NASFAA 2005

1
The following is a presentation prepared for the
2005 NASFAA ConferenceNew York CityJuly 3-6,
2005
2
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)
3
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)

4
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

In Print, on CD-ROM, and on the Web
5
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

6
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.

7
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

8
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

9
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

10
Social Marketing isnt

• social engineering
• just media ads for social programs
• subliminal messages
• tricking people into doing something
• a fad
• a cure-all for college access

11
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

12
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

13
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

14
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

15
College Access Marketing Strategies, cont.

• Provide info in parents native languages
• Organize/support campus trips
• Provide financial incentives

16
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

17
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

18
OK GEAR UP Campaign

• Improve parental involvement in preparing their
  children for college
• Help teachers and counselors academically prepare
  their students for college

19
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

20
OK GEAR UP Public Awareness Strategies

• Key Messages
• Getting a college education is more important now
  than ever
• Its 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 dont know what career you want to
  pursue, college can help you explore your options

21
OK GEAR UP Public Awareness Strategies

• Key Messages, cont.
• Its easier to go to college right after high
  school
• Its good to be the first one in your family to
  get a college education

22
OK GEAR UP Public Awareness Strategies

• Brand identity, spokesaliens, and logo
  development
• Video production and distribution
• Instructors Guide
• Student activity booklet
• Parent Guides
• Web
• Reaching parents, students, teachers, counselors
• Other poster, Guide to Colleges

23
OK GEAR UP Public Awareness Strategies

• Reaching the Masses Paid Media
• Network television
• Cable television
• Outdoor advertising (billboards)

24
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

25
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

26
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

27
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
  instructors guide
• Parent guides

http//www.okhighered.org/gearup/
28
Other Examples of EffectiveOutreach Campaigns

• College for Texans
• College Foundation of North Carolina

29
College for Texans

• Ad campaign Education. Go Get It.
• Paying for College workshops
• Go Theatre motivational performances

www.collegefortexans.com
30
(No Transcript)
31
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
32
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.
33
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
34
(No Transcript)