presentation by bob shireman senior consultant, pathways to college network sheeo professional...

Presentation by Bob ShiremanSenior Consultant,

Pathways to College Network

SHEEO ProfessionalDevelopment Conference

Philadelphia, PennsylvaniaAugust 13, 2004

College Access Marketing

“To influence actions by decision-makers, opinion leaders, and families themselves, ongoing communication must be well-planned, compelling, and focused on specific, measurable outcomes.”

A Shared Agenda

“Social Marketing”

GOAL?

• Information

• Behavior

PERSPECTIVE?

• Agency

• Consumer

What is not “behavior”?

• Building a common understanding of the goals of higher education.

• Talking about issues of accountability in different ways.• Increasing the respect for teaching as a profession.• Getting opinion leaders to understand the importance of

financial aid for college.• Getting young people to see how doing well in school will

better their futures. • Creating a shared sense of urgency around the need to

improve outcomes for low-income and minority youth.

What is “behavior”?

• Get parents to apply for financial aid.• Get teachers to change instructional practices.• Get voters to support a referendum to fund education.• Get legislators to put more resources into financial aid.• Get students to study harder and apply themselves in

school.• Get school leaders to promote higher-level course-

taking by students.• Get young people to finish high school.• Get high school graduates to enroll in college full-time

instead of part-time.

• Review of 86 marketing efforts focused on college access.

• Scan of communication experts and resources.

• Summit of programs and experts

Eight Lessons

1. Look for technical solutions first. (Marketing is a weak tool, even when it inspires).

Belief often does not lead to individual behavior

In the early 1980s:

• Americans who believed that seat belts are effective: 80%

• Americans who wore seat belts: 11%

Seat Belt Usage

0%

10%

20%

30%

40%

50%

60%

70%

1984 1988 1992 1996

2. Marketing can’t make up for a defective product.

3. Don’t brand the wrong thing.

4. Set aside your values.

5. PSAs don’t work anymore.*

6. Watch your language.

• “Postsecondary”

• “College”

• “Grant” and “Scholarship”

7. Choose your audience.

8. Set concrete goals and track your progress.

What is the Goal of the College For Texans Campaign? Bring 300,000 additional people prepared to succeed into higher education by 2015, beyond the 200,000 student enrollment growth already projected, in order to reach the participation and success goals of Closing the Gaps by 2015.

Your advice needed: What would help SHEEOs?

• Step-by-step planning guide• Elements of an effective campaign• Examples, case studies• Background research• Interaction among practitioners:

– Web-based network– Live

• A culture of evaluation, reporting, and constructive critique.

• Access to social marketing professionals

Give me your business card with “CAM” written on it,

or send me an e-mail.

Bob ShiremanSenior Consultant,

Pathways to College Network

director@ticas.org

Want to stay informed?Get on the Pathways mailing list for this

topic

Examples of State-sponsored Education “Message” Campaigns

Texas

• Broad over-arching message.– Mentoring (“believers”)– The money is available

• Paid TV, radio and print.• Earned media: local launches, media tour.• “GO” Centers• Curricular support.• Contests, songs, videos, etc.• Website, toll-free phone center.• CBO partners: mini-grants.

Kentucky

• Major focus on adults (literacy, GED, and college).

• Paid media (TV and radio, not print).

• Website and toll-free number.

• Grants to 15 local P-16 councils.

Oklahoma

• Aimed at grades 5-7:– Video, instructor’s guides, activity booklets,

posters.

• Paid media (TV and Radio)

• Billboards

• Website and toll-free number

California

• Focused on state financial aid program and deadline.

• Paid media (mostly radio)

• Posters, notepads, etc.

• College Goal Sunday

• Events (including state legislators)

Indiana

Enrolling in college within 12 months of high school graduation

Source: Postsecondary Education Opportunity, No. 123, September 2002

40

45

50

55

60

65%

United States

Montana

Indiana

Indiana

• Business and education leaders created a “recommended” curriculum: Core 40.

• No paid media.• Financial aid program in low-income middle

schools.• Media events in local communities.• Diploma recognizes Core 40 and Honors.• College Goal Sunday• ICPAC: surveys, website, call center, materials.

Give me your business card with “CAM” written on it,

or send me an e-mail.

Bob ShiremanSenior Consultant,

Pathways to College Network

director@ticas.org

Want to stay informed?Get on the Pathways mailing list for this

topic