Melanie Corrigan American Council on Education Mary K. Muncie Federal Student Aid College Access Campaign and Federal Student Aid Campaign Session 23

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

3 Sponsors Lumina Foundation for Education –Primary funder –Grantee resources Federal Student Aid – US Department of Education –Key fulfillment partner –Brochure, 800#, translation

4 College Access and Income LowMiddleHigh Low36%49%77% Low/Middle57%73%87% High78%89%97% Source: U.S. Department of Education Achievement Income

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

6 Key Findings - Student Attitudes Survey of low income parents and teens in January –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.

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.

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

9 Key Findings - Qualitative Interviews In-home family interviews –Aspirations –Community focused –Multiple pressures

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?

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!

12 College Access Be a pain –Persistent, don’t give up Push yourself –Take the right classes

13 College Access Find the perfect fit –Discover your passion, find the right school Get your hands on some money –Apply for financial aid

14 College Access Challenges Informational –Motivate students –Inform guiding adults Operational –Penetrate communities –Activate broad grassroots network

15 PSA Campaign Target Year 1 Target: –Primary: Low-income, 1st generation students in grades –Secondary: Parents/adult guardian Rationale: –Child is the primary ‘activator’ –Parent’s role is more supportive

16 Media Components Traditional media –TV –Radio –Print –Outdoor –Internet banners

17 Media Components - TV

18 Media Components - Outdoor

19 Media Components - Outdoor

20 Media Components - Outdoor

21 Media Components Non-traditional media –In-school posters –Gaming partners –Viral components Engage community partners –Localizing messages –Campaign support

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

23 College Access - Ongoing Activities Enlisting partners GED, YMCA 3M, Simon Malls Public Relations (Powell-Tate) Launch Momentum

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

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

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

27 Influence the 7 Million Three-pronged campaign –Mass audience—cause potential –Partnerships –Target underrepresented populations

28 Mass Audience Engage public without paying—PSAs –TV –Radio –Print –Generate the “buzz”

29 Partnerships Leverage others –Common agenda organizations –Public interest groups –Business community—internal –Business community—external

30 Target Underrepresented Populations Pilot with urban youth –Philadelphia –Charlotte Latinos and African-Americans Community of influencers Evaluate and refine

31 Combined Synergy »Aid is available »Information is free »Applying is free Amplify Our Message

32 Take Action Complete the FAFSA  Start Here So that the 7 Million Go Further