DESTINATION COLLEGE 2014
OVERVIEW 01 3rd Annual Destination College Week: April 28 - May 3, 2014 2,931 students, parents, and chaperones participated 13 out of 15 San Antonio public school districts participated, along with local private and charter schools. Destination College is a week of free events to celebrate San Antonio as a college town and a college-going town. Research has shown that students who receive early exposure to college have a brighter outlook on their future education and are more likely to attend post-secondary schooling, which is crucial for today s economy. As Michelle Obama states, Most jobs by the year 2020 will require an education beyond high school. UPCOMING 4th Annual Destination College: April 27th, 2015 May 1st, 2015
02 WHY COLLEGE WEEK? THE 4 PILLARS 1. Destination College makes college top of mind. 2. Destination College provides a point of entry for students of all ages. 3. Destination College celebrates the future of our students. 4. Destination College wants students to shoot for post-secondary education professional certificates, two-year & four-year degrees, and beyond. As an organization, the Trinity University College Advising Corps aims to increase the number of students who apply, enroll, and graduate from college. Participating in Destination College allows us to celebrate our deserving and determined students who have worked incredibly hard to get one step closer to realizing their dream of going and graduating from college. These students need to know how proud we are of them and that the entire City supports their efforts. After all, they are our future leaders! Audree Hernandez Regional Program Director, College Advising Corps
CONNECTION TO SA2020 03 WHAT WAS YOUR FAVORITE PART ABOUT DESTINATION COLLEGE? The opportunity to sit with and get to know students who will be attending my university. - Graduating High School Senior Destination College is designed to make college top-of-mind in San Antonio and connect students of all ages to opportunities to achieve their college dreams. The events directly connect to the SA2020 goals to: Increase the high school graduation rate to 85% Knowing I could do something with my life. - Middle School Student Increase enrollment of high school graduates in a two-year, four-year, or technical college to 80%
04 MEDIA REACH www.facebook.com/destinationcollege Fans: 316 with an audience reach per post of 150-1,000. Demographic Breakdown: 51% of fans are women between 25 and 44 Facebook as of July 8, 2014: Launched March 28, 2013 @CollegeWeekSA Followers: 410 Twitter as of July 8, 2014: Launched March 2014 @CollegeWeekSA Followers: 134 Instagram as of July 8, 2014: #ReachHigher #CollegeWeekSA #CollegeSigningDay Television and radio audience estimate: 2,535,487 people Calculated publicity value: $127,486 Traditional Media as of July 8, 2014:
EVENTS KICK-OFF & PRESS CONFERENCE 05 Reach: 62 community members Location: Briscoe Academy Purpose: To inform the broad community about the range of events celebrating San Antonio as a college town, including a proclamation from the Office of Mayor Julián Castro. Lead Partners: SA2020, City of San Antonio & Office of Mayor Julián Castro COLLEGE ACCESS SUMMIT Reach: 46 college access professionals Location: cafécollege Purpose: To learn about San Antonio s strengths and gaps in college access across the city, with the hopes of developing collective strategies and initiatives to ensure that students enroll, persist, and graduate from college. Lead Partners: Advise TX Trinity University, San Antonio College Access Network, San Antonio Education Partnership ELEMENTARY SCHOOL DAY Reach: 462 students, parents, and chaperones Location: cafécollege Purpose: To expose elementary school students to San Antonio s premier college readiness center, cafécollege, and provide school leaders with new contacts and awareness. Evaluation: 26% of attendees will be first generation college students. Lead Partners: Big Brothers Big Sisters of South Texas, cafécollege, Communities in Schools San Antonio, City Year San Antonio, Eastside Promise Neighborhood, San Antonio Education Partnership, Teach for America
06 EVENTS MIDDLE SCHOOL DAY Reach: 151 students, parents, and chaperones Location: cafécollege Purpose: To expose middle school students to San Antonio s premier college readiness center, cafécollege, and provide school leaders with new contacts and awareness. Evaluation: 26% of attendees will be first generation college students. Lead Partners: Big Brothers Big Sisters of South Texas, cafécollege, Communities in Schools San Antonio, City Year San Antonio, Eastside Promise Neighborhood, San Antonio Education Partnership, Teach for America, College Access Network, San Antonio Education Partnership CAREER BLOCK PARTY Reach: 308 students, parents, and chaperones Location: Witte Museum Purpose: To showcase well-paying, high demand jobs in San Antonio with a focus on non-traditional STEM education paths. Evaluation: 51% of attendees will be first generation college students. Lead Partner: San Antonio Hispanic Chamber of Commerce Seeing both college and high school students in pivotal points in their lives sent a strong message of self-determination and accomplishment. Jonathan Weaver college student and volunteer during College Signing Day
EVENTS 07 COLLEGE SIGNING DAY Reach: 1,283 high school seniors Location: University of Texas at San Antonio Purpose: To celebrate the growing number of high school students enrolling in college collectively and individually. As U.S. Secretary of Education, Arne Duncan, states, It shows [younger students] that academic excellence is just as worthy of cheers, shouts, and photo ops as athletic prowess. Special Guest: First Lady Michelle Obama launched her Reach Higher Campaign, telling students reaching a milestone like this means you ve just raised the bar for yourself. Evaluation: Of the seniors in attendance, 93% of students completed financial aid forms; 73% of students were eligible for Pell Grants; 56% will be first generation college students. Lead Partner: Advise TX Trinity University, City of San Antonio & Office of Mayor Julián Castro, San Antonio Education Partnership, UT Outreach San Antonio, UTSA Office of P20 Initiatives DESTINATION COLLEGE SUMMIT Reach: 440 students, parents, and chaperones Location: San Antonio College Purpose: To expose high school students from across San Antonio to meaningful workshops that prepared them to navigate the college application process, while giving them tools for leadership and ideas for potential careers. Lead Partner: San Antonio Education Partnership
08 KEYNOTE SPEAKER First Lady Michelle Obama visited San Antonio during College Signing Day to highlight the significance of pursuing and completing some form of higher education and the importance of students doing their part to help reach the President s North Star Education Goal to ensure America has the highest proportion of college graduates in the world by the year 2020. #REACHHIGHER During her remarks, the First Lady had the students stand and led them in reciting a pledge where they committed to enroll, persevere and graduate college. The First Lady also asked that parents read more to their younger children, urged businesses to offer more summer job opportunities and appealed to foundations to offer more scholarships.
I know where I m going... Destination College is implemented by a coalition of education professionals, including: UPCOMING 4th Annual Destination College: April 27th, 2015 May 1st, 2015