The Transfer Pathway with a Guarantee: A Saved Spot at a CSU

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1 The Transfer Pathway with a Guarantee: A Saved Spot at a CSU Session (A) June 13, 2017 Rochelle Higgins - Program Manager, Associate Degree for Transfer Amanda Joy Davis, Program Manager, I Can Afford College Western ACAC ~ Est

2 Campaign Updates Presented by: Rochelle Higgins Program Manager

3 The Transfer Pathway with a Guarantee: A Saved Spot at a CSU ü ü The Associate Degree for Transfer is a specific pathway that guarantees students the opportunity to transfer into a California State University (CSU) campus with junior class-level standing upon completion of 60 semester units of specified work at a community college. While most California community colleges have a transfer agreement for students to complete, a spot at a CSU is not guaranteed.

4 Campaign History

ü Associate Degree for Transfer Marketing Campaign Budget Ø $3,000,000 for 2015/16 Ø $2,000,000 for 2016/17 Campaign History Ø Up to three additional years

5 ü Associate Degree for Transfer Marketing Campaign Budget Ø $3,000,000 for 2015/16 Ø $2,000,000 for 2016/17 Campaign History Ø Up to three additional years of funding Ø Anticipating funding at $2,000,000 per fiscal year through 2020 ü Directed and managed by the California Community Colleges Chancellor s Office

6 Target audiences: Key messages: ü High school juniors and seniors ü Recent high school graduates ü Current community college students ü Influencers (teachers, counselors, community leaders, parents and family members) ü Specialized audiences (veterans and foster youth) ü Graduate from community college with an Associate Degree (AA-T/AS-T) ü Guaranteed admission to a California State University (CSU) ü Have a clear transfer pathway to a CSU ü Start at CSU with junior status

7 ü All activities will drive people to the heart of the campaign, ADegreeWithAGuarantee.com. Key features of the website include: ü Step by step instructions ü Direct pathways to an Associate and Bachelor s degree ü Transfer process information ü Major update to the site Ø Coming in 2017!

8 Statewide Marketing Campaign

9 Marketing Campaign Initial development phases underway now, including planning, development and implementation of the following activities: üresearch ücreative development üpaid media planning and buying üsocial media üstatewide outreach ümedia relations ülaunched May 22 nd 2017

10 Research Three very specific research studies have been developed and conducted: ü Baseline Awareness Study (completed May 2017) ü Creative testing (completed March 2017) ü Spanish creative testing (in progress) ü Website audit (completed February 2017) and usability (in progress)

11 Creative Development Associate Degree for Transfer provides the quickest, easiest and most cost effective pathway from a community college to a bachelor s degree. Developed and finalizing the following: üradio üdigital üout-of-home ücollateral üstudent Success Videos

Creative Messaging Creative research declared the most effective messaging was around showcasing a tangible pathway ü Concept: Ø Centered around a Start Here idea which outlines the steps of starting

12 Creative Messaging Creative research declared the most effective messaging was around showcasing a tangible pathway ü Concept: Ø Centered around a Start Here idea which outlines the steps of starting at a California community college with the Associate Degree for Transfer program, then taking you through to the CSU system to complete a bachelor s degree and ultimately getting you to your dream future

13 Paid Media Paid media launched May 22 nd ü Includes general market radio, outdoor and digital advertising Objective: ü To provide a statewide education campaign ü Designed to increase awareness and participation in the Associate Degree for Transfer program ü Second flight is scheduled to launch late August Ø Includes Spanish radio, outdoor and digital advertising

14 Radio Start Here 1 Start Here 2

15 Digital

16 Out-of-Home

17 Social Media ü Leverage existing infrastructure and engaged social media audiences of our community college, CSU, and high school partners ü Provide monthly, relevant content to be shared on their current social outlets ü Purchase paid ads on Instagram, Facebook, Twitter and YouTube Ø To support content shared by all partners listed above

college/high school social media accounts Ø

know if you are interested in helping us with

18 ü Looking for help: Social Media Ø Post content (developed and provided by us) on college/high school social media accounts Ø Capture images/videos of students when they are engaged with anything related to Associate Degree for Transfer on campus events, talking to counselor about it, graduating with AA-T or AS-T degree ü Let us know if you are interested in helping us with this and we ll make sure to get you the developed monthly content for posting

