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Collegeaccessmarketing

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  • 1.    2007 MASFAA Conference, November 8, 2007 Ann Coles and Jessica Krywosa TERI/Pathways to College Network © 2007 The Education Resources Institute, Inc.
  • 2.   A national alliance of organizations, including NASFAA, directed by TERI  Goal: To improve college access and success for underserved students by connecting research with policy and practice  Focus Areas: Academic Preparation & Support, Access & Information, Financial Aid, College Success
  • 3.  • Signature report – A Shared Agenda: A Leadership Challenge for Improving College Access & Success • Online Library • Toolboxes • Databases • Publications • E-newsletter
  • 4.   Applies commercial marketing techniques to campaigns advancing the social good  Addresses a behavior change and its benefits
  • 5.   Uses marketing techniques to motivate people to take steps to further their education. Includes:  taking college-prep courses  talking to a teacher/counselor  taking the ACT or SAT  graduating from high school  filling out the FAFSA  applying to college
  • 6.   Know Your Audience - Look at everything from audience point of view  State desired action steps clearly - Immediate, realistic, and measurable  Combine in the air and on the ground  Use research to test your assumptions  Use professionals when necessary
  • 7.  Sender Message Channel Receiver Credibility Content Effectiveness Targeted
  • 8. www.collegeaccessmarketing.com
  • 9. www.collegeaccessmarketing.com
  • 10.   1. Preliminary Research and Goal Setting 2. Engagement of Key Stakeholders 3. Audience Research 4. Strategic and Tactical Planning 5. Implement Your Plan 6. Monitoring and Reporting
  • 11.    Define the Problem - Identify obstacles to behaviors that inhibit students  Set both short-term and long-term goals - Explicit, realistic, and measurable  Find your niche - How is your effort different than other outreach programs? How do you add value?  Learn from others - Who else has done similar work?
  • 12.   Partnerships are powerful  Identify promising partners - Do they share a common goal? - Can they reach your target audiences? - Is there a history of community involvement? - Are they engaged in education issues? - Can you offer them added value?  Prepare to make your case
  • 13.    Goal: To increase the number of low and moderate income students completing and filing the FAFSA.  Partners - American Student Assistance - TERI - MEFA - MA TRIO & GEAR UP Programs - Colleges of the Worcester Consortium
  • 14.    Use audience research to seek out community and faith based collaborations  Gain access and trust to target population  Create a forum for agenda setting in organizations  ‘With and through’ approach  Seek out thought leaders and influencers
  • 15.   Identification: Be as specific as possible - Who is the smallest group possible who can make a change?  Students  Parents  Decision Makers  Assess their beliefs and values - What are the barriers (real or perceived)? - What are the motivators?
  • 16.   91% of low-income teens believe they are likely to receive a college degree  Low-income teens have little knowledge of college application process - Think if they get good grades & stay out of trouble, they will be able to go to college - Believe they can wait until 11th or 12th grade to begin planning for college  Only 20% of low-income parents push their children to go to college. 57% say decision is up to the child
  • 17.   Top arguments against filing the FAFSA… - Parents & students don’t understand aid application process, feel intimidated - Perceptions about not being able to afford college  Students & parents don’t want to borrow to pay for college  Existing materials designed for mainstream audiences don’t resonate with low-income teens  School counselors & committed teachers are key influencers regarding college decisions
  • 18.   Urban Rural
  • 19.  • Segmentation • 100, 78, 39, 25 • Game Show
  • 20.   • BHE & DOE • More than readiness • Visualize the community and ‘going’
  • 21. 
  • 22.   • Science & math achievement = college readiness • Teacher quality, expectations, achievement gap
  • 23.  • Low income • 7th-9th Grade • Informed choices •
  • 24.  • Targeted undereducated 18-49 year olds • Raise # of adults completing GED’s • Raise # of middle & HS students graduating and continuing on to college
  • 25.  What is it? - Viral subservientchicken.com - Word of Mouth or Buzz blairwitch.com - Guerilla Ted Airlines
  • 26.   Street teams  Text messaging  Ring-tones  Downloads  Uploads
  • 27.   Strategy before tactics  Build a budget  Recognizable brand & logo  Leverage resources - www.collegeaccessmarketing.com  Pre-test with your target audience!
  • 28.   Engage partners  Secure funding, in-kind contributions  Make the case at every opportunity  Hire professionals if necessary
  • 29.   Create benchmarks  Measure progress - Document as you go - Continually monitor and revise  Watch for unintended consequences  Be flexible - Make adjustments as needed  Communicate - Keep key stakeholders in the loop
  • 30.   www.collegeaccessmarketing.org  www.pathwaystocollege.net  www.kickstartmaine.com  www.masscollegegoalsunday.org  www.gaganh.com  www.knowhow2go.org  www.readysetgotocollege.com  www.yesyoucande.com  www.mathsciencesuccess.org  www.gohigherky.org  www.imakeithappen.org
  • 31.  Ann Coles coles@teri.org Jessica Krywosa krywosa@teri.org
  • 32.    2007 MASFAA Conference, November 7, 2007 Ann Coles and Jessica Krywosa TERI/Pathways to College Network © 2007 The Education Resources Institute, Inc.