SHEEO Professional Development Conference Enhancing Pathways to College through Effective Social Marketing Campaigns With Alexis Holmes Associate Director, Government Relations The College Board

SHEEO Professional Development Conference TODAY’S DISCUSSION Social Marketing (SM) 101 Top Line Survey Results Strategies for Changing Behavior

SHEEO Professional Development Conference SOCIAL MARKETING 101 “The use of commercial marketing concepts and tools in programs designed to influence individuals' behavior to improve their well being and that of society.” Social Marketing Institute

SHEEO Professional Development Conference SM SKEPTICS Hatred of the term “marketing” Cousin of “social engineering” Fluff New ed fad Misunderstood Manipulative practice

SHEEO Professional Development Conference SM: MISUNDERSTOOD Means different things to different people –Marketing socially useful products –Mass media ads for social programs –Defining problems and solutions from a behavioral point of view

SHEEO Professional Development Conference SM: NUTS & BOLTS Changes behavior to benefit society Relies on research- based strategies Long-term Brings together the best resources Targets a diverse set of audiences Influences action

SHEEO Professional Development Conference SM & COLLEGE ACCESS Increased demand for postsecondary training Persistent gap in minority achievement Scarce resources

SHEEO Professional Development Conference SM CAMPAIGNS SURVEY What the results won’t reveal –Program judgments –Access panacea –Detail on every program

SHEEO Professional Development Conference SM CAMPAIGNS SURVEY What the results will reveal –Snapshot of strategies –Programs rethinking old communications methods –An opportunity for programs to review colleagues

SHEEO Professional Development Conference SM SURVEY PARTICIPANTS 40 Pathways Members 35 State Higher Education Executive Officers (SHEEOS) 86 State, local, national organizations outside Pathways, SHEEOS 57 Outreach programs nationwide

SHEEO Professional Development Conference SURVEY SAYS 1. Important gaps exist between social marketing concepts and what is in practice

SHEEO Professional Development Conference SURVEY SAYS: MANY GAPS Insufficient, deliberate identification of underserved students, families No powerful, compelling national message

SHEEO Professional Development Conference SURVEY SAYS: MANY GAPS No message delivery in popular culture Lack of good information about the product, a college or university education

SHEEO Professional Development Conference SURVEY SAYS 2. Most effective strategies, most underutilized

SHEEO Professional Development Conference SURVEY SAYS 10% of programs comprehensive and targeted to students, community, parents, and educators Brochures are the most commonly used materials Radio is underutilized 18% of programs emphasize mass media

SHEEO Professional Development Conference SURVEY SAYS: STATE PROGRAMS 2.5 times more likely to focus on outreach to schools than on public campaigns 3.5 times more likely to focus on school outreach than media outreach Four out of five programs included involvement with community, business groups

SHEEO Professional Development Conference SURVEY SAYS 3. We’re not telling students to do something.

SHEEO Professional Development Conference SURVEY SAYS Messages Don’t Call for Action –Importance of early college preparation –College is accessible and feasible for all –Motivational slogans –Financial aid

SHEEO Professional Development Conference EFFECTIVE MESSAGES “Mother works three jobs. She (students) has four university acceptance letters.” (Fulfillment Fund) “There’s a easier way to get money for school.” (Texas Higher Education Coordinating Board)

SHEEO Professional Development Conference EFFECTIVE MESSAGES “They have a plan for college. Don’t you?” (Oklahoma State Regents for Higher Education)

SHEEO Professional Development Conference SURVEY SAYS 4. Success indicators neglect to show if students who never aspired to college were affected.

SHEEO Professional Development Conference SURVEY SAYS Success Measured By Increases in college enrollment High exposure to program materials Increases in high school graduation

SHEEO Professional Development Conference SURVEY SAYS Success Not Measured by Academic Improvement Early awareness of programs Information requests Honors and awards

SHEEO Professional Development Conference SURVEY SAYS GEAR UP provides substantial support to programs.

SHEEO Professional Development Conference SURVEY SAYS: FUNDING SOURCES GEAR UP –Provides about $300 million a year and has funded 30 state and 1,000 local partnership initiatives nationwide Foundations Product sales

SHEEO Professional Development Conference SURVEY RESULTS Gaps Messages Success indicators Underutilized strategies

SHEEO Professional Development Conference TOP SOCIAL MARKETING Research-driven A call for action Advertising Public Relations Community Outreach, Partnerships Targeted stakeholder communications Referrals to resources Long-term commitment Collaboration

SHEEO Professional Development Conference BEHAVIORAL CHANGE STAGES Change behavior Change attitude Raise awareness and increase understanding

SHEEO Professional Development Conference For more information, contact the Washington Office of the College Board at (202) Thank you for your attention!