CTE ADVOCACY: BUILDING SUPPORT FOR MEANINGFUL APPLIED EDUCATION EXPERIENCES

1. CTE ADVOCACY:BUILDING SUPPORT FOR MEANINGFUL APPLIED EDUCATION EXPERIENCES Edward A. Shafer, Director CTE Technical Assistance Center of NY

2. 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

3. 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”

4. 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.

5. 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)

6. 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

7. 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?

8. CHALLENGE OF MESSAGING • Themes and agendas • Staying on message • Problem of narrow interests • We know more than we can do • Complexity cannot be explained

9. CHALLENGE OF MESSAGING • Lay a “bread crumb” trail • Dramatize events • See the same individual in multiple contexts • Rehearse and repeat explanations • Simplify and rationalize • Develop familiar administrative mechanisms (how do you manage this)

10. 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.

11. Natural Partners/Customers Who are your 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?

12. “Unnatural” Partners/Customers • Civic Groups-Rotary, Kiwanis, etc. • Community Foundations • Economic Development Council • Chambers of Commence • Regional Teacher Union Leadership • Are there others?

13. Press • Fear of the Press • Editorial Boards • Solicited and unsolicited op. eds. • Reporters need stories • Social Media

14. 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 • Don’t underestimate the staff • Follow up

15. 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

16. 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

17. The Base CTE Message With thanks to ACTE

18. Clarity. Consistency. Connectivity. • The baggage of “vocational education” • Proactively shape the message for CTE • Clarity and consistency in our message are critical • Flexibility and adaptation, while maintaining the core CTE value proposition & messaging • Connecting with the audience in ways that matter to them

19. The CTE Value Proposition • The time for CTE is now • CTE addresses what America is concerned about • CTE is developing America’s most valuable resource: Its people • Critical to help key audiences connect the dots • We're all part of this initiative

20. The Core Principles of the CTE Vision • 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.

21. The Core Principles of the CTE Vision • 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.

22. 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

23. The CTE Brand Promise Career Technical Education promises an unrelenting commitment to: • Continually improve the relevance and value of an education; • Prepare students for success in both career and college, by employing Career Clusters™;

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.

25. CTE: Learning that works for career and college readiness. • Secondary CTE students are more informed and focused when they enter college • Through Career Clusters™, student can craft educational pathways for success in college and career

26. CTE: Learning that works for business and industry • CTE creates a skilled, sustainable workforce • CTE provides the technical knowledge, and employability skills • CTE links students and potential employers • Career Clusters™ allows business and industry to collaborate and develop dynamic programs reflect B&I needs

27. CTE: Learning that works for our communities. • CTE prepares the next generation of skilled workforce, innovation and leaders for all communities • CTE develops local entrepreneur 3. CTE improves the ROI in education on the federal, state and local levels

28. CTE: Learning that works for... • ...student achievement • ...our economy • ...global competitiveness • ...our state

29. What is Your 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?

30. Questions, Comments and Considerations