Alabama Career/Technical Education

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Alabama Career/Technical Education
Our Revised Communication Plan
A presentation to describe the newly revised CTE
Communication Plan Alabama Department of
Education April 29, 2006
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CTE Communication Plan
Document created to increase program enrollment,
and improve internal and external perceptions of
Alabamas Career/Technical Education programs.
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Outcomes of 2002 Focus Groups

• CTE students are perceived as dumb.
• Leaving school to go to centers is negative.
• Programs are not consistent.
• Alabamas residents do not know enough about
  these programs or the opportunities they offer.

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Current Concerns

• Declining enrollment.
• Parents want children to go to college.
• 25 of college freshmen do not graduate.
• ALSDE, 2003 CTE Communication Plan

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CTE Communication Plan Key Messages

• CTE has great programs.
• CTE graduates go on to good jobs sooner.
• This isnt shop anymore.
• CTE students must complete graduation curriculum
  and pass specialized classes.
• CTE prepares college-bound students.
• CTE students have great talents.
• Some CTE courses offer postsecondary credits.
• The advantages of having a CTE endorsement.
• CTE programs provide students valuable life
  skills.
• CTE benefits Alabama businesses and the
• state overall.

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External Survey
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Survey FACTS and PURPOSE

• Purpose Explore opinions and perceptions of
  Career/Technical Education in Alabama
• 95 Accurate

What was EXAMINED?

• Opinions of Public Education
• Beliefs about College
• Knowledge of Career/Tech programs
• Opinions of CTE

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Measured DEMOGRAPHICS

• Gender
• Age
• Residence
• Education
• Income
• Race
• Child/Grandchildren in Public School

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Survey FINDINGS
Voters that say it is important or very
important for Alabamas public schools to offer
Career/Technical Education programs.
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Survey FINDINGS
Relationship with Local Businesses How important
or very important is it for CTE educators to
work with local businesses?
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Business GrowthSince 2002(Manufacturing
Sector)161 Projects49 Counties
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Survey FINDINGS
Respondent Opinions How important or very
important is it for students to attend college?
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Survey FINDINGS
Respondent Opinions Are Alabama CTE students able
to receive advanced diplomas?
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Survey FINDINGS
Respondent Opinions What words come to mind when
you think of CTE?
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Survey FINDINGS
Respondent Opinions Students likely to benefit
the most from CTE
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Survey FINDINGS
Respondent Opinions Do Alabama CTE students
receive college credit or take classes which
allow them to attend college?
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Survey FINDINGS
Respondent Opinions How important is it for the
public schools to offer CTE?
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Survey FINDINGS
Respondent Opinions How important is it for the
public schools to offer CTE?
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Survey FINDINGS
Respondent Opinions How important is it for the
public schools to offer CTE?
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Research QuestionDo Alabamas residents have
the same perceptions of career/tech as CTE
teachers?
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Internal Survey
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A Comparison of Alabama Citizens and Career and
Technical Education Teachers Perceptions of
Career and Technical Education in Alabama
October 2005 A Dissertation Defense Prentiss G.
Coleman, Ph. D.
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Who Participatedin the Survey?

• A random sample of 272 CTE teachers

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Survey FINDINGS
Voters that say it is important or very
important for Alabamas public schools to offer
Career/Technical Education programs.
Both agree important to offer CTE
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Survey FINDINGS
Respondent Opinions How much will the following
students benefit from CTE?
Citizens thought programs not as important for
College Bound. Greatly C 74 Greatly T
95
Both groups agree programs beneficial to those
with learning disabilities. Greatly C 51
Greatly T 73
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Survey FINDINGS
Respondent Opinions How much will the following
students benefit from CTE?
Teachers Greatly agree benefits students in
general. Some C 50 Greatly T 82
Teachers feel benefit higher performing.
Greatly C - 51 Greatly T 73
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Survey FINDINGS
Respondent Opinions How much will the following
students benefit from CTE?
Citizens thought not as important to College
Bound students. Some C 41 Greatly T 74
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Survey FINDINGS
If a Child or Grandchild Participated in a CTE
Program
Yes Yes No No
Teachers had more children or grandchildren in
programs. C - Yes 56 T Yes 70
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Survey FINDINGS
Respondent Opinions Rate Your Program
Teachers rated programs higher. C Good - 43
T Excellent 61
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Internal Survey Conclusions

• Both groups agree it is important to offer CTE.
• Citizens thought programs not as important for
  College Bound students.
• Both agree programs benefit those not going to
  college.
• Both agree CTE beneficial to students with
  learning disabilities.
• Teachers perceived programs very significant to
  college bound students.
• Teachers perceived programs overall beneficial.
• High Income encouraged Teachers more to enroll
  child.
• Both thought it is important to work closely with
  business.
• Teachers had more children or grandchildren in
  programs.
• Teachers overwhelmingly rated CTEs programs
  high.
• Significant Differences Exist

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Although citizens supported CTE, more than
originally thought, significant gaps still
existed in the levels of support between citizens
and teachers.
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Recommendations
(INTERNAL SURVEY)

• More Aggressive Marketing to Citizens
• More Research on CTE in General
• Link College Preparation
• to CTE
• CTE Program
• Improvement Needed
• Survey Core Teachers
• On Going Assessments

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Lets Look At The New Plan!
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Background Information

• Revisions to the Communication Plan were
  developed using recommendations from a CTE
  Communication TEAM, a fourteen-member committee.

