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CTE/CE Rebranding Campaign

The California Community Colleges Chancellor’s Office has launched a statewide branding campaign for Career Technical Education (CTE) programs. The objective of the campaign is to raise awareness among students, their influencers, business and others about the variety of career pathways available through career technical education programs at California community colleges that can lead to good-paying jobs.

The decision to use the term “Career Education” in consumer facing materials and messages was made after qualitative research with prospective students found that they believe the term “technical” in CTE was limiting. When they were told about the wide variety of CTE fields, prospective students said that the term technical was not an accurate description of the programs we were trying to promote. They told us that it conveyed programs areas such as IT, coding and other computer fields but little more.

It is fully realized that the term CTE within our system is not going to go away, nor is anyone trying to purge it. It is just felt that in starting conversations with prospective students, the term Career Education will better represent the wide variety of career pathway opportunities that our CTE programs make available to them.

Check out this faculty resource about the rebranding campaign: It provides a description of the campaign as well as relevant RFPs, market research documents, archived webinars, and more.

The Opportunity
For community colleges to become essential catalysts to California’s economic recovery and jobs creation at the local, regional and state levels.

The Strategy
Doing What MATTERS for jobs and the economy is a four-pronged framework to respond to the call of our nation, state, and regions to close the skills gap. The four prongs are:

  • Give Priority for Jobs and the Economy
  • Make Room for Jobs and the Economy
  • Promote Student Success
  • Innovate for Jobs and the Economy
California Community Colleges Chancellor's Office