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Rural CTE Marketing Toolkit

The Rural IL CTE Project team has put together this page to help you get started with marketing your CTE program. Please start with the “Why Marketing Matters” tab for more information on how utilizing websites, social media, and news outlets can grow your CTE program.

Why Marketing Matters: The Untold Stories of Rural Education

The real stories of rural people, places, schools, and students are going untold. Instead, fictional narratives about how our schools operate, what rural teachers do, and what our students are learning fill our media streams. This is not a new problem. Rural areas have always struggled to be depicted accurately. This is in part why the popular conception of “small towns” as either white picket-fenced Americana or backwards and inferior remains so strong even today. As you and I know though, the reality of our rural homes is something else entirely. When we look at the “average” rural area in Illinois, we see places of both extraordinary need and opportunity, great assets and tough barriers, and people proud of their hard work and home as well as people sober-minded about the challenges preventing their towns from thriving. This problem is even more apparent within education, where misunderstandings and outright biases continue to harm our schools, teachers, and students. 

This is why “marketing” matters, or more specifically why local storytelling is so incredibly important. The best way to combat these false narratives, to shed light on what your school and students are really facing, and the real strengths they have, and to build community support for your programs is to tell your own stories. The Association of Illinois Rural and Small Schools (AIRSS) and the National Rural Education Association (NREA) has seen rural storytelling work firsthand as we have brought about local, state, and federal policy changes because of it. Storytelling works and marketing matters.

The AIRSS Rural IL CTE Project has spent the past three years hearing from rural schools and CTE teachers statewide. Across the board, you have shared that building industry partnerships and finding more funding and resources are critical issues limiting your classes and students. To that end, we know that intentional, sustained local marketing campaigns about your CTE programming can attract partners from around the world to support you, build healthy community engagement in your school, and open amazing opportunities for your students after they graduate. All any rural school or individual teacher needs to do to accomplish this is start sharing their stories.

This was the inspiration behind compiling this Rural CTE Marketing Toolkit. We’ve had the great privilege of learning best practices from our own experiences and from other exemplary rural teachers and schools. All of this work was brought together to create this starter pack for your own school or class media campaign. 

In this folder, you will find a treasure trove of ideas, templates, and suggestions. It can feel overwhelming, especially if you are not already doing any sort of mass marketing, social media campaigns, or even newsletter shareouts. I want to encourage you with a gentle reminder: the ultimate goal for all of this is letting the world see the good work of your students firsthand. Seeing young people engage their interests and build a future path for themselves is genuinely good and will do more to inspire others to engage and support than any well-crafted email or “Read Me” document.

Mistruths about rural education cloud the ability of others to see how to work with you in support of students and community success. With this toolkit as a starting point, you will be able to tell your own stories of local triumphs and trials and build a marketing force for good that builds relationships, invites investment, and empowers the next generation.

Sincerely, 
John Glasgow: AIRSS Rural CTE Project Director | john@airssedu.org

Marketing and Media Plan for Rural CTE Programs

Below is a practical, teacher-friendly marketing plan designed specifically for Career & Technical Education (CTE) programs in rural settings.

Goals

  • Increase program recognition
  • Increase student enrollment in CTE programs
  • Improve student and parent understanding of CTE career pathways
  • Strengthen support and awareness from the community and employers
  • Cultivate industry partners
  • Show CTE as a pathway to real jobs, credentials, and wages
  • Develop program supporters

Target Audiences

  • Students (grades 6–12) – especially undecided or disengaged learners
  • Parents and guardians – key decision-makers
  • Community and local employers – potential partners
  • School staff and counselors – internal advocates

Cultivate Your Network

One of the first things you can do is create an initial list of contacts and partners.  Who do you already know that you can use to create your first recipient and follower list?  The key is to be vocal, be bold. If no one sees the work, they will not know what is going on, or more importantly, how they can support you. Your list could contain the following people:

  • Personal
    • Family
    • Friends
    • School and college classmates
    • Former professors and teachers
    • Mentors
    • Social and hobby group members
  • Professional
    • All fellow staff, teachers, administrators, and board members at your school
    • Fellow teachers at other districts
    • Connections from conferences and PD events
    • Your EFE director
    • Your regional superintendent
    • Organizations, unions, and trade groups you are a member of or connect with
    • Your IACTE affiliate lead
    • Anyone who likes, follows, or views your content on social media
  • Community
    • Local businesses and industries
    • Local charities, organizations, and non-profits
    • Local Chamber of Commerce
    • Local news agencies and media outlets
    • Local civic leaders, public servants, and elected officials
    • State representatives and senator
    • If you know them, your Congressional Representative and Senators

Map Out Your Assets

  • Create a list of your existing media assets to give you a starting point for your new communications effort.
  • What communications and media resources are already available to you? 
  • What mediums/programs/platforms do you have access to on your own or through your school?

