Melanie Corrigan American Council on Education Mary K. Muncie Federal Student Aid College Access Campaign and Federal Student Aid Campaign Session 23.

Melanie Corrigan

American Council on Education

Mary K. Muncie

Federal Student Aid

College Access Campaign andFederal Student Aid

Campaign

Session 23

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Sponsors• The Ad Council

– Development, implementation, distribution and

evaluation of the campaign

• American Council on Education

– Issue and technical experts

– Understanding of community and constituents

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Sponsors

• Lumina Foundation for Education

– Primary funder

– Grantee resources

• Federal Student Aid – US Department of

Education

– Key fulfillment partner

– Brochure, 800#, translation

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College Access and Income

Low Middle High

Low 36% 49% 77%

Low/Middle 57% 73% 87%

High 78% 89% 97%

Source: U.S. Department of Education

Ach

ieve

men

t

Income

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Key Findings: College Access

• Low-income students are underrepresented

• They have high aspirations

• Do not understand how to get ready – process is a

mystery to them

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Key Findings - Student Attitudes • Survey of low income parents and teens in January

2006.

– Aspirations for college are high.

• All low income teens (91%) want a college degree.

• Virtually all (88%) disagree with the statement ‘I

don’t believe that college is for someone like me.’

– They are not academically prepared.

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Key Findings - Student Perceptions• Many teens turn to their parents for support, however they

are relying on themselves and their friends to help them through the process.

– The majority of low income teens (56%) feel their parents have been very helpful in applying to or considering college. However, 14% of low income teens do not find their parents helpful.

– While teens felt that parents (26%) and teachers (22%) where the most helpful to them applying to or considering college, many (15%) have been doing most of the work themselves.

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Key Findings - Parent Attitudes and Behavior

• Most low income parents strongly disagree (73%)

that their child is not college material.

• BUT only 20% of low income parents have

pushed their child to apply to or seriously consider

college.

– Most (57%) think the decision is up to their

child

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Key Findings - Qualitative Interviews

• In-home family interviews

– Aspirations

– Community focused

– Multiple pressures

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Big Idea: Getting into college

doesn’t just “happen”

Conventional Wisdom: “You get good grades and you get to college, right?”

Disruption: Beyond good grades, there are action steps you need to take to get to college.

How we want them to think: “If I want to go to college, I can’t leave it up to chance. I need take the necessary steps to make sure it happens. Who can I talk to?

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College Access

Basic Message

• Big dreams and good grades are not enough.

• There are actual steps you need to take.

• The first and most important is finding someone

who can help.

• COLLEGE: Know How 2 GO!

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College Access

• Be a pain

– Persistent, don’t give up

• Push yourself

– Take the right classes

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College Access

• Find the perfect fit

– Discover your passion, find the right school

• Get your hands on some money

– Apply for financial aid

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College AccessChallenges

• Informational

– Motivate students

– Inform guiding adults

• Operational

– Penetrate communities

– Activate broad grassroots network

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PSA Campaign Target

• Year 1 Target:

– Primary: Low-income, 1st generation students

in grades 8 -10

– Secondary: Parents/adult guardian

• Rationale:

– Child is the primary ‘activator’

– Parent’s role is more supportive

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Media Components• Traditional media

– TV

– Radio

– Print

– Outdoor

– Internet banners

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Media Components - TV

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Media Components - Outdoor

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Media Components - Outdoor

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Media Components - Outdoor

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Media Components

• Non-traditional media

– In-school posters

– Gaming partners

– Viral components

• Engage community partners

– Localizing messages

– Campaign support

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Fulfillment - English and Spanish• Web site

– Sections for students, parents, and

organizations

– Comprehensive information by target and age

– Connection to local community groups

• Printed brochure

• Toll-free number (800)4FED-AID

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College Access - Ongoing Activities

• Enlisting partners

• GED, YMCA

• 3M, Simon Malls

• Public Relations (Powell-Tate)

• Launch

• Momentum

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Why Is Federal Student Aid Initiating a Campaign?

– 41% of 19 million undergraduates did not

submit a FAFSA (03-04 program year)

– That’s 7 million who did not apply for aid

• 1.5 million of those would have been Pell eligible

– Of the 59% who applied virtually all would be

eligible for some aid

The Most Costly Education Is the One Not Begun

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We Are Federal Student Aid

• Largest single source of funding

• Focused on processing and distributing

• New to awareness and outreach—need to

– Clarify our role

– Promote our services—they’re FREE

– Inspire as well as inform—call to action

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Establish Federal Student Aid as the Trusted Source

• Simplify and unify our identity

• Align our messaging and mission

• “Speak with one voice”—consistent

look and feel

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Influence the 7 Million

Three-pronged campaign

– Mass audience—cause potential

– Partnerships

– Target underrepresented populations

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Mass Audience

Engage public without paying—PSAs

– TV

– Radio

– Print

– Generate the “buzz”

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Partnerships

Leverage others

– Common agenda organizations

– Public interest groups

– Business community—internal

– Business community—external

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Target Underrepresented Populations

• Pilot with urban youth

– Philadelphia

– Charlotte

• Latinos and African-Americans

• Community of influencers

• Evaluate and refine

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Combined Synergy

» Aid is available

» Information is free

» Applying is free

Amplify Our Message

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Take Action

Complete the FAFSAStart Here

So that the 7 Million

Go Further