Launching a National Brand Movement Around Career & Technical Education
iCEV is a leading provider of Career and Technical Education (CTE) curriculum, industry-recognized certifications, and professional skills training. With a mission to empower learners and strengthen the future workforce, iCEV supports schools, districts, and organizations nationwide in delivering real-world, career-connected learning experiences.
Storyline
iCEV partnered with Rhodes Branding to build and launch a bold new initiative: The World Needs CTE. Designed to elevate public understanding of CTE’s essential role in solving workforce challenges, the campaign aimed to unify messaging, deepen digital engagement, and position iCEV as the national voice for career readiness.
The partnership began with foundational strategy work—a comprehensive Brand Audit and a full Brand Immersion Workshop that brought key stakeholders together to refine iCEV’s voice, visual identity, and positioning. These sessions revealed a clear, urgent narrative: the world doesn’t just benefit from CTE—it depends on it.
From this insight, The World Needs CTE was born.
To bring the campaign to life, Rhodes and iCEV collaborated on a fully integrated marketing strategy, including content development, paid digital advertising, SEO, and state-specific messaging. A key early milestone was the creation of the campaign’s flagship video, a bold visual declaration of CTE’s essential role. Premiering at VISION 2024, the video served as the campaign’s launchpad—supported by cutdowns, social content, still photography, and event activations.
Storytelling remained central throughout. Over several months, Rhodes produced a series of case study videos spotlighting iCEV’s impact in diverse school districts—from Eduthings integration in Aldine ISD to certification success stories and curriculum transformation at Miami-Dade Public Schools and Cabarrus County Schools.
At the same time, Rhodes worked to optimize iCEV’s digital footprint. Through technical SEO, ongoing blog content, and the development of a real-time performance dashboard, the team helped improve visibility across search platforms, drive high-intent traffic, and position iCEV for long-term digital growth.
