Success Story

In 2007, the University of South Florida was awarded a grant to implement the KnowHow2GO campaign in Hillsborough County. The campaign has two components: a ground campaign and a media campaign. Both encourage students and their influencers to visit our website KnowHow2GoTampaBay.org to find specific college-going information related to Hillsborough County.

Ground Campaign – College Access Sites

The ground campaign in Tampa Bay was unique from other KH2GO states and regions. We created partnerships with three system-wide sites and established Local College Access Sites with 20 youth-serving organizations throughout Hillsborough County. Grants of up to $5,000 were awarded to these youth-serving organizations. The funding was provided by Lumina Foundation for Education and the Children’s Board of Hillsborough County.

Local College Access Sites are places where students can find knowledgeable and caring individuals who will help them in the college access process. The purpose of these sites is to strengthen the quality of student assistance and outreach efforts to first generation students as they explore the pathways to college, to provide accurate college information and guidance and to encourage student persistence in fulfilling their college dreams.

In addition, to presenting in Hillsborough County School District AVID classrooms and other functions, the campaign has been highly visible at many events in the community. Events include: The Florida State Fair, Conga Caliente, Pasos al Futuro and College and Career Nights.
Media Campaign

The strategic media plan executed in Tampa Bay had success in a variety of different media vehicles. WUSF’s University Beat covered our launch event in the summer of 2008. The two-minute segment provides a great overview of the campaign (see below left). Also, KH2GoTB was featured twice on Fox 13’s Your Turn to discuss the campaign and the steps students should take in high school to prepare for college with local experts (see below right).

Furthermore, we were awarded a Bright House Networks’ Airtime Grant to play our PSAs on channels geared toward our target audience. In addition, Clear Channel Outdoor donated 10 billboard spots to help create awareness of the campaign throughout Tampa Bay.