2. Campaign Overview Presented by: Amanda J. Davis, Program Manager, “I Can Afford College” Campaign

3. Statewide initiative funded by Proposition 98 Started in 2003-04 academic year due to fee increase concerns Annual campaign budget of $2.8 million  Requested additional $1.5 million for 2016-17 academic year Directed and managed by the California Community Colleges Chancellor’s Office

4. California Community Colleges Fee History Fiscal YearFee (per unit) 1998-99$12 1999-03$11 2003-04$18 2004-05$26 2006-07$20 2009-10$26 2011-12$36 Summer 2012$46 Los Angeles Pierce College

5. Per Budget Act language, the campaign promotes the following key messages: California community colleges remain affordable Financial aid is available to cover enrollment fees and help with other costs such as books, supplies Financial aid professionals are available and can provide free one-on-one assistance

6. The campaign’s key target audiences are low- to middle-income: High school juniors and seniors Recent high school graduates Current community college students Re-entry students Influencers San Bernardino Valley College

7. All activities drive people to the heart of the campaign, icanaffordcollege.com, which launched in May 2004 Key features of the website include:  Bilingual English/Spanish  Types of financial aid and how to apply  Responsive design  Direct links to applications  Contact information for financial aid offices  Student success story videos

8. Transfer Center - Resources New students Transfer ready students Supporting our most at risk students Brochures Promotional materials Event participation Post to our event calendar Degree with a Guarantee link Newsletters Social media sharing

9. Website – Home Page

10. Website Features and Resources College Cost Calculator New Student Success Stories Smart Search Workshop/event calendar Collateral materials Berkeley City College

11. Key features of the site include: Modern design; responsive design Photos of our students and faculty Enhanced navigation, including step-by-step option Success story videos

12. Creative Ad Campaign Radio Television/video Online

13. New Ads – Zach King Radio, TV/online – Look for the ads in January 2016! Continuing with the music based theme Zach King – social media phenomenon, 3.4 million followers

14. Robust Statewide Outreach High school events College fairs Community events Irvine Community College

15. Getting Social Twitter & Facebook YouTube Instragram – New! Social Media Contests

16. It’s Working! Since the campaign launched in 2003-04: More than 3 million people have visited the “I Can Afford College” website Number of community college students receiving some type of financial aid has increased by nearly 70 percent San Diego Miramar College

17. Campaign Results in 2014-15 500,000 unique visitors to website 137.2 million impressions from online advertising 156.6 million impressions from radio advertising 18,500 current and potential students connected with their local community college financial aid office through website and toll-free phone line 890 college financial aid workshops promoted 140,000 current and potential students reached through booths at community events and on high school campuses 240,000 collateral pieces provided to high schools, colleges and community- based organizations statewide

18. Connect with us! Campaign Website icanaffordcollege.com Social Media http://twitter.com/icanafrdcollege www.facebook.com/icanaffordcollege http://instagram.com/icanaffordcollege www.youtube.com/user/ICANAFRDCOLLEGE

19. Campaign Contacts Paige Marlatt Dorr Director of Communications California Community Colleges Chancellor’s Office PDorr@cccco.edu (916) 327-5356 office (916) 601-8005 mobile Amanda J. Davis Program Manager “I Can Afford College” Campaign amandajdavis10@gmail.com (916) 320-1469 mobile City College of San Francisco

20. Thank you for coming! Questions?