NASFAA_2005

Slide 1: 

The following is a presentation prepared for the 2005 NASFAA ConferenceNew York CityJuly 3-6, 2005

Influencing College-Going Behavior through Access Marketing : 

Influencing College-Going Behavior through Access Marketing National Association of Student Financial Aid Administrators Conference July 4, 2005 Ann Coles, The Education Resources Institute (TERI) Alexis King Holmes The College Board Dolores Mize, Oklahoma State Regents for Higher Education Joan Zanders, Northeast Community College (NE)

The Pathways to College Network : 

The Pathways to College Network Goal: to advance college access and success for under-served students Alliance of 39 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)

A Shared Agenda: A Leadership Challenge to Improve College Access and Success : 

Guiding principles for improving college access and success Actions for key leaders 112 profiles – practices, programs, policies Annotated bibliography of over 650 studies, reports A Shared Agenda: A Leadership Challenge to Improve College Access and Success In Print, on CD-ROM, and on the Web

Pathways Web Site : 

Pathways Web Site A Shared Agenda & Action Alerts for Leaders Searchable database of 650 research studies Profiles of 112 programs, practices Pathways-produced research papers, reports, bibliographies Database of 1,100 pre-college outreach programs College Access Marketing Toolbox College Readiness for All Toolbox www.pathwaystocollege.net

Lead Issues For 2004-2006 : 

Lead Issues For 2004-2006 Encourage schools to make rigorous college-prep curriculum the standard course of study for all students. Improve effectiveness of college access marketing campaigns. Encourage early financial aid commitments and early notification for underserved students. Persuade postsecondary leaders to make campus environments more supportive as way of improving persistence and graduation rates.

College Access Marketing : 

College Access Marketing Definition and some history Research findings Problems with current campaigns Social Marketing principles Examples of Successful Campaigns Oklahoma Texas, North Carolina College Access Marketing Toolbox

Definition of College Access Marketing : 

Definition of College Access Marketing “Social marketing” that encourages people to prepare and plan for college Aimed at getting target audience to take specific actions such as finishing high school, securing financial aid, or applying to college Some history

Social Marketing is… : 

Social Marketing is… … marketing aimed at convincing people to engage in a behavior that benefits both the individual and society as a whole … focused on changing behavior, not just raising awareness … about meeting the audience on their terms, not yours

Social Marketing isn’t… : 

Social Marketing isn’t… … social engineering … just media ads for social programs … subliminal messages … tricking people into doing something … a fad … a cure-all for college access

Research Findings: Sallie Mae Fund 2004 Harris Poll : 

Research Findings: Sallie Mae Fund 2004 Harris Poll 45% of low-income parents have “no idea” how to pay for college Minority families express greater need for information Latino parents receive aid info two years later than others 62% of parents did not name grants as source of aid

Limitations of Existing College Access Marketing Efforts : 

Limitations of Existing College Access Marketing Efforts Not based on market research Insufficient audience identification Lack clear, compelling, repeated messages No message delivery in popular culture Lack of good info about the “product” – a college education Materials for parents not a high priority

Social Marketing Strategies : 

Social Marketing Strategies Long-term investment – at least 3 years On-going activities more effective than one-time event Use commercial marketing techniques Continuous review, feedback Flexibility Partnerships

College Access Marketing Strategies : 

College Access Marketing Strategies Encourage parents, other adults to actively support Support parents talking to parents Info on how to prepare financially Promote easy savings options for low-income families Pay attention to families’ cultural backgrounds

College Access Marketing Strategies, cont. : 

College Access Marketing Strategies, cont. Provide info in parents’ native languages Organize/support campus trips Provide financial incentives

Oklahoma Higher Education Learning Program Campaign : 

Oklahoma Higher Education Learning Program Campaign Policy framework for student preparation agenda Foundations: social justice Brain Gain 2010 Awareness Component of GEAR UP: Why Programs/services require awareness Strategies must be directed to target audience

