Pre-Conference Workshop: How to Plan and Run A Successful College Access Marketing Campaign
October 9 │1:00 pm - 4:00 pm
College access marketing is a form of social marketing that borrows techniques and strategies from traditional marketing used to sell a product, but uses these techniques in a different way—to encourage students to take the steps necessary to continue their education beyond high school. College access marketing campaigns try to reach specific audiences, such as students who would be the first in their families to go to college. Campaigns then convince and support their audience to take specific actions, such as taking the rigorous classes in high school, applying for financial aid, taking college entrance exams, or applying to colleges.
Go Alliance has pioneered the concept and practice of College Access Marketing and has more than fifteen years of experience in the field. This interactive, “How To” workshop provided an overview of how to plan, launch, and evaluate a successful college access marketing campaign, including tips, best practices, and examples from Go Alliance, Tennessee Reconnect, and Mississippi’s Complete to Compete campaigns. Presenters led attendees through the following campaign steps:
- Preliminary Research and Goal setting
- Engagement of Key Stakeholders
- Audience Research
- Strategic and Tactical Planning
Attendees were provided with helpful templates and guidance to help them form a strategic plan for how to implement or improve the effectiveness of a college access campaign.