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Higher Pass seeks $1 million to sustain statewide career-marketing campaign after ESSER grant boost
Summary
Kristen Bridal told the committee Higher Pass — a statewide career-marketing program and video series — requests $1 million in ongoing state funding to sustain content production, distribution and regional outreach after a 1-time ESSER grant and private donations expanded the program.
Kristen Bridal, owner of New Boston Creative Group and founder of the Higher Pass campaign, asked the Kansas House Appropriations Committee for $1 million in recurring state funds to sustain a statewide marketing effort that promotes career and technical education and apprenticeships to parents, teachers and students.
Bridal said Higher Pass launched in 2021 and uses a library of short and long-form videos, billboards, radio and PBS partnerships to reach families across Kansas. She told the committee the program’s priorities are to reduce stigma around non-college postsecondary tracks, increase awareness of apprenticeships and technical colleges, and keep talent in Kansas. Bridal said private industry donations and a one-time ESSER grant provided $1 million in the prior year and allowed an expanded media buy that produced measurable increases in site visits and video views.
Bridal reported program metrics: since 2021 Higher Pass reached more than 2 million people across social channels, had approximately 290,000 unique website visitors and 385,000 sessions. She said that after the 2024 grant-funded media push the program saw a roughly 147 percent increase in website sessions and more than 500,000 video views in 2024—most of those after September when new funds began to be spent. Bridal also described a repeated parent-perception survey: the share of parents who prefer a four-year pathway for their child decreased from about 62.7 percent in 2019 to 51.7 percent in 2024; interest in apprenticeships and technical colleges rose in the same interval.
Bridal outlined program activities funded by the grant: 28 “Cool Careers” videos (available with Spanish captions), curricula worksheets for teachers, short-form social content, a planned pilot of in-person “career hunt” events, and partnerships with 4‑H, the Office of Registered Apprenticeship, KBOR workforce teams and PBS affiliates. She asked the committee to consider $1 million in the budget to sustain media buys, produce more videos and scale live events statewide. Bridal described plans to form an independent 501(c)(3) if sustainable funding is secured.
Committee time for questions was limited; members thanked Bridal for the presentation. No committee action or vote was recorded during the hearing.