Tips for Educators

  • Pick your approach. Don’t do everything at once. We are providing many options in this toolkit, but pick one or two to start and do it well!
  • Begin documenting student projects and activities with photos and videos
  • One social media post per week is enough to start as you get used to posting more organically
  • Reuse content across platforms
  • Focus on real stories, not perfection
  • Begin documenting student projects and activities with photos and videos
  • Engage local businesses for partnerships, field trips, and internships
  • Recognize supporters with thank-you videos from students, certificates of recognition, and press releases
  • Regularly update your marketing materials and share success stories.

Measuring Success
Teachers don’t need to collect complex data.  To measure success, track:

  • Enrollment numbers
  • Event attendance
  • Social media engagement
  • Student interest surveys

Why Track the Data?

  • Helps with grant application writing
  • Helps with state reporting
  • Showcases program success with school board members, community members, employers
  • Helps with recruitment

Who Should I Follow?

Quick Start Guide to Canva

Canva is a user-friendly, drag-and-drop design tool that allows you to create high-quality promotional materials without needing professional design software.

As a public school, you are able to apply for free Canva Education, which unlocks more tools and resources.

Learn how to design in Canva with these resources:

Design Tips

Below are some helpful tips in designing your products:

Choose the Right Template

  • Search by Item: Start by typing your specific need into the search bar (e.g., “Social media” or “Certificate”). This ensures your workspace is already set to the correct dimensions for the item you want to create.
  • Filter for Style: Use filters like “Professional” or “Minimalist” to find templates that align with a career-ready, industrial, or technical aesthetic.

Customize with Your Program Identity

  • Upload Your Logo: Head to the “Uploads” tab and add your school or CTE program logo. Tip: Use a version with a transparent background (PNG file) so it sits cleanly on top of colors and images.
  • Set Your Brand Colors: If your program has specific colors, you can enter the hex codes (e.g., #003366) into the color picker to ensure perfect consistency across all your gear.

Utilize the Elements Library

  • Built-in Icons: Search the Elements tab for icons related to your specific trade (e.g., “gears,” “microchip,” “stethoscopes,” or “construction”). 
  • Frames for Photos: Use Frames to drop photos of your students into clean shapes like circles or rectangles, keeping your layout tidy.

Check for Quality

  • Stay in the Safe Zone: Keep important text away from the very edges of your design to ensure nothing gets cut off during the printing process.
  • Export for Success: When your design is finished, click Share and then Download
    • For images, select PNG for file type
    • For printed items, always select PDF Print and select the CMYK to get the best color results.

Leverage the “Resize” Option

If you design a great graphic for a Flyer, you can use the Resize option in the menu tool to instantly resize it into a Social Media Post, saving you hours of re-designing.

Creating a Webpage

In a rural community, the school website is often the first place parents and local business owners go for information. Think of your school website as your program’s permanent record. While social media posts disappear in a few hours and newsletters get buried in inboxes, your webpage is the “anchor” that stays put.

Webpage Examples:

If your CTE program is not on the school website, work with your school website administrator to create a dynamic site that connects student outcomes with local industry needs.  

If that is not an option, you can utilize free user-friendly website platforms like Google Sites, Wix, and Weebly. 

How to Work with Your Website Admin

Most school website administrators are swamped, so the key is to make their job as easy as possible. Follow these steps to get your page live:

1. Form a Partnership

Send a short, friendly email asking for a partnership.

“Hi [Name], I’m working on a plan to better publicize our CTE program to parents and local businesses. I’d love to have a dedicated page under the [Department/High School] tab. Could we sit down for 10 minutes this week to see how I can provide the content in a way that’s easiest for you to upload?”

