Capabilities
- Media Planning
- Social Media
- TV
- Video
- Web
Summary
The Council for the Advancement of Public Schools (CAPS) sought our help to undo the misconceptions surrounding career and technical education (CTE).
Today's career and technical schools foster a vibrant, disciplined environment where students are receiving both hands-on and classroom training in a broad variety of trades, building the skills necessary for postsecondary education or going directly into the workforce. We sought to showcase these tremendous opportunities in the creative we developed for CAPS.
Through long-form video content and video-based advertisements, our local career and technical schools were able to earn the attention of several legislators and begin to pave the way for much-needed funding of CTE in Pennsylvania.
Objective
Knowing many misconceptions exist regarding career and technical schools and understanding the massive improvements some of these schools have made in their programs, the goal we accomplished with this project was to tell an accurate, engaging, and comprehensive story about career and technical education in Bucks and Montgomery counties.
Throughout our interviews, we uncovered potent stories of just how effective CTE can be — a student with her eyes set initially on the cosmetology program who is now embarking on a career in welding and metal work, a machine technology student working on a cutting-edge project for NASA, and an exercise and rehabilitation student with a jumpstart on his college career.
We packaged these stories into four 30-second videos and animated web creative used in targeted banners, social media posts, and OTT/streaming advertisements. These ads led to a landing page where a long-form video expanded upon the stories and benefits found in career and technical schools.
legislators
responded with positive comments
added funding for CTE in
PA budget
Conclusion
Equipped with these stories of CTE successes, Alan Malachowski, past president of the Pennsylvania State Education Association Mideastern Region (PSEA MER), displayed a strong commitment to the campaign by inviting PA legislators from Bucks and Montgomery Counties to take a tour of their region technical high school. 23 legislators responded positively to the video. Six toured the school, revealing the incredible programs our career and technical schools offer.
In 2023, the state budget included an additional 22% in funding for CTE, making it clear that PSEA MER's and CAPS' efforts to raise awareness of CTE's effectiveness have been fruitful.