After year-long process, new brand for CTE programming takes shape
In April, nearly 2,000 people participated in a survey to name Career and Technical Education (CTE) programming in the Five Star District. The votes have been tallied and FutureForward was the most preferred across all stakeholder groups - students, staff and parents. In addition to the name, the community had previously chosen aqua as the preferred color to represent CTE.
Identifying the name was the capstone to a year-long engagement process to develop a unique brand for CTE in the Five Star District. The process started in April 2018 when the district formed a Brand Steering Committee of CTE administrators and educators from across the district to explore the potential to bring a unified brand to the district’s CTE programs.
CTE offers students the opportunity to gain the academic, technical and employability skills necessary for true career readiness by offering integrated programs of study that link secondary and post-secondary education and lead to the attainment of industry-recognized credentials.
The desire to link district CTE programs by name, color and core values comes as construction nears on a brand new CTE campus in the center of the district as well as the start of a planned two-year renovation of Bollman Technical Education Center this spring. But the need for a unified brand extends beyond dedicated CTE campuses to the programs that live within the district’s high schools.
“CTE is an incredible educational opportunity for all Adams 12 students,” explained Hilary Wimmer, Mountain Range High School Business and Marketing Teacher, who helped spearhead focus groups for a new brand. “Unfortunately, our current brand is somewhat inconsistent and confuses many of our stakeholders. Our hope is that the branding process will help develop one, unified CTE brand that can be clearly communicated. This will help students, parents, and other stakeholders better understand the CTE programs and opportunities that are offered at our main CTE campuses and at each of the high school campuses.”
From October 2018 through May 2019, the CTE branding engagement process included more than 70 focus groups and two surveys that included input from more than 3,500 people - students, staff, parents and industry partners.
The two district’s CTE centers will share the unified program name but have a separate location name. This allows the district to meet the goal of having a unified brand for district CTE programming while preserving and incorporating the current Bollman name - named after former school board member, Henry Bollman. With the new program name, Bollman Technical Education Center becomes FutureForward at Bollman and the new CTE campus will be named FutureForward at Washington Square.
The district will begin unveiling the new name and brand over the 2019-2020 school year, with full roll-out expected in Fall 2020 with the opening of the new CTE center.