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The TEAMs Purpose

• To formulate new ideas to further the overall
  reach and effectiveness of the CTE Communication
  Plan.
• TEAM members used collected data, resource
  information, an in-depth analysis of the 2003
  Communication Plan, and available survey
  information to derive recommendations and updates.

Most Good Things in Life Still Require Team
Effort
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2006 TEAM Members

• Sherry Key Interim CTE Director
• Mitch Edwards SDE Communication Director
• Rita Smith SDE Communication (Administrative
  Professional)
• Julia Sanders CTE (Administrative Professional)
• Troy Newton CTE (Agriscience Education)
• Meg Smith CTE (ACIN)
• Paggie McSpadden CTE (Business/Marketing
  Education)
• Mickey Humphries CTE (JAG)
• Sarah Ray CTE (Accountability)
• Judy Moore CTE (FACS)
• Bethany Clem CTE (Career Technologies/Technical
  Education)
• Ed Crenshaw CTE (Communication)
• Dawn Morrison CTE (Curriculum Innovations)
• Mary Simon CTE (Curriculum Innovations)

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REVIEW OF COMMUNICATION PLAN Table 1 2003
Communication Plan and Objectives (January 2003
edition)
GOAL KEY MESSAGE TARGET AUDIENCE STATUS DESCRIPTION
Improve the internal and external perceptions of Alabama CTE. Promote the innovative aspects of the program and focus on the earning potential of its graduates. Great programs in a wide variety of areas. Graduates go on to good jobs great salaries. This isnt shop anymore. Students must meet high school graduation curriculum and pass exam, while taking specialized classes challenging/pays-off. Prepares college-bound students. Some courses earn college credit. Advantage CTE endorsement on diploma. Courses provide skills to live a successful life. Benefits Alabamas businesses. Students Parents Teachers Administrators Business Community Industrial Development All Alabamians 1 1 2 1 1 2 1 2 2 1 1 1 1 3 3 1 2 3 3 1 1 3 1 1 1 TALENTS Theme Logo Success Stories Media Kits Media Launch Media Partnership Public Relations Training CTE Articles/Speeches Presentation Videos Brochures Posters Television PSA Radio PSAs TALENTS Team Speakers Bureau Car Stickers/Tags Graphic on Center Locations Political Campaign Signs Apparel Web site Mouse Pads Career Fair Open Houses Showcase of Talents (contest, competitions) Phone Survey
Increase long-term enrollment in CTE programs. Same as above Same as above 3 3 3 3 3 When I Grow Up Competition Career Day/Student Speakers When I Grow Up Open House Stickers/Coloring Pages Field Trip to CTE Centers
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CONTINUED INFORMATION
Table 1 2003 Communication Plan and Objectives
(January 2003 edition)
Increase long-term enrollment in CTE programs. Same as above Same as above 3 3 3 3 3 When I Grow Up Competition Career Day/Student Speakers When I Grow Up Open House Stickers/Coloring Pages Field Trip to CTE Centers
Generate support from the business community for CTE programs. Same as above Same as above 1 1 1 1 1 VIP Tours Internships Shadowing Program Job Placements Industrial Development Community Partnerships

• STATUS refers to the level of completion of a
  DESCRIPTION category item in December 2005.
  Category levels are
• Fully implemented
• Partially implemented (In Progress)
• Not implemented.

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Our Revised Communication Plan

• 2006 CTE COMMUNICATION PLAN
• Developed to increase program enrollment, and
  improve internal and external perceptions of
  Alabamas Career/Technical Education programs.

