Connection Sharing Building and Marketing to Increase College Access

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Connection Sharing Building and Marketing to
Increase College Access

• A Collaboration of Programs
• New Mexico College Goal Sunday Mexico GEAR UP
• NM College Access Challenge Grant

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New Beginnings Building New Mexico College Goal
Sunday

• Pilot Grant 2006
• Year 3 Implementation Grant 2009
• Growth and Marketing
• Year 1 - 4 Sites
• Year 2 - 17 Sites
• Year 3 - 23 Sites

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Marketing A Learning Curve

• Implementation Grant Year 1
• Time Constraints
• Traditional Marketing
• Year 2
• Grass roots
• College Access Marketing
• Year 3
• Building Partnerships
• Listening to our Target Populations

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Partnership BuildingCreating Strategic Partners
Increase Outreach Efficiency, Program Success,
and Overall Awareness
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Overlapping Goals/Objectives
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Support Structures
All Entities involved share a mutual vested
interest to increase the number of students who
graduate prepared to enter a post-secondary
education.
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Marketing to a Target Audience
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Marketing Strategies and Outreach
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Overlapping Outreach and Marketing
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Sustainability

• Continue Partnership Building
• Increase Sponsorships
• Fundraising
• Establish Systematic Programs
• Supplement current policy, programs and
  legislation
• Collect Data, review and analyze Best Practices

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Questions?

• New Mexico GEAR UP
• Ricky Serna
• New Mexico Higher Education Department
• [phone]
• Ricky.serna_at_state.nm.us
• New Mexico College Goal Sunday
• Catherine Salcido
• New Mexico State University
• (575) 646- 6420
• cathegar_at_nmsu.edu

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College Goal Oregon Making College Access
Marketing work for you
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College Access Marketing Definition

• Using marketing techniques to increase high
  school completion and college participation rates
• A form of non-profit awareness, buzz building and
  behavior changes for the common good

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Why do we require CAM plans?

• We reach more of our target students this way
• We have two years of data to back up this
  approach
• We have monetary support to learn this new
  technique
• We think this will help more efforts than just CGO

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CGO CAM Plans

• Unique to each site
• Developed for your local population
• Different from your average bear
• Should make you feel stretched

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A good CAM Plan

• Focuses on one group of students
• Requires a bit of research to get it right
• Can be recycled each year with minimal effort

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A GREAT CAM Plan

• Targets a group you are not already reaching
• Targets a very specific group
• Requires you to reach out into the community
• Involves community leaders you may not know yet
• Requires you to put yourself in someone elses
  shoes
• Involves some risks you may fail

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Purpose and Problem Statement (STEP ONE)

• Be Specific!
• Problem Statement Nationwide, only 34.6 of
  college students have parents who have a high
  school diploma or less.
• Purpose 39.6 of families in our state have a
  high school education or less. 40 of our CGO
  families in 2009 will have a high school
  education or less.

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Identify your target audience (STEP TWO)

• Our target audience are families with a high
  school diploma or less education.
• ID their values and core concerns.
• These families value job stability and a
  practical education.

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Set Objectives (STEP THREE)

• Families with a high school diploma or less will
  attend our CGO event.
• Help these families see that post-secondary
  education can improve their job security and
  provide access to higher paying occupations.

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Set Goals (STEP THREE)

• 40 of students attending our CGO event will be
  from families where the parent(s) have a high
  school diploma or less.
• 10 of our target families will also have a
  parent complete the FAFSA, in addition to the
  high school student they brought to our CGO event.

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Reality Check (STEP FOUR)

• What do we know about this group?
• What research is available to us?
• Who can we reach out to?
• Use these resources to double check our
  assumptions

Families with a high school diploma or less rely
on high school teachers for information. These
families also trust medical professionals.
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Build a strong marketing plan (STEP FIVE)

• This is where you may feel uncomfortable
• Our traditional, tried and true methods might not
  work
• Creativity is a good thing
• Our best practices round table is an even better
  thing!
• You need to believe

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Strategy (STEP FIVE)

• We will use high school teachers to spread our
  message
• We will use our local doctors, dentists,
  pharmacists and hospitals to spread our message
• We will use parents from our target demographic
  to spread our message

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Tactics (STEP FIVE)

• This is where you get sneaky and specific
• Throw a quick after-school reception/training for
  teachers and coaches
• Engage your target parents in some brainstorming
• Give all of your medical professionals the tear
  off cards from the CGO posters
• Do something completely out of the ordinary! This
  is where you stretch!

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Messages (STEP FIVE)

• The more education you have, the less likely you
  are to be laid off
• With more education, youll increase your earning
  power
• College is affordable
• People are willing to help you FOR FREE
• Attend College Goal Oregon

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Implement the plan (STEP SIX)

• This is your project management phase
• ID Tasks, assign people, use your CGO stipend
• DONT DO THIS ALONE!
• Remember, you have top level buy in, thanks to
  the site agreements
• Adjust as you go

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Learn as you go (STEP SEVEN)

• Create your tracking mechanisms
• Collect your data
• Tell your story- how did you do?

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Leave a Legacy (STEP EIGHT)

• This is the hardest part, but it will pay off!
• Critique your efforts
• Make a list of what youll need next year
• Thanksgiving list
• Pretend youll be in Hawaii all of next year
  what will your replacement need to know?

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You are not alone

• Remember, were here to help you
• OSAC
• NELA
• Your fellow Site Supervisors
• Oregon ROCKS!