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F I S C A L I M P A C T R E P O R T

SPONSOR Nava

ORIGINAL DATE

LAST UPDATED

2/13/2007

HB

SHORT TITLE

PROMOTE THE VALUE OF COLLEGE

SB 579

ANALYST Moser

APPROPRIATION (dollars in thousands)

Appropriation

Recurring

or Non-Rec

Fund

Affected

FY07

FY08

$3,000.0

Recurring

General Fund

(Parenthesis ( ) Indicate Expenditure Decreases)

SOURCES OF INFORMATION

LFC Files

Responses Received From

NM Department of Higher Education (HED)

Public Education Department (PED)

SUMMARY

Synopsis of Bill

Senate Bill 579 appropriates $3,000,000 from the General Fund to the New Mexico Higher

Education Department (NMHED) for expenditure in FY08 to launch a statewide public

awareness and marketing campaign on the value of education beyond high school, both career-

technical education and college degree programs, for students of all ages.

FISCAL IMPLICATIONS

The appropriation of $3,000,000 contained in this bill is a recurring expense to the general fund.

Any unexpended or unencumbered balance remaining at the end of FY08 shall revert to the

general fund.

SIGNIFICANT ISSUES

HED indicates that this bill is a priority in HED's legislative agenda and is part of the

department's strategic priorities and goals.

Senate Bill 579 – Page

2

In April 2006, New Mexico First, a nonprofit, nonpartisan member-supported organization led

by a statewide board of business and civic leaders, conducted a statewide Town Hall meeting on

higher education. More than 200 citizens participated over three days. New Mexico First’s

primary recommendation is the need to provide information about the importance of education to

compete in today's economy. New Mexicans may not have complete knowledge of the economic

value and personal benefits of pursuing higher education. They may not be aware of the positive

impact that obtaining a degree can have on their income and quality of life. They may not be

familiar with the process of applying to college or university. Often, they are not informed of the

many state and federal financial aid programs available to them, including the Lottery Success

Scholarship. They may not be aware of the necessity of education to compete in the global

economy or of the many options in New Mexico to obtain a degree or certificate: traditional

institutions (public and private, two-year and four-year institutions) and distance learning

programs. Many do not even consider college a possibility.

This targeted, multimedia campaign will create a sense of urgency about completing high school

and entering college be that a university, community college, or career-technical program of

study. New Mexico Town Hall participants believe that such a campaign will help parents and

students realize the practical benefits of college.

The campaign will be administered by the HED, and will target people of all ages about

continuing their educations. The campaign will be planned by a coordinating team of diverse

stakeholders including state, tribal, local, national, business, nonprofit, and student partners. It

will include significant market research, and an assessment of existing marketing materials being

used in colleges and universities. Drawing on the market research, the statewide campaign will

select the most effective outreach tools, which may include television, radio, billboards, special

events, and printed promotions and will leverage higher education advertising and promotions

that are already in place. Methods will include focus groups, surveys, interviews, and other data

gathering tools to plan the campaign for selected audiences.

National and local sponsors will be sought to help support creative production of the campaign

and materials.

OTHER SUBSTANTIVE ISSUES

Using the results of the New Mexico-specific market research data, existing HED staff and the

planning committee would work with a contracted advertising firm to develop and implement a

statewide marketing and communications campaign. The planning committee will identify key

audiences including underserved student populations and determine the desired outcomes of the

marketing campaign. A unified message will be crafted appropriately to target specific audiences

statewide. New Mexico's colleges and universities could support the advertising with a financial

match or by incorporating the campaign’s key messages.

HED will contract with a public relations firm to develop a campaign to design and print

supporting materials. The campaign should identify key spokespersons and key messages;

produce editorial placement, editorial boards, op-ed pieces, interviews, focus groups, blogs,

special events, workshops, publications, and other effective tools to elevate awareness of the

value of education among broad and diverse audiences.

GM/mt