We Teach the People Who Solve the Problems and Change the World'

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We Teach the People Who Solve the Problems and
Change the World.
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Elements of Presentation

• Why this initiative? Goals and purpose
• Grounding the message Public perceptions and
  criteria for public policy support
• Campaign core messages
• Elements of the initiative
• Measures of success
• Timing/steps in implementation

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The Goal Sustaining Postsecondary Capacity to
Serve Public Purposes

• Opportunity for the individual

• Economic growth

• Increasing real wages

• Workforce needs

• Reducing international skills gaps

• Sustaining technological advancements

• Serving communities

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The National Challenge

• Maintain public purposes w/shifting funding base

• The leaky educational pipeline

• Cost control and affordability

• Need to increase not just maintain - performance

• Long-term structural budget problems causing
  disinvestment

• Public policy gridlock at state and federal levels

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Grounding the Message Public Perceptions of
Higher Education

• Strong positive view of importance

• Seen as critical to the countrys future

• A high public policy priority

• BUT growing concern about value for cost,
  quality, accountability

• AND institutional values

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Top Issues

• The Economy/Jobs 44
• Defense/Terrorism 32
• Education 25
• Health Care/RX 23
• Social Security/Retirement 16

(First Second Choices)
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Most Important Role for Colleges
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Favorable/Unfavorable
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Policy Priorities

• Improving K-12 schools (8.45)
• Reducing the cost of health care (8.35)
• Increasing the quality of health care (8.30)
• Preserving social security (8.30)
• Improving higher education (8.12)
• Winning the war on terror (7.89)
• Strengthening national security (7.78)
• Reducing the deficit (7.73)
• Improving the environment (7.49)
• Not increasing taxes (7.01)
• Improving transportation infrastructure (6.49)

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Investing in Higher Education
Investing in higher education today will be
critical to solving many of the problems that
face our nation in the coming years.
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Actions Taken Today
Actions we take today on higher education policy
will be critical to the US competitive leadership
in the world 25 years from now.
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Who Benefits Most from Higher Education
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Higher Education Today vs. 10 Years Ago
How would you rate our countrys system of higher
education today compared to where it was ten
years ago?
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Why is Higher Education Worse?
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College Professors are More Ideological Than They
Should Be
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Share Your Values
Would you say that colleges and universities
share the same values as you do?
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Are Students Getting Their Moneys Worth?
50
45
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Are Students Getting Their Moneys Worth?
Parents of Students
53
46
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Creating the Workforce for Future
Do you think colleges and universities are
presently creating the workforce in this country
we need to succeed?
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Is Higher Education Prepared for the Future?
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Project Elements

• National TV and print ad campaign

• Internet-based messaging to extend deeper
  messages and reach multiple stakeholder groups

• State-level campaigns, varied as necessary to
  state policy environment

• Campus-level extension of message -- to alumni,
  parents, local business, community leaders

• Monitoring and marketing success

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3 Core Messages

• Solutions for our future

• Status quo means falling behind

• Need to confront major challenges Revenue,
  Costs, inequality and productivity

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Solutions for Our Future

• Opportunity for social mobility

• Personal income growth

• Economic growth

• Increase in worker productivity

• Technological advancements

• Medical breakthroughs

• Workforce preparation

• Higher quality personal health

• Civic participation

• Service to communities

• Reduced public costs for welfare, health care,
  prisons

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Status Quo Means Falling Behind

• Need to increasenot just maintaincapacity

• To meet emerging workforce needs caused by
  baby-boom retirements

• To maintain international competitiveness

• To sustain economic growth

• To handle growth demands of recent high school
  graduates

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Major challenges a Shared Agenda

• Sustaining capacity to serve public needs

• Tackling rising college prices

• Closing gaps in the educational pipeline

• Increasing productivity and maintaining quality
• Addressing workforce needs

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Metrics of Success

• Increase in importance of issue with influential
  opinion leaders

• Change in language (editorial pages, speeches,
  talk shows) about public purposes and social
  investment

• Successful engagement of public discussion (op ed
  pieces radio talk shows TV spots)

• Improved statewide collaborative capacity within
  higher education

• Improved public policy climate for higher
  education

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Project Timing

• Planning and recruitment of campuses and states -
  2005
• National opinion poll - January 2006
• Website, toolkit testing- Jan 2006
• Higher education launch February-March
• Public media launch - March 14 2006

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Extending the Message 2006/2008

• Continued campus recruitment and community
  outreach
• Extension of media messaging
• Hosting of regional dialogues
• Focus on influentials
• Analysis of impact
• Web use
• Policy impact
• Public polling - repeat 2007, 2008
• Support for state-level initiatives

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How You Can Help

• Sign up
• Designate a campus contact
• Incorporate the language into your
  communications
• Ask for our help
• Help us keep the message fresh

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• C/o American Council on Education
• One Dupont Circle
• Washington, DC 20036
• 202/939-9456
• Or Solutions_at_ace.nche.edu