Melanie Corrigan
American Council on Education
Mary K. Muncie
Federal Student Aid
College Access Campaign andFederal Student Aid
Campaign
Session 23
2
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
3
Sponsors
• Lumina Foundation for Education
– Primary funder
– Grantee resources
• Federal Student Aid – US Department of
Education
– Key fulfillment partner
– Brochure, 800#, translation
4
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
5
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
6
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.
7
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.
8
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
9
Key Findings - Qualitative Interviews
• In-home family interviews
– Aspirations
– Community focused
– Multiple pressures
10
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?
11
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!
12
College Access
• Be a pain
– Persistent, don’t give up
• Push yourself
– Take the right classes
13
College Access
• Find the perfect fit
– Discover your passion, find the right school
• Get your hands on some money
– Apply for financial aid
14
College AccessChallenges
• Informational
– Motivate students
– Inform guiding adults
• Operational
– Penetrate communities
– Activate broad grassroots network
15
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
16
Media Components• Traditional media
– TV
– Radio
– Outdoor
– Internet banners
17
Media Components - TV
18
Media Components - Outdoor
19
Media Components - Outdoor
20
Media Components - Outdoor
21
Media Components
• Non-traditional media
– In-school posters
– Gaming partners
– Viral components
• Engage community partners
– Localizing messages
– Campaign support
22
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
23
College Access - Ongoing Activities
• Enlisting partners
• GED, YMCA
• 3M, Simon Malls
• Public Relations (Powell-Tate)
• Launch
• Momentum
24
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
25
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
26
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
27
Influence the 7 Million
Three-pronged campaign
– Mass audience—cause potential
– Partnerships
– Target underrepresented populations
28
Mass Audience
Engage public without paying—PSAs
– TV
– Radio
– Generate the “buzz”
29
Partnerships
Leverage others
– Common agenda organizations
– Public interest groups
– Business community—internal
– Business community—external
30
Target Underrepresented Populations
• Pilot with urban youth
– Philadelphia
– Charlotte
• Latinos and African-Americans
• Community of influencers
• Evaluate and refine
31
Combined Synergy
» Aid is available
» Information is free
» Applying is free
Amplify Our Message
32
Take Action
Complete the FAFSAStart Here
So that the 7 Million
Go Further
