The core focus of the ground campaign is to provide information about the Four Steps and to encourage students and their family/mentors to visit the KnowHow2GO.org website.

KnowHow2GO.org is an interactive website that provides grade specific information to middle schoolers, high school freshman, sophomores, juniors, seniors and adults/mentors about the steps students should take to prepare for college. The website also features a college quiz and a virtual campus tour in which visitors can explore a college campus and even decorate a dorm room. It also has student success stories and a useful links section.

The ground campaign utilizes brochures as the main method to disseminate information about the campaign. The brochure provides information regarding the Four Steps, college myths vs. facts and ways adults can help students go to college. The brochure (below left) is available in both English and Spanish. The Ad Council also created a series of posters to be displayed in schools and community centers (below right).

The ground campaign is not limited to information dissemination. The campaign also seeks to collaborate with education organizations, youth-oriented groups, local colleges and universities, businesses and state and local politicians.