TEXASgenuine CTE(CAREER AND TECHNICAL

EDUCATION)

NACTEI, Spring 2012, Portland-OR

Al Lawrence, TEXASgenuine CTE Project Co-DirectorElizabeth Steele, TEXASgenuine CTE Project Co-Director

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 AdvisoryJose Rios, Texas Higher Education Coordinating Board

Donna Carlin, Texas Higher Education Coordinating BoardVangie Stice-Israel, Texas Education Agency

NEED IDENTIFIED

Regional Planning Meeting

Developed into Statewide Initiative

Statewide Advisory Group

2011-2012TEXASgenuine CTE Project

Advisory Group (Partner Project Institutions) 

Michael Bettersworth, Texas State Technical College SystemRob Blair, South Plains CollegeJoyce Cordell, El Paso Community CollegeJaime Farias, El Paso Community CollegeJoanne Frantzen, Dallas Independent School DistrictLynn Goswick, Alvin Community CollegeAnnette Gregory, Austin Community CollegeHenry Hartman, Starlink / Dallas County Community College DistrictAl Lawrence, El Paso Community CollegeLaura Morris, Lone Star College SystemJan Osburn, Texas State Technical College SystemDon Perry, Dallas County Community College DistrictCurt Pervier, Midland CollegeElizabeth Steele, El Paso Community CollegeSamantha Uriegas, South Texas CollegeSam Williams, Lamar Institute of Technology

 

2011-2012 TEXASgenuine CTE Project Advisory Group Representation Statewide

 

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

RFP Developed

Interact Communications, IncSpecializing in Two Year Colleges

Successful Proposal

Research based efforts

Interact Communications developed the TEXASgenuine

brand, message, and communications plan.

Endorsed by the Texas Higher Education Coordinating Board

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?

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

• Employers

• Working Adults looking for training

• High School students pursuing 1st career

• Community Economic Development

• 1st Generation college students

• Parents

CRITICAL AUDIENCES FOR BRAND and MESSAGE RESEARCH

Research Process

High School Focus Groups

Business and Industry Focus Groups

Telephone and Online Surveys of Faculty, Staff, Student Participants, Business Groups

Resources

Print Media

TEXASgenuine.org : Colleges, Programs, and Careers

Program/Career Videos, Featuring Students

Social Media: Facebook, You Tube

Co-brand

Print Media

Web Presence

Program Videos - YouTube

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

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

Selecting a Career ….

Career Specific Information…

Program Information …

23

Finding a College…

C

24

Your Logo

Here

Co-Branding Resources

Co-Branding Opportunities: Program Billboards

PROGRAM BILLBOARDS

PROGRAM BILLBOARDS

STATEWIDE CAMPAIGN:Billboards

STATEWIDE CAMPAIGNSTATEWIDE CAMPAIGN:Billboards

STATEWIDE CAMPAIGNSTATEWIDE CAMPAIGN:Billboards

At its core, TEXASgenuine is a plan that:

* Unites the state

* Recognizes career and technical education

* Collaborates the state public community and technical colleges.