Get There

Anything But Ordinary

Florida Department of Education

Challenge

Many Floridians searching for stable, attainable career paths have overlooked career and technical education (CTE) as a viable option. The Florida Department of Education wanted to reconnect people to opportunity, helping them train quickly for in-demand, higher-wage jobs. The challenge: Transform CTE from an overlooked alternative into an aspirational pathway to success.

Insight

Career success starts with knowing where to begin. Floridians didn’t fully understand the value or accessibility of CTE programs. The challenge wasn’t just awareness; it was perception. By elevating stories of real people who built fulfilling careers through technical education, CTE could become a first-choice path, not a fallback plan.

Turning career education into a movement

Moore and the Florida Department of Education launched "Get There," a statewide campaign that made CTE feel modern, empowering, and within reach. Through an integrated paid, owned, and earned media strategy, the campaign drove audiences to a digital hub connecting them directly with Florida's colleges and technical institutions.

Moore developed branded Action Toolkits for workforce, education, and industry partners, including one-pagers, billboards, social assets, bus shelters, press materials, and email templates. An always-on media relations effort shared student success stories and workforce impact, while ongoing partnership engagement sustained visibility.