19 ü High school events ü College fairs ü Community events ü Media relations ü Legislative ü Development of materials for distribution by elected officials to constituents and educators Statewide Outreach American River College

20 Media Relations ü Objective: Ø To complement the paid advertising campaign and achieve increased Associate Degree for Transfer visibility and awareness throughout the state Ø Media relations will include the development of media kits, media/message training and crisis communications support

21 Logo Refresh Subtle changes and adjustments, including: ü Adjusting the hierarchy of the typography by bringing the ADegreeWithAGuarantee.com to the forefront ü Softening the lines of the graduation caps and adjusting the overall color palette to brighten the text Old logo Refreshed logo

22 Campaign Website ADegreeWithAGuarantee.com (major update coming 2017!)

23 Campaign Overview and Updates Presented by: Amanda J. Davis Program Manager

24 ü Campaign overview ü Target audiences ü Additional funding ü Marketing and advertising ü Campaign expansion ü Campaign resources and key timeframes ü Questions LA Pierce College

25 Campaign Overview ü Statewide initiative funded by Proposition 98 ü Started in academic year due to fee increase concerns ü Directed and managed by the California Community Colleges Chancellor s Office

26 ü Annual campaign budget of $2.8 million ü Received additional $2.5 million in funding for 2016/17 FY ü Total annual campaign budget of $5.3 million for 2016/17 FY Ø New spending priorities identified in budget language Oxnard College

27 Per Budget Act language, the campaign promotes the following key messages: ü California community colleges remain affordable ü Financial aid is available to cover enrollment fees and help with other costs such as books, supplies ü Financial aid professionals are available and can provide free one-on-one assistance

28 The campaign s key target audiences are low- to middle-income: ü High school juniors and seniors ü Recent high school graduates ü Current community college students ü Re-entry students ü Influencers San Bernardino Valley College

29 Allies and influencers ü Who are they? ü Why are they important? ü Carry message to allies/influencers ü Making sure they re aware of free resources Cypress College

All activities drive people to the heart of the campaign, icanaffordcollege.com, launched in July 2004. ü Key features of the website include: Ø Multilingual (soon!

30 All activities drive people to the heart of the campaign, icanaffordcollege.com, launched in July ü Key features of the website include: Ø Multilingual (soon!) English, Spanish and Chinese (summer 2017) Ø Types of aid and how to apply Ø Responsive design Ø Links to applications Ø Contact information for financial aid offices Ø Student success stories Ø Cost calculators

31 The additional funding has been allocated to expand to outreach: ü Non-English speaking households and bilingual households; ü Areas with concentrations of non-english speaking and bilingual households, or; ü Areas with underserved populations and/or a history of declining community college enrollment.

32 ü Latino families Ø Cost Ø Distance/safety/location Ø Contributing to household ü API community Ø Chinese language Ø Quality education Ethnic Outreach Chicano Latino Youth Leadership Project

33 Ethnic Outreach (cont.) ü African American Ø Partnerships Ø Large scale events Ø Clustered approach Los Angeles Black College Expo ü For in-language marketing/outreach Ø Accuracy in translation Ø Generational Ø Media tour

34 Specialized Audiences Veterans ü Barriers ü Resources VRC Community orgs/partnerships Events Specialized collateral Resources webpage Foster Youth ü Barriers ü Resources Community and faith based orgs Events Specialized collateral Resources webpage

35 DACA and Dream Act Students Response to national conversation ü 34% under prior year Dream Act applications ü Concerted media relations ü Discuss response strategies with CSAC, UC, CSU ü Social media ü 5% increase over last year ü There s more to do!

