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www.KnowHow2GOIllinois.org. College Access Outreach. Reaching Latino Populations. About ISAC. “Making college accessible and affordable for Illinois students.” - Mission Statement

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www.KnowHow2GOIllinois.org

College Access Outreach

Reaching Latino Populations


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About ISAC

“Making college accessible and affordable for Illinois students.”

- Mission Statement

The Illinois Student Assistance Commission is the financial aid agency in the state of Illinois. We are a mission-driven, non-profit, state agency that administers over $448 million in scholarships and grants.


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Session Overview

  • What We Know

  • What Works in Illinois

  • Marketing and Outreach Strategies

  • Event Planning

  • Q & A


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What we know

Demographic Profile


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Hispanics make up the largest minority

  • Younger

  • Growing population

    • 45 million people, 15% of the total population

    • Largest source of growth is due to new births of second-generation Hispanics in the US

  • Geographically concentrated

    • Los Angeles, New York, Miami, Chicago, Houston…


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What we know

College Access Trends


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Trends in Illinois

  • Among Latino students, the motivation for earning a college degree is deeply rooted in a desire to do better than the previous generation.

  • There are significant differences between the barriers experienced by first- and second-generation students.

  • College affordability is a top concern among parents and students.

  • Finances are the driving force in college selection.

  • Latino parents strongly support their children’s college aspirations but often lack the college knowledge to guide them.

  • Lack of college-going experience contributes to insufficient participationin social networks along the P16 continuum.

  • Not completing a FAFSA is a significant barrier.


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Pathway to College

In many instances, students are failing to negotiate three sets of tasks:

Understanding the process:

  • Plan

  • Find

  • Apply

  • Pay

  • Succeed

Finding the right college:

  • Person

  • Program

  • Place

  • People

  • Price

Overcoming barriers:

  • Academic

  • Social

  • Financial


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What Works

State of Illinois

Family involvement

Grassroots efforts

Partnerships

Easy-to-use resources


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Web

Presence

PrintedBrochures

Walk-In

Outreach

Centers

Communication

Centers



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Novelas Educativas TM

  • “Amor Escolar” (5 minutes)

    (My Love for Education) depicts the communication between a mother and a daughter. The daughter is a first-generation college student taking classes at a community college who plans to transfer to a four-year college. Knowledge Gained: Learn about the US higher education system and degree options.

  • “No Nacimos Ricos” (8 minutes)

    (We Were Not Born Rich) presents the misconceptions that often exist in the Latino community about college access and affordability. Knowledge Gained: Learn about the availability of financial aid and the Free Application for Federal Student Aid (FAFSA) form.

  • “Full Time” (4 minutes)

    A young, single mothers shares insight about opportunities and resources available to her as she balances college and work. Knowledge Gained: Learn that it is possible to go to college, even when balancing family and work.

  • “Hire Education” (5 minutes)

    Shows a young Latino male being mentored on the long-term impact of a college education. Knowledge Gained: Learn the value of a college degree.


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Professional Development for Partners

  • “Guide to Conduct a Financial Aid Presentation” - in Spanish

    • “Just because I speak Spanish doesn’t mean I speak Financial Aid.”

    • Designed for Spanish-speaking professionals

    • Participant Kit

  • “FAFSA Made Easier”

  • “FAFSA Expert Training”

  • “Understanding Financial Aid Packaging”

  • “New Concepts in Outreach”


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Participant Kit

  • Ready-to-Use Presentations

    • Spanish/English

    • Talking Points

    • Narrated

  • Printed Materials

  • Novelas Educativas TM

  • Spanish-English Glossary

  • Recommended Research

  • List of Agencies Serving Latinos in Illinois


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FAFSA Expert Guide

  • FAFSA

  • IRS Tax Forms

  • McKenney-Vento Act

  • 2009-10 EFC Formula

  • Other Consumer Ed Information


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College Zone Outreach Centers

The mission of community colleges includes a commitment to “…serve the community.”

  • Minimum Partnership Requirements

    • Display a College Zone Outreach Center Sign

    • Provide a computer with internet access

    • Display and distribute ISAC materials

    • Provide year-round FAFSA completion assistance

    • Participate in ISAC-sponsored professional development and training sessions for college admission and financial aid counselors

  • Outreach Activities

    • Regional College Fairs, Financial Aid Awareness, FAFSA Completion Workshops, Professional Development Sessions, Community Based Access Programs


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Outreach PartnershipsChoose partners that have a shared mission or audienceOutreach Models

Spectrum

Vertical Team

One:One

Satellite

Academic

Social

Financial

Agency #1

Agency #2


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College Outreach Vertical Teams

“Vertical Teams are groups of individuals that come together to assist each other in the promotion of a common goal.”

Four Year College

Admission Counselor

Two Year College

Financial Aid Officer

Community-Based Organization

High School

Guidance Counselor

Middle School

Teacher


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Minimum Team Requirements

  • 4 yr Member

    Serve as a resource on admission and transfer requirements for 2 yr member; one presentation at 2 yr college

  • 2 yr Member

    Serve as a resource on financial aid to the HS member; one financial aid presentation at high school

  • HS Member

    Serve as resource on basic college entrance requirements for Middle School member; one early awareness presentation at middle school

  • Middle School

    One early awareness presentation for grade school students and parents


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ParentNET

Getting Parents Involved


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Job

Family

Friends

Church

P16

Parent Without College Experience


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Job

Family

Friends

Church

P16

ParentNET


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The Challenge

  • Purpose

    • Establish community networksof parents, educators, and outreach professionals who will support and mentor each other while promoting student access to postsecondary education.

