Breaking Barriers: How Marketing Drives Inclusion in Access Institutions

In this episode, Jaime and Myla Edmond, Associate Vice President, Communications and