This post is the first in a series that will highlight innovative efforts by states to communicate the benefits of Career Technical Education (CTE) to key stakeholders including learners, families, policymakers and employers. Today’s post will dive into the Get There Florida campaign that launched in September 2020.
Changing the CTE Narrative
The Get There Florida initiative strives to increase enrollment in Florida’s 48 technical schools and 28 state colleges, specifically in high-value, short-term CTE programs that lead to a meaningful credential. The initiative is a statewide marketing campaign through earned, paid, and organic digital media led by the Florida Department of Education focused on changing the narrative on how students view state and technical colleges, and illustrating the quality and value of Florida’s short-term CTE programs for sustainable career pathways. The campaign is funded in part by Florida Governor Ron DeSantis Governor’s Emergency Education Relief Fund (GEER) grants through the CARES Act, aiming to assist postsecondary institutions in helping students enroll in and complete high-value, short-term CTE programs.
Statewide and Personalized Approach
Get There takes a two-pronged approach to enhance the CTE brand statewide while also providing students easy access to information at the institution level. The two main elements of the campaign are a customizable communications toolkit and a targeted digital campaign.
Prior to the campaign launch, the Florida Department of Education established a working group of marketing and communications professionals from 12 technical and state colleges throughout the state to ensure messages and tools met the needs of their target audiences.
The Get There communications toolkit provides a variety of materials produced by the Florida Department of Education that are ready-made for postsecondary institutions, but also provides files that allow institutions to customize the materials to meet their unique needs. The toolkit was made with small schools in mind that may not have the staff or resources to develop a large-scale marketing campaign. The full toolkit includes social media graphics, 15 and 30 second video clips, fliers and one pagers, press release and presentation templates, and logo files personalized for each school.
On a statewide level, the Department is executing a hyper-targeted digital campaign targeted to prospective learners in areas close to a technical or state college. The Get There website www.GetThereFL.com serves as a central hub for users to explore Florida’s 17 Career ClustersⓇ, read student testimonials, and locate a convenient school on an interactive statewide map.
A System-Wide Partnership
One of the priorities of the Get There campaign is to connect with a population where the need for reskilling and upskilling is highest – displaced workers. Department staff developed a strong partnership with CareerSource Florida, the state’s workforce development agency that launched a Help is Here campaign in the spring focused on connecting displaced workers to career counseling and workforce training programs. The partnership has allowed the two campaigns to complement each other and provide much-needed support for students to overcome traditional barriers to accessing and completing postsecondary education.
Henry Mack, Chancellor, Division of Career, Technical and Adult Education at the Florida Department of Education, believes Get There breaks new ground as a system-wide media campaign to advance shared goals. “Perhaps the most novel thing about the Get There Florida campaign is that it has never been done before, namely, there has never been a time where the state of Florida attempted a system-wide, integrated digital media outreach and recruitment campaign, said Mack. “Additionally, the development of a statewide resource toolkit, designed to provide materials to ALL colleges, has really transformed the way the state looks at marketing CTE, because for the first time we have a consistent brand and message that everyone has access to.”
An Eye Towards Equity and Transformative Change
While increasing enrollment at community and technical colleges is the primary goal, Get There is also the first step of a larger movement to raise awareness and build more connective pathways among K-12 programs, credentialing, apprenticeships and postsecondary institutions.
Subsequent campaign phases launching this winter will focus on reaching more targeted audiences through toolkits with messages and materials that meet the unique needs of traditionally underserved populations, particularly individuals with disabilities and veterans. These toolkits were developed through partnerships with Florida’s Division of Blind Services, Agency for Persons with Disabilities, employU, Veterans Florida, and others.
For more information, visit www.GetThereFL.com . If your state is interested in being featured in a future post, please contact Senior Associate for Communications and State Engagement Stacy Whitehouse.
Stacy Whitehouse, Senior Associate for Communications and State Engagement
Hello! I’m Christina and I’m excited to be joining the state policy team at Advance CTE where I will be supporting the 
News this Week
I am a Virginia girl born and raised in Richmond, and I love the state and its beauty. My career has been built around Virginia government and politics, and I have served as support and campaign staff at the local, state and federal level. It was on Capitol Hill that I first encountered Career Technical Education (CTE) policy and the local programs in Virginia, and I am very excited to have the opportunity to empower CTE leaders nationwide to help every learner find their passion and excel in a learning path and career. 
Ruth Durkee – Vermont’s newest State CTE Director – has a robust background in education in various roles at the local and state levels. A graduate of the University of Minnesota Law School, Ruth previously worked as the state’s Agency of Education’s Civil Rights Coordinator in the early 2000s. Ruth then worked as a career technical center administrator for 15 years, giving her valuable experience to bring to her new role. Ruth will now serve in dual roles for the Vermont Agency of Education as the State CTE Director and 
On Saturday November 7, it was announced the former Vice President Joe Biden and his running mate Senator Kamala Harris (D-CA) received the electoral votes required to win the presidential election. In the days since, President Elect Biden has begun to share his plans for the transition between administration.
material movers — actually experiencing a 27 percent increase in job postings during the pandemic. Industrial truck and tractor operators and transportation, storage and distribution managers were the second most stable occupations in this Career Cluster, though job postings for these occupations still declined by 19 percent overall. The overwhelming majority (96 percent) of careers in the cluster were deemed critical to the economy during the pandemic.
steamfitters — experiencing a modest 5 percent increase in job postings during the pandemic. This occupational category was also less vulnerable to automation compared to others. All of the most stable occupations in this Career Cluster were deemed critical to the economy during the pandemic and in many cases pay median annual salaries well above a living wage of $30,000. 
in opportunities when compared to the national average. These occupations also pay median annual salaries above a living wage of $30,000 and most require less than a bachelor’s degree for entry. 
Hello! I’m Nik and I’m very excited to be working as a Graduate Fellow with Advance CTE’s Federal Policy team. Since joining in late September, I have been working on updating our 
Build Your Future is hosting a construction video contest, I BUILT THIS, and giving away more than $20,000 in prizes. Learn more and submit a video