115 Outreach Strategies Ann Coles

Outreach Strategies - Using College Access Marketing to Influence College-going Behavior : 

Outreach Strategies - Using College Access Marketing to Influence College-going Behavior National Council of Education Loan Programs Spring Convention – June 6, 2006 Ann Coles, Sr. Vice President, College Access, TERI (The Education Resources Institute) and Director, Pathways to College Network

Pathways to College Network : 

Pathways to College Network Goal: to advance college access and success for under-served students Alliance of 40 organizations and funders launched in 2001 Emphasis on using data and research to improve policy and practice Focus on youth (ages 12-25 yrs. old) Managed by TERI (The Education Resources Institute)

College Access Marketing : 

College Access Marketing Definition and history Current campaigns Research findings & strategies re reaching underserved students College Access Marketing Website

Definition of College Access Marketing : 

Definition of College Access Marketing “Social marketing” that encourages people to prepare & plan for college Aimed at getting target audience to take specific actions such as taking a college prep curriculum in high school, securing financial aid, or applying to college

Social Marketing : 

Social Marketing Concepts and tools applied to causes that advance the social good (anti-smoking campaigns, designated drivers, get out the vote) Aimed at convincing people to engage in a behavior that benefits both the individual & society as a whole Focused on changing behavior, not just raising awareness Meeting the audience on their terms, not yours

College Access Marketing Core Principles : 

College Access Marketing Core Principles Research your audiences - look at everything from their point of view Be specific about what you want people to do Success depends on getting your audience to act – make doing it easy and attractive Combine ‘in the air’ and ‘on the ground’ tactics Partner with others to deliver the message and support action Solicit continuous feedback Measure results Make a long-term investment – at least 3 yrs.

National & Regional College Access Marketing Campaigns : 

National & Regional College Access Marketing Campaigns College Goal Sunday Start Here, Go Further On the Road: Paying for College Bus Tour Get It, Got it, Go think: Education GO Alliance

College Goal Sunday : 

College Goal Sunday Goal: Bring students & families to an event to complete the FASFA Target audience: Lower income students & families Lead partners: NASFAA, Lumina Foundation, State Financial Aid Associations Results: helped 17,000 students in 25 states & DC in 2006 – increasing to 34 states in 2007

Start Here, Go Further : 

Start Here, Go Further Goal: create unified brand identity for agency’s programs so they don’t compete with each other Target audience: general population & underserved students Lead partner: Federal Student Aid Results: merged 70 web sites into a few. Made hundreds of publications look like each other. Launched action-oriented campaign.

On the Road: Paying for College Bus Tour : 

On the Road: Paying for College Bus Tour Goal: bring ‘in-person’ bilingual financial aid information to low-income families Target audience: Latino families Lead partner: The Sallie Mae Fund Results: Met with 33,000 students in 77 cities in 2005-06

Get It, Got It, Go : 

Get It, Got It, Go Goal: shift attaining a college education from a dream to an action-oriented goal Target audience - Primary: low-income, 1st generation students in grades 8-10 - Secondary: parents/adult guardian Lead partners: Ad Council, American Council on Education, Lumina Foundation Results: Launches in Fall 2006 – at least 3 yrs. duration

think: Education : 

think: Education Goals: - Increase awareness of importance of completing h.s. ready for college and work - Direct students to supports they need to graduate from h.s. - Empower students to become advocates for change in their schools and communities Target audience: 12-18 yr. olds Lead partners: MTV, Bill & Melinda Gates Foundation Results: reached over 13 million viewers on air & hundreds of thousands more online

GO Alliance : 

GO Alliance Goal: support states in launching, improving, & expanding college access marketing efforts Lead partner: Southern Regional Education Board Activities: sharing products, strategic plans; providing training & technical assistance Campaigns include: Kentucky Go Higher College Foundation of North Carolina Oklahoma GEAR UP College for Texans

Research Findings re Reaching Underserved Students : 

Research Findings re Reaching Underserved Students ‘Go to college’ too big a step – need to focus on short-term , doable goals Most students have college aspirations but no idea of how to get there – think college just ‘happens’ if they get good grades & behave well Target communities have negative perceptions about college Youth respond to positive messages, ‘actionable goals’, talking & listening to other teens Urban, minority teens come from oral communication culture – need to dialogue & interact in order to be persuaded

College Access Marketing Strategies : 

College Access Marketing Strategies Emphasize specific actions audience can take to plan & prepare for college Pay attention to families’ cultural backgrounds, state & regional differences Use ‘in the air’ and ‘on the ground’ approaches Involve audience you are trying to reach as a partner Messaging is key – it’s not what you say, but what audience hears Spread message through word-of-mouth, using trusted peers & adults

Slide 16: 

Adult Learner Financial Aid Administrator GEAR UP NC School Counselor College Redirection Downloadable Resources Test Prep We believe every student should have the opportunity to go to college. That's why College Foundation of North Carolina created this site.

College Foundation ofNorth Carolina (CFNC) : 

College Foundation ofNorth Carolina (CFNC) Partnership: College Foundation Inc., NC State Education Assistance Authority, Pathways of North Carolina Goals Primary - Help students plan for college and find best financial aid Secondary - Drive traffic to My CFNC website that has tools to do all these things (online applications, college searches, etc.) www.cfnc.org

CFNC – Strategies and Tactics : 

CFNC – Strategies and Tactics In the air Toll-free telephone information Ad campaign – billboards, radio, TV Cool-looking new Website On the ground Training everyone they can get their hands on to help students use the website, including counselors, teachers, community leaders etc www.cfnc.org

College for Texans“In the air” strategy : 

College for Texans“In the air” strategy Based on their research, Texas crafted a media campaign with two main themes Mentors – aimed at parents, grandparents, community leaders Financial aid – aimed at students Tagline: “Education. Go Get It.” Television, radio, billboards Everything in English and Spanish

College for Texans“on the ground” : 

College for Texans“on the ground” Paying for College workshops GO Centers in communities where students can go to get information and help about college Go Theatre: motivational performances by first-generation college students Education Go Get It song – a kids version and a high school marching band version www.collegefortexans.com

Pathways to College Network - College Access Marketing Website : 

Pathways to College Network - College Access Marketing Website Step-by-step guide for creating a campaign The Basics: core principles & criteria for effective campaigns Multimedia Gallery: ads, posters, marketing materials Tools & Resources Managed by Southern Regional Education Board www.collegeaccessmarketing.org