CTE is now 2.
Addresses Americas concerns 3. Develops our most valuable resource
4. Work links us together 5. It matters to everyone
- Slide 21
- The Core Principles of the CTE Vision 1. Ensure US global
competitiveness 2. Partners with employers for high quality 3.
Prepares students to succeed in further education and careers.
- Slide 22
- The Core Principles of the CTE Vision Delivered through
comprehensive programs of study A results-driven system with a
positive return on investment.
- Slide 23
- The CTE Brand Promise Career Technical Education promises an
unrelenting commitment to: 1. Continually improve the relevance and
value of an education; 2. Prepare students for success in both
career and college
- Slide 24
- The CTE Brand Promise (Cont.) 3. Provide a highly skilled,
sustainable workforce; 4. Provide dynamic, innovative leadership;
and 5. Serve as a strategic partner with secondary and
postsecondary educators, business and industry so the nation is
globally competitive.
- Slide 25
- CTE: Learning that works for career and college readiness. 1.
Secondary CTE students are more informed and focused when they
enter college 2. Through Career Clusters, student can craft
educational pathways for success in college and career
- Slide 26
- CTE: Learning that works for business and industry A skilled,
sustainable workforce Provides technical knowledge, and
employability skills Links students and potential employers Allows
business and industry to collaborate and develop dynamic programs
reflect B&I needs
- Slide 27
- CTE: Learning that works for our communities. 1. Prepares the
next generation of skilled workforce, innovation and leaders for
all communities 2. CTE develops local entrepreneurs 3. Improves ROI
in education at the federal, state and local levels
- Slide 28
- CTE: Learning that works for......student achievement...our
economy...global competitiveness...our state
- Slide 29
- What is Your CTE Message Plan? Lay it out on one page or less
What is your message? Who do you want to impact? Who can help? What
are 5 key actions you can incorporate into your work
day/week/month/year? How will you measure success?
- Slide 30
- Questions, Comments and Considerations