It’s been awhile since we posted an update on the 55% Initiative and recent activities on this Blog, so I want to briefly highlight a few and create a new thread for the conversation. First, we completed the statewide surveys of college seniors and recent graduates in the fall and reported on the results in December. Those results were very telling, as they helped more narrowly define the target audience of those who are leaving and why they are leaving. The results are a key component to developing the marketing effort to encourage more to stay and also to looking at making any policy changes or undertaking additional activities to create an environment that is more attractive to young professionals.
We lined up six classes of college marketing students who are currently taking the survey data and other information and using it to develop ideas for a marketing campaign. Given that these students are also the target market, tapping them to help develop ideas for the plan and also ideas on how to effectively reach a college student audience seemed ideal. The students will be getting together at an event on May 2 to report their findings and discuss them among the group and with guests at this event. As the date gets closer, we’ll publicize information on it.
Once we have these findings, we’re developing a working group of supporters, marketers, and young professionals to help shape this into a trial marketing campaign, which we plan to launch at a few colleges in the fall. We continue to be amazed at the positive response these efforts have been receiving. The media coverage has helped raise visibility and attract additional support. We’re planning on this being much more than a marketing plan and are collaborating with several organizations to create a new web presence geared toward soon-to-be college graduates, young professionals, and those looking to hire, entertain, and connect with these audiences as well.
The postings on the Blog have been helpful and we encourage more suggestions through this means. Some good suggestions have been made. One suggestion – additional scholarships for those who plan to stay – has been moved on by the NH High Tech Council, which recently launched a new scholarship for students those whose families work for a member organization. One criteria for eligibility is to agree to do an internship in NH while in college.
Please stay tuned for more. There’s also more information, including a White paper summarizing the activities from 2007, posted on a special section of the USNH web site at http://www.usnh.edu/initiatives/55.shtml
Mat Cookson, University System of NH
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