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College Access Marketing

C. A. M. C. A. M. College Access Marketing. An Introduction. 4|13|11 Conference. By Christopher Tremblay. 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. This presentation is based on an

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College Access Marketing

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  1. C A M

  2. C A M College Access Marketing An Introduction 4|13|11 Conference By Christopher Tremblay

  3. 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. This presentation is based on an article published in AACRAO’s journal, College & University.

  4. 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

  5. College Access Marketing is….

  6. What is CAM? A public awareness campaign designed to positively influence the college-going rate.

  7. CAM Research | Literature • 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

  8. College Choice Model • Hossler & Gallagher (1987) • Pre-Disposition Phase • Search • Choice

  9. Exercise • What are the common phrases? • What are the common graphics?

  10. 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

  11. Exercise • What are the common graphics? • Mortar Board: 7 • Diploma: 1 • Star: 1 • State: 1 • Leaves: 1

  12. CAM Branding • Every font, shape, style and color • Lots of logos • State Branding

  13. The Many Faces of CAM • On-going campaign vs. One-time effort • National vs. Statewide • Sources of Funding

  14. 4 Elements of CAM 4

  15. Information • Content (sharing knowledge) • Information Decision-Making • Necessary • Key to Preparing for College 4

  16. Advocacy • Supporting a college education • Benefits of a college education • Making the case • « Issue Branding » 4

  17. Marketing • Organized method • Convincing an audience • Using promotional techniques • Motivational • Need compelling messages • Target audiences 4

  18. Marketing • Awareness Campaigns • Websites • Access portals • Social networking • Media purchases • Slogans/Taglines • Advertising • Public Relations • Testimonials • Logos • Branding 4

  19. Social Mobilization • Organized effort • Promotion of «taking action» • College attendance = « a great social concern » • Influencing attitudes 4

  20. Social Mobilization • 5 Behavioral Change Goals:  Aspiration  Academic Preparation  Availability  Affordability  Application Source: Gastwirth in Kanoy & Watts, 2005 4

  21. 4 Elements of CAM 4

  22. Resources • www.collegeaccessmarketing.org • A Pathways to College Network site

  23. Research Results

  24. Research Results

  25. Opportunities • Test the messages • Study the impact of CAM • Conduct a cost-benefit analysis of CAM

  26. 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.

  27. 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

  28. 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?

  29. CAM Examples

  30. Summary • CAM = Creative Capital • CAM = Social Change • CAM = Messaging

  31. Summary CAM advocates for enrollment in higher education and communicates directly using college-going messages to mobilize individuals to choose college.

  32. C A M College Access Marketing An Introduction 4|13|11 Conference By Christopher Tremblay

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