36 Dreamer Video ü Released May 31, 2017 ü Statewide media coverage ü Legislative and community support ü Ease fears of deportation

37 ü A Little Bit of Magic 2016 ad campaign ü Directed by American social media star Zach King ü Audio throwback to 1960 s funk combined with today s pop music ü Filmed on location at Cerritos College Marketing and Advertising

38 A Little Bit of Magic Campaign ü Video/Television ü Audio/Radio ü Online

39 2016 Digital/Online Ads ü Teen/Young Adult Sites ü Influencer ü Re-Entry ü Bilingual (Spanish/Eng) ü Interactive ü Education websites, iheart, Pandora, Hulu

40 Spanish Language ü New ad campaign ü Telenovela style ü Series of 3 television ads and 4 radio ads ü Digital ad campaign (synergy with TV and radio ads) ü Translation of brochures need reviewers!

41 Our Process Informed approach ü Focus groups and discussion panels ü Copywriter ü Director and crew ü College and Chancellor s Office consultants/reviewers ü Set, wardrobe and casting ü Balancing genre and realworld experience

42 Maria Esperanza s Big Dream (Episode 1)

43 Maria Esperanza s Big Dream (Episode 2)

44 Maria Esperanza s Big Dream (Episode 3)

45 New digital banner ads

46 New digital banner ads

47 Chinese Language ü Website translation underway (approx. 2-4 weeks until completion) ü Brochure Translation Ø Career Technical Education Ø BOGFW Ø Full-Time Student Success Grant ü Paid advertising (radio) and media relations Unemployment Brochure

48 Robust Statewide Outreach ü High school events ü College fairs ü Community events ü Partnering with other statewide campaigns (ADT, CTE) Irvine Community College

49 Partnerships Relationships have been built with 200+ community and faithbased organizations across the state, including:

50 ü Share messages ü Follow / Like pages ü Increase reach ü Networking ü Cost effective ü Quick ü Must be maintained Social Media

51 Get Connected! Campaign Resources Tools you can use OhloneCommunity College ü Video and audio ads ü Digital web banners ü Social media ü Partnerships ü Collateral and informational materials ü Workshop advertising ü Community outreach events ü CashCourse ü Newsletter

52 Collateral & Informational Materials ü Available items include: ü Brochures Posters ü Folders ü Bookmarks ü Order through icanaffordcollege.com

53 Partnerships with Exciting Promotions ü Musical.ly (2017) ü April/May (Watch & Win 2016) ü Free Ride to College ü 30-Second Videos ü American Idol/Be A Star, Go To College

54 ü Cal Grant Deadline: late January through March 2 ü It s Not Too Late: March 3 through March 30 ü FAAM 2017: April/May iheart sweepstakes (in development) ü HS Graduation 2017: mid-may through mid-june ü Back to school/apply early (October 1 FAFSA) Upcoming key time periods City College of San Francisco 54

55 Connect with us! Campaign Website ü icanaffordcollege.com Campaign website ü ADegreeWithAGuarantee.com Social Media ü twitter.com/icanafrdcollege ü facebook.com/icanaffordcollege ü instagram.com/icanaffordcollege ü youtube.com/user/icanafrdco LLEGE Social Media ü Coming soon!

56 Campaign Contacts Amanda J. Davis Program Manager I Can Afford College Campaign amandajdavis10@gmail.com (916) mobile Paige Marlatt Dorr Director of Communications California Community Colleges Chancellor s Office PDorr@cccco.edu (916) office (916) mobile Rochelle Higgins Program Manager Associate Degree for Transfer Campaign rochelle.higgins@gmail.com (916) mobile

57 Thank you!

Ø Statewide iniiaive funded by ProposiIon 98. Ø Annual campaign budget of $2.8 million

Campaign Background Ø Statewide iniiaive funded by ProposiIon 98 Overview of Programs Presented by: Lindsay Pangburn, Program Manager, I Can Afford College & Associate Degree for Transfer Ø Started in