HiSET Marketing and Outreach Jay Bakhru and Sheri Mayo

Transcription

1 HiSET Marketing and Outreach Jay Bakhru and Sheri Mayo December, 2014

2 Purpose of the Document To provide an update on HiSET outreach and messaging. To provide additional marketing resources for communicating with audiences about high school equivalency and HiSET. Copyright 2013 by Educational Testing Service. All rights reserved. ETS, the ETS logo and LISTENING. LEARNING. LEADING. are registered trademarks of Educational Testing Service (ETS). HISET is a trademark of ETS. All other trademarks are the property of their respective owners

3 Where we were in 2014 and where we are headed in 2015 OUTREACH 3

4 2014 Outreach HiSET was represented at more than 50 conferences across the United States in 2014 More than 20 National More than 5 Regional More than 30 State Audiences Correctional Institutions Human Resources/Employment Agencies Secondary and Higher Education Educators State Decision Makers Adult Basic Education Test Center Staff Military Recruiters 4

5 2014 Outreach Messaging Introducing HiSET Informing various audiences about HiSET What is HiSET? New alternative to help out-of-school youth and adults achieve their high school equivalency credential Why HiSET is the best option? More affordable More accessible How to transition to and implement HiSET Working with you every step of the way to ensure smooth and successful transition. We are here to help 5

6 2015 Outreach Messaging - Changing the Message Inform various audiences about the changing HSE market Test takers do not earn a GED ; they earn a high school equivalency certificate issued by their state or tribal education agency. In the past, the GED test was the only way states and jurisdictions could measure a student s high school equivalency skills. Currently there are two alternative test options, the HiSET exam from ETS and the Test Assessing Secondary Completion (TASC ) from CTB/McGraw-Hill All three test options the HiSET exam, the TASC test and the GED test assess the same high school competency skills (mathematics, science, social studies, reading and writing) and allow someone to earn a high school equivalency credential from their state or tribal education agency. 6

7 For your use CREATIVE ASSETS 7

8 Welcome to HiSET We are pleased to provide you with an advertising tool kit that enables you to plan and implement statewide or local advertising to support HiSET. 8

9 Welcome to HiSET These materials will effectively assist you in building awareness for HiSET and high school equivalency testing in your state. 9

10 Available Resources for Test Takers NEW! National Digital Banners* National Test Taker Brochure* National Test Taker Posters (chef and medical technician)* National Tri-fold Brochure * Available in English and Spanish 10

11 Two Campaign Options to Use Emotional Announcement Personal approach aimed at reaching test takers who want to re-write their story. Informative approach exposing test takers to a new way to earn their high school equivalency. 11

12 Two Campaign Options to Use Each campaign option has two versions for: Sole States where HiSET is the replacement for the GED Shared State where HISET is an alternative to the GED Plus the creative materials are available in English and Spanish 12

13 Creative overview DIGITAL BANNERS 13

14 What s a Digital Banner? A digital banner or banner ad is a rectangular advertisement placed on a web site either above, below or to the side of the web content. Leaderboard A banner at the top or bottom of a webpage is called a leaderboard, while banners on the side are referred to as skyscrapers. Skyscraper Banner ads can be ads that have text, animated graphics and sound. A banner promotes a product or service and will link to the advertiser s own website. 14

15 Digital Banner Creative Overview The New HiSET National digital banners are test taker focused: they support outreach to potential candidates motivate candidates to take action Market research suggests that once a potential test taker is exposed to these campaigns, interest in pursuing their HSE credential increases significantly. 15

16 Campaign messaging Campaign messages include: Helping candidates understand the connection of completing their HiSET exam to achieve their goals for the future. Once passing the HiSET they will receive their state-issued credential. This credential is accepted by Employers and Colleges nationwide. 16

17 Sample Banners The Emotional Campaign includes a series of animated banners to position HiSET as an alternative to the GED Test. 17

18 Sample Banners The Announcement Campaign includes a series of animated banners to position HiSET as an alternative to the GED Test. 18

19 Screenshots of Banner Ads 19

20 Banner Sizes For both campaigns Emotional and Announcement we have created several of the most commonly featured sizes including: For Shared States: Emotional 160 x 600 with alternative language (English and Spanish) Emotional 300 x 250 with alternative language (English and Spanish) Emotional 300 x 600 with alternative language (English and Spanish) Emotional 728 x 90 with alternative language (English and Spanish) Announcement 160 x 600 with alternative language (English and Spanish) Announcement 300 x 250 with alternative language (English and Spanish) Announcement 300 x 600 with alternative language (English and Spanish) Announcement 728 x 90 with alternative language (English and Spanish) For Sole States Emotional 160 x 600 with replacement language (English and Spanish) Emotional 300 x 250 with replacement language (English and Spanish) Emotional 300 x 600 with replacement language (English and Spanish) Emotional 728 x 90 with replacement language (English and Spanish) Announcement 160 x 600 with replacement language (English and Spanish) Announcement 300 x 250 with replacement language (English and Spanish) Announcement 300 x 600 with replacement language (English and Spanish) Announcement 728 x 90 with replacement language (English and Spanish) 20

21 Creative Overview MOBILE BANNERS 21

22 Sample Mobile Ads 22

23 Creative Overview CUSTOMIZABLE BROCHURES 23

24 Customizable Brochures We know the value of reinforcing communication through a printed piece. Therefore, a brochure shell has been created which will enable you to: Incorporate key selling points on HiSET Highlight state-specific information and details Provide contact information 24

25 Sample Brochures Fully customizable brochures in 4 options 25

26 Existing Test Taker Brochures Customized brochures are an excellent supplement to existing test taker brochures. 26

27 Customizable COMMUNICATIONS 27

28 Communication Materials Notices and communication pieces targeting employers, educational leaders and community leaders have been prepared for states and territories to use to help get the word out about HiSET. These are available for: Sole States Shared States States with multiple pathways 28

29 Advertising Materials RECOMMENDATIONS 29

30 Recommendations Tips for placing for your online media a buy: Online advertising offers you excellent options for targeting test takers Purchase advertising on website that reach potential test takers in your state, consider: Online version of large regional newspapers Websites promoting adult education and HSE Regional entertain, education and lifestyle Non-profit organizations which reach this target market 30

31 Buying Ads Types of online media buys: Websites may charge on a cost-per-thousand basis and typically charge a flat fee based on the number of impressions (number of times the ad will be seen). This is our recommended method. Cost-per-click allows you to pay for the ad only when it clicked on. This requires frequent monitoring and could lead to additional expense. 31

32 Measuring Ad Performance Obtain tracking information on your ads from the website to measure effectiveness. (Request Google Analytics) While there are many ways to measure online advertising, the key metrics to watch include: Impressions: The number of times your ad was server/viewed Click Through Rate (CTR): This measures the ratio of click to impressions. (Ask the site for their average CTR and measure your success against these numbers; average CTR s are 0.2%) Review your reports weekly and adjust your impressions based upon your CTR. Add impressions when an ad/site performs well or reduce them when ads/sites are underperforming. 32

33 How to Use Advertising Materials INSTRUCTIONS 33

34 Instructions for Banner Ads Banner ads are provided to you in standard flash files (.swf ) and.jpg files. Flash fields are used with any sites that accept animated banners Jpg files are for sites that only run static ads If you are buying media, instructions for ad serving will come from the sites/networks. Some sites use ad servers; others may serve banners direct. Request performance reports (Google Analytics) from the site so that you can measure the results of the campaign. These should be provided on a weekly basis during the campaign. 34

35 QUESTIONS 35

36 CONTACT Tina Hawkins, Client Relationship Specialist ETS