Melanie Corrigan American Council on Education Mary K. Muncie Federal Student Aid College Access...
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Transcript of Melanie Corrigan American Council on Education Mary K. Muncie Federal Student Aid College Access...
Melanie Corrigan
American Council on Education
Mary K. Muncie
Federal Student Aid
College Access Campaign andFederal Student Aid
Campaign
Session 23
2
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
3
Sponsors
• Lumina Foundation for Education
– Primary funder
– Grantee resources
• Federal Student Aid – US Department of
Education
– Key fulfillment partner
– Brochure, 800#, translation
4
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
5
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
6
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.
7
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.
8
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
9
Key Findings - Qualitative Interviews
• In-home family interviews
– Aspirations
– Community focused
– Multiple pressures
10
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?
11
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!
13
College Access
• Find the perfect fit
– Discover your passion, find the right school
• Get your hands on some money
– Apply for financial aid
14
College AccessChallenges
• Informational
– Motivate students
– Inform guiding adults
• Operational
– Penetrate communities
– Activate broad grassroots network
15
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
21
Media Components
• Non-traditional media
– In-school posters
– Gaming partners
– Viral components
• Engage community partners
– Localizing messages
– Campaign support
22
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
23
College Access - Ongoing Activities
• Enlisting partners
• GED, YMCA
• 3M, Simon Malls
• Public Relations (Powell-Tate)
• Launch
• Momentum
24
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
25
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
26
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
27
Influence the 7 Million
Three-pronged campaign
– Mass audience—cause potential
– Partnerships
– Target underrepresented populations
29
Partnerships
Leverage others
– Common agenda organizations
– Public interest groups
– Business community—internal
– Business community—external
30
Target Underrepresented Populations
• Pilot with urban youth
– Philadelphia
– Charlotte
• Latinos and African-Americans
• Community of influencers
• Evaluate and refine