2. Initial Content for Your Webpage(s)

Prepare a document that contains:

  • The exact text you want on the page. Be sure to include:
  • A description of your program and what careers it leads to. 
  • List exactly which certifications students can earn (e.g., OSHA, CNA, AWS).
  • Brief mentions of local businesses that hire your students and where your graduates are working now.
  • A direct link to your email and the program’s social media.
  • A folder of high-quality photos.
    • A small gallery of students working in the lab, shop, or field.
  • Clear icons representing key benefits (e.g., Hands-on Training, Industry Certifications and Partnerships, Career Pathways).
  • Clear instructions on where you want links to go.

3. Ask for “Editor” Access

To keep the page from getting stale, you want to be able to update it yourself. Once the page is created, ask:

“Since I’ll be updating our content regularly, is there a way I can get ‘editor only’ access to just this specific area? That way I don’t have to bug you every time we have a small update.”

Below are ideas for other ways to make the most of your webpage(s).

Showcase “Career Pathway” Experience

Choosing a career path is a big decision. Rather than listing courses as a syllabus, organize the information as a learner journey. Use a design that helps students visualize their future rather than just their current schedule.

  • Learning Outcomes vs. Course Titles: Clearly articulate what the student will be able to do after completing the program (e.g., “Earn Industry-Recognized Certification in Precision Agriculture” rather than just “Ag 101”).
  • Visual Roadmap: Use a graphical flow chart showing the progression from introductory courses to advanced levels, including capstone projects, internships, and potential careers.
  • The “Why” Section: Add a dedicated, high-impact section for parents and community members explaining the return on investment of the program—emphasizing local job demand, potential salary ranges in the region, and how it prepares students for post-secondary success.

Highlighting Industry Partnerships

In a rural setting, the strength of a CTE program often lies in its relationship with the local economy. Make this visible.

  • Partner Showcase: Create a section featuring the local businesses, farms, or trade partners involved in the program. Logos, brief quotes, or photos of students working on-site add immediate credibility and show that the curriculum is relevant to the real world.
  • Work-Based Learning (WBL) Highlights: Use photos or short, professional video clips of students participating in job shadows, apprenticeships, or site visits. This provides social proof that the program is active and hands-on.

Leveraging Social Media Platforms

Prospective students are more likely to engage with the program if they see their peers succeeding.

  • Alumni Spotlights: Feature short profiles of program graduates. Where are they working now? How did their CTE training in high school facilitate that transition?
  • Student Portfolios/Projects: Dedicate space for a “Showcase” section where students can display their work—whether it’s a CAD design, a record-keeping project, or a video of a technical skill in action. This validates the rigor of the instruction.

Integration with Communication Channels

Your webpage should be the “hub” for all other promotional activity.

  • Social Media: Embed a live feed of the program’s latest projects or event photos on the homepage. This keeps the site looking “alive” and current without requiring constant manual content updates.
  • Event Calendar: If you are hosting open houses, industry mixers, or student exhibitions, maintain a highly visible calendar.
Creating Your Facebook Page and Professional Instagram Account

You can use Facebook and Instagram together to engage with students, parents, and the community. 

With Facebook and Instagram, you can:

  • Spotlight students and what they are doing in your program
  • Share before and after photos of student projects
  • Post short videos of students working on projects
  • Post certifications earned and  job shadow days
  • Share alumni success stories (“CTE Graduate Spotlight”)
  • Promote events (open labs/houses, showcases, career nights)
  • Share virtual career boards
  • Showcase a “Day in the Life” of a CTE student

Facebook Page Examples:

Tools that Help:

  • Smart phone – Capture photos and videos of student projects and activities
  • Canva for Teachers  – Create polished graphics, flyers, and posts for free with a verified Canva Education account

How to Create Your Program’s Facebook Page

1. Confirm school policies & permissions

  • Check district/school social media policy and obtain any required approval.
  • Gather signed parental/media release forms before posting student photos or names

2. Create a dedicated account or use a school account

  • Use a school-managed account or a professional account not tied to a personal profile.
  • Enable two-factor authentication on the account used to create/manage the Page.

3. Create the program’s Facebook Page

  • Log into Facebook with your dedicated or school account
  • Click the 9 square icon in the top right corner near your Account icon and select Page in the Create section of the menu that appears or click Pages from the left-hand side menu (you may have to “See More”)
  • Select Public Page and click Next 
  • Click Get Started if prompted
  • Type Page name (should include school/program name) and category (e.g., CTE program)
  • Add optional bio and click Create Page

4. Customize your Page:

  • Add Profile & Cover images
    • Profile: school/program logo (square, 180×180 px recommended).
    • Cover: high-quality photo representing the program (820×312 px recommended).
    • Avoid identifiable student images unless you have consent.
  • About section: short description, mission, hours, location (if applicable).
  • Contact info: school phone, email, website.
  • Set messaging & privacy preferences
  • Turn on or off Messenger as appropriate; consider auto-responses for common questions.
  • Enable message filtering if desired.