OK GEAR UP Campaign : 

OK GEAR UP Campaign Increase students’ educational aspirations Increase parents’ expectations of educational attainment Inform target audiences about preparation required for college Correct misperceptions about the cost of college Inform target audiences about state and federal financial aid opportunities

OK GEAR UP Campaign : 

OK GEAR UP Campaign Improve parental involvement in preparing their children for college Help teachers and counselors academically prepare their students for college

OK GEAR UP Public Awareness Strategies : 

OK GEAR UP Public Awareness Strategies Survey Majority of Oklahomans plan to attend college after high school All respondents view higher education as important for obtaining better jobs more career choices earning more money Survey revealed perceived barriers to attending college

OK GEAR UP Public Awareness Strategies : 

OK GEAR UP Public Awareness Strategies Key Messages Getting a college education is more important now than ever It’s never too early to start planning for college/talking with your parents/your children about college, etc Money is available to help you pay for college Even if you don’t know what career you want to pursue, college can help you explore your options

OK GEAR UP Public Awareness Strategies : 

OK GEAR UP Public Awareness Strategies Key Messages, cont. It’s easier to go to college right after high school It’s good to be the first one in your family to get a college education

OK GEAR UP Public Awareness Strategies : 

OK GEAR UP Public Awareness Strategies Brand identity, spokesaliens, and logo development Video production and distribution Instructor’s Guide Student activity booklet Parent Guides Web Reaching parents, students, teachers, counselors Other: poster, Guide to Colleges

OK GEAR UP Public Awareness Strategies : 

OK GEAR UP Public Awareness Strategies Reaching the Masses: Paid Media Network television Cable television Outdoor advertising (billboards)

OK GEAR UP: Results of Outreach and Public Engagement : 

OK GEAR UP: Results of Outreach and Public Engagement GEAR UP program is working Advertising / PR program is reaching parents and students Both groups now more aware of financial resources and in-state college options More parents now think it likely their children will attend college after high school

OK GEAR UP: Results of Outreach and Public Engagement, cont. : 

OK GEAR UP: Results of Outreach and Public Engagement, cont. Given that the percentage in the 2000 survey was already high (92%), an increase of 2% in 2004 is especially meaningful Primary GEAR UP targets (lower income ranges) shows greatest increase of all income segments

OK GEAR UP: Results of Outreach and Public Engagement, cont. : 

OK GEAR UP: Results of Outreach and Public Engagement, cont. Oklahoma parents with less education now anticipate more education for their children Single parent expectations fell For students not planning on college, motivation is the key deterrent; money is second

Oklahoma GEAR UP : 

Oklahoma GEAR UP Paid media ad campaigns: TV, radio, outdoor advertising Animated characters and specialty give-away items for school, community events Videos with student activity books and instructor’s guide Parent guides http://www.okhighered.org/gearup/

Other Examples of EffectiveOutreach Campaigns : 

Other Examples of EffectiveOutreach Campaigns College for Texans College Foundation of North Carolina

College for Texans : 

College for Texans Ad campaign: “Education. Go Get It.” Paying for College workshops Go Theatre: motivational performances www.collegefortexans.com

College Foundation ofNorth Carolina : 

College Foundation ofNorth Carolina Partnership: College Foundation Inc., NC State Education Assistance Authority, Pathways of North Carolina Helps students prepare for college and find best financial aid: Web site, career center, student planner, online applications, Paying for College Toll-free telephone information Ad campaign – billboards, radio, TV www.cfnc.org

Slide 32: 

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 Access Marketing Toolbox: Step-by-Step Guide for Creating a Campaign : 

College Access Marketing Toolbox: Step-by-Step Guide for Creating a Campaign The Basics: core principles and criteria for effective campaigns Case Studies: profiles of notable campaigns Multimedia Gallery: ads, posters, marketing materials Tools and Resources A Tour www.collegeaccessmarketing.org