The South Carolina Commission on Higher Education

1. The South Carolina Commission on Higher Education “New Front Door” Changing the way we operate to change the lives of our citizens Presentation by: Dr. Garrison Walters

2. South Carolina and the New Front Door Concept • Presentation that follows is a shorter version of one used in South Carolina beginning in 2007 • Concept is one developed in Ohio starting about eight years ago • Will briefly present here • 1) the basic approach proposed in South Carolina; • 2) how buy-in was achieved; and • 3) where we stand in implementation

3. The South Carolina Commission on Higher Education We must educate more adults • South Carolina will not be competitive in the Knowledge Economy unless we make a major effort to educate more adults (those over 25) • Improving the P-12 to higher education pipeline is a critical goal, but by itself can’t lead to massive change in a short period of time • SC has a big education deficit but the P-12 student population is expected to grow very little • If SC is to meet its goal of another 180K baccalaureate degrees by 2030, ~112K will have to come from adults SC Commission on Higher Education July 9, 2009

4. Categories of Adults (over age 25) • Focus on first two groups • Those with some college have already shown some understanding; need to be reached differently and we’re working on that • Narrow the numbers • Assume ~20% are getting GEDs or are enrolled or planning to enroll in college (usually technical college system—note the average age) • Assume ~30% aren’t going to respond because of current job satisfaction, age, health, etc. • Leaves a market of ~700,000 people! • Assume it’s only half that—still an enormous potential benefit to individuals, employers, and the state SC Commission on Higher Education July 9, 2009

5. We’ll have to change to change the people we want to help • Our target population comprises people who aren’t going to be moved to change by traditional educational marketing • We do great advertising, but it doesn’t work for them • They lack confidence • Don’t think they can succeed • Don’t understand the system and are intimidated by it • Don’t want to go back to high school • They lack time—job and family pressures • They lack money—low wage earners • They need job relevance—have to justify time and effort SC Commission on Higher Education July 9, 2009

6. Start with Marketing • What’s our television ad going to say? • You can succeed, people like you have • You can afford it • It’s convenient to your needs • It will help you get a better job and be happier • In other words, we have to say the same things that are known to work for other products and services • Our target audience is a tough one to connect with; we’ll need to be prepared to work hard SC Commission on Higher Education July 9, 2009

7. What could a Program Look Like? SC Commission on Higher Education July 9, 2009

8. The Knowledge Network Concept • The Knowledge Network Concept: Two Reasons— • 1) a coherent system for adults; and • 2) a system that can be marketed • What the KN is not: a new bureaucracy • Will be a consortium of existing providers

9. What the Knowledge Network Does • Transcripting service • All workforce and certificate activity recorded in one place • “You Are Here” map • Not only where the student has been but where he/she is prepared to go • Program articulation center • Connect certificates/ training to credit • Marketing Center • A recognized logo • Joint advertising for all providers

10. The Certificate System SC Commission on Higher Education July 9, 2009

11. Characteristics of Certificates • Modular (on line with in-person options) • Competency-based, no-fail (like many industry certificates) • Inexpensive or free • Some available from many sources • Contains some material relevant to jobs (likely Information Technology) • Gives credit for appropriate experience (these are pre-college, not college degree credit bearing) SC Commission on Higher Education July 9, 2009

12. Connection to WorkKeys • Certificates and WorkKeys will be complementary • WorkKeys is an employer-driven interface, largely used to sort applicants for eligibility • Employer “doorway” is a critical one—many people will approach the system only that way • WorkKeys scores will be articulated to certificates • A certain score could yield a certificate, provided by a partner college • Scores would also indicate placement for further education Note: Redundant effort is a good thing, incoherent effort is a bad thing. There should be “no wrong door.” SC Commission on Higher Education July 9, 2009

13. An example

14. Getting There—Past • Discussions with Commission on Higher Education • Discussions with Business Leaders/ Department of Commerce/ Chamber of Commerce • Presentation to Technical College Board • Presentations to Technical College Presidents • Discussions with Department of Education • Presentations to Adult Education and Literacy Council Boards • Embedded in State’s New Action Plan for Higher Education SC Commission on Higher Education July 9, 2009

15. Getting There II • Project Leader: Michael Brown of CHE staff • Steering Group • All providers, including technical colleges, adult education, literacy councils • Action Groups • #1 Structure and content of certificates • #2 Marketing SC Commission on Higher Education July 9, 2009

16. Getting There III • Design Principle I • System understandable to target audience • Design Principle II • System must be prepared for massive marketing • Design Principle III • Adopt as many existing pieces as possible • Continuous improvement after that SC Commission on Higher Education July 9, 2009

17. Conclusion • Interest and even excitement are there • Funding will be a big challenge