Intentional Recruitment and Marketing

(Promotion, Outreach, & Communication)

All students will eventually enter the workforce. Where historically "vocational education" has been stigmatized, career technical education now offers students access to high wage, high skill, & high demand careers. Students must be provided with knowledge and information about the opportunities that can be developed through CTE participation. Counselors are a critical part of connecting students and are supported by promotional materials. CTE education is a critical part of developing self-knowledge about careers through hands-on engagement. Regardless of student post-secondary plans, CTE benefits them in expanding their understanding of themselves and the world.

Essential Element of High-Quality CTE:

Intentional Recruitment and Marketing (Promotion, Outreach, and Communication): Reflecting an understanding of students’ and employers’ needs, consistent in its messaging to stakeholders across all segments, and using tools and reports as a platform to display the added value of high–quality college and career pathway programs.

Essential Elements: CDE Guiding Policy Principles to Support Student-Centered K-14+ Pathways

To ensure that this element is being met, rubrics and self assessments have been created for the Perkins (pg. 10) and CTEIG (pg. 30-32) grants with the following basic criteria:

Students are made aware of non-traditional CTE offerings and pathways that lead to high skill, high wage, or high demand careers.
- The CTE program has a recruitment brochure or similar document used to promote the program.
- The CTE Department(s) conduct recruitment activities.
The CTE Department analyzes their student retention numbers each year and develops strategies to help increase retention within the program.
- Accommodations and modifications in place for special populations students.
- Strategies and supports provided that promote recruitment, retention, and success of special population students.

Examples of Evidence:

Promotional Materials
Student Placement Results
School and program equity and access policies.
Counseling Materials
Web Pages
Guides & Pathway Examples
Flyers
Events

CTE-Marketing-Playbook.pdf

Marketing Materials Examples and Templates

Flyers/Videos

Promotional Videos

Flyers

- Example: San Diego & Imperial Regional Consortium Early College Credit Flyers

Brochures/Guides

Pathway Brochures

Imperial County Office of Ed CTE Pathway Guide Resources:

- - Part 1: TEMPLATE: Context and Information
  - Part 2: TEMPLATE: Career Technical Education Pathways

OC Pathways Grids: Orange county has developed academic plans and pathway sequences by industry sector for 8th grade through high school.
Say Hello to Your Future brochure - College of Marin Pathway Maps that feature sequences of dual enrollment courses for high school students and the programs that they lead to.
TIDE Academy Pathways and Course Sequences Provides clear examples of program maps and CTE Pathways with dual enrollment courses integrated.