Career Clusters: Virginia’s Best Practices and Resources Training Session #10 Virginia Department of Education February

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

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

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.

4. 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.

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

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.

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;

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

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.

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/

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.

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”

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.

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

17. Resources on the Career Clusters Home Page • 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

18. Career Cluster Videos Initiative • 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

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

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

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

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

24. Career Cluster Page Information • 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

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

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

27. Promotion of Specific Courses (cont’d) Architecture & Construction Cluster Construction PathwayCourses: Electricity I, IIPage County Technical CenterPage County Public Schools

28. Promotion of Specific Courses (cont’d) 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

29. Promotion of Specific Courses (cont’d) 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

30. Promotion of Specific Courses (cont’d) 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

32. Career Cluster Listing on Program Pages

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

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

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

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

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

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

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

43. 2011-2012 Student Enrollment by Career Clusters

44. Completers Graduated with Standard and Advanced Studies Diplomas

45. Types of Certifications Earned by Region

47. Credentials Earned by Students

49. Pass Rates of Exams Attempted vs. Earned

50. Virginia’s Credentialing Trends