College Access Marketing Initiative

Key decision-makers in education, government and business increasingly recognize media outreach campaigns as a vital strategy for motivating targeted groups of students and parents with messages about high school achievement and completion, college readiness and access, postsecondary success and/or workforce participation.

Focused branding and well-crafted messages are key in getting students’ attention, influencing choices and behavior and in directing them to a single, recognizable source (i.e., a website, toll-free phone number, etc.) where programs, services and information can be accessed.

The three phases of this regional initiative will include: 

Phase I: Laying the Foundation

Participants will identify and coordinate the programs and services available for increasing achievement, readiness, access and attainment.  They will also create a single statewide “brand” with which these resources can be marketed to students and parents. Relevant research and data will be gathered and used to publicly make the case for a statewide campaign.

Phase II: Creating an Integrated Campaign

Participants will determine the campaign’s objectives and purpose, completing the first five steps of the “Create a Campaign” model. This includes identifying target audiences, compiling market research and developing a marketing plan, budget and evaluation strategy.

Phase III: Launching a Statewide Campaign

Participants will work with media professionals to develop a variety of tools ranging from TV and radio advertisements and internet marketing tools to printed brochures and other materials. These tools will be distributed statewide through various avenues, as well as to the other five New England states and nationally through the Go Alliance.

The regional initiative will build upon existing efforts of College Ready New England and each of the six states involving high school reform, achievement and completion, college readiness, access and success and/or workforce participation.  Moreover, the initiative will:

• Provide the six states with more uniform access to the technical assistance, expertise and resources required in developing a campaign and to which states may not otherwise have access to due to limitations of funds, time, staff or place;

• Regionally leverage states’ experiences, lessons, resources and expertise in developing college access marketing campaigns;

• Link the region to best practices, policy resources, national perspectives and recognized experts, particularly through the Go Alliance and the Southern Regional Education Board’s Passport to Success program;

• Create collaboration within and among the three New England states selected as National Governors Association Honor States (Maine, Massachusetts and Rhode Island), each of which proposes planning the beginning elements of statewide outreach and college access marketing campaigns.