CALIFORNIA COLLEGE CAMPAIGN 2013-14

1. CALIFORNIA COLLEGE CAMPAIGN 2013-14

2. GET SCHOOLED ENGAGES WITH AND MOTIVATES YOUTH USING THE BEST OF SOCIAL INNOVATION A community that includes 600 schools and more than a million students Promotional partners with reach A non-profit who can bring a diverse set of partners to the table Celebrities ambassadors that inspire

3. IT HAS BECOME A DESTINATION FOR STUDENTS LIKE NO OTHER … delivering tools, resources, and community to help them be successful with their education

4. WE START BY COLLECTING THE RIGHT USER DEMOGRAPHIC INFORMATION… …GS login is mobile-enabled and FB connected

5. AND THEN DELIVER, AGGREGATE AND SHARE CONTENT DIRECTLY TO YOUTH WHERE THEY WANT IT

6. STUDENTS ENGAGE WITH THE CONTENT, GET RECOGNIZED, AND MOTIVATED TO ‘LEVEL UP’ Student’s profile page tracks progress, creates community, and offers personal content

7. AND CASH IN FOR COMPELLING REWARDS THROUGH THE GET SCHOOLED REWARD STORE • Get Schooled Rewards • Connect with student aspirations • Often link back to education • Provide incentive for continued engagement and exploration on the site

8. 8 OVERVIEW …AND MOST IMPORTANTLY REACH THE SCHOOLS IN STUDENTS IN NEED

9. GET SCHOOLED CAMPAIGNS EFFECTIVELY ENGAGE STUDENTS WITH A MIX OF SIZZLE AND SUBSTANCE… Description Reach Campaign WAKE UP CALLS Morning call from a celebrity underscoring the importance of attendance 100,000 students CHALLENGES Friendly competition across schools to boost student engagement and outcomes 625 middle and high schools reaching 700,000+ students MY COLLEGE DOLLARS Facebook app designed to link FB user data with scholarships; developed with MTV 200,000 students ZOMBIE COLLEGE Entertaining game where students help zombies succeed in school by passing classes, attending school, juggling daily responsibilities Launches Sept 2013 Note: partial list of Get Schooled campaigns; 2011-2013

10. THE 2013-14 CALIFORNIA COLLEGE CAMPAIGN WILL MAKE COLLEGE READINESS A PRIORITY Between October 2013 and May 2014, Get Schooled and its partners will reach over 100,000 low-income seniors across the state of California with a specific emphasis on three communities (Oakland, Los Angeles, San Diego, Fresno). The Campaign will have three goals: • Raise awarenessabout the importance of going to college and take the action steps to get there, including resources available to help the students figure out how to pay for college • Improve engagement and student outcomesaround key indicators of college preparation among participating schools including, applications completed, college campus visits, scholarship applications completed and FAFSA’s completed. • Connect college access organizations state-wide and in key communitieswith cutting-edge digital content, tools and resources to improve student preparation for college 1 2 3 College readiness requires parents and students are motivated to make college a goal and have access to the support and guidance they need. The Challenge will connect schools, students and parents with both.

11. WE WILL USE THE CAMPAIGN TO CONNECT STUDENTS WITH LOCAL AND NATIONAL COLLEGE ACCESS TOOLS • While there are college access organizations across California sponsoring college access events and/or tools, too often the students most in need of college guidance are the least likely to know about or take advantage of these resources. California College Campaign aims to tackle this perennial problem by: • Going direct to students with the up-to-date most useful information they need about key dates and extra help through e-mail, social media and text • Incentivizing students to participate through points, rewards and recognition! • Working closely with key partner organizations to share data and provide a continuous feedback loop across platforms around engagement, effectiveness and impact.

12. ULTIMATELY THE CALIFORNIA COLLEGE CAMPAIGN WILL AFFECT STUDENT OUTCOMES: • At least 1/3 of all students in active schools participate in GS college preparatory activities • Participating schools post at least 20% or higher increase in FAFSA completion rates

13. THE CAMPAIGN WILL CONSIST OF TWO PRIMARY ELEMENTS • COMMUNITY-WIDE CHALLENGES: • In three California communities, Get Schooled will host a friendly competition aimed at incentivizing key student outcomes. Previous challenges have driven participating schools to post FAFSA completion rates 20% higher than similar high schools. Partnering with the California Student Aid Commission and its Cash for College & Cal SOAP activities are sure to increase these rates. • STATEWIDE AWARENESS CAMPAIGN WITH A 3 REGION FOCUS: • Recognizing there are students who need to ‘hear the message’ across the state, Get Schooled will launch a campaign open to any student in California to receive direct information and resources about key deadlines, workshops, applications, etc. Students will receive the information through communication channels that connect with them where they are – text, e-mail, social media, online, etc. 2 1

14. THE CHALLENGE IS BASED ON SCHOOLS EARNING 100 POINTS THROUGH STUDENT ACTIVITY • A VARIETY OF ACTIVITIES ANCHOR THE CHALLENGES AND ENGAGE STUDENTS • The Challenge will have four sets of activities, each with a range of ways for students from 9th – 12th grade to engage and earn points. • The activity that will always earn the MOST points for the schools, though, will be FAFSA completion, GPA Verification and college applications submitted! CHALLENGE OVERVIEW The Challenges are a series of friendly competitions where schools compete to earn 100 points over three months (Jan-Mar) by submitting completed FAFSA’s, GPA verification, college applications, and engaging their students in a series of activities. Students participate in digital ‘games’. All activity is recognized with points, badges and prizing. 100 POINTS 30 70 5 + = + College applications/ FAFSA/GPA Upload Completion Activity Participation Bonus Points

15. EDUCATIONAL “ACTIVATIONS” DRIVE HIGH LEVELS OF ENGAGEMENT • Wake Up Calls – Students can input their phone number on the Get Schooled website and receive a wake up call from a Get Schooled celebrity ambassador. • Nominate an Inspiring Teacher or Counselor – Students will be able to nominate a teacher or counselor who inspires them to come to school each day. The students will write a short note about why that teacher is inspiring. • On the Hunt - Online scavenger hunt designed to teach students how to access and use educational and financial aid resources online. • Game On– Students are connected to engaging interactive games with an educational twist such as Facebook’s Mission Admission. • Map My Future - Students set personal goals and milestones tied to goals – encompass education, social and health goals • Check In for Learning – Mobile check-in challenge to encourage and recognize behaviors. Check-ins to include focus on school attendance (school or class check-in), engagement in school and community events (college campus check-in)