sheeo professional development conference enhancing pathways to college through effective social...
TRANSCRIPT
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SHEEO Professional Development Conference
Enhancing Pathways to College through Effective
Social Marketing Campaigns
WithAlexis Holmes
Associate Director, Government RelationsThe College Board
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SHEEO Professional Development Conference
TODAY’S DISCUSSION
Social Marketing (SM) 101
Top Line Survey Results
Strategies for Changing Behavior
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SHEEO Professional Development Conference
SOCIAL MARKETING 101
“The use of commercial marketing concepts and tools in programs
designed to influence individuals' behavior to improve their well being
and that of society.”
Social Marketing Institutewww.social-marketing.org
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SHEEO Professional Development Conference
SM SKEPTICS
• Hatred of the term “marketing”
• Cousin of “social engineering”
• Fluff
• New ed fad
• Misunderstood
• Manipulative practice
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SHEEO Professional Development Conference
SM: MISUNDERSTOOD
• Means different things to different people– Marketing socially useful products– Mass media ads for social programs– Defining problems and solutions from
a behavioral point of view
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SHEEO Professional Development Conference
SM: NUTS & BOLTS
• Changes behavior to benefit society
• Relies on research-based strategies
• Long-term
• Brings together the best resources
• Targets a diverse set of audiences
• Influences action
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SHEEO Professional Development Conference
SM & COLLEGE ACCESS
• Increased demand for postsecondary training
• Persistent gap in minority achievement
• Scarce resources
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SHEEO Professional Development Conference
SM CAMPAIGNS SURVEY
What the results won’t reveal
– Program judgments– Access panacea– Detail on every program
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SHEEO Professional Development Conference
SM CAMPAIGNS SURVEY
What the results will reveal
– Snapshot of strategies– Programs rethinking old
communications methods– An opportunity for programs to review
colleagues
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SHEEO Professional Development Conference
SM SURVEY PARTICIPANTS
40 Pathways Members35 State Higher Education Executive
Officers (SHEEOS)86 State, local, national organizations
outside Pathways, SHEEOS57 Outreach programs nationwide
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SHEEO Professional Development Conference
SURVEY SAYS
1. Important gaps exist between social marketing concepts and
what is in practice
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SHEEO Professional Development Conference
SURVEY SAYS: MANY GAPS
• Insufficient, deliberate identification of underserved students, families
• No powerful, compelling national message
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SHEEO Professional Development Conference
SURVEY SAYS: MANY GAPS
• No message delivery in popular culture
• Lack of good information about the product, a college or university education
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SHEEO Professional Development Conference
SURVEY SAYS
2. Most effective strategies, most underutilized
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SHEEO Professional Development Conference
SURVEY SAYS
• 10% of programs comprehensive and targeted to students, community, parents, and educators
• Brochures are the most commonly used materials
• Radio is underutilized
• 18% of programs emphasize mass media
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SHEEO Professional Development Conference
SURVEY SAYS: STATE PROGRAMS
• 2.5 times more likely to focus on outreach to schools than on public campaigns
• 3.5 times more likely to focus on school outreach than media outreach
• Four out of five programs included involvement with community, business groups
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SHEEO Professional Development Conference
SURVEY SAYS
3. We’re not telling students to do something.
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SHEEO Professional Development Conference
SURVEY SAYS
• Messages Don’t Call for Action– Importance of early college
preparation– College is accessible and feasible for
all– Motivational slogans– Financial aid
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SHEEO Professional Development Conference
EFFECTIVE MESSAGES
• “Mother works three jobs. She (students) has four university acceptance letters.” (Fulfillment Fund)
• “There’s a easier way to get money for school.” (Texas Higher Education Coordinating Board)
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SHEEO Professional Development Conference
EFFECTIVE MESSAGES
• “They have a plan for college. Don’t you?” (Oklahoma State Regents for Higher Education)
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SHEEO Professional Development Conference
SURVEY SAYS
4. Success indicators neglect to show if students who never aspired
to college were affected.
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SHEEO Professional Development Conference
SURVEY SAYS
Success Measured By
• Increases in college enrollment• High exposure to program
materials• Increases in high school graduation
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SHEEO Professional Development Conference
SURVEY SAYS
Success Not Measured by
• Academic Improvement• Early awareness of programs• Information requests• Honors and awards
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SHEEO Professional Development Conference
SURVEY SAYS
• GEAR UP provides substantial support to programs.
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SHEEO Professional Development Conference
SURVEY SAYS: FUNDING SOURCES
• GEAR UP– Provides about $300 million a year and
has funded 30 state and 1,000 local partnership initiatives nationwide
• Foundations
• Product sales
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SHEEO Professional Development Conference
SURVEY RESULTS
• Gaps • Messages• Success indicators• Underutilized strategies
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SHEEO Professional Development Conference
TOP SOCIAL MARKETING
• Research-driven• A call for action• Advertising• Public Relations• Community
Outreach, Partnerships
• Targeted stakeholder communications
• Referrals to resources
• Long-term commitment
• Collaboration
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SHEEO Professional Development Conference
BEHAVIORAL CHANGE STAGES
Change behavior
Change attitude
Raise awareness and increase understanding
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SHEEO Professional Development Conference
For more information, contact the Washington Office of the College
Board at (202) 822-5900.
Thank you for your attention!