5. Assign Roles and Permissions:

  • Using the Page profile (you may have to switch to it from your work account) click Settings on the left-hand side, and then click Page Setup
  • Click Page access to add new admins, editors, or moderator
    • Assign least-privilege roles (Use Admin only for trusted leads; Editor for daily posting).
    • Require staff to use school-managed logins and Two Factor Authentication

6. Invite Friends to Follow Your Page

  • Click Options (three dots under your cover photo and title of your Facebook page) and click Invite people to connect under the Share option

How to Create a New Instagram Account

  1. Download the Instagram app from the App Store (iPhone) or Google Play Store (Android)
  2. Once the app is installed, tap the Instagram logo to open it
  3. Tap Create New Account and enter your email address or mobile number, then tap Next

     

    Note: If you sign up with email, make sure you enter your email address correctly and choose an email address that only you can access. If you log out and forget your password, you’ll need to be able to access your email to get back into your Instagram account.
  4. Enter the confirmation code sent to your email address or mobile number, then tap Next
  5. Create a password, then tap Next
  6. Enter your birthday, then tap Next
    Note: Use your own birthday, even if this account is for your school’s program. Instagram uses birthday information to ensure that underage users are not using Instagram.
  7. Add your name, then tap Next
  8. Create a username, then tap Next
  9. Read Instagram’s terms and policies, then tap I agree to create your account
  10. Add a profile picture, then tap Next

How to Change Your Instagram Account to Professional

To set up a professional account, you’ll need to create an Instagram account (see above) or use an existing Instagram account. In the Instagram app:

  1. Tap Profile or your profile picture in the bottom right to go to your profile
  2. Tap More to go to your Settings and activity
  3. Below For professionals, tap Account type and tools
  4. Select Switch to professional account
  5. Select Creator and tap Next
  6. Complete the optional steps to set up your profile. To skip this step, tap X on the top right corner to return to your profile.  

You now have access to the professional dashboard to see your insights on Instagram.

How to Connect Your Instagram Account to Your Facebook Page

To connect a Facebook Page to your professional account:

  1. Open your Instagram profile in your Instagram app.
  2. Select Edit profile (should be below your description and above your photos)
  3. Scroll to Public business information
  4. Tap Page, then tap Connect
  5. Tap Continue
  6. Tap Login to Facebook, then tap Continue to review your Facebook account
    Note: If you’d like to use a different account, tap Switch Facebook account
  7. Choose the Page you’d like to connect to, then tap Connect
Creating Your LinkedIn Account

Setting up a LinkedIn profile as a CTE educator in rural Illinois is about more than just a digital resume; it’s about building a “digital store front“ that connects your classroom to the industry.

With LinkedIn, you can:

  • Connect with industry leaders
  • Create work-based learning pipelines
  • Join groups (e.g. Association for Career and Technical Education)
  • Share resources with other CTE educators
  • Share student projects and achievements
  • Highlight community partnerships and involvement (tag and thank)
  • Share how your program benefits students and the community

How to Create Your LinkedIn Account

  1. Visit www.linkedin.com and select Join now in the upper right-hand corner. DO NOT select “Join with resume.” 
  2. Create an account with your email address or Google account. If you want to use an email address and a custom password to log into your LinkedIn account, enter an email address and create a password now.  You can also click Continue with Google to create a LinkedIn account with your Google credentials. Click Agree & Join.
  3. You will be prompted to enter your first and last name. This is the name that will appear for your account and profile. After you enter your name, click Continue.
  4. You may need to verify that you are a real person by solving a puzzle or completing a captcha.
  5. Confirm your email address by entering the code provided to you in an email from LinkedIn. Once the code is entered, click Agree and Confirm.
  6. Enter your Country/Region, Postal Code, and Location, and then click Next
  7. Indicate if you are looking for a job by selecting Yes or No.
  8. Personalize your LinkedIn Feed by using the Connect button to select friends, family, colleagues, and/or coworkers.
  9. Select companies and people to Follow.
    The people you decide to follow will determine the kind of information you see on your LinkedIn home page. Following is different from connecting in that the people you follow won’t be able to see your posts or in-depth information, but you will see their posts on your home page.

