A Real American Issue in Search of a Corporate Champion

1. STOPPING THE DROPOUT
A REAL AMERICAN ISSUE IN SEARCH
OF A CORPORATE CHAMPION

2. STARTING WHAT
WE FINISHED
‣ HOW MANY OF US FINISHED COLLEGE?
‣ HOW MANY BELIEVE WE’D BE WHERE WE ARE IF
WE HADN’T FINISHED COLLEGE?
‣ HOW MANY BELIEVE STUDENTS WHO DO
EVERYTHING IN THEIR POWER TO MAKE IT
THROUGH COLLEGE SHOULD BE GIVEN THE
OPPORTUNITY TO FINISH WHAT THEY STARTED?

3. THE FOLLOWING ISSUE
NEEDS A CORPORATE
CHAMPION TO DECLARE
THEIR INTENT AND
START A MOVEMENT.

4. OTHER MOVEMENTS OF NOTE

5. When did you stop
thinking you’re beautiful?
2%

9. OVER THE PAST THREE
YEARS, WE’VE SPARKED A
DEBATE ABOUT THE STATE
OF THE AMERICAN DREAM.

10. ONE ISSUE THREATENS THE
DREAMS OF YOUNG PEOPLE
MORE THAN ANY OTHER.

11. THE GROWING INABILITY
TO COMPLETE COLLEGE.

12. SOURCE: AMERICAN DREAM 2.0
46%
OF STUDENTS WHO START
COLLEGE WON’T FINISH.
AMONG STUDENTS WHO ENROLL IN AN INSTITUTION OF HIGHER LEARNING,
46% DO NOT GRADUATE WITH ANY CREDENTIAL WITHIN SIX YEARS

13. AMONG THE 2.8 MILLION
COLLEGE STUDENTS WHO
START PURSUING THEIR
DREAMS EACH FALL,
1.3 MILLION
WON’T GRADUATE.
SOURCE: AMERICAN DREAM 2.0

14. THE #1REASON IS
FINANCIALLY RELATED.
SOURCE: BILL & MELINDA GATES FOUNDATION

15. WHY IS GRADUATING
IMPORTANT?
SOURCE: BILL & MELINDA GATES FOUNDATION
2MM 1.6MM 5.6MMINCREASE OF JOBS
REQUIRING A
BACHELORS DEGREE
INCREASE OF JOBS
REQUIRING AN ASSOCIATES
DEGREE OR SOME COLLEGE
DECREASE OF JOBS AVAILABLE
TO THOSE WITH A HIGH SCHOOL
DIPLOMA OR BELOW SINCE 2007

16. ONLY AN AMERICA WHICH
HAS FULLY EDUCATED ITS
CITIZENS IS FULLY CAPABLE
OF TACKLING THE COMPLEX
PROBLEMS AND PERCEIVING
THE HIDDEN DANGERS OF THE
WORLD IN WHICH WE LIVE.
– FROM THE UNSPOKEN SPEECH OF PRESIDENT JOHN F. KENNEDY

17. AN ISSUE AS
CRITICAL TO
THE AMERICAN
DREAM TODAY
AS IT WAS 50
YEARS AGO

18. 53 MILLIONPEOPLE 18+ YEARS OLD WITHIN OUR MARKETS CONSIDER IT
VERY IMPORTANT TO HAVE A COLLEGE DEGREE
DO PEOPLE REALLY CARE?
SOURCE: SOURCE: 2012 U.S. CENSUS; 2012 LUMINA FOUNDATION STUDY OF THE AMERICAN PUBLIC’S OPINION ON HIGHER EDUCATION

19. DO PEOPLE REALLY CARE?
SOURCE: 2012 U.S. CENSUS | SALLIE MAE
80%29MMFAMILIES WITH CHILDREN
UNDER 18 IN OUR MARKETS
OF PARENTS EXPECT THEIR KIDS TO GO TO
COLLEGE, SAYING IT’S:
• AN INVESTMENT IN THEIR CHILDREN’S FUTURE
• MORE IMPORTANT NOW THAN IT USED TO BE
• PART OF THE AMERICAN DREAM

20. 23 MILLIONFAMILIES IN OUR MARKETS
VIEW COLLEGE AS IMPORTANT
FOR THEIR KIDS
SOURCE: 2012 U.S. CENSUS | SALLIE MAE

21. THE FINANCIAL AND
EMOTIONAL BURDEN
OF PAYING FOR COLLEGE
IS A UNIVERSAL ISSUE.

23. THEY CAN’T DO IT ALONE
SOURCE: SALLIE MAE
13% 36% 32%ARE EXTREMELY CONFIDENT
THAT THEY WILL BE ABLE TO
MEET THE COSTS OF THEIR
CHILDREN’S COLLEGE EDUCATION
AGREE THAT THEY HAVE CREATED
A PLAN TO PAY FOR THE COSTS
OF UNDERGRADUATE COLLEGE
FOR THEIR CHILD/CHILDREN
PLAN TO PAY FOR THEIR
CHILDREN’S COLLEGE EDUCATION
WITH THEIR OWN SAVINGS OR
CURRENT INCOME

24. WE WISH TO DEDICATE
OURSELVES TO REMOVING
THE BARRIER TO THE
MOST POWERFUL
MEANS TO A DREAM —
COLLEGE EDUCATION.

25. IN 2014, WE WILL
PROVE OUR PURPOSE.

26. ONE AUDACIOUS GOAL
MAKE IT POSSIBLE FOR EVERY STUDENT
WHO GOES TO COLLEGE TO HAVE THE
OPPORTUNITY TO GRADUATE.

27. THE POWER OF THIS IDEA
IT’S A WORTHY ISSUE GAINING MORE ATTENTION IN SOCIETY
AT LARGE — AND WE CURRENTLY HAVE LEADER ADVANTAGE
IT GIVES NON-CUSTOMERS REASON TO CONSIDER AND
CURRENT CUSTOMERS REASON TO STAY WITH YOU
IT WILL MAKE CUSTOMER INTERACTIONS LESS
TRANSACTIONAL AND MORE TRANSFORMATIONAL

28. HOW WILL WE KNOW
WE’RE WINNING?
1. RAISE AWARENESS: DRIVE CONVERSATION
AROUND THE ISSUE
2. SHIFT SENTIMENT: GET PEOPLE TO CARE
3. CHANGE BEHAVIOR: GET PEOPLE TO ACT

29. ASSIGNMENT
CREATE AN INTEGRATED, FULL-YEAR CAMPAIGN
THAT FRAMES THE ISSUE, DECLARES OUR
COMMITMENT, AND SPARKS REAL ACTION –
BOTH INTERNALLY AND EXTERNALLY.

30. AUDIENCE
1. PROSPECTS
2. CURRENT CUSTOMERS
3. EMPLOYEES
4. CORPORATE LEADERSHIP

31. STRATEGIC PARTNERSHIP
IDENTIFY THOUGHT-LEADERS AND POLICY-MAKERS
WITH SHARED VALUES WITH A COMMON PURPOSE

32. POTENTIAL PARTNERS

33. DECLARE
YOUR INTENT
TO START
WHAT WE
FINISHED

34. THANK YOU!