2020 TCTW Leaders Forum Agenda

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

January 28 – 30, 2020

Point Clear, Alabama

Tuesday, January 28
10 a.m. – 12 p.m. TCTW Advisory Council Meeting and Brunch (By Invitation Only)
1 – 1:30 p.m.

Welcome and Opening Activities

Stephen Pruitt, President, SREB

1:30 – 2 p.m.

Opening Keynote – Introduction to Brand Strategy

BRANDTREK™ Creating Your Brand Strategy

Pam Daly, DK Brand Strategy

2 – 2:45 p.m.

Define Your Audience.Tables begin building a constituent matrix to share.

2:45 – 3 p.m. Break
3 – 3:30 p.m.

Benchmark and Brand Teams – Determining constituent perspectives. Tables learn how to conduct a SWOT analysis and use a brand team approach.

3:30 – 4:30 p.m.

Brand Promise – Identifying the functional and emotional benefits of the brand. Tables begin identifying benefits to share with other attendees.

Wednesday, January 29
7 – 7:45 a.m. Breakfast and Networking
8 – 9 AM

Interactive Sessions – Great Marketing Ideas From Other Career Centers

  • Building a Great Website
  • Podcasts and Community Events
  • Communicating with Counselors
  • Business Partner Engagement
  • Marketing to Parents and Students
  • Using Print Media
  • Public and Media Relations
  • Student Ambassador Programs
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.

10:30 a.m. Break
10:45 – 11:15 a.m. Architecture – Best Practices for Building Visual Identity for Your Brand
11:15 – 11:45 a.m.

Walk and Talk – Completing the constituent matrix. Tables identify what they want their constituents to think, feel and do.

11:45 a.m. – 12:30 p.m.  Lunch
12:30 – 2:15 p.m.

Walk and Talk – The marketing and communications plan. Tables explore how to develop objectives, strategies and tactics by constituent. Tables also complete and reach consensus on a final constituent matrix.

2:15 – 2:30 p.m. Break
2:30 – 4 p.m. Build Your Marketing Plan – Tables use their defined objectives and an infographic of a sample plan to build a marketing and communications plan with strategies and tactics for each constituent.
Thursday, January 30
7 – 7:45 a.m. Breakfast and Networking
8 – 9:15 a.m. Finalize Marketing and Communications Plans – Tables complete their plans.
9:15 – 10 a.m. Plan Presentations – Tables share their plans and infographics.
10:15 – 11 a.m.

Closing IGNITE Sessions – Fast. Fun. Relevant. Six speakers in 45 minutes! Our closing IGNITE lineup will get you fired up about the power of CTE.

Download a printable PDF of the draft agenda.