15 to Finish Institute - UH WordPress Serviceblog.hawaii.edu/hawaiigradinitiative/files/2013/04/CCA_15toFinish_final2.pdf · “15 to Finish” is a campaign of the University of

15 to Finish Institute

COMPLETE COLLEGE AMERICA April 9, 2013

TM

State’s Single Public Higher Education System

‣Headcount enrollment: 60,295 (Fall 2012)

• 1 research/doctoral campus

• 2 baccalaureate campuses

• 7 community colleges

‣Education centers throughout the islands

‣Primarily commuter campuses

‣No majority ethnic/racial group

‣Every campus is Native Hawaiian-serving

“55% of Hawai‘i’s working age adults to have a 2- or 4-year college degree by the year 2025.”

GOAL

Current Trend 46.7%

Cumulative Degree Gap: 60,791 degree holders

2025

“55% of Hawai‘i’s working age adults to have a 2- or 4-year college degree by the year 2025.”

Source: Time is the Enemy, Data: 2-yr cohort started in 2004; 4-yr cohort started in 2002

COMPLETE COLLEGE AMERICA EDUCATION PIPELINE – Hawai‘i, 2011

Freshmen to Sophomore Retention Rate

First time degree-seeking undergraduates that enrolled at the same campus the following fall semester.

Campus Fall 2010 to Fall 2011 Fall 2011 to Fall 2012

UH Manoa 78.0% 78.7%

UH Hilo 69.1% 69.7%

UH West O‘ahu 60.6% 66.9%

UHCC 53.3% 54.3%

HGI Campus Completion

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2.5%

13.0%

5.0%

4.7%

Compounded Annual Growth Rate of UH Degrees Awarded

To educate this number of additional students at our current cost/FTE, we would need to:

‣increase state appropriations by more than $500m

or ‣increase tuition revenues by 50-80%

Improve student success.

Reduce time and accelerate success

Transform remediation

Restructure delivery

Shift to performance funding

Complete College America Strategies Promoting Completion

Complete College America Strategies Promoting Completion

‣Reduce time and accelerate success using a data driven approach

Pearl Imada Iboshi

Step 1: Analyze the Data

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1. Finding Out What Matters

Create campus scorecards identifying measures that improve graduation rates based on academic literature

1. Finding Out What Matters

‣First time, full time freshman with 6 or more credits at entry

‣Freshman completing at least 30 credits hours within 1st academic year

‣Students completing college level English and math within 1st academic year

‣Freshmen with a declared major by start of second year

Freshmen Completing 30+ Credits within First Academic Year, UH Manoa -

Fall 07 Cohort

Cumulative Credits 1st AY % of cohort

< 12 credits 114 6.4

12 ≤ x < 24 credits 351 19.7

24 ≤ x < 30 credits 691 38.8

30+ credits 624 35.1

TOTAL 1780 100.0

Graduate in 4 Years Graduates Grad Rate (%)

< 24 credits 6 1.3%

24+ credits 311 23.7%

30+ credits 201 32.2%

TOTAL 317 17 8%

2. Assessing the Current Situation

Our initial analysis of the data showed:

‣at all of our campuses (even at our 2-years) the majority of first time freshmen took 12 to 14 credits

‣the percentage of freshmen completing 30 credits or more in their freshman year at the 4-years ranged from 37% at our flagship to 14.5%, and averaged 7% at our 2-years

Credits Attempted

UH Manoa First-Time Freshmen, Fall 2009 to 2011 ¯

UH Hilo First-Time Freshmen, Fall 2009 to 2011

Credits Attempted

UH West O‘ahu First-Time Freshmen, Fall 2009 to 2011

Credits Attempted

UH Community Colleges First-Time Freshmen Fall 2009 to 2011

Credits Attempted

Analyzed first-time freshmen taking <15 credits and ≥15 credits per semester by:

‣ Academic preparation

‣ Academic success

‣ Demographics

We needed to examine the prevailing notion that the success of those who took 15 credits was due to higher level of preparation.

