Campaign Overview Presented by: Amanda J. Davis, Program Manager, “I Can Afford College” Campaign

Statewide initiative funded by Proposition 98 Started in academic year due to fee increase concerns Annual campaign budget of $2.8 million  Requested additional $1.5 million for academic year Directed and managed by the California Community Colleges Chancellor’s Office

California Community Colleges Fee History Fiscal YearFee (per unit) $ $ $ $ $ $ $36 Summer 2012$46 Los Angeles Pierce College

Per Budget Act language, the campaign promotes the following key messages: California community colleges remain affordable Financial aid is available to cover enrollment fees and help with other costs such as books, supplies Financial aid professionals are available and can provide free one-on-one assistance

The campaign’s key target audiences are low- to middle-income: High school juniors and seniors Recent high school graduates Current community college students Re-entry students Influencers San Bernardino Valley College

All activities drive people to the heart of the campaign, icanaffordcollege.com, which launched in May 2004 Key features of the website include:  Bilingual English/Spanish  Types of financial aid and how to apply  Responsive design  Direct links to applications  Contact information for financial aid offices  Student success story videos

Transfer Center - Resources New students Transfer ready students Supporting our most at risk students Brochures Promotional materials Event participation Post to our event calendar Degree with a Guarantee link Newsletters Social media sharing

Website – Home Page

Website Features and Resources College Cost Calculator New Student Success Stories Smart Search Workshop/event calendar Collateral materials Berkeley City College

Key features of the site include: Modern design; responsive design Photos of our students and faculty Enhanced navigation, including step-by-step option Success story videos

Creative Ad Campaign Radio Television/video Online

New Ads – Zach King Radio, TV/online – Look for the ads in January 2016! Continuing with the music based theme Zach King – social media phenomenon, 3.4 million followers

Robust Statewide Outreach High school events College fairs Community events Irvine Community College

Getting Social Twitter & Facebook YouTube Instragram – New! Social Media Contests

It’s Working! Since the campaign launched in : More than 3 million people have visited the “I Can Afford College” website Number of community college students receiving some type of financial aid has increased by nearly 70 percent San Diego Miramar College

Campaign Results in ,000 unique visitors to website million impressions from online advertising million impressions from radio advertising 18,500 current and potential students connected with their local community college financial aid office through website and toll-free phone line 890 college financial aid workshops promoted 140,000 current and potential students reached through booths at community events and on high school campuses 240,000 collateral pieces provided to high schools, colleges and community- based organizations statewide

Connect with us! Campaign Website icanaffordcollege.com Social Media

Campaign Contacts Paige Marlatt Dorr Director of Communications California Community Colleges Chancellor’s Office (916) office (916) mobile Amanda J. Davis Program Manager “I Can Afford College” Campaign (916) mobile City College of San Francisco

Thank you for coming! Questions?