How to Fill Out Your Profile

Here are the steps to build a high-impact profile:

1. Headshot and Banner Image

  • The Headshot: Use a clear, well-lit photo from the chest up. 
  • The Banner Image: This is the horizontal space behind your headshot. Instead of the default gray, upload a photo of your lab, equipment, or a professional shot of a student project. This immediately tells visitors what you teach (e.g., a row of CNC machines or a modern greenhouse).

2. Headline

Use keywords that industry professionals and other educators use:

  • Formula: [Job Title] | [Specific Trade/Niche] | [Key Outcome or Passion]
    • Example: CTE Educator | Welding & Manufacturing Specialist | Building the Next Generation of Illinois Tradespeople
    • Example: Agricultural Science Instructor | FFA Advisor | Connecting Rural Students to Global AgTech

3. The “About” Section

Use this space to bridge the gap between your community and the industry:

  • Paragraph 1: Your “Why.” Why do you teach this trade in Illinois?
  • Paragraph 2: Your Expertise. Mention specific certifications (AWS, ASE, CNA) and the equipment you train students on.
  • Paragraph 3: The Call to Action. “I’m always looking for guest speakers or industry partners to support our program—feel free to reach out!”

4.  Experience Section 

  • Use Active Verbs: Instead of “Taught welding,” use “Managed a lab” or “Developed a curriculum aligned with NIMS standards.”
  • Add Media: LinkedIn allows you to attach files to each job. Upload a PDF of your program’s brochure, a photo of a project your students completed, or a link to an article about your program.

5.  Skills & Certifications

This is vital for the LinkedIn algorithm.

  • Technical Skills: List the specific tools (e.g., AutoCAD, MIG Welding, Precision Ag, Python).
  • Soft Skills: Include “Curriculum Development,” “Work-Based Learning,” and “Public Speaking.”
  • Certifications: Add your ISBE Professional Educator License (PEL) and any industry-specific credentials. Profiles with certifications get significantly more views.

Networking

Once your profile is set, do these three things immediately:

  1. Follow the Big Players: Follow organizations, associations, and companies.
  2. Connect with Peers: Find other CTE teachers in your area or neighboring districts.
  3. Find Alumni: Search for your former students. Seeing where they are working now is the best way to find new “Industry Partners” for your current students.

Building a strong program means being proactive and neighborly with every hand you shake. Make it a point to connect intentionally with everyone you meet at conferences—whether they are a fellow educator, a local business owner, or a regional leader. Beyond individual events, consider joining regional trade associations and attending industry conferences as a school; bringing your program directly to these spaces opens doors to invaluable professional relationships and community support. By showing up where the industry gathers, and where other schools typically don’t go, your school ensures its students and programs stay deeply connected to the local workforce and the people driving it forward.

Social Media Post Examples

We recommend that you post at least once a week and reuse the same message across Facebook, Instagram, and newsletters (if you use them). 

Be sure to add photos of your own students and their work (student/parent permission required) to make your posts more meaningful.

Educators can consistently reinforce:

  • “CTE = real skills + real careers + real pay”
  • “You can graduate with certifications, experience, and job options”
  • “CTE works for college-bound and workforce-bound students”
  • “These skills are needed right here in our community”
  • “Here’s how to you can support us”

General CTE Awareness Posts

Post 1
Career & Technical Education is a head start. Our students are learning real-world skills, earning certifications, and preparing for careers that are in demand right here in our community. 💪🎓

Post 2
Did you know students in our CTE program can graduate with industry-recognized credentials AND high school credit? CTE = skills, confidence, and options for the future.

Post 3
College. Career. Or both.
CTE gives students multiple pathways after graduation—and real experience along the way.

Student Spotlight Posts

Post 1
⭐ Student Spotlight ⭐
This week, our students have been hard at work building, creating, and problem-solving in our CTE program. We’re proud of the effort and focus they show every day!

Post 2
Shoutout to our CTE students who are learning skills that employers are looking for right now. Showing up, working hard, and preparing for their future—well done! 

Post 3
From the classroom to the workplace—our CTE students are gaining hands-on experience that builds confidence and opens doors. We love seeing their growth!

Recruitment & Enrollment Posts

Post 1
Thinking about next year?
CTE programs offer hands-on learning, real skills, and career exploration. If you like learning by doing, CTE might be the perfect fit.

