college access campaign and federal student aid campaign
DESCRIPTION
Session 23. College Access Campaign and Federal Student Aid Campaign. Melanie Corrigan American Council on Education Mary K. Muncie Federal Student Aid. Sponsors. The Ad Council Development, implementation, distribution and evaluation of the campaign American Council on Education - PowerPoint PPT PresentationTRANSCRIPT
![Page 1: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/1.jpg)
Melanie Corrigan
American Council on Education
Mary K. Muncie
Federal Student Aid
College Access Campaign andFederal Student Aid
Campaign
Session 23
![Page 2: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/2.jpg)
2
Sponsors• The Ad Council
– Development, implementation, distribution and
evaluation of the campaign
• American Council on Education
– Issue and technical experts
– Understanding of community and constituents
![Page 3: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/3.jpg)
3
Sponsors
• Lumina Foundation for Education
– Primary funder
– Grantee resources
• Federal Student Aid – US Department of
Education
– Key fulfillment partner
– Brochure, 800#, translation
![Page 4: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/4.jpg)
4
College Access and Income
Low Middle High
Low 36% 49% 77%
Low/Middle 57% 73% 87%
High 78% 89% 97%
Source: U.S. Department of Education
Ach
ieve
men
t
Income
![Page 5: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/5.jpg)
5
Key Findings: College Access
• Low-income students are underrepresented
• They have high aspirations
• Do not understand how to get ready – process is a
mystery to them
![Page 6: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/6.jpg)
6
Key Findings - Student Attitudes • Survey of low income parents and teens in January
2006.
– Aspirations for college are high.
• All low income teens (91%) want a college degree.
• Virtually all (88%) disagree with the statement ‘I
don’t believe that college is for someone like me.’
– They are not academically prepared.
![Page 7: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/7.jpg)
7
Key Findings - Student Perceptions• Many teens turn to their parents for support, however they
are relying on themselves and their friends to help them through the process.
– The majority of low income teens (56%) feel their parents have been very helpful in applying to or considering college. However, 14% of low income teens do not find their parents helpful.
– While teens felt that parents (26%) and teachers (22%) where the most helpful to them applying to or considering college, many (15%) have been doing most of the work themselves.
![Page 8: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/8.jpg)
8
Key Findings - Parent Attitudes and Behavior
• Most low income parents strongly disagree (73%)
that their child is not college material.
• BUT only 20% of low income parents have
pushed their child to apply to or seriously consider
college.
– Most (57%) think the decision is up to their
child
![Page 9: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/9.jpg)
9
Key Findings - Qualitative Interviews
• In-home family interviews
– Aspirations
– Community focused
– Multiple pressures
![Page 10: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/10.jpg)
10
Big Idea: Getting into college
doesn’t just “happen”
Conventional Wisdom: “You get good grades and you get to college, right?”
Disruption: Beyond good grades, there are action steps you need to take to get to college.
How we want them to think: “If I want to go to college, I can’t leave it up to chance. I need take the necessary steps to make sure it happens. Who can I talk to?
![Page 11: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/11.jpg)
11
College Access
Basic Message
• Big dreams and good grades are not enough.
• There are actual steps you need to take.
• The first and most important is finding someone
who can help.
• COLLEGE: Know How 2 GO!
![Page 12: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/12.jpg)
12
College Access
• Be a pain
– Persistent, don’t give up
• Push yourself
– Take the right classes
![Page 13: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/13.jpg)
13
College Access
• Find the perfect fit
– Discover your passion, find the right school
• Get your hands on some money
– Apply for financial aid
![Page 14: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/14.jpg)
14
College AccessChallenges
• Informational
– Motivate students
– Inform guiding adults
• Operational
– Penetrate communities
– Activate broad grassroots network
![Page 15: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/15.jpg)
15
PSA Campaign Target
• Year 1 Target:
– Primary: Low-income, 1st generation students
in grades 8 -10
– Secondary: Parents/adult guardian
• Rationale:
– Child is the primary ‘activator’
– Parent’s role is more supportive
![Page 16: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/16.jpg)
16
Media Components• Traditional media
– TV
– Radio
– Outdoor
– Internet banners
![Page 17: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/17.jpg)
17
Media Components - TV
![Page 18: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/18.jpg)
18
Media Components - Outdoor
![Page 19: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/19.jpg)
19
Media Components - Outdoor
![Page 20: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/20.jpg)
20
Media Components - Outdoor
![Page 21: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/21.jpg)
21
Media Components
• Non-traditional media
– In-school posters
– Gaming partners
– Viral components
• Engage community partners
– Localizing messages
– Campaign support
![Page 22: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/22.jpg)
22
Fulfillment - English and Spanish• Web site
– Sections for students, parents, and
organizations
– Comprehensive information by target and age
– Connection to local community groups
• Printed brochure
• Toll-free number (800)4FED-AID
![Page 23: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/23.jpg)
23
College Access - Ongoing Activities
• Enlisting partners
• GED, YMCA
• 3M, Simon Malls
• Public Relations (Powell-Tate)
• Launch
• Momentum
![Page 24: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/24.jpg)
24
Why Is Federal Student Aid Initiating a Campaign?
– 41% of 19 million undergraduates did not
submit a FAFSA (03-04 program year)
– That’s 7 million who did not apply for aid
• 1.5 million of those would have been Pell eligible
– Of the 59% who applied virtually all would be
eligible for some aid
The Most Costly Education Is the One Not Begun
![Page 25: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/25.jpg)
25
We Are Federal Student Aid
• Largest single source of funding
• Focused on processing and distributing
• New to awareness and outreach—need to
– Clarify our role
– Promote our services—they’re FREE
– Inspire as well as inform—call to action
![Page 26: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/26.jpg)
26
Establish Federal Student Aid as the Trusted Source
• Simplify and unify our identity
• Align our messaging and mission
• “Speak with one voice”—consistent
look and feel
![Page 27: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/27.jpg)
27
Influence the 7 Million
Three-pronged campaign
– Mass audience—cause potential
– Partnerships
– Target underrepresented populations
![Page 28: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/28.jpg)
28
Mass Audience
Engage public without paying—PSAs
– TV
– Radio
– Generate the “buzz”
![Page 29: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/29.jpg)
29
Partnerships
Leverage others
– Common agenda organizations
– Public interest groups
– Business community—internal
– Business community—external
![Page 30: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/30.jpg)
30
Target Underrepresented Populations
• Pilot with urban youth
– Philadelphia
– Charlotte
• Latinos and African-Americans
• Community of influencers
• Evaluate and refine
![Page 31: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/31.jpg)
31
Combined Synergy
» Aid is available
» Information is free
» Applying is free
Amplify Our Message
![Page 32: College Access Campaign and Federal Student Aid Campaign](https://reader035.vdocument.in/reader035/viewer/2022070400/568134b0550346895d9bc9f5/html5/thumbnails/32.jpg)
32
Take Action
Complete the FAFSAStart Here
So that the 7 Million
Go Further