Melanie Corrigan

American Council on Education

Mary K. Muncie

Federal Student Aid

College Access Campaign andFederal Student Aid

Campaign

Session 23

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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

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Sponsors

• Lumina Foundation for Education

– Primary funder

– Grantee resources

• Federal Student Aid – US Department of

Education

– Key fulfillment partner

– Brochure, 800#, translation

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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

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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

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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.

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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.

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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

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Key Findings - Qualitative Interviews

• In-home family interviews

– Aspirations

– Community focused

– Multiple pressures

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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?

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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!

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College Access

• Be a pain

– Persistent, don’t give up

• Push yourself

– Take the right classes

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College Access

• Find the perfect fit

– Discover your passion, find the right school

• Get your hands on some money

– Apply for financial aid

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College AccessChallenges

• Informational

– Motivate students

– Inform guiding adults

• Operational

– Penetrate communities

– Activate broad grassroots network

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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

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Media Components• Traditional media

– TV

– Radio

– Print

– Outdoor

– Internet banners

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Media Components - TV

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Media Components - Outdoor

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Media Components - Outdoor

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Media Components - Outdoor

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Media Components

• Non-traditional media

– In-school posters

– Gaming partners

– Viral components

• Engage community partners

– Localizing messages

– Campaign support

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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

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College Access - Ongoing Activities

• Enlisting partners

• GED, YMCA

• 3M, Simon Malls

• Public Relations (Powell-Tate)

• Launch

• Momentum

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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

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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

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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

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Influence the 7 Million

Three-pronged campaign

– Mass audience—cause potential

– Partnerships

– Target underrepresented populations

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Mass Audience

Engage public without paying—PSAs

– TV

– Radio

– Print

– Generate the “buzz”

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Partnerships

Leverage others

– Common agenda organizations

– Public interest groups

– Business community—internal

– Business community—external

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Target Underrepresented Populations

• Pilot with urban youth

– Philadelphia

– Charlotte

• Latinos and African-Americans

• Community of influencers

• Evaluate and refine

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Combined Synergy

» Aid is available

» Information is free

» Applying is free

Amplify Our Message

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Take Action

Complete the FAFSAStart Here

So that the 7 Million

Go Further