For Immediate Release
Contact:
Matthew Cookson, USNH: 603-862-0904
Matt.cookson@usnh.edu

Student Input Helps Advance the 55% Initiative and Confirm Need to Connect with New Grads in New Hampshire to Encourage them to “Stay, Work, and Play” Here

Concord NH - May 2, 2008 – College students across the University System of New Hampshire (USNH) were challenged this semester to research why new graduates stay or leave New Hampshire and what could be done to encourage more of them to remain in the state.  Five classes of marketing students presented their findings today in a group presentation in front of business leaders and educators at the Red Rivers Theatre in Concord.  Many of their ideas resonated with the audience and could be used in a statewide effort to encourage more of these students to start their careers in New Hampshire. 

Students from Keene State College, Plymouth State University, the University of New Hampshire in Durham and UNH Manchester presented ideas ranging from busing students to centralized job fairs, creating a statewide web site for new graduates, and using You Tube videos of young professionals telling their stories about launching their careers in New Hampshire. 

The class projects were pulled together to provide direct student input on the 55% Initiative, which calls for developing creative ways to promote NH to future college graduates to encourage more of them to “stay, work, and play” here.  The initiative focuses on learning why graduating students decide to stay or leave the state, and on developing a marketing effort that would heighten awareness of key attributes of the state and its employers, on shifting perceptions that may be outdated or inaccurate, and on increasing the number that decide to remain in state to 55% and beyond.  It is a collaborative effort that is being led by USNH. 

PSU student Colin VanDenBerghe said that his work on the project changed the way he thought about New Hampshire and also changed his plans to move to California, where he had planned to begin his career.  "California is more flashy than New Hampshire," said VanDenBerghe, who grew up in Bedford. "But when it came down it, I realized that everything they offer there is offered here."
VanDenBerghe was one of the 35 PSU students in a marketing class that focused on this project during the semester and developed a marketing campaign aimed at further educating students about life after college in New Hampshire.  He and several students from the other USNH institutions participated in a tour of Manchester earlier this spring and met with some of the young professionals that have launched their careers here.
“Just working on this class project made a significant impact on the students,” said Matt Cookson, associate vice chancellor for external relations at USNH and coordinator of the class projects.  “At PSU, 18 students in the class planned to pursue a career outside of New Hampshire, but by the end of the semester, five of those students decided to stay in the state.  This clearly demonstrates that students are not fully aware of the opportunities here, the quality of life, and the fact that more of their paycheck might wind up in their pocket.  Getting this information to them can change their minds”

Surveys done by college seniors and recent graduates last year show most graduates leave in search of what they think are better jobs with higher salaries in other states. Many students yesterday said, in order to keep twenty-somethings, colleges and business will have to work together to dispel the myth that New Hampshire has no jobs.

They suggested a single, clearinghouse-type website where employers could post job openings and internship offers. Increased coordination between university career centers and employers looking to hire would help, they said. And they agreed that traditional job fairs are outdated and intimidating. The Keene State students said they’d be willing to go to job fairs in Durham and Manchester, and having fewer and larger statewide job fairs would be more effective.  The UNH students called for an annual event on campuses that promotes the state to the students using the theme of “stay, work, and play in New Hampshire.”
New Hampshire also needs to work on its image, students said. There's a belief out there that the state is boring, a good place to raise a family but not to spend your 20s. In addition to promoting the state's natural resources, they suggested hyping something less glamorous: the low cost of living. That's what made VanDenBerghe change his mind, but it's not something most students think about.
But the business people, elected officials and members of the newly created state task force who attended yesterday's event said they appreciated the student ideas and look forward to doing a better job communicating with students while they are still on campus. Allison Stebbins, general manager of Fidelity Investments in New Hampshire, said she culled some good ideas from the event, especially about how to communicate with a generation that relies so heavily on the internet.
"We identified areas we need to work on," Stebbins said. "We need to adjust the ways we communicate, whether it's Facebook, Monster.com or Craig's List."

The ideas presented by the students will be considered as USNH and its partner organizations develop the next steps to move the effort forward.  “These students are our target audience and their findings confirmed what we had thought – they need a web site dedicated to their needs and designed for them that shows there are opportunities for them, there are young people staying here and building social networks, and starting a career here can be beneficial both professionally and financially,” Cookson said.

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