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Purpose of Plan

• To help students take full advantage of all
  curricula and educational opportunities
  available.
• To formulate solutions for, meet, and exceed the
  needs of the business community.
• To prepare students for postsecondary learning
  and experiences.
• To tell all Alabamians the true story about our
  programs CTE students are going on to
  high-paying and interesting careers using the
  talents they developed in our programs.
• To tell students, parents, administrators,
  business leaders, and all Alabamians about the
  advantages of CTE and its diploma endorsements.
• To showcase student successes, earning
  potentials, and the quality of CTE programs
  perceptions of Alabama CTE will improve and
  enrollment will increase. (Source Revised from
  2003 CTE Communication Plan)

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TARGET Audiences

• Students
• Parents
• Counselors
• Teachers and Administrators
• Business Professionals
• Others (All Alabamians)

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Our Key Messages

• CTE has great programs in a wide variety of
  areas.
• CTE graduates get good jobs sooner and make great
  salaries.
• This isnt shop anymore.
• This isnt voc education anymore.
• CTE students meet the graduation curriculum and
  pass the exam, while taking specialized CTE
  classes.
• Our programs are challenging but they pay off.
• CTE prepares college-bound students, whether they
  are planning to go to a two-year or four-year
  institution.
• Some CTE courses earn college credits.
• Having a CTE endorsement on a high school diploma
  is as prestigious as having an AP endorsement.
• CTE provides knowledge for a successful life.
• CTE benefits businesses and the state overall.

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Lets at the Plan!

• Please turn to pages 12 13 in your Revised CTE
  Plan.

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CTE COMMUNICATION PLAN (Fully Revised
March 2006)
OVERALL GOALS TARGET STRATEGY KEY MESSAGE ACTIVITIES LEVEL (Priority) TIMELINE (Further discussed in Schedule of Activities section).
Increase long-term enrollment in CTE programs. Improve the internal perceptions of Alabama CTE. Improve the external perceptions of Alabama CTE. Create awareness and Improve perceptions of Alabama CTE in states business community. Students Parents Teachers Administrators All Alabamians Counselors SDE Staff Business Community Industrial Development Target elementary school students and parents through age-appropriate materials and presentations. While geared toward students, their parents also will receive the messages. Generate excitement and interest from students during their formative years. Target and educate all teachers, counselors, and administrators (statewide) about the purpose and many benefits of Alabamas CTE programs. Educate all Alabamians about the purpose and benefits of Alabama CTE. Target and educate business professionals (statewide) about the purpose and many benefits of Alabamas CTE programs. Great programs in a wide variety of areas. Graduates go on to good jobs and make great salaries. CTE helps prepare college-bound students. Some CTE courses earn college credits. Having a CTE endorsement on a graduation diploma is prestigious. CTE courses provide skills for a successful life. Great programs in a wide variety of areas. Graduates go on to good jobs great salaries. This isnt shop anymore. This isnt voc- ed anymore. Students must meet high school graduation curriculum and pass exam, while taking specialized classes challenging/ pays off. Prepares college-bound students. Prepared PowerPoint (PPT) Promotional video Series of presentations for CTE teachers, general teachers, counselors, and SDE staff. Communication workshops for directors, counselors, and local educators Targeted presentations for civic groups, churches, and businesses. Annual Written Survey of businesses that have hired CTE graduates CTE educators participate in radio and TV interviews statewide Communication Plan for CTSOs Partner with business organizations to develop CTE promotional video TALENTS Team Promotional items with TALENTS Logo Speakers Bureau Strategies and Projects promoting postsecondary and CTE partnership A A A A A A A A B B B B B B B B B B B C C Prepared PPT May 8-30 2006 Video June 1-Aug. 31 2006 Presenta-tions series Start Sept. 18, 2006 Workshops Nov. 13-17, 2006 Targeted Presenta-tion Jan. 31-March 1, 2007 Annual Survey March 15-May 15, 2007 Radio/TV Interviews Feb. 1-28 (annually) CTSO Plans June 12-30, 2006 Video with businesses March 22-April 1 (initial contact to businesses) Complete by June 15, 2007 TALENTS Team Start to identify April 12, 2006. Complete TEAM by June 15 Promotion Items Start June 1, 2006 Speakers Bureau
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Some courses earn college credit. Advantage CTE endorsement on diploma. Courses provide skills to live a successful life. Benefits Alabama businesses. 14. Posters featuring CTE students and student orgs. 15. Series of articles/ads highlighting CTE opportunities 16. Strategies to further relationship with media 17. CTE Bus Tour 18. CTSO activities in newspapers, on Web sites, posters, brochures 19. Air radio spots 20. Second set of Celebrities of Distinction posters 21. When I Grow Up Contest (Fully Developed) Jan. 15, 2008 Promoting partnership Start developing strategies Aug. 20, 2006 Posters March-April 21, 2006 CTE articles Develop March 10, 2007 Implement Aug. 18 Feb. 28, 2008 Implement with 13 Bus Tour Start Aug. 23, 2006 CTSO activities Start June 19, 2006 Implement Aug. 1, 2007 Feb. 28, 2008 Radio Spots Start Aug. 8, 2006 Celebrity Posters Start 1Oct. 9, 2007 End March 31, 2008 When I Grow Up Start Dec. 2007 Implement March 2008
KEY MESSAGE ACTIVITIES LEVEL (Priority) TIMELINE (Further discussed in Schedule of Activities section).

