sheeo professional development conference enhancing pathways to college through effective social...

SHEEO Professional Development Conference

Enhancing Pathways to College through Effective

Social Marketing Campaigns

WithAlexis Holmes

Associate Director, Government RelationsThe College Board


TODAY’S DISCUSSION

Social Marketing (SM) 101

Top Line Survey Results

Strategies for Changing Behavior


SOCIAL MARKETING 101

“The use of commercial marketing concepts and tools in programs

designed to influence individuals' behavior to improve their well being

and that of society.”

Social Marketing Institutewww.social-marketing.org

http://www.social-marketing.org/


SM SKEPTICS

• Hatred of the term “marketing”

• Cousin of “social engineering”

• Fluff

• New ed fad

• Misunderstood

• Manipulative practice


SM: MISUNDERSTOOD

• Means different things to different people– Marketing socially useful products– Mass media ads for social programs– Defining problems and solutions from

a behavioral point of view


SM: NUTS & BOLTS

• Changes behavior to benefit society

• Relies on research-based strategies

• Long-term

• Brings together the best resources

• Targets a diverse set of audiences

• Influences action


SM & COLLEGE ACCESS

• Increased demand for postsecondary training

• Persistent gap in minority achievement

• Scarce resources


SM CAMPAIGNS SURVEY

What the results won’t reveal

– Program judgments– Access panacea– Detail on every program


SM CAMPAIGNS SURVEY

What the results will reveal

– Snapshot of strategies– Programs rethinking old

communications methods– An opportunity for programs to review

colleagues


SM SURVEY PARTICIPANTS

40 Pathways Members35 State Higher Education Executive

Officers (SHEEOS)86 State, local, national organizations

outside Pathways, SHEEOS57 Outreach programs nationwide


SURVEY SAYS

1. Important gaps exist between social marketing concepts and

what is in practice


SURVEY SAYS: MANY GAPS

• Insufficient, deliberate identification of underserved students, families

• No powerful, compelling national message


SURVEY SAYS: MANY GAPS

• No message delivery in popular culture

• Lack of good information about the product, a college or university education


SURVEY SAYS

2. Most effective strategies, most underutilized


SURVEY SAYS

• 10% of programs comprehensive and targeted to students, community, parents, and educators

• Brochures are the most commonly used materials

• Radio is underutilized

• 18% of programs emphasize mass media


SURVEY SAYS: STATE PROGRAMS

• 2.5 times more likely to focus on outreach to schools than on public campaigns

• 3.5 times more likely to focus on school outreach than media outreach

• Four out of five programs included involvement with community, business groups


SURVEY SAYS

3. We’re not telling students to do something.


SURVEY SAYS

• Messages Don’t Call for Action– Importance of early college

preparation– College is accessible and feasible for

all– Motivational slogans– Financial aid


EFFECTIVE MESSAGES

• “Mother works three jobs. She (students) has four university acceptance letters.” (Fulfillment Fund)

• “There’s a easier way to get money for school.” (Texas Higher Education Coordinating Board)


EFFECTIVE MESSAGES

• “They have a plan for college. Don’t you?” (Oklahoma State Regents for Higher Education)


SURVEY SAYS

4. Success indicators neglect to show if students who never aspired

to college were affected.


SURVEY SAYS

Success Measured By

• Increases in college enrollment• High exposure to program

materials• Increases in high school graduation


SURVEY SAYS

Success Not Measured by

• Academic Improvement• Early awareness of programs• Information requests• Honors and awards


SURVEY SAYS

• GEAR UP provides substantial support to programs.


SURVEY SAYS: FUNDING SOURCES

• GEAR UP– Provides about $300 million a year and

has funded 30 state and 1,000 local partnership initiatives nationwide

• Foundations

• Product sales


SURVEY RESULTS

• Gaps • Messages• Success indicators• Underutilized strategies


TOP SOCIAL MARKETING

• Research-driven• A call for action• Advertising• Public Relations• Community

Outreach, Partnerships

• Targeted stakeholder communications

• Referrals to resources

• Long-term commitment

• Collaboration


BEHAVIORAL CHANGE STAGES

Change behavior

Change attitude

Raise awareness and increase understanding


For more information, contact the Washington Office of the College

Board at (202) 822-5900.

Thank you for your attention!

sheeo professional development conference enhancing pathways to college through effective social...

Documents

social marketing concepts

programs comprehensive

higher education survey

school outreach

survey saysmessages

state programs2

line survey resultsstrategies

oklahoma state regents