Norco College Oversees CTE Rebranding Efforts
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Norco College Oversees CTE Rebranding Efforts


Norco College, part of the Inland Empire/Desert Regional Consortium, is coordinating the $1 million marketing and rebranding efforts for Career & Technical Education programs in the inland region.

The Inland Empire/Desert Regional Consortium hired the marketing firm, Interact, to rebrand and market career technical education programs. The professional agency will manage marketing efforts in a manner consistent with the branding of the California Community Colleges Chancellor’s Office CTE rebranding and marketing campaign. The purpose is to raise awareness among prospective students, both high school students and adults who want to gain new skills, as well as parents, veterans, counselors, employers, and other stakeholders about the variety of career pathways available through career training programs at California community colleges that can lead to good paying jobs, and to increase awareness and engagement by employers for community college career technical education programs.

“Career Education programs are competitive, affordable and accessible for students to acquire the hands-on, high-quality skills they need to enter exciting, new and good-paying career fields,” said Ashley Etchison, director of CTE at Norco College. “These programs are the answer to solving the skills gap and reducing unemployment and underemployment throughout the region.”

The Inland Empire/Desert Regional Consortium (IE/DRC) consists of the following 12 community colleges in the counties of Riverside and San Bernardino: Barstow Community College, Chaffey College, College of the Desert, Copper Mountain College, Crafton Hills College, Moreno Valley College, Mt. San Jacinto College, Norco College, Palo Verde College, Riverside City College, San Bernardino Valley College, and Victor Valley College. Together the two counties account for 9% of California’s population of 39,144,818. 

The campaign includes paid advertising for use via social and traditional media, public relations efforts, multicultural outreach, local outreach events, online videos, and employer and stakeholder engagement.

“We fully expect that this investment in career and technical education (CTE) awareness will bring employment readiness back into the forefront of post-secondary education. This will be accomplished by changing the perceptions of what career training programs can offer in terms of employment opportunities,” said Jon Caffery, chair, CTE Rebranding and Marketing Committee. “The CTE rebranding and marketing committee created a mission and vision for the future that will enlighten the community, engage industry, drive enrollment, enhance career education programs, and provide highly skilled individuals to meet the needs our regions employers.”

The Inland Empire/Desert Regional Consortium offer Career Education programs in fields such as advanced manufacturing, information and communication technologies/digital media, health, global trade and logistics, life sciences/biotech,  transportation, energy, construction and utilities, and many more.
The median salary of a worker with an associate degree in a vocational career is $66,600 five years after completion (as compared to $38,500 for those with non-vocational associate degrees). According to the California Community Colleges Salary Surfer website (, graduates with a Manufacturing and Industrial Technology degree could earn an annual salary of $64,409 five years after graduation.
The promotional campaign is part of the Strong Workforce Program, a $200 million recurring investment made by Governor Jerry Brown and the California legislature to create one million more middle-skilled workers, thereby producing a job-ready workforce for employers and enabling social mobility for more Californians.
For more information on the Inland Empire/Desert Regional Consortium Career Education programs, visit