3. Using Data Analysis to Make the Case for Change

Created a 1 to 4 (with 4 being the highest) score of academic preparation using:

4-years ‣SAT Composite Score ‣ACT Composite Score ‣High School GPA ‣High School Rank Ratio ‣Early Admit ‣Credits in Summer

2-years ‣Compass Test Scores

Academic Preparation

Measures used: ‣1st Semester Grade Point Average ‣1st Semester GPA “B” of better ‣Credit Completion Ratio ≥ 80% ‣Course Withdrawals ≥ 20% ‣Persistence to next spring ‣Persistence to next fall

Academic Success

Demographic Characteristics

Underrepresented Minorities (URM) and Pell recipients had a slightly lower share (but statistically significant) of those taking 15 or more credits, but only for UH Manoa. URM and Pell recipients were also slightly more likely to have lower levels of academic preparation and academic success.

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Students who took 15 or more credits tended to be more prepared and to have better academic success.

More importantly, at all but the lowest levels of academic preparation, students who took 15 or more credits generally had more academic success.

This held for Pell and URM students as well.

Analysis of <15 and ≥15 credits

Academic Success by Preparation and Number of Credits Taken

UH Manoa First-Time Freshmen, Fall 2009 to 2011 %With a 1st Semester Grade ≥ “B” Avg

n= 5,795

¯

UH Hilo First-Time Freshmen, Fall 2009 to 2011 %With a 1st Semester Grade ≥ “B” Avg

n= 1,345


UH West O‘ahu First-Time Freshmen, Fall 2009 to 2011 %With a 1st Semester Grade ≥ “B” Avg

n= 337


UH Community Colleges First-Time Freshmen, Fall 2009 to 2011 %With a 1st Semester Grade ≥ “B” Avg

n= 18,935


Linda Johnsrud

Step 2: Establish Campaign

Objectives and Rationale

And was born.

Video clip: UH_15toFinish__30sec.mov

‣Changing the norm to full-time=15 credits, not 12

‣Promoting on-time graduation (2 and 4 years)

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Key message: ‣Enroll in 15 credits per semester

to graduate on-time

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Key audiences:

External ‣ Students, parents, and the general public

Internal ‣Advisors, campus administrators, faculty

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‣ Increase the likelihood of graduation ‣ Less opportunity cost (get a job/earn income

sooner) ‣ Lower cost for students (pay less tuition) ‣ Lower cost for UH in support services ‣ Lower cost to state and taxpayers

Rationale TM

Teri Yamashige

Step 3: Communication Plan

and Strategies

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Communications Strategy

‣Develop a branding theme for consistency in communications

‣Create key messages by audience group

‣Develop a media strategy—paid and earned

‣ Enlist partners to help spread the word

All Audiences

“15 to Finish” is a campaign of the University of Hawai‘i’s “Hawai‘i Graduation Initiative.” The campaign encourages full-time students attending the University’s two- or four-year campuses to take 15 credits per semester to graduate on time. Students who earn 15 credits per semester have higher GPAs and higher rates of graduation than students who earn less than 15 credits per semester.


You’re m ore likely to graduate on time and get better grades if you’re a full-time student earning 15 credits per sem ester. Start with a plan to earn the degree you want and stick to it.

For 4-year campuses: Save money! Why earn 12 credits when you can earn 15 for the same tuition?

For 2-year campuses:

Earn your degree on time and you’re more likely to start your career on time and begin earning a livelihood sooner than those who don’t.

Sample Student Messages


By 2020, 68% of jobs in Hawai‘i will require a career certificate or college degree. 42% of working age adults in Hawai‘i currently have a degree, leaving a significant gap. Of 100 students who enroll in a four-year UH campus… five graduate on time (in four years), 11 in six years, and two in eight years. At our four-year campuses you can save as much as $12,000 on a bachelor’s degree if you take 15 credits per semester and graduate on time.

Sample Parent and Public Messages


Implementation

‣Discussion sessions with UH communicators

• Group meetings; lively discussions

• Secured campus commitments

‣Discussion with K-12 partners

‣Development of video, website, brochure, television, radio and print advertising

Media Strategy

Received proposals from TV networks and radio groups

‣Oceanic Time Warner Cable and KHON2 (NBC)

‣COX Radio Group ‣Various neighbor island radio stations

Television ‣648 spots (paid and PSA) in two flights ‣TV reach (ages18–24) 80%, avg. frequency 10.4x

Radio

‣3,081 (paid and PSA) spots statewide

Radio spot: UH_15ToFinish_PeerToPeerMaleRadio.mp3

Radio spot: UH_15ToFinish_PeerToPeerFemaleRadio.mp3

Video clip: UH_15toFinish_long.mov

Earned Media (Free Press)

‣ Star Advertiser: UH urges its students to boost semester credit loads

‣Honolulu Weekly: Timely grads

‣ Pacific Business News Op-ed: UH urges students to take 15 credit/semester road

‣ UH News: Is graduating in four years possible?

