Kentucky will double the number of college graduates in the state by 2020
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Kentucky will Double the Number of college graduates in the state by 2020. THE GOAL. Raise high school graduation rates. Increase the number of GED graduates and transition more to college. Enroll more first-time students in KCTCS and transfer them to 4-year programs.

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Kentucky will Double the Number of college graduates in the state by 2020.

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Kentucky will double the number of college graduates in the state by 2020

Kentucky will Double the Number of college graduates in the state by 2020.

THE GOAL


Kentucky will double the number of college graduates in the state by 2020

Raise high school graduation rates.

Increase the number of GED graduates and transition more to college.

Enroll more first-time students in KCTCS and transfer them to 4-year programs.

Increase the number of Kentuckians going to and completing college.

Attract college-educated workers to the state and create new jobs for them.

THE FIVE STRATEGIES:


Double the numbers in action the 2006 08 college access initiative

Target audiences aligned with Double the Numbers strategies

$800,000 from the 2006 Kentucky General Assembly to conduct a second phase of the Go Higher campaign

More than $1 million in matching funds from campaign partners

DOUBLE THE NUMBERS IN ACTION: THE 2006-08 COLLEGE ACCESS INITIATIVE


Kentucky will double the number of college graduates in the state by 2020

The 2020 TARGET:

Increase the number of adults in college 3.6 percent to 4.5 percent.

The TARGET AUDIENCE:

500,000+ KY adults (25 & over) have some college, but no bachelor’s degree

233,000 KY adults (25 – 40) have attended Kentucky’s public institutions, and left without a bachelor’s degree.

More than 11,000 of these students have 90+ credit hours.

KENTUCKY’S ADULTS WITH SOME COLLEGE MARKET


Kentucky will double the number of college graduates in the state by 2020

Production-oriented marketplace

Mass production

Compliant consumers

Homogenous marketplace

Business-to-consumer

Reign of mass media

Market segments

MARKETING ORIENTATIONS

1950s

1980s

2000+

Industrial-agemarketing

Information-agemarketing

Consumer-driven, research based marketplace (data, data, data!)

  • Customized products & services

  • Informed consumers

  • Diverse marketplace

  • Customer-to-business

  • Personalization

  • Markets of one

  • Branding


Integrated marketing model

INTEGRATED MARKETING MODEL

PROMOTION


Kentucky will double the number of college graduates in the state by 2020

RESEARCH SUMMARY

  • 23 percent are “very likely” to re-enroll in the future, most within 2 – 3 years. Career reasons are primary driver.

  • The greatest barriers to entry are time and money, NOT the ability to fit in or do well in college.

  • Prospective adult learners want –

    • --financial aid programs for part-time students.

    • --college credit for work experience.

    • --accelerated degree programs.

    • --nursing, business and education programs.

    • --online programs and classes at night during the week.

  • Most overestimate the cost of attending a public university.

  • More than 91% have Internet access (80% home); 67% are online daily; 40% would first turn to the Web to find college information.


  • Kentucky will double the number of college graduates in the state by 2020

    Create awareness

    Drive change in the system

    Expand online information

    Development of marketing plan

    Project Graduate

    RESEARCH-DRIVEN OUTCOMES


    Project graduate

    Modeled after University of New Mexico

    Collaborative effort-all public institutions participating *

    Council efforts

    Direct and fund research

    Provide creative

    Fund printing and distribution of outreach materials

    PROJECT GRADUATE


    Project graduate1

    Institutional Incentives

    Campus response teams

    Campus advocate to provide ‘high touch’

    Reduced tuition or tuition assistance

    Quick admits

    Individual advising

    Free applications

    Degree summaries

    Evening office hours for student services

    Re-entry centers on campus

    PROJECT GRADUATE


    Project graduate2

    Outreach Efforts

    Initial personalized letter followed by two postcard

    www.projectgraduate.org

    Open houses / orientations

    Campus advocates for personal assistance

    Public service announcements

    PROJECTGRADUATE


    Project graduate3

    Development Partners

    Chief Academic Officers

    Enrollment Managers

    Public Relations Officers

    Continuing Education Officers

    Institutional Research Officers

    PROJECTGRADUATE


    Project graduate4

    Project Graduate Steering Committee

    Initial meeting May 18, 2007

    Eight meetings throughout Summer & Fall

    Direction, Scope and Messaging

    Creative review

    PROJECTGRADUATE


    Project graduate5

    Steering Committee Outcomes

    Campus Action Plans

    Campus Advocates

    Target refinement

    Institutional incentives

    Policy concerns

    CPE’s role

    PROJECTGRADUATE


    Project graduate6

    Messages

    Career Transformation

    Get ahead in your career

    Change careers

    Finish what you started

    You can do it and we are here to help

    PROJECTGRADUATE


    Project graduate7

    Materials

    Letter template

    Postcard templates

    Central Web resource

    Rack card

    Broadcast media

    PROJECTGRADUATE


    Project graduate8

    Status

    Launched the initiative November 26, 2007

    More than 300 students have already contacted institutions

    40+ already enrolled (Spring & Summer ‘08)

    At least four students on-track to graduate in Spring ‘08

    Most institutions have not officially begun outreach efforts

    Great media response

    PROJECTGRADUATE


    Project graduate9

    Next steps

    Marketing plan

    Involve independent institutions

    Evaluate our efforts

    Create URGENCY

    PROJECTGRADUATE


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