CTE advocates have a diverse array of stakeholders to whom they need to pitch the educational value and return on investment of CTE. Engaging audiences not only in theoretical discussions of CTE, but also in critical examinations of real-world examples is critical to deepening understanding of CTE among critical stakeholders as well as the general public. Below you will find resources uniquely tailored to talking CTE with educators, policymakers and business leaders.


In order to spread the CTE: Learning that works for America® brand message, states must educate district and local CTE educators, and then equip them to carry the branding message. Many states have provided local educators with an introduction to the brand and information about how to obtain the logo. Some states have developed strong campaigns to encourage local educators to promote CTE at a grass roots level.

Tips for engaging local educators:

  • Help educators understand the entire brand story and the intent behind the national brand.
  • CTE State Directors have the discretion of providing the logo directly to local educators to use, or they can ask that local educators work through NASDCTEc to obtain the logo. Establish the process you’ll use in your state and clearly communicate it so that local users can gain access to the logo and the campaign materials.
  • Maintain close contact with educators using the brand in order to ensure that they are appropriately using the brand.
  • Consider surveying educators to find out how they are using the brand and what additional assistance they need to help them communicate the brand message.
  • Showcase strong examples of local usage of the brand.
  • Provide educators with posters or banners they can display in their classrooms.

State example resources that can be used to engage with local educators:

Industry Leaders & Policymakers

While state CTE offices are constantly communicating the CTE message, some states are looking for ways to advocate to two specific audiences: policymakers and leaders of business and industry. The importance of these audiences cannot be overstated, as they have a direct impact on the workforce and on policies. It can be difficult, though, to get the attention of policymakers and business leaders and provide them with messages that have impact. Some states have taken an innovative approach in their communications with these audiences.

Tips for engaging with key audiences:

  • Plan a showcase where CTE students and programs can demonstrate the strengths of their programs. Consider timing the event to coincide with other important events like CTE Month (February).
  • Assemble brochures, fact sheets, rack cards and other resources into packets that can be handed out during scheduled visits or showcases.
  • Invite key audiences to special events. They are more likely to attend if they are asked to speak or present an award.
  • Create an advisory group, and include policymakers and business leaders who will add useful input.
  • Provide key stakeholders with posters or banners they can hang in their offices.

State example resources that can be used to engage with policymakers and business leaders: