A Powerful Second Chance A program of the American Council on Education Marketing and GED Test Takers February 5, 2008 Panelist: Sylvia E. Robinson Assistant Vice President, American Council on Education and Executive Director, General Educational Development Testing Service ™ ®

General Educational Development Testing Service™ 2 Why Market to Prospective GED Test Takers? 90% of occupations projected to be fastest growing through 2014 will require postsecondary education Approximately 15% of the U.S. population has not completed high school In Kentucky, there are more than 750,000 adults who do not have a high school diploma In 2006 approximately 12,000 people took GED Tests in Kentucky –Only 1.6% of the eligible population

General Educational Development Testing Service™ 3 Barriers Identified by Potential Test Takers Lack of accurate and easily accessible information on the GED Testing Program Lack of time needed to prepare for and take the Tests Test anxiety Uncertainty about the value of earning the credential Financial burden

General Educational Development Testing Service™ 4 Motivators for Potential GED Test Takers Expanded employment opportunities A second chance to pursue higher education A sense of accomplishment Respect from friends, loved ones

General Educational Development Testing Service™ 5 Marketing to Potential Test Takers Set manageable and measurable goals and objectives Get the facts about your target audiences –Talk to the experts –Communicate directly with potential test takers Have consistent marketing themes and messages across all audience segments.

General Educational Development Testing Service™ 6 Marketing to Potential Test Takers (2) Messages have to be a blend of facts/figures and compelling personal examples/success stories Reach target populations through appropriate marketing channels Collaborate and leverage resources Deliver messages consistently over time

General Educational Development Testing Service™ 7 Structure and Policy Implications Build a case for and secure adequate resources It is not enough to promote GED programs. All four components of marketing must be addressed [Price, Place, Product and Promotion] Ensure systems and programs are in place to encourage and prepare GED graduates for post-secondary education

General Educational Development Testing Service™ 8 Examples of Transition Initiatives Kentucky –Morehead State: “GED is Your Ticket to College and Beyond” Arkansas –Career Pathways: Targeting TANF clients Rhode Island –Data sharing between test centers and community colleges Florida –GED Plus: Maximizing financial resources

General Educational Development Testing Service™ 9 Wrap-up Discussion and Questions Contact for further information: Christopher “CT” Turner Associate Director, Marketing and Public Relations GED Testing Service ™ phone: 202/ website: