In April, Advance CTE released a new report, “The Value and Promise of Career Technical Education: Findings from a National Survey of Parents and Students.” The report explores findings from a national survey to better understand parents and students attitudes about CTE, and how we can better ‘sell’ CTE to parents and students. The report findings include:

• Finding a career passion was the most important critical selling point for parents and students (over 90 percent) – even surpassing having a career that pays well;
• The vast majority of parents and students (85 percent) continue to value college as the post-high school aspiration;
• Across the board, CTE programs are most valued for their ability to provide real-world skills within the education system, offering concrete and tangible benefits related to college and career success;
• These findings were consistent across all socio-economic groups; and
• Counselors, teachers and CTE students and alumni are among the most trusted sources of information for students and parents alike.

As part of this research, we have developed core messages to use with parents and students to encourage them to enroll in CTE programs in their communities. To help you use use these messages and this research, we’ve created a number of materials:

• Core Messages for Attracting Students to Career Technical Education
• Dos and Don’ts for Engaging Students and Parents around CTE
• Summary of Messages to Engage Parents & Students
• The Value and Promise of Career Technical Education Fact Sheet
• The Value and Promise of Career Technical Education PowerPoint and Talking Points
• Making a Winning Case for CTE: How State Leaders Can Put This Research to Work
• Webinar: The Value and Promise of CTE

Katie Fitzgerald, Senior Associate, Communications