Fall 2012
Campaign OverviewPresented by:Amanda J. Davis, Program Manager,
I Can Afford College Campaign
1Statewide initiative funded by Proposition 98
Started in 2003-04 academic year due to fee increase
concerns
Annual campaign budget of $2.8 millionRequested additional $1.5
million for 2016-17 academic yearDirected and managed by the
California Community Colleges Chancellors Office
2California Community Colleges Fee HistoryFiscal YearFee (per
unit)1998-99$121999-03$112003-04$182004-05$262006-07$202009-10$262011-12$36Summer2012$46
Los Angeles Pierce College3Per Budget Act language, the campaign
promotes the following key messages:
California community colleges remain affordable
Financial aid is available to cover enrollment fees and help
with other costs such as books, supplies
Financial aid professionals are available and can provide free
one-on-one assistance
4The campaigns key target audiences are low- to
middle-income:
High school juniors and seniorsRecent high school
graduatesCurrent community college studentsRe-entry
studentsInfluencers
San Bernardino Valley College5All activities drive people to the
heart of the campaign, icanaffordcollege.com, which launched in May
2004
Key features of the website include:Bilingual
English/SpanishTypes of financial aid and how to applyResponsive
designDirect links to applicationsContact information for financial
aid officesStudent success story videos
6Transfer Center - ResourcesNew students
Transfer ready students
Supporting our most at risk studentsBrochuresPromotional
materialsEvent participationPost to our event calendarDegree with a
Guarantee linkNewslettersSocial media sharing
7
Website Home Page
8Website Features and ResourcesCollege Cost Calculator
New Student Success Stories
Smart Search
Workshop/event calendar
Collateral materials
Berkeley City College
Key features of the site include:
Modern design; responsive design
Photos of our students and faculty
Enhanced navigation, including step-by-step option
Success story videos
10Creative Ad CampaignRadioTelevision/videoOnline
11New Ads Zach KingRadio, TV/online Look for the ads in January
2016!
Continuing with the music based theme
Zach King social media phenomenon, 3.4 million followers12Robust
Statewide OutreachHigh school events
College fairs
Community events
Irvine Community College13Getting SocialTwitter &
Facebook
YouTube
Instragram New!
Social Media Contests
14Its Working!Since the campaign launched in 2003-04:
More than 3 million people have visited the I Can Afford College
website
Number of community college students receiving some type of
financial aid has increased by nearly 70 percent
San Diego Miramar CollegeCampaign Results in 2014-15
500,000uniquevisitors to website137.2 million impressions from
online advertising156.6million impressions from radio
advertising18,500 current and potential students connected with
their local community college financial aid office through website
and toll-free phone line890 college financial aid workshops
promoted140,000 current and potential students reached through
booths at community events and on high school campuses240,000
collateral pieces provided to high schools, colleges and
community-based organizations statewide
Connect with us!Campaign Websiteicanaffordcollege.com
Social
Mediahttp://twitter.com/icanafrdcollegewww.facebook.com/icanaffordcollege
http://instagram.com/icanaffordcollegewww.youtube.com/user/ICANAFRDCOLLEGE
17Campaign ContactsPaige Marlatt DorrDirector of
CommunicationsCalifornia Community Colleges Chancellors
[email protected](916) 327-5356 office(916) 601-8005 mobile
Amanda J. DavisProgram ManagerI Can Afford College
[email protected](916) 320-1469 mobile
City College of San FranciscoThank you for coming!
Questions?My Song 3John EwingJohn Ewing's Album201233698.19eng -
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