East Side Union High School district educates over 24,000 students in Santa Clara county. Their curriculum includes Career Technical Education (CTE) Pathways, giving students the chance to explore top growing industries.
Because this program combines real-world experience with
academics, it was often misconstrued as only a type of trade school. How could East Side drive more enrollment into Pathways, while also attracting students interested in pursuing an advanced degrees?
cognitive fluency to all the materials we developed for the district’s
Magnet Night presentation. Translating dry text into familiar phrasing made it easier for students to understand the benefits of the program. We also introduced the keywords “career and college” into the tagline to make it clear that the programs benefitted a range of ambition. See using behavioral science in education.