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Outreach Strategies Using College Access Marketing to Influence Collegegoing Behavior

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Title: Outreach Strategies Using College Access Marketing to Influence Collegegoing Behavior


1
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
2
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)

3
College Access Marketing
  • Definition and history
  • Current campaigns
  • Research findings strategies re reaching
    underserved students
  • College Access Marketing Website

4
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

5
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

6
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.

7
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

8
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

9
Start Here, Go Further
  • Goal create unified brand identity for agencys
    programs so they dont 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.

10
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

11
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

12
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

13
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

14
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

15
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 its not what you say, but
    what audience hears
  • Spread message through word-of-mouth, using
    trusted peers adults

16
Adult Learner Financial Aid Administrator GEAR UP
NC School Counselor College Redirection Downloadab
le 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.
17
College Foundation of North 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
18
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
19
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20
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

21
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
22
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
23
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24
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