College Access Marketing

CC AAMM

College Access MarketingAn Introduction

CC AAMM

By Christopher Tremblay

4|13|11 Conference

This presentation is based on an article published in AACRAO’s journal,

College & University.

The paper was written for a class called “College Access and Choice in the U.S.” taught by Dr. Nate Daun-Barnett at the

University at Buffalo.

Historical Perspective

• 1600’s: Colleges Opened and Self Promoted• 1970’s: Ad Council promoted ‘going to college’• 1990’s: College Access Marketing (CAM)

was coined• 2000’s: CAM is evolving

College Access Marketing is….

What is CAM?

A public awareness campaign designed to

positively influence the college-going rate.

CAM Research | Literature

• Young body of knowledge• Emerged in 2000’s• Less than 50 published pieces (as of 2010)• Looked at 25 publications• Only 18,000 hits on

College Choice Model

• Hossler & Gallagher (1987)– Pre-Disposition Phase– Search– Choice

Exercise

• What are the common phrases?• What are the common graphics?

Exercise

• What are the common phrases?– College: 14– Go/Going: 5– Plan: 3– Learn: 2– Up: 2– Opportunity, Expand, Ready, Goal, Road, Mentor,

Choose, Apply

Exercise

• What are the common graphics?– Mortar Board: 7– Diploma: 1– Star: 1– State: 1– Leaves: 1

CAM Branding

• Every font, shape, style and color• Lots of logos• State Branding

The Many Faces of CAM

• On-going campaign vs. One-time effort• National vs. Statewide• Sources of Funding

4 Elements of CAM

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Information

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• Content (sharing knowledge)• Information Decision-Making• Necessary• Key to Preparing for College

Advocacy

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• Supporting a college education• Benefits of a college education• Making the case• « Issue Branding »

Marketing

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• Organized method• Convincing an audience• Using promotional techniques• Motivational• Need compelling messages• Target audiences

Marketing

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• Awareness Campaigns• Websites• Access portals• Social networking• Media purchases• Slogans/Taglines• Advertising• Public Relations• Testimonials• Logos• Branding

Social Mobilization

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• Organized effort• Promotion of «taking action»• College attendance =

« a great social concern »• Influencing attitudes

Social Mobilization

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• 5 Behavioral Change Goals: Aspiration Academic Preparation Availability Affordability Application

Source: Gastwirth in Kanoy & Watts, 2005

4 Elements of CAM

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Resources

• www.collegeaccessmarketing.org– A Pathways to College Network site

Research Results

Research Results

Opportunities

• Test the messages• Study the impact of CAM• Conduct a cost-benefit analysis of CAM

Critics of CAM

• It is a waste of money.• Leave promotion to the colleges.• It is difficult to measure the outcome.• Invest in more school counselors instead.

What’s Next?

• CAB: College Access Branding• Future studies of marketing/branding elements• NCAN: Future repository of CAM

data/research/reports/evaluations?• Development of universal college access indicators

(variation of KPIs)• Need to collect data on cost of CAM and cost/benefit

analysis

Audience Questions

• Are there too many different messages/images saying the same thing?

• Can/should KH2G be the sole CAM national effort? Why or why not?

• What if all CAM dollars were pooled?• Is this just a fad that will fade away?• Should CAM also include college success?

Why or why not? How?

CAM Examples

Summary

• CAM = Creative Capital• CAM = Social Change• CAM = Messaging

Summary

CAM advocates for enrollment in higher education and

communicates directly using college-going messages to

mobilize individuals to choose college.

College Access MarketingAn Introduction

CC AAMM

By Christopher Tremblay

4|13|11 Conference