Post 2
Middle school families: CTE is a great option for students who want to explore careers, learn practical skills, and prepare for life after high school. Ask us how to get started!

Post 3
CTE students don’t just learn—they do. From projects to certifications, our programs help students discover what they’re good at and where they want to go.

Parent & Community-Focused Posts

Post 1
Our CTE programs prepare students for careers that matter in our local community. We’re grateful for the support of families and local partners who help make these opportunities possible.

Post 2
When schools and communities work together, students win. CTE helps connect learning in the classroom to real jobs and real opportunities close to home.

Post 3
CTE students are building skills they can use immediately after graduation—whether they choose college, the workforce, or both.

Program-Specific (Fill-in-the-Blank)

Post 1
In our [CTE Program Name] program, students are learning how to [skill], preparing them for careers in [industry]. Hands-on learning makes all the difference!

Post 2
Students in [CTE Program Name] are gaining experience that builds confidence, responsibility, and real-world skills employers value.

Events & Showcases

Post 1
Join us for our upcoming CTE Showcase/Open Lab! Come see student projects, learn about our programs, and discover how CTE prepares students for success after graduation.

Post 2
We loved welcoming families and community members into our CTE classrooms. Our students were proud to show what they’re learning—and they should be!

Success & Encouragement

Post 1
Hard work pays off! Our CTE students are learning skills that lead to real opportunities after high school. Keep going—we’re proud of you!

Post 2
CTE teaches more than skills—it builds confidence, responsibility, and a strong work ethic. These are lessons that last a lifetime

Newsletters and/or News Articles

In a rural school, people know who you are, but they don’t always know what your students are actually accomplishing. A simple newsletter is the best way to bridge that gap. It’s not just “one more thing to do”—it’s how you prove your program’s value to the people who help fund and support it.

Note: If creating your own newsletter feels overwhelming, start by contributing a dedicated CTE section to your existing school district and/or Regional Office of Education newsletter. 

Newsletter Examples:

Newsletter Article Examples:

Benefits of a Newsletter/News Article

  • Tell Your Own Story: In rural areas, community support is vital. A newsletter allows you to define the value of your program rather than relying on word-of-mouth. If you don’t share your wins, who will?
  • Building Local Workforce: Showcases to local employers that a skilled workforce is being cultivated right in their backyard.
  • Keep the Support Coming: Documented success stories and program impacts provide tangible evidence when seeking grants, local funding, or school board support. It makes it easier to say “yes”!
  • Alumni and Community Engagement: Maintains a lifelong connection with former students who can return as guest speakers, mentors, or donors.

Tools that Help:

  • Smart phone – Capture photos and videos of student projects and activities
  • Canva for Teachers  – Create polished graphics, flyers, and posts for free with a verified Canva Education account
  • Google Docs/Microsoft Word – Draft content and collaborate with students or colleagues before publishing
  • Gmail – Utilize the “Mail Merge” mode or “Layouts” feature for a polished, professional email delivery to your contact list

Getting Started with Your Own Newsletter

To help your CTE program stand out, use these general design tips to ensure your promotional materials look professional, cohesive, and impactful.

Create Your List: Start by aggregating your existing network into a spreadsheet to create your contact group. Be sure to include:

  • Current and former students
  • Parents and guardians
  • School faculty and staff
  • Local business owners, farmers, and industry leaders who hire your students
  • School board members and Regional Office of Education (ROE) staff
  • Other professional contacts

Plan for a Monthly Highlight:  A monthly newsletter is frequent enough to stay relevant, but manageable enough to not become an overwhelming task.

High Impact Content Categories

People love pictures and quick stories more than long paragraphs. Readers scan; they don’t read essays. To keep your newsletter engaging, rotate through these types of content categories:

  • Student Success Stories: A highlight of a current student who mastered a difficult technical skill or a photo of a student mastering a weld, finishing a project, or hitting a personal goal.
  • Business Shout-Outs and Thank-Yous: A public shout-out to the shop that let your class visit or the business that donated supplies goes a long way. Name-drop them. It makes businesses want to partner with you again.
  • Certifications and Milestone Announcements: Share a list of students who earned industry credentials (CNA, OSHA-10, Welding, etc.).
  • Event Promotions: Upcoming career fairs, FFA/SkillsUSA competitions, or community open houses.
  • Impact Metrics: Short, punchy stats like “Our students completed 200 hours of work-based learning this month.” or “This month, 5 students earned their OSHA-10 cards.”

