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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
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Session 23 College Access Campaign andFederal 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 • Issue and technical experts • Understanding of community and constituents
Sponsors • Lumina Foundation for Education • Primary funder • Grantee resources • Federal Student Aid – US Department of Education • Key fulfillment partner • Brochure, 800#, translation
College Access and Income Income Achievement Source: U.S. Department of Education
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
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.
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.
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
Key Findings - Qualitative Interviews • In-home family interviews • Aspirations • Community focused • Multiple pressures
Disruption: Beyond good grades, there are action steps you need to take to get to college. Conventional Wisdom: “You get good grades and you get to college, right?” Big Idea: Getting into college doesn’t just “happen” 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?
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!
College Access • Be a pain • Persistent, don’t give up • Push yourself • Take the right classes
College Access • Find the perfect fit • Discover your passion, find the right school • Get your hands on some money • Apply for financial aid
College Access Challenges • Informational • Motivate students • Inform guiding adults • Operational • Penetrate communities • Activate broad grassroots network
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
Media Components • Traditional media • TV • Radio • Print • Outdoor • Internet banners
Media Components • Non-traditional media • In-school posters • Gaming partners • Viral components • Engage community partners • Localizing messages • Campaign support
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
College Access - Ongoing Activities • Enlisting partners • GED, YMCA • 3M, Simon Malls • Public Relations (Powell-Tate) • Launch • Momentum
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
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
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
Influence the 7 Million Three-pronged campaign • Mass audience—cause potential • Partnerships • Target underrepresented populations
Mass Audience Engage public without paying—PSAs • TV • Radio • Print • Generate the “buzz”
Partnerships Leverage others • Common agenda organizations • Public interest groups • Business community—internal • Business community—external
Target Underrepresented Populations • Pilot with urban youth • Philadelphia • Charlotte • Latinos and African-Americans • Community of influencers • Evaluate and refine
Combined Synergy Amplify Our Message • Aid is available • Information is free • Applying is free
Take Action Complete the FAFSAStart Here So that the 7 Million Go Further