Education Policy, Business and Technology

California community colleges seek to rebrand CTE as state kicks in new money

Inside Higher Ed: California wants to eliminate the lingering stigma about career and technical education with a rebranding campaign that also seeks to compete with for-profit colleges on marketing.

The $6 million rebranding effort kicks off at California’s capitol later this month. It’s related to a broader push to expand and improve career and technical programs at California’s large community college system, which enrolls 2.1 million students at 114 colleges.

The state has put real money behind the expansion, with a $200 million annual recurring investment that California’s Legislature approved last year. The overall goal is to train and place one million workers in middle-skills jobs, meaning ones requiring a college credential but not a four-year degree.

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