Transcript 4 - Michigan College Access Network

C AM
C AM
College Access Marketing
An Introduction
4|13|11 Conference
By Christopher Tremblay
This presentation is based on an
article published in
AACRAO’s journal,
College & University.
The paper was written for a class called
“College Access and Choice in the U.S.”
taught by Dr. Nate Daun-Barnett at the
University at Buffalo.
Historical Perspective
• 1600’s: Colleges Opened and Self Promoted
• 1970’s: Ad Council promoted ‘going to college’
• 1990’s: College Access Marketing (CAM)
was coined
• 2000’s: CAM is evolving
College Access Marketing
is….
What is CAM?
A public awareness
campaign designed to
positively influence the
college-going rate.
CAM Research | Literature
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•
Young body of knowledge
Emerged in 2000’s
Less than 50 published pieces (as of 2010)
Looked at 25 publications
Only 18,000 hits on
College Choice Model
• Hossler & Gallagher (1987)
– Pre-Disposition Phase
– Search
– Choice
Exercise
• What are the common phrases?
• What are the common graphics?
Exercise
• What are the common phrases?
– College: 14
– Go/Going: 5
– Plan: 3
– Learn: 2
– Up: 2
– Opportunity, Expand, Ready, Goal, Road, Mentor,
Choose, Apply
Exercise
• What are the common graphics?
– Mortar Board: 7
– Diploma: 1
– Star: 1
– State: 1
– Leaves: 1
CAM Branding
• Every font, shape, style and color
• Lots of logos
• State Branding
The Many Faces of CAM
• On-going campaign vs. One-time effort
• National vs. Statewide
• Sources of Funding
4 Elements of CAM
Information
Advocacy
CAM
4
Marketing
Social
Mobilization
Information
Information
Advocacy
Marketing
Social
Mobilization
4
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•
•
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Content (sharing knowledge)
Information Decision-Making
Necessary
Key to Preparing for College
Advocacy
Information
Advocacy
Marketing
Social
Mobilization
4
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•
•
•
Supporting a college education
Benefits of a college education
Making the case
« Issue Branding »
Marketing
Information
Advocacy
Marketing
Social
Mobilization
4
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•
•
•
•
•
Organized method
Convincing an audience
Using promotional techniques
Motivational
Need compelling messages
Target audiences
Marketing
Information
Advocacy
Marketing
Social
Mobilization
4
•
•
•
•
•
•
•
•
•
•
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Awareness Campaigns
Websites
Access portals
Social networking
Media purchases
Slogans/Taglines
Advertising
Public Relations
Testimonials
Logos
Branding
Social Mobilization
Information
Advocacy
Marketing
Social
Mobilization
4
• Organized effort
• Promotion of «taking action»
• College attendance =
« a great social concern »
• Influencing attitudes
Social Mobilization
• 5 Behavioral Change Goals:
Information
Advocacy
Marketing
Social
Mobilization
4
 Aspiration
 Academic Preparation
 Availability
 Affordability
 Application
Source: Gastwirth in Kanoy & Watts, 2005
4 Elements of CAM
Information
Advocacy
CAM
4
Marketing
Social
Mobilization
Resources
• www.collegeaccessmarketing.org
– A Pathways to College Network site
Research Results
Research Results
Opportunities
• Test the messages
• Study the impact of CAM
• Conduct a cost-benefit analysis of CAM
Critics of CAM
•
•
•
•
It is a waste of money.
Leave promotion to the colleges.
It is difficult to measure the outcome.
Invest in more school counselors instead.
What’s Next?
• CAB: College Access Branding
• Future studies of marketing/branding elements
• NCAN: Future repository of CAM
data/research/reports/evaluations?
• Development of universal college access indicators
(variation of KPIs)
• Need to collect data on cost of CAM and cost/benefit
analysis
Audience Questions
• Are there too many different
messages/images saying the same thing?
• Can/should KH2G be the sole CAM national
effort? Why or why not?
• What if all CAM dollars were pooled?
• Is this just a fad that will fade away?
• Should CAM also include college success?
Why or why not? How?
CAM Examples
Summary
• CAM = Creative Capital
• CAM = Social Change
• CAM = Messaging
Summary
CAM advocates for enrollment in
higher education and
communicates directly using
college-going messages to
mobilize individuals to
choose college.
C AM
College Access Marketing
An Introduction
4|13|11 Conference
By Christopher Tremblay