2020 TCTW Leaders Forum Agenda


Promoting the Value of CTE – Building a Campaign to Address Awareness and Perception

January 28 – 30, 2020
Point Clear, Alabama

Tuesday, January 28 Location
1 – 1:30 p.m.

Welcome and Opening Activities

Grand Ballroom
1:30 – 2 p.m.

Opening Keynote – Introduction to Brand Strategy

BRANDTREK™ Creating Your Brand Strategy

Pam Daly, DK Brand Strategy

Grand Ballroom
2 – 2:15 p.m.

Define Your Audience. Attendees begin building a constituent matrix. Constituents may include parents, teachers, guidance personnel, students, district leaders, business partners and more.

Grand Ballroom
2:15 – 2:30 p.m. Break Grand Ballroom Foyer
2:30 – 3 p.m.

Benchmark and Brand Teams – Determining constituent perspectives. Attendees learn how to conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis, review their internal SWOT and learn about brand teams.

Grand Ballroom
3 – 4:30 p.m.

Brand Promise – Identifying the functional and emotional benefits of the brand. Attendees craft a generalized “brand promise” to share with other attendees.

Grand Ballroom
Wednesday, January 29  
7 – 7:45 a.m. Breakfast and Networking Grand Ballroom
8 – 8:55 a.m.

Interactive Sessions – Great Marketing Ideas From Other Career Centers

  • Making Media Work for Tech Centers: “It’s Easy, We Promise” – Alabama
  • Marketing with a Purpose – Missouri
  • Break Through the Noise! Podcasts and Community Day – Virginia
  • Achievement in Career Engagement: Student Branding – Kentucky
  • Challenging the Status Quo – Alabama
  • Two sessions in one:
    • Marketing Buzzwords – Missouri
    • Boldly Telling Our CTE Story… The Administrator’s, Teacher’s and Student’s Role in Marketing and Branding CTE – Missouri

Breakout rooms:


  • Azalea A
  • Azalea B
  • Azalea C
  • Azalea DEF
  • Grand Ballroom South
  • Beachside
9 – 10:30 a.m.

Using Digital and Social Media: Content, Community and Creativity

Taylor Hudson, GLISI Marketing & Communications Associate


Taylor Hudson explores how to make appropriate and strategic use of digital media platforms to deliver your message to target audiences.

Grand Ballroom
10:30 –  10:45 a.m. Break Grand Ballroom Foyer
10:45 – 11:10 a.m.

Architecture – Best Practices for Building Visual Identity for Your Brand

Pam Daly and Doug Martin, Graphic Design Pop Culture Artist

Attendees will explore best practices for designing logos and a look, tone and feel for their brand.
Grand Ballroom
11:15 – 11:55 a.m.

Walk and Talk – Completing the constituent matrix and developing the marketing and communications plan. Attendees identify what they want their constituents to think, feel and do and learn how to identify and develop objectives, strategies and tactics by constituent group using the matrix.

Noon – 1 p.m.



Remarks from Brett Pawlowski, Executive Vice President, NC3T – 2020 National TCTW Leaders Forum Sponsor

Grand Ballroom
1 – 2:15 p.m.

Walk and Talk – The marketing and communications plan with constituent matrix. Attendees begin developing strategies and tactics for their constituent group using the DK template.

Breakout rooms:

Azalea A – Parents (1)
Azalea B – Students (2)
Azalea C – Business Partners (3)
Grand Ballroom South – Districts and Sending School Leaders (4)
Beachside Teachers and Counselors (5)
2:15 – 2:30 p.m. Break  
2:30 – 4 p.m. Build Your Plan – Attendees use their defined objectives and a sample plan infographic to build a marketing and communications plan with strategies and tactics for each constituent group. Breakout rooms as above
Thursday, January 30  
7 – 7:45 a.m. Breakfast and Networking Grand Ballroom
8 – 9:55 a.m. Plan Presentations – Attendees share their marketing plans for constituents.

Breakout rooms by assignment:

Azalea A
Azalea B
Azalea C
Azalea DEF

10 – 11 a.m.

IGNITE Sessions – Our IGNITE lineup will get you fired up about CTE!

  • Welcome: Marty Sugerik, Instructional Coach, SREB
  • Carrie Risner, Director, Boonslick Technical Education Center, Booneville, MO
  • Bob Stokes, Leadership Coach, SREB
  • Deb Cullen, Instructional Coach, SREB
  • G. Cleve Pilot, Director, Fairfield Career and Technology Center, Winnsboro, SC
  • Dale Winkler, Vice President, School Improvement, SREB
  • Scott Warren, Director, Making Schools Work, SREB

Closing Remarks – Scott Warren, Director, Making Schools Work, SREB

Grand Ballroom