2008 SHEEO/NCES Network Conference April 17, 2008

Percent of adults with postsecondary degree 25-34, 35-44, 45-54, Source: OECD Condition of Education 2007

Composition of the U.S. population, 2000 to 2050 Source: United States Census Bureau White, non- Hispanic Hispanic Black Asian Other

2008 SHEEO/NCES Network Conference April 17, 2008

Likelihood of getting a college degree Over 90% of low income teenagers believe that they are likely to receive a college degree. Almost 2/3 (63%) of low income teenagers believe that it is very likely that they will get a college degree. Q: How likely do you think it is that you will eventually get a college degree?

“A lot of it, he needs to do…you know, so he has to make a choice on where he wants to go and what he needs to do to get in there.”

Waking Up Our Audience Media component of campaign designed to:  Deliver a “loud, wake-up call” to disrupt the mindset that college will happen by chance  Promote action steps for preparing for college

National Media Campaign & Resources Creative public service advertising Interactive Web site(s) Customizable collateral materials National partners (NCAN, Pathways, YMCA, Westfield Malls) 15 State/regional coalition partners

Provide low-income and first- generation students, their parents and other adult influencers (teachers, mentors and coaches) with information and resources to help them prepare for college Campaign Goal

Be a Pain –Persistent, don’t give up Push Yourself –Take the right classes Find the Right Fit –Discover your passion, find the right school Get Your Hands on Some Money –Apply for financial aid Four Action Steps

Television

Radio “Pep Rally” –Academic Preparation –Process –Dream “Wanna Go” –Reach out –Ask for help –Steps

Billboards

Brochure & Poster

Media and Materials in Spanish PSAs – Television ad – “Pep Rally” radio ad Campaign brochure Web site

PSA Concept – “Tough” Step #2 – Push Yourself PSAs encourage students to take the tough classes colleges require Feature tough-looking characters and objects representing Algebra II, foreign languages and biology Middle and high schoolers toughen up and take these classes on

PSA Testing Both PSAs were considered likeable and relevant; the message about taking tough classes was clearly communicated –Two-thirds of the teens liked the TV PSA a lot/liked it (66%), while nearly three in five liked the radio PSA (57%) –Four in five respondents thought the main idea of both PSAs was extremely or very important (81% for TV and 79% for radio) –Both ads created a similar interest among teens to visit the Web site (65% each definitely/probably would visit) –While no significant differences were observed between genders, a significant greater number of African-Americans said they liked the PSAs

The PSAs – TV

The PSAs – Radio

The PSAs – Outdoor (Billboard)

The PSAs – Outdoor (Bus Shelter or Mall Poster)

The PSAs – Partner Posters

Web site is a hub of electronic activity and outreach, delivering interactive, personalized information to students and adult influencers Partner support including collateral materials, best practices and upcoming events

PSA Lightbox Lightbox will automatically pop up when visitors go to KnowHow2GO.org; main site will remain open in background Features: –Television PSA –Viral videos – with “send to a friend” functionality –“Tough” character bios – with links to their social networking pages –Downloads – posters, etc.

KnowHow2GO-U KH2G-U is a creative, online application that will invite students to familiarize themselves with a college campus – and the proactive steps they need to take to get there State partners are encouraged to link to KH2G-U from their sites

KnowHow2GO-U Features: –Guided and self-tour options –Campus buildings with “hot spots” containing information and links –“Decorate Your Dorm Room” –Interactive quiz / soccer game –Easily updated with fresh content

Metrics for Year 1 Received more than $65 million worth of donated media since January ,000 average daily page views for KnowHow2GO.org More than 1 billion web banner impressions Newsletter subscriptions increasing –19,800 Students –480 Adults –250 Affiliates

Web Site Metrics At KnowHow2GO.org, we’ve been able to monitor the following results since launch of new site: –Bounce rates have been reduced by 33% –Average time on site has increased by 124% –Pages viewed have increased by 57% –E-newsletter sign-ups have increased by 17% Currently, we are monitoring Google Analytics for seven state sites: CA, CT, IL, IN, NE, OH and WI.

Benchmarking Survey Awareness Attitudes Behaviors

Benchmarking Survey Awareness 27% recall TV PSA 24% recall radio 34% recall poster/outdoor 61% report at least one exposure to messages Web awareness was static (12%)

Benchmarking Survey Attitudes In 2007, 59% of respondents planned to get a college degree. In 2008, this percentage significantly improved to 68% 4 in 10 respondents said they were “very confident” that they were doing the things they need to do to get to college.

Benchmarking Survey Behaviors In % of respondents said they “have been taking steps to prepare myself for college and will continue to do so.” In 2008, this percentage improved significantly to 33%. Asked a host of questions about specific preparedness activities, the 2008 results were similar to 2007 results on several measures. There were significant increases of those who reported that they had taken steps to learn about applying to college (52%  58%), and researched ways they could pay for college (53%  62%).

Benchmarking Survey Behaviors Discussions about the steps they need to take Similar to 2007, 8 in 10 (79%) said they had talked to someone about the things they need to do to get to college. Students are increasingly talking to more people about the issue. A higher proportion of students in 2008 said they had talked about the steps they need to take with parents (44%  51%), teachers (44%  54%), other adults (19%  31%), older friends (14%  20%), siblings (17%  25%) and friends their own age (19%  29%).

What’s Next? Refresh Creative KnowHow2GO.org Evaluation

Questions?