The Ad Council initially approached ACE with the idea of producing PSAs about college access. ACE was happy to lend its expertise, and quickly pulled in Lumina Foundation for Education as a funding partner. ACE and Lumina then hired Powell Tate, a strategic communications firm, to assist with implementation of the campaign on the grassroots level.

Q: How is this campaign different from other college access campaigns?

A: This campaign is different because, while it is national in scope, success lies at the local level. KnowHow2GO is rallying existing college access groups across the country and helping them work together for the first time. Each organization contributes to the overall goal of increasing college enrollment among low-income and first-generation students by engaging them in campaign activities in their area.

Q: Why are students the main focus of the KnowHow2GO campaign?

A: The decision to make students the primary audience of the campaign was based on research conducted by the Ad Council. Focus groups and surveys of low-income students, parents and guardians revealed that half of parents (57%) leave the decision to go to college up to their children. We therefore targeted our outreach to students in grades 8-10 who have college on their radar but don't necessarily know the needed steps to get there.

Q: How are you helping students connect with adult influencers who can support their college preparation process?

A: To ensure that students who encounter the PSA campaign can connect with local experts on college readiness, KnowHow2GO is building and training a grassroots network of partners to personally guide students through the four steps to college. Currently, there are KnowHow2GO coalitions in 14 states – and local and national partners operating across the country. Students seeking help in their area can click here to find it.

Q: We'd love to help, but our budget is tight. How can we participate in the campaign?

A: This is an issue facing every state and national partner. There are some campaign activities that don't require too much time or money, like adding a link to the KnowHow2GO Web site on your site, handing out KnowHow2OGO's free collateral materials to your members and attending events sponsored by other partner groups. You can also help encourage local media to donate airtime for the PSAs. For more information, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.

Q: We've never partnered with another organization before, especially not one with similar goals. Is it possible for us to work together?

A: Definitely. It has been our experience that it doesn't take groups long to appreciate their commonalities. After all, you all share the mission to expand college access. Each organization brings different expertise and resources to the table. Call the campaign support line to find out additional information about groups working in your area.

Q: Which organizations are KnowHow2GO partners?

A: Since the campaign launch in January 2007, more than 30 national partners and 14 state coalitions have come on board. Click here for a comprehensive list of KnowHow2GO partners.

About the Media Campaign

Q: Is it possible to localize the campaign PSAs to feature local phone numbers, Web sites and partner organizations?

A: You can make the campaign more customized by localizing the PSAs and printed collateral materials, and building a local Web site. KnowHow2GO will work with the Ad Council to add your organization's logo and phone number to the creative materials, but you're responsible for the cost of producing, printing and distributing the PSAs and collateral. For more information, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.

Building a local KnowHow2GO Web site is an activity that has mainly been reserved for our state coalitions. These coalitions have a vested interest in teaming up with KnowHow2GO, but also providing state-specific information on courses, testing and entrance requirements. It is up to your coalition or organization to design and populate your local site – in cooperation with KnowHow2GO.

Q: What is the process for localizing the PSAs?

A: Television, radio, outdoor and print PSAs are available for localization. To begin this process, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org. The KnowHow2GO team will then send you the forms and walk you through the process of submitting them to the Ad Council.

Q: How do we order and localize collateral materials?

A: KnowHow2GO materials are available for localization. The campaign style guide, available here, provides examples of how materials can be customized for local use.

To facilitate the printing process, the KnowHow2GO team works with a centralized printer and has negotiated reduced rates on several items. Our printer will ship items directly to you, usually within two weeks of your order. Alternatively, we can provide you with printer-friendly files, if you have a local printer that better suits your needs. To begin the process of localizing collateral materials, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.

Q: What is the process for creating a state-specific KnowHow2GO Web site?

A: Lumina Foundation for Education owns – and will provide to state coalitions – the rights to domain names in the following format: www.KnowHow2GO(Your State).org. You can use this URL to craft a student-friendly Web site containing information specific to your state.

Q: Localizing PSAs and building our own Web site sounds great, but we have limited resources. Are there resources to help us fund these activities?

A: KnowHow2GO is committed to helping dedicated organizations find the resources needed to distribute materials, localize PSAs and build local Web sites. We are happy to discuss alternative funding sources with you as well as support your work to develop proposals for specific businesses, foundations or funders in your community. We also encourage you to develop partnerships with local and state organizations – private and public – that may be able to contribute resources to your effort.

Q: You've provided templates for media materials, but we don't know what to use when. Can you explain, from start to finish, how to spark media interest in an event?

A: The best way to spark media interest is to host an interesting event with students and prominent guests that will impact the whole community. The strategy for engaging media is roughly the same for most events. Start by drafting a pitch note or media advisory, which is intended to pique reporters' interest by giving the who, what, where and when. Send this out to your media contacts three to four days before your event. Then, make follow-up calls or send a press release with details and quotes a day or two before the event.

Q: How did KnowHow2GO develop and test the messages and creative elements of the campaign? I know the campaign is targeted at teens, but I am getting some push-back from colleagues about how it will be received in my community.

A: Ad Council research revealed that the majority of low-income parents (57%) leave the college-going decision to their teens. For this reason, they developed creative concepts appealing to students in grades 8-10. All creative concepts for television, radio, print, outdoor and online media were thoroughly tested with our student audience, using qualitative and quantitative methodologies.

• Two focus groups were held to test the resonance of the creative with the target audience.
• Focus groups held in Tucson, AZ, and Baltimore, MD
• Participants were entering 7^th through 11^th grade
• All had expressed interest in going to college
• Mix of academic levels; C or greater
• No one in household had attended college
• Resided in low-income households
• Mix of genders
• Mix of ethnicities, including Spanish- and English-speaking households

Focus groups confirmed the messages of the PSAs:

• Students understand the value of college but don't know how to make it happen.
• Students are hungry for “insider information” on how to go – feel that information is not readily available to them
• Students are insecure about asking for help.
• Students confirmed that the messages in the PSA were eye-opening, inspirational and reassuring

• TV and radio executions were considered likeable and relevant by teens from low to mid income households entering 7-11th grade
• TV ad clearly communicated that the teens should get help navigating through the various stages of applying to college, while the radio ad emphasized going to college
• Both formats of the ad were successful in creating an interest among these teens to visit the given Web site for more information
• Respondents liked the TV and radio executions of the new PSAs because of the information given in the ads

About the On-the-Ground Campaign

Q: What is the best strategy for distributing the collateral materials?

A: You can start by handing out materials to your members and others you think will be interested in the campaign. Take materials to schools and events you attend, and leave copies in your office. You can also arrange meetings with and distribute materials to public officials, other spokespeople and members of the media. For more ideas, contact the partner helpline at 1-888-716-6382 or partnerhelp@KnowHow2GO.org.

Q: What are some ideas for KnowHow2GO events and activities my group can host?

A: The Best Practices section of the KnowHow2GO Web site highlights events and activities planned by our state and national partner organizations. Click here to read about what other partners are doing – and be inspired to plan KnowHow2GO events of your own.