Virtual Hosts Welcome Visitors to KnowHow2GO.org

December 12, 2007 Washington, D.C. Redesigned site builds students' excitement about preparing for college

Published by the American Council on Education

Students who visit KnowHow2GO.org are advised to turn up their volume. That's because the newly designed Web site features virtual hosts who offer timely advice to student visitors. The hosts are recent college graduates who work with underserved high school students through the National College Advising Corps. The introduction of the virtual hosts is part of a KnowHow2GO Web site makeover that includes engaging interactive features, a bold design and vibrant new colors.

Other additions to the new KnowHow2GO.org site include an interactive quiz that tests students' college-readiness and a clickable map that connects them to local experts on college access.

The site re-launch is the latest development for the KnowHow2GO public service campaign, which encourages and prepares low-income and first-generation students to actively pursue higher education. The campaign launched in January 2007 under the sponsorship of Lumina Foundation for Education, the American Council on Education and the Ad Council.

"The new Web site is a strong, visual representation of the campaign's growth during the past year," said Melanie Corrigan, director of National Initiatives for the American Council on Education. "The virtual hosts, for instance, were selected from our ever-expanding network of national and state partners who ensure that students who hear or see our PSAs can easily find help near them."

KnowHow2GO.org's virtual hosts are:

• Meghan Bridges, University of North Carolina-Chapel Hill
• Tomika Ferguson, University of Virginia
• Josh Lerner, Brown University
• Maria Martinez, University of Utah
• Dexter Robinson, University of North Carolina-Chapel Hill

"The virtual hosts are perfect role models for middle and high schoolers who dream of going to college," said Nicole Hurd, founder of the National College Advising Corps. "They're real, young adults who worked hard and overcame obstacles to achieve academic success. And they've made a career of teaching students to do the same."

Donated media support for KnowHow2GO PSAs is estimated at $39 million for January through June 2007. This includes airtime for campaign television and radio PSAs and space for print ads, billboards and banner ads. KnowHow2GO PSAs rotated on CNN and AOL Instant Messenger, among other channels, solidifying the campaign's ranking as the third most successful Ad Council campaign during the first quarter of 2007.

KnowHow2GO's media campaign is bolstered by a strong roster of on-the-ground partners. The campaign has forged coalitions of nonprofit organizations, institutions of higher learning and local government agencies in 15 states. These coalitions have created state-specific Web sites, distributed materials to 8th through 10th graders and hosted high-profile launch events and pep rallies to build awareness of their local campaigns. KnowHow2GO has also recruited more than 30 national partners who work directly with students. For a complete list of partners, visit http://www.knowhow2go.org/partners/.

Early next year, the Ad Council will debut new KnowHow2GO PSAs. Also in development is KnowHow2GO-U, a virtual campus that will be added to KnowHow2GO.org. Visitors to the campus will be invited to click on various buildings to explore the relevant information, quizzes and games within.

About Lumina Foundation for Education: Lumina Foundation (www.luminafoundation.org), an Indianapolis-based, private, independent foundation, strives to help people achieve their potential by expanding access and success in education beyond high school. Through grants for research, innovation, communication and evaluation, as well as policy education and leadership development, Lumina Foundation addresses issues that affect access and educational attainment among all students, particularly underserved student groups, including adult learners. The Foundation bases its mission on the belief that postsecondary education remains one of the most beneficial investments that individuals can make in themselves and that society can make in its people.

About American Council on Education: Founded in 1918, ACE (www.acenet.edu) is the major coordinating body for all the nation's higher education institutions, representing more than 1,600 college and university presidents, and more than 200 related associations, nationwide. It seeks to provide leadership and a unifying voice on key higher education issues and influence public policy through advocacy, research, and program initiatives.

About Ad Council: The Ad Council (www.adcouncil.org) is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives.

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