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Social Marketing Techniques: Reaching AtRisk Students

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Alexis King Holmes. Associate Director of Government Relations. 18 ... ( Texas Higher Education Coordinating Board) Linking Policy with Research and Practice ... – PowerPoint PPT presentation

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Title: Social Marketing Techniques: Reaching AtRisk Students


1
Social Marketing TechniquesReaching At-Risk
Students
  • College Board Presenters
  • Lezli Baskerville, Esq.
  • Vice President of Government Relations
  • Alexis King Holmes
  • Associate Director of Government Relations

Albuquerque, NM
18 September 2002
2
Reaching At-Risk Students
  • The Power of Effective Social Marketing
  • Social Marketing and You
  • Findings Survey Updates on Current Social
    Marketing Campaigns

3
What is Social Marketing?
  • The planning and implementation of programs
    designed to bring about social change using
    concepts from commercial marketing.
  • Social Marketing Institute

4
The Power of Social Marketing
  • Changes behavior
  • Benefits society as a whole
  • Relies on research-based strategies
  • Brings together the best resources
  • Targets a diverse set of audiences

5
Social Marketing and You
  • Increased demand for postsecondary training
  • Persistent gap in minority achievement
  • GEAR UP a source of funding
  • You as part of the solution

6
Social Marketing Research
  • Survey Participants
  • Pathways Members
  • 35 State Higher Education Executive Officers
    (SHEEOS)
  • 86 State, local, national organizations outside
    Pathways, SHEEOS
  • 57 Outreach programs nationwide

7
Key Findings Many Gaps
  • Insufficient, deliberate identification of
    underserved students, families
  • No powerful, compelling national message
  • No message delivery in popular culture

8
Key Findings Many Gaps
  • Lack of good information about the product, a
    college or university education
  • Most effective strategies, most underutilized
  • No coordinated national political or substantive
    role business

9
Key Findings Programs
  • 10 comprehensive and targeted to students,
    community, parents, and educators.
  • Four out of five state programs included
    involvement with community, business groups
  • 18 emphasized mass media

10
Key Findings Programs
  • State leaders were 2.5 times more likely to focus
    on outreach to schools than on public campaigns
  • State leaders were 3.5 times more likely to focus
    on school outreach than media outreach
  • Brochures were the most commonly used materials

11
Key Findings Messages
  • Importance of early college preparation
  • College is accessible and feasible for all
  • Motivational slogans
  • Financial aid

12
Key Findings Best Messages
  • Financial aid Conflict and Humor
  • Mother works three jobs. She (students) has
    four university acceptance letters. (Fulfillment
    Fund)
  • Theres a easier way to get money for school.
    (Texas Higher Education Coordinating Board)

13
Key Findings Success Indicators
  • Increases in college enrollment
  • High exposure to program materials
  • Increases in high school graduation

14
Key Findings Least Used Indicators
  • Academic Improvement
  • Early awareness of programs
  • Information requests
  • Honors and awards

15
Key Findings Funding
  • GEAR UP
  • Provides about 300 million a year and has funded
    30 state and 1,000 local partnership initiatives
    nationwide.
  • Foundations
  • Product sales

16
Components of Effective Social Marketing Campaigns
  • Advertising
  • Public Relations
  • Community Outreach, Partnerships
  • Targeted stakeholder communications
  • Referrals to resources

17
Stages for Behavioral Change
  • Raise awareness and increase understanding
  • Change attitude
  • Change behavior

18
Conclusions
  • Behavioral change is harder than raising
    awareness
  • Often requires more than communication and/or
    persuasion
  • Critical to have enforcement, support and/or
    services

19
Thank you for your attention!
  • Please contact us at the Washington Office of the
    College Board
  • (202) 822-5900
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