college access marketing
DESCRIPTION
C. A. M. C. A. M. College Access Marketing. An Introduction. 4|13|11 Conference. By Christopher Tremblay. 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. This presentation is based on an - PowerPoint PPT PresentationTRANSCRIPT
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
44
Information
44
• Content (sharing knowledge)• Information Decision-Making• Necessary• Key to Preparing for College
Advocacy
44
• Supporting a college education• Benefits of a college education• Making the case• « Issue Branding »
Marketing
44
• Organized method• Convincing an audience• Using promotional techniques• Motivational• Need compelling messages• Target audiences
Marketing
44
• Awareness Campaigns• Websites• Access portals• Social networking• Media purchases• Slogans/Taglines• Advertising• Public Relations• Testimonials• Logos• Branding
Social Mobilization
44
• Organized effort• Promotion of «taking action»• College attendance =
« a great social concern »• Influencing attitudes
Social Mobilization
44
• 5 Behavioral Change Goals: Aspiration Academic Preparation Availability Affordability Application
Source: Gastwirth in Kanoy & Watts, 2005
4 Elements of CAM
44
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