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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. - PowerPoint PPT Presentation


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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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Presentation Transcript
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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
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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

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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
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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.
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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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