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Cooperative Alliance Marketing Advisory Board

Cooperative Alliance Marketing Advisory Board. Began with eight representatives – four each from career tech and higher ed in addition to ex officio members. Opened up invitation to include more institutions.

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Cooperative Alliance Marketing Advisory Board

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  1. Cooperative Alliance Marketing Advisory Board • Began with eight representatives – four each from career tech and higher ed in addition to ex officio members. • Opened up invitation to include more institutions. • Representatives from: Oklahoma City Community College, Oklahoma Department of Career and Technology Education, Oklahoma State Regents for Higher Education, Great Plains Technology Center, Northern Oklahoma College, Francis Tuttle Technology Center, Moore Norman Technology Center, Southern Oklahoma Technology Center, Rose State College, Redlands Community College and Meridian Technology Center.

  2. Cooperative Alliance Marketing Timeline • Board formed in November 2008. • First meeting in December 2008. • Shapard Research contracted to provide focus group research in May 2009. • First focus group held at tech center Sept. 11, 2009. • Last focus group held Sept. 30, 2009. • Research presented to the advisory board Oct. 19, 2009.

  3. FOCUS GROUP RESEARCH KEY FINDINGS • This is a very inexpensive means of earning college credit. • Receiving college credit for classes taken at a technology center significantly reduces the amount of time needed to earn an associate or bachelor’s degree. • However, this opportunity to earn college credit through classes taken at a technology center is perceived more as a bonus to the chosen program at the technology center rather than a primary reason to enter the chosen program.

  4. FOCUS GROUP RESEARCH KEY FINDINGS • Not a single participant in six focus groups indicated that they chose their program specifically because it offered an opportunity to earn college credit. • Instead, all participants indicated that they had enrolled in their programs at the technology centers to acquire specific job skills applicable to given industries. • Most participants are not aware that the college credit earned through taking classes at a technology center is known as the Cooperative Alliance program.

  5. FOCUS GROUP RESEARCH KEY FINDINGS • Most participants are also not aware that the credits earned through this program can be applied specifically to earn an Associate in Applied Science (AAS) degree. • Most focus group participants perceive the benefits of earning college credit through classes taken at a technology center. • Nearly all participants were unaware that they could earn college credit through classes taken at a technology center until they had actually enrolled at the technology center.

  6. FOCUS GROUP RESEARCH KEY FINDINGS • Participants in all focus groups strongly suggested that faculty and staff at the technology centers do an excellent job of creating awareness and interest in earning college credit through technical courses taken at the technology center. • High school guidance counselors and teachers often visited with students about taking classes at a technology center, but more often, high school students learned about the programs offered at a technology center by field trips to centers or information sessions held at high schools by technology center personnel.

  7. FOCUS GROUP RESEARCH KEY FINDINGS • Lack of awareness of the opportunity to earn college credit by taking classes at a technology center appears to be the most significant barrier. • Participants strongly indicated that cost is not a barrier at all. • Financial aid information is easily obtained and often awarded. • For high school students, the other primary barrier would be not having enough high school credits to be eligible to enroll at a technology center.

  8. FOCUS GROUP RESEARCH KEY FINDINGS • Most participants perceive that very few people are actually aware of the Cooperative Alliance program and the opportunity to earn an Associate in Applied Science degree. • However, many participants felt that through additional promotional efforts, more people could be attracted to the Cooperative Alliance program. • Nearly all participants indicated that they are not aware of any efforts to promote the Cooperative Alliance program outside of the technology center.

  9. FOCUS GROUP RESEARCH KEY FINDINGS • Efforts should be made to create the perception that the Associate in Applied Science degree has intrinsic value. • The benefits of an associate degree that could be emphasized include higher salary, greater employment opportunities and greater future educational opportunities.

  10. FOCUS GROUP RESEARCH KEY FINDINGS • In addition, marketing efforts need to be aimed at creating greater awareness and favorability of the Cooperative Alliance program through more systematic marketing efforts. • The Cooperative Alliance program is strongly promoted once a student has enrolled at a technology center. Additional efforts need to create awareness and favorability of the Cooperative Alliance program among middle school and high school students, parents of middle school and high school students, and adults across Oklahoma.

  11. FOCUS GROUP RESEARCH KEY FINDINGS • The methods used for this marketing campaign could include television, radio and newspaper ads, but Internet marketing, including social media, should be considered, especially Facebook. • In addition, direct mail was perceived as a potentially strong medium to utilize for marketing efforts, especially adult participants and parents of high school students. • Also, a marketing campaign would create awareness and potential demand for the Cooperative Alliance earlier in the decision process.

  12. Cooperative Alliance • From the research findings, a tagline was developed – College Credit Now, Degree Tomorrow. • Logo developed and completed in April 2010.

  13. Cooperative Alliance Logo

  14. Campus Toolkit • Brochures for adult students, high school students and parents and high school seniors • Microsite • Testimonial videos • Certificate of congratulations • Standardized admissions forms • Congratulatory letters to students • Poster • Social media (Facebook and Twitter) • Display ad template

  15. Campus Toolkit • Pieces funded through federal funds, via the College Access Challenge Grant. • Toolkit will include actual printed pieces as well as editable disks.

  16. The Brochures

  17. The Poster

  18. Display ads

  19. Cooperative Alliances Sharon Bourbeau Communications Coordinator II sbourbeau@osrhe.edu (405) 225-9182

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