New Campaign Website Presented by: Paige Marlatt Dorr, California Community Colleges Chancellor’s Office Lindsay Pangburn, “I Can Afford College” Campaign Kat Haro and Allison Stewart, Runyon Saltzman & Einhorn, Inc.

“I Can Afford College” Brief history and overview – Financial aid awareness campaign – Website – Advertising – Outreach – Informational/collateral materials – Other activities

Current Website Launched in 2004 English and Spanish Provides valuable financial aid information, direct links to applications, and connects students with the Financial Aid Office at their local college

Usability Testing – Current Site Eight in-depth interviews with current and prospective community college students Recommendations to enhance navigation, content organization and overall design Review and comparison of new potential site design concepts with current site

Design of New Site Based on feedback from usability testing Reviewed and considered strengths and weaknesses of each new design concept Enhanced overall user experience

Key Features of New Site Refresh and modernize overall design Reorganize site content to provide a logical flow through the site Create new content to address users’ needs Add an optional step-by-step navigation process

Key Features of New Site Draft all new copy with a conversational, user- friendly tone Photos featuring real California community college students and campuses Continue use of branded tagline and signature orange color

Usability Testing - New Site Rated highly by users, comments included: – Well organized and easy to use – Looks professional, trustworthy, modern – Valuable content that makes sense – Appreciated the multiple ways to navigate the site (steps vs. main navigation) – More likely to apply for financial aid after seeing the site

Changes Being Considered Additional content, including: – Financial aid calculator – FAFSA checklist – “Step 5” on what to expect next Re-organize and rename “Events” section/menu options

Feedback What do you think? – Design – Navigation – Content

“I Can Afford College” Booth Visit our booth in the exhibit hall! – Campaign informational materials and giveaway items – Submit your feedback on the website for a chance to win a gift card

Next Steps Site will launch in mid-January 2014 Present to the Board of Governors of the California Community Colleges at their January 13 – 14, 2014 meeting Informal testing once live, and make necessary adjustments

Questions? You can find more information and connect with the “I Can Afford College” campaign at: – – –

Campaign Contacts Lindsay Pangburn Program Manager “I Can Afford College” Campaign (916) mobile Paige Marlatt Dorr Director of Communications California Community Colleges Chancellor’s Office (916) office (916) mobile

Thank you for coming!