College Goal Sunday

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College Goal Sunday

• Its Not What You Tell Them, Its What They Hear!

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College Access Marketing

• Social Marketing
• Identify population
• Identify barriers
• Messaging
• Know Your Audience!

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The Widget

• Make more money!
• Guarantee a great future!
• Fill out the WMF form today!

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Planning

• CAM Toolkit
• Audience research
• Message crafting
• Message testing
• Media selection
• CAM Toolbox
• College access marketing basics
• Resources
• Create a Campaign

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Planning, cont.

• CAM Toolkit
• www.CollegeGoalSundayUSA.org?Program Support
  ?College Access Marketing
• Developed by Spitfire Strategies for NASFAA
• CAM Toolbox
• www.CollegeAccessMarketing.org
• Developed by TICAS for the Pathways to College
  Network

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Create a Campaign

• What problem are we trying to solve?
• What is the target audience?
• Who are primary influencers?
• What do we want the audience to do?
• What are the barriers to higher education for the
  population?

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Targeting Example

• Rural
• Generational families
• Agricultural economic base
• 85 population has high school degree only.

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Its Not What You Tell Them, Its What They Hear!

• Traditional PR
• College opens up career opportunities
• College guarantees greater income during your
  lifetime

• Perceptions
• College means my child will leave and never
  return
• College means my community/family will not survive

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College Access Marketing

• What are the barriers
• Fear of breaking up the family, furthereconomic
  decline, mistrust of government
• Problem to solve
• Perceptions of only negative aspects of higher
  education
• Influencers
• Community residents (not from away) who have
  college degrees
• What do you want audience to do
• Complete the FAFSA to determine EFC and,
  subsequently, determine aid eligibility

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CAM Example

• Problem
• Lack of transportation
• Objectives
• Deliver information to the community
• Marketing Plan Strategy
• Car as a symbol that CGS is coming to you

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Evaluation

• Two areas of focus for 2006
• The extent to which College Goal Sunday is
  reaching its target population
• What PR and outreach strategies have been most
  effective
• 71 of attendees in 2006 fell into one or more of
  the three groups that define the target
  population
• Less than 40K family income, neither parent
  having any education beyond high school, from a
  minority group

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Evaluation, cont.

• Evaluation compared state CGS data with
  same-state Census Bureau Current Population
  Survey (CPS)
• Race/Ethnicity 36 of CGS participants age 15-24
  were members of minority groups, compared to 29
  in CPS

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Evaluation, cont.

• Income 45 of participants reportedfamily
  incomes less than 40,000, compared to 34 in CPS
• First-generation college Only 32 of
  participants reported neither parent had any
  education beyond high school, compared to 43 in
  CPS
• However, 35 of participants had a parent who
  attended college but did not complete a
  bachelors degree, compared to 29 in CPS

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Evaluation, cont.

• Interviews with three statessuccessful in
  reaching the target audience indicated best
  practices
• Building partnerships with grassroots
  organizations that directly serve the target
  audience
• Taking advantaged of local volunteers to focus
  direct outreach efforts

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Evaluation, cont.

• Developing publicity materials that resonate with
  target audience
• Targeting locations, media placements, and
  mailings to areas with concentraions of target
  audience members