Newly appointed as the Director of Middle Schools and CTE in early 2021, Scott Moore identified a critical gap in awareness among families and students of the expansive CTE opportunities within Henderson County Public Schools. Having presented with our Director of Client Engagement, Molly McGowan Gorsuch, APR, at the North Carolina Association for Career Technical Education‘s Administrators Conference in February 2023, Moore reached out to our team at Rhodes Branding to create a two-phased partnership designed to reshape and invigorate the visibility and appeal of HCPS’ CTE program.
Phase I began with an immersive CTE Audience Experience Workshop with HCPS teachers, staff, and parents to identify key touchpoints students and families have with CTE in the district. From the collaborative workshop, we developed detailed persona profiles and journey models for HCPS, offering a blueprint for tailored engagement strategies for the upcoming school year and beyond.
In Phase II, the focus shifted to creative asset development, which was directly informed by insights uncovered in the workshop. Our team traveled to HCPS for a one-day photo shoot, capturing each CTE program in action. We then designed a printed mailer to be distributed at strategic points throughout the school year to encourage conversations about HCPS’ CTE pathways among current middle school families.
Through our collaborative efforts, HCPS is set to foster a more informed and engaged community, positioning students for success in their future careers.