‣Hawaii Public Radio: The Conversation with Joanne Itano

‣ Student Blog and Facebook Commentary

‣ Ka Leo Hawai‘i

‣Honolulu Civil Beat: Graduating on Time 101

‣Hawaii Reporter: University of Hawai‘i Encourages Students to Take 15 Credits Per Semester to Graduate in 4 Years

http://www.kaleo.org/opinion/don-t-do-it-in/article_565788b6-759b-11e2-82ca-001a4bcf6878.html

Video clip: Wed 6-13-12 KITV 6pm.mp4

15 to Finish 1st Year Campaign Costs

Video production, brochure and ad design, agency coordination

$37k

Media $62k

Television $22k

Radio $36k

Newspaper $4k

Brochure printing $5k

Miscellaneous $1k

TOTAL $105k

Media Bonuses

Television 648 spots Paid $22,000

PSA $27,200

Radio 3,081 spots Paid $36,000

PSA $65,000

Joanne Itano

Step 4: Internal Audiences &

Complementary Strategies

TM

Engaging Internal Audiences

‣Identify internal stakeholders

‣Develop a communication map using a delivery chain analysis

UH Delivery Chain

UH Delivery Chain

UH Delivery Chain

UH Delivery Chain

Campus Strategies

‣Reduced credit requirements to 120

‣Developed academic maps/ working on milestones

‣Block scheduling for freshmen

‣English and Math in first year

‣Freeze summer tuition

‣Financial incentives for freshmen

‣Student orientation video

‣Cohort scheduling

‣ Improve course scheduling and availability

‣Do-It-In-Two / Do-It-In-Four

Campus Strategies (continued)

Step 5: Analyze First Year Results

Linda Johnsrud

TM

% 15+ Credits Attempted Fall First-Time Freshmen

UH Manoa ¯

UH Hilo


UH West O‘ahu


UHCCs


Classified undergraduates taking 15 or more credits

increased by 14.7% UH System, Fall 2011 to Fall 2012

Survey of UH Freshmen Enrolled in 12–14 Credits

Top 4 Reasons for not taking 15 or more credits

‣Not their intention to take 15 or more credits (27%)

‣Personal schedule doesn’t allow (25%)

‣Desired courses not available (not offered, time conflict, closed, etc.) (15%)

‣Cost/financial resources (13%)

Based on fall 2012 freshmen responses; n=648


UH 4-year Campuses First-Time Freshmen, Fall 2012

%With a 1st Semester Grade ≥ “B” Avg n= 2,271

UH 2-year Campuses First-Time Freshmen, Fall 2012

%With a 1st Semester Grade ≥ “B” Avg n= 5,983


Things we did well: ‣Leveraged data to build campaign, enhance key messages

‣Utilized public relations professionals to create, roll out media plan

‣Targeted parents and students using public announcements and media partnerships

‣Included video/brochures at new student orientations

Lessons Learned

Things we need to address: ‣Coordinating with campus initiatives (Do-It-In-Four / Do-It-In-Two)

‣Convincing advisors and other internal audiences

‣Raising awareness of faculty

‣Creating a sense of urgency

Lessons Learned

‣ Conduct further data analysis

‣ Revisit UH financial aid policy

‣ Redefining full-time from 12 to 15 credits(?)

‣ Update and continue campaign

Institutionalize“15” as the New Norm

Next Steps:

Video clip: 15toFinish_students.mov

TM

www.15tofinish.com

www.hawaii.edu/hawaiigradinitiative

15 to Finish Institute - UH WordPress Serviceblog.hawaii.edu/hawaiigradinitiative/files/2013/04/CCA_15toFinish_final2.pdf · “15 to Finish” is a campaign of the University of

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