• PRIORITY refers to the level of recommendation
  and importance for a described item or category.
  Priority levels are
• Very Important (implement as soon as possible)
• Important (implement)
• Necessary (implement, but at later time)

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Recommended Activities

• Create one PowerPoint presentation for CTE (15
  minutes, 11 slides).
• Develop one Alabama CTE promotional video, 5-10
  minutes in length, for use in recruitment and
  presentations.
• Prepare and present a series of targeted
  presentations for CTE teachers, general teachers,
  counselors, and SDE staff which thoroughly
  explain what Alabama CTE is, where it is going,
  and its benefits to students.
• Hold Communication Workshops for Directors,
  Counselors, and Local Educators.
• Prepare and present a series of targeted
  presentations for civic organizations, churches,
  businesses, PTOs, etc. which thoroughly explain
  what Alabama CTE is, where it is going, and its
  benefits to students.
• Develop Annual Written Survey of businesses that
  have employed CTE Graduates
• Have CTE directors, managers, teachers, and
  counselors participate in radio and television
  interviews throughout the state.

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Recommended Activities

• Create a Communication Plan for Career/Technical
  Student Organizations (CTSOs).
• Partner with business organizations to develop
  one Alabama CTE promotional video, 5-7 minutes in
  length, which tells the experiences of students
  participating in apprenticeship programs.
• TALENTS Team Identify articulate, inspirational
  individuals to serve as program spokespeople.
• Continue to produce promotional items with
  TALENTS logo (lapel pins, calculators, ink pens,
  cups, apparel, etc.). Strategically distribute
  these items to each target audience.
• Have the Speakers Bureau utilize the TALENTS
  Team to speak to schools, community groups,
  professional teacher and counselor organizations,
  and business organizations.
• Develop a detailed plan, strategies, and projects
  to promote a postsecondary/secondary CTE
  partnership.
• Produce a set of posters featuring CTE students
  and CTSO programs.
• Place a series of articles and ads highlighting
  CTE programs, college credit opportunities,
  graduate-success stories, etc., in publications
  throughout the state.

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Recommended Activities

• Develop a detailed plan and strategies to further
  CTEs relationship with media sources.
• Develop and implement a campaign centered around
  the CTE Bus Tour.
• Highlight CTSO activities in newspapers,
  newsletters, on Web sites, brochures, and posters
  to increase student, parent, and business
  enthusiasm.
• Produce a second set of Celebrity of Distinction
  posters.
• Promote When I Grow Up Competition.
• Air radio spots (paid time) and PSAs (free time)
  highlighting CTE programs, college credit
  opportunities, graduate success stories, etc., on
  radio stations throughout the state.
• 
  Effective Airing Times
• Beginning of School Year
• Month of CTE Week
• Football Season
• Beginning of each semester/new class enrollment
  period.

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Communication Plan MILESTONES

• Increase (5 percent) the number of Alabamians,
  who know that Career/Technical Education programs
  benefit college-bound students (measured during
  upcoming Citizens Opinions Survey).
• 80 percent of all local Alabama CTE programs
  participate in Alabama CTE Week activities.
• Increase (5 percent) the number of Alabamians
  knowing Alabama students participating in CTE
  programs are able to receive advanced diplomas
  (measured during upcoming Citizens Opinions
  Survey).
• Have all state-level career/technical student
  organizations implement a personalized
  communication plan.
• Increase (5 percent) the number of Alabamians
  knowing Alabama students participating in CTE
  programs can receive postsecondary credit
• CTE Bus Tour participation increase by at least 5
  percent.

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Communication Plan MILESTONES

• Increase (5 percent) the number of Alabamians
  that can name at least one CTE program being
  offered in their community.
• Measure at least a 5 percent increase in the
  number of Alabama counselors that aware of the
  advanced diploma and college credit opportunities
  offered to students by CTE.
• Increase (3 percent) in the number of Alabamians
  that have or have had a child/grandchild/other to
  participate in a CTE program.
• At least a 5 percent increase in the number of
  SDE staff that can identify a CTE program,
  student organization, advanced diploma, or
  college credit opportunity.
• Increase (5 percent) CTEs popularity among
  Alabamians living in communities with populations
  less than 10,000.
• Increase (5 percent) CTEs popularity among male
  Alabamians.

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Results Wanted from the Implementation of the CTE
Communication Plan

• Enthusiasm for CTE.
• Pride in Alabamas CTE programs.
• Partnerships with businesses.
• Promotion of key CTE programs.
• CTE graduates shown with good jobs and great
  salaries.
• CTE graduates prepared for successful lives.
• CTE is critical to workforce development.
• CTE students have access to apprenticeships
  programs and college opportunities.
• Higher-performing students benefit from CTEs
  real-world teaching.

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• QUESTIONS?

THOUGHTS?
OPINIONS?
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