Utah higher education leaders are peddling their wares to students, making a sales pitch to get middle school students to listen up and commit to college.

The Utah System of Higher Education is set to launch a campaign targeted at students as young as seventh-graders this fall, spreading the word that the classes they take in high school will impact their ACT scores, college admissions and one day their salary.

"It's imperative that we have students see that every step they take leads to the final outcome," said Amanda Covington, communications director for the Utah System of Higher Education. "If they choose to play around or take school seriously, the consequences are much different."

With a focus on registering for rigorous core classes that will prepare them for college work, the ad campaign aims to get middle schoolers as well versed in college goals as they are in MP3 players.

David Doty, assistant commissioner of higher education, said although it's tough to get middle schoolers and even some high school students to think about college, he's got a surefire attention grabber: money.

Armed with graphs and stats on how much more money students could earn with a bachelor's degree — roughly $23,000 more annually — Doty said he hopes to turn some heads.

Along with getting students to plan for college, the ad campaign also focuses on going to college directly after high school. According to a U.S. Department of Education report, the odds of completing a bachelor's degree go up 21 percent for students who don't delay entering college after high school.

"Students are saying, 'Hey, we just got out of high school, I need some time off. I need a year to just chill,' " Rich Kendell, Utah higher education commissioner, said. "It's much better to go right into college, even if it's just for a semester."

In Utah particularly, Kendell said male students often take time off before going to college, opting instead to work before going on a mission for The Church of Jesus Christ of Latter-day Saints as 19-year-olds.

Although Kendell said he has not spoken with LDS Church leaders about that specific situation, he is trying to recruit LDS leaders and other religious groups to help him in his campaign. Kendell is also hoping business and community leaders will join in the rally to get students thinking about college earlier and going to college sooner.

"I don't care how challenging you think it is right now, there is no better time or no easier time than when you are 18 or 19 years old to get your degree," he said. "This is the best time to get it."

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