2008 SHEEO/NCES Network Conference

April 17, 2008

54 53

51

41 41 4140 40 39 39

38 38 37 3736 35 35

31 31

26 25

22

20 20 1918

16 1614

12

Percent of adults with postsecondary degree 25-34, 35-44, 45-54, 55-64

Source: OECD Condition of Education 2007

Composition of the U.S. population, 2000 to 2050Source: United States Census Bureau

2000 2010 2020 2030 2040 2050

White, non-Hispanic

Hispanic

Black

Asian

Other

2008 SHEEO/NCES Network Conference

April 17, 2008

Likelihood of getting a college degree

Very likely63%

Somewhat likely29%

Not too likely6%

Not likely at all2%

Over 90% of low income teenagers believe that they are likely to receive a college degree. Almost 2/3 (63%) of low income teenagers believe that it is very likely that they will get a college degree.

Q: How likely do you think it is that you will eventually get a college degree?

“A lot of it, he needs to do…you know, so he has to make a choice on where he wants to go and what he needs to do to get in there.”

Waking Up Our AudienceMedia component of campaign designed to:

Deliver a “loud, wake-up call” to disrupt the mindset that college will happen by chance

Promote action steps for preparing for college

National Media Campaign & Resources

• Creative public service advertising

• Interactive Web site(s)

• Customizable collateral materials

• National partners (NCAN, Pathways, YMCA, Westfield Malls)

• 15 State/regional coalition partners

Provide low-income and first-generation students, their parents and other adult

influencers (teachers, mentors and coaches) with information

and resources to help them prepare for college

Campaign Goal

• Be a Pain

– Persistent, don’t give up

• Push Yourself

– Take the right classes

• Find the Right Fit

– Discover your passion, find the right school

• Get Your Hands on Some Money

– Apply for financial aid

Four Action Steps

Television

Radio

• “Pep Rally”

– Academic Preparation

– Process

– Dream

• “Wanna Go”

– Reach out

– Ask for help

– Steps

Billboards

Brochure & Poster

Media and Materials in Spanish• PSAs

– Television ad

– “Pep Rally” radio ad

• Campaign brochure

• Web site

PSA Concept – “Tough”• Step #2 – Push Yourself

• PSAs encourage students to take the tough classes colleges require

• Feature tough-looking characters and objects representing Algebra II, foreign languages and biology

• Middle and high schoolers toughen up and take these classes on

PSA Testing• Both PSAs were considered likeable and relevant; the message about taking

tough classes was clearly communicated

– Two-thirds of the teens liked the TV PSA a lot/liked it (66%), while nearly three in five liked the radio PSA (57%)

– Four in five respondents thought the main idea of both PSAs was extremely or very important (81% for TV and 79% for radio)

– Both ads created a similar interest among teens to visit the Web site (65% each definitely/probably would visit)

– While no significant differences were observed between genders, a significant greater number of African-Americans said they liked the PSAs

The PSAs – TV

The PSAs – Radio

The PSAs – Outdoor (Billboard)

The PSAs – Outdoor (Bus Shelter or Mall Poster)

The PSAs – Partner Posters

• Web site is a hub of electronic activity and outreach, delivering interactive, personalized information to students and adult influencers

• Partner support including collateral materials, best practices and upcoming events

PSA Lightbox• Lightbox will automatically pop up

when visitors go to KnowHow2GO.org; main site will remain open in background

• Features:

– Television PSA

– Viral videos – with “send to a friend” functionality

– “Tough” character bios – with links to their social networking pages

– Downloads – posters, etc.

KnowHow2GO-U• KH2G-U is a creative, online application that will invite students to familiarize themselves

with a college campus – and the proactive steps they need to take to get there

• www.KnowHow2GO.org/campustour

• State partners are encouraged to link to KH2G-U from their sites

KnowHow2GO-U• Features:

– Guided and self-tour options

– Campus buildings with “hot spots” containing information and links

– “Decorate Your Dorm Room”

– Interactive quiz / soccer game

– Easily updated with fresh content

Metrics for Year 1

• Received more than $65 million worth of donated media since January 2007

• 5,000 average daily page views for KnowHow2GO.org

• More than 1 billion web banner impressions

• Newsletter subscriptions increasing

– 19,800 Students

– 480 Adults

– 250 Affiliates

Web Site Metrics• At KnowHow2GO.org, we’ve been able to monitor the

following results since launch of new site:

– Bounce rates have been reduced by 33%

– Average time on site has increased by 124%

– Pages viewed have increased by 57%

– E-newsletter sign-ups have increased by 17%

• Currently, we are monitoring Google Analytics for seven state sites: CA, CT, IL, IN, NE, OH and WI.

Benchmarking Survey

• Awareness

• Attitudes

• Behaviors

Benchmarking Survey

Awareness

• 27% recall TV PSA

• 24% recall radio

• 34% recall poster/outdoor

• 61% report at least one exposure to messages

• Web awareness was static (12%)

Benchmarking Survey

Attitudes

• In 2007, 59% of respondents planned to get a college degree. In 2008, this percentage significantly improved to 68%

• 4 in 10 respondents said they were “very confident” that they were doing the things they need to do to get to college.

Benchmarking Survey

Behaviors• In 2007 26% of respondents said they “have been taking steps to

prepare myself for college and will continue to do so.” In 2008, this percentage improved significantly to 33%.

• Asked a host of questions about specific preparedness activities, the 2008 results were similar to 2007 results on several measures. There were significant increases of those who reported that they had taken steps to learn about applying to college (52%58%), and researched ways they could pay for college (53%62%).

Benchmarking Survey

BehaviorsDiscussions about the steps they need to take

• Similar to 2007, 8 in 10 (79%) said they had talked to someone about the things they need to do to get to college.

• Students are increasingly talking to more people about the issue. A higher proportion of students in 2008 said they had talked about the steps they need to take with parents (44%51%), teachers (44%54%), other adults (19%31%), older friends (14%20%), siblings (17%25%) and friends their own age (19%29%).

What’s Next?• Refresh Creative

• KnowHow2GO.org

• Evaluation

Questions?