Tip: Once you write one of these stories, copy and paste that same story onto your Facebook page or send it to the local paper. One story, three different uses.

Newsletter Template 

You can copy this into a Google Doc or Canva template and just fill in the brackets each month.

[Newsletter Header/Graphic: “CTE Monthly Update: [Program Name]”]

Headline: A Quick Look at What We’ve Been Up To

Student Achievement: [Insert Name] really knocked it out of the park this month by [briefly describe the task/win]. Seeing them apply what they learned in the classroom to a real-world scenario was a highlight for the whole shop!

Thanks to Our Partners: A huge shout-out to [Company/Individual Name] for [what they did: e.g., hosting a tour/donating supplies/mentoring]. We couldn’t do this without support from neighbors like you.

By the Numbers:

  • [X] students earned their [Certification Name]
  • [X] hours of hands-on project time completed
  • [X] students are interviewing for local jobs

How You Can Help: We are currently looking for [a guest speaker / specific tool donation / tour opportunity] for next month. If you or someone you know can help, just hit “Reply” to this email and let me know!

[Footer: Teacher Name | Program Contact Info | School Name]

Tips to Make It Easier

  • Use “The Student Reporter”: If you are swamped, assign one of your top students to be the “Newsletter Correspondent.” Let them take the photos and write the blurb about their peers. It gives them leadership experience and saves you time.
  • Keep the Photos Real: Don’t worry about perfect lighting. A photo of a student holding a finished project or standing in a shop is 100x more powerful than a stock photo.
  • Batch Your Content: Every time you see a “win” in class, take a picture and drop it into a folder on your phone or computer immediately. When it’s time to write the newsletter, you aren’t searching for content—you’re just picking from your “wins” folder.
Promotional Materials

Establishing a strong visual presence is key to ensuring your Career and Technical Education (CTE) program gets the recognition and support it deserves. This section focuses on the tangible tools you can use to amplify your message, from everyday apparel like shirts and sweatshirts to professional outreach items like certificates for industry partners .   

With your promotional materials, you ensure that no one misses the incredible work happening in your program or the opportunities available for them to get involved.

Common Items

  • Shirts
  • Sweatshirts
  • Hats
  • Pins
  • Flags
  • Banners
  • Pens
  • Notebooks and notepads
  • Waterbottles
  • Stickers
  • Partner/Sponsor Thank You Certificates
  • Student Performance/Completion Certificates
  • Select and design work, career, and trade-related goods that resonate with local industry partners and community stakeholders.   

Design Tips

To help your CTE program stand out, use these general design tips to ensure your promotional materials look professional, cohesive, and impactful.

Leverage Modern Tools

Utilize platforms like Canva for Teachers to create professional-grade graphics without needing a background in graphic design.  

 

Keep it Simple and Focused

  • The “Three-Second” Rule: Most people decide within three seconds if they are interested in a flyer or sticker. Limit your message to one primary call to action (e.g., “Join our Program” or “Thank You to our Partners”).
  • Avoid “Clutter”: Don’t try to fill every square inch of a shirt or banner. White space (empty space) makes your design feel modern and professional rather than overwhelming.

Establish a Visual Hierarchy

  • Size Matters: Use larger fonts for your most important information (your program name) and smaller fonts for secondary details (dates or contact info).
  • Bold Your Impact: Use bold text for key verbs or headers to guide the reader’s eye naturally through the design.

Choose a Consistent Color Palette

  • Stick to 2-3 Colors: Unless your brand is specifically rainbow-themed, stick to a primary color, a secondary color, and an accent.
  • High Contrast: Ensure your text is easy to read. For example, dark blue text on a black shirt is nearly invisible; opt for white or yellow text instead for maximum visibility.

Use High-Quality Imagery

  • Vector (math) vs. Raster (pixels): For items like banners or flags, always use vector (SVG) or high-resolution files (high-quality JPG/PNG) to avoid your graphics looking pixelated or “fuzzy.” Tip: Always create a Vector version of your logo to ensure whether you are printing a pin or flag, your logo looks professional.
  • Real Faces: Whenever possible, use photos of your actual students rather than stock photos. It builds authenticity and community trust.

Consistency is Key (Branding)

The “Family” Look: Your promotional items should all feel like they belong together. Use the same fonts and logo placement across all items so your program becomes easily recognizable at a glance.

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Dr. Mark Twomey with Dr. Beth Purvis

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