    • Expose parents to trusted sourcesof postsecondary information, services, resources, and to academic and social environments that lead to the enrollment and retention of students at institutions of higher learning.  

    • Empower parentsto undertake informed advisory and advocacy roles in supporting their children - our students- through the process of proactively planning for, applying to and financing a college education or training program.

  • Sample Events

    • Required

      Fall - Financial Aid Night; Winter - FAFSA Completion Workshop; and Spring - Consumer Economics of Higher Education

    • Optional

      Fall - College Fair; Winter - Tax Assistance Services; and Spring - Campus Tours


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College Access Marketing

Getting the Word Out


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OR...

What you can do with a ream of paper


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Buzz Marketing

  • Word-of-mouth marketing

    • the most efficient method

    • highly effective

    • low cost

  • “Buzz is the aggregate of all person-to-person communication about a particular product, service, or company at any point in time.”

  • Network Hubs

  • Why we talk

  • Examples

    • eBay, Craigslist, PalmPilot, Hotmail, Google

  • Buzz builds interest as well as trust and credibility


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Crafting Your Message

  • Give clear instructions

  • Get to the point

  • Don’t use slang

  • Understand value messages

  • Remove perceived barriers

    • Financial

    • Academic

    • Social

  • Students speak English; parents may not…


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Value Messages (examples)

  • Urban marketing

    • Be “real.” Avoid gimmicks

  • Rural marketing

    • Respect for the community

  • Hispanic teens

    • Close ties with family

  • Youth in foster care

    • Messages should not be specific to foster care youth


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Connecting with Latino Families

  • At the core of the Latino culture is family.

    • When they reach employment age, it is common to secure jobs that contribute to the earning power of the family

    • College participation is either delayed or foregone altogether

    • The immigration status of parents may result in a reluctance by the student to complete financial aid forms, particularly the FAFSA

  • Family’s reluctance to student leaving home influences college choice

    • Latinas, typically stay close to home

    • May opt out of a residential campus experience

  • Latino youth don’t think “being Latino is about language… it really is about culture and values.”


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  • The cost of a college education seems daunting and often perceived to be unaffordable

    • Frame education in terms of long-term earning potential and expanded job opportunities, as well as an increased knowledge base.

    • Clear up confusion about the financial aid application process and award letters

    • Loan resistance results from not understanding the loan application process, promissory note, and deferment or loan repayment

  • Familiarity and use of technology by parents varies

    • Access and navigation may present varying levels of difficulty

    • Parents respond more readily to written communication

  • Latinos are heavy consumers of media

    • Engage Hispanic-targeted media (they are eager for content and messages that will help them inform, inspire, and advance the communities they serve)


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Reaching Out perceived to be unaffordable

  • Identify key influencers

  • Engage Hispanic media sources

  • Radio works

  • Post flyers

  • Post in the community

    • restaurants, grocery stores, banks, bus stations

    • Engage the proprietors

  • English and Spanish (where applicable)


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Event Planning perceived to be unaffordable

Things to Consider


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Involve Others perceived to be unaffordable

  • Student focus groups and advisory groups

  • Put together a committee

  • Pick the right members

  • Partners help cross promote and increase resources

  • A ‘one-stop’ event maximizes partners, audience, resources and impact


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Practical Logistics perceived to be unaffordable

  • Choose a date that does not conflict with other events

  • Evenings and weekends are inevitable

  • More that one date may be needed

  • Parents have other dependents (anticipate their attendance and give them something to do)

  • Respect work schedules and late arrivals

  • Parking can make or break attendance


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A Word About Branding perceived to be unaffordable

  • You can brand an event, a partnership, a group, or an issue

  • Brands and logos are used to quickly and repeatedly communicate a more complicated message

  • Visual and name recognition is important

  • A brand makes disparate events cohesive

  • You don’t have to loose member identity


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Branding perceived to be unaffordable(examples)

  • College Awareness & Preparation (CAP)

    • Comprehensive college access efforts of ILASFAA, IACAC, and ISAC

    • Statewide support with partners from all sectors of education in the State of Illinois

  • College Goal Sunday (CGS) Illinois

    • FAFSA workshops typically held a week or two after Super Bowl Sunday

    • Nationwide volunteer program and is now active in several states

    • Leadership & funding from NASFAA and Lumina Foundation

  • KnowHow2GoIllinois.org

    • Early awareness message to increase college preparation

    • National Partners: Lumina foundation, American Council on Education, and Ad Council

    • Local Partners: ISAC, Illinois CAN, and Chicago Public Schools


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Recommendations perceived to be unaffordable

“There is no one size-fits-all approach.”


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Recommendations perceived to be unaffordable

  • Identify college access barriers and opportunities that are specific to your Latino community.

  • Consider culture and family values.

  • Pursue partnerships with those that share a common mission, audience, goal, or vision.

  • Expand the family’s social capital by establishing networks of students, parents, educators, and outreach professionals who will support and mentor each other.

  • Develop strategies that allow schools and families to work together in efforts that promote college preparation in the middle school, intensify in high school, and carry over into college.


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Questions perceived to be unaffordable

María Bucio

Professional Development Specialist

Illinois Student Assistance Commission

[email protected]

www.KnowHow2GOIllinois.org


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