1. The Use of a Web Portal to Increase Access to Higher Education Hawaii February 24 & 25, 2009 Joe Watts Senior Fellow, The Institute for College and Career Success

2. US Secretary of Education Report “We found that access to American higher education is unduly limited by the complex interplay of inadequate preparation, lack of information about college opportunities and persistent financial barriers.” Former US Secretary of Education Margaret Spellings

3. Presentation Overview Define the Problem North Carolina’s Response Review the Site New Initiatives Examine Results Benefits

4. The Driving Forces Changing Demographics Shifting Economics

5. Demographics

6. The number of public high school graduates peaks in 2009, doesn’t recover until 2017

7. The racial composition of HS graduates will change 1994-2018

8. Projections of High School Graduates by State 2002-2018 Loss of 10%-35% Loss of 1%-9% Gain of 1%-10% Gain of 11%-25% Gain of 26%-50% Gain of 51%-103% Source: Western Interstate Commission for Higher Education

9. North Carolina Public and Nonpublic High School Graduates 2003-04 through 2017-18 (projected) Source: Western Interstate Commission for Higher Education

10. Hawaii Public and Nonpublic High School Graduates 2005-06 through 2021-22 (projected) Source: Western Interstate Commission for Higher Education

11. Economic and Industrial Shifts

12. Source:http://www.cerc.com/detpages/aboutus79.html

13. Economic and Industrial Shifts Historically a manufacturing/agricultural state  Loss of textiles  Loss of furniture  Loss of tobacco Future Industries for Growth  Biotechnology  Pharmaceuticals  Pervasive computing  Nanotechnology  Service industries

14. Skilled 20% Unskilled 60% Professional 20% 1950 Bureau of Labor Statistics Skill Level Changes

15. Skilled 45% Unskilled 35% Professional 20% 1991 Bureau of Labor Statistics Skill Level Changes

16. Skilled 65% Unskilled 15% Professional 20% 2000 Bureau of Labor Statistics Skill Level Changes

18. North Carolina’s Response

19. CFNC is a partnership requested by the UNC Board of Governors and funded by the 1999 General Assembly. Department of Public Instruction (K-12) NC Community College System (58) NC Independent Colleges and Universities (36) UNC System (16) The College Foundation of North Carolina

20. CFNC is the name of a service provided by three NC entities Pathways State-funded K-16 partnership (DPI, NCCCS, UNC, NCICU) administered by the UNC System NC’s loan originator - 501(c)3 State Guarantor - scholarships, 529 program

21. To increase the college-going rate in North Carolina with particular attention toward “first-generation” college students. Our Primary Goal = Access Two obstacles facing first-generation college students: (1) Can I really go to college in NC? (2) Can I afford to go to college? GOALGOAL

22. CFNC Access Services Technology and Internet Services Career Center Student Planner College Fair Online Applications and HS Transcripts Paying for College Saving for College www.CFNC.org Resource Center Toll-free Telephone Hotline for Career, College, & Financial Aid Planning Email from CFNC.org Publications Training Hispanic Services 1.866.866.CFNC GEAR UP North Carolina Low-income (FRL) school students $37 million Two grants from Dept of Education (2000-2011) 35 NC counties 14,000+ students

23. Why a Web Portal 1. Good Information = Good Decisions 2. Comprehensive: “Plan, Apply, and Pay” 3. Up-to-date / Real Time 4. Accessible 5. Interactive 6. Personalized 7. Versatile 8. Supports and Enables Student Transitions

24. Career information Four-year planner Free Test Prep for SAT/ACT/GRE College profiles and matching assistant Online applications Electronic high school transcripts Online FAFSA Financial aid information 529 College Savings Plan CFNC.org Highlights

27. The College Access A’s and Mentor Portal 5. Applications 1. Aspirations 2. Academic Preparation 3. Affordability 4. Availability Career Planner Student Planner Paying for College College Fair Online Applications

28. Taking Access to The Next Level College Access and Career Planning Curriculum Premier Agenda High School Planner Career Planning and Exploration College Application Week

29. NEW Curriculum Materials and Academic Planning Tools

31. NEW Bridges Career Tools Enhancement to CFNC.org

34. NEW College Application Week A North Carolina Innovation

35. College Application Week Background Patterned after College Goal Sunday Target the two biggest obstacles standing in the way of students matriculating to post-secondary education: Admission and Cost. Cosponsored by CFNC and CACRAO Goal = All Students Apply to College

36. College Application Week Timeline 2006, 15 high schools 931 students participated 1,007 applications were submitted 2007, 109 high schools 12,808 students participated 21,445 applications were submitted 2008, a statewide event: 19,356 students 37,903 applications

37. Events

38. Access Marketing Just because you build it, doesn’t mean they will come…

39. ■ TV ■ Radio ■ Print and Direct Mail ■ Billboards ■ Collateral Materials ■ Public Service Announcements CFNC Marketing Marketing Strategies:

40. Annual Marketing Year OneBrand Awareness Year TwoTargeting Services Year Three Targeting Services Year FourTargeting Audiences

41. Year One Branding and Awareness

44. Years Two &Three Targeting Services

48. Year Four Special Audiences

50. Results

51. Public Awareness Of those who know the site, 84% anticipate using the services 80% of High School and Middle School parents in North Carolina are aware of CFNC.org

52. Training and Support 4,850+ School Counselors Trained 500+ Admissions Officers Trained Superintendents and Principals Teachers/ Media Center Directors School Boards Governor’s Education Cabinet Legislative Education Oversight Committee

53. CFNC.org Usage 2001 through January 2009 9,336 visitors per day for an average of 10 min 2,461,441 student accounts 1,270,332 online applications 97,417 (2007&2008) High school transcripts

54. Source: Postsecondary Education Opportunity North Carolina College Participation Rates for Students from Low Income Families

55. Chang e in Colleg e Partici pation Rates Stude nts Low Inc Famili es

56. Why CFNC.org WORKS Collaboration Flexible and Robust Technology “One Stop Shop” Training Marketing Constantly Evolving Student Centered

57. Benefits to the State A “One Stop Shop” for College and Career Planning A P-16 Initiative and Collaboration Increased Access to Higher Education Better Educated Workforce Lower Unemployment Increased Tax Revenue

58. Benefits to Students “One Stop Shop” for Career & College Planning Better and More Up to Date Information Portfolio Development Simplifies College Comparisons Auto population of Forms Comprehensive

59. Benefits for Counselors Career Planning Tool College Exploration Tool Course Selection ACT/SAT Preparation Case Load Management Electronic Transcripts Tracking

60. Benefits to Colleges Increased Visibility Source of Prospects Online Application (Funnel) Electronic Transcripts Costs Savings Better Prepared Students Access to State Based Financial Aid

61. “A One Stop Shop” Career Planning College Planning Course Selection Test Preparation College Applications Transcripts Financial Aid

62. Questions? Joe Watts, Senior Fellow The Institute for College and Career Success 336-407-5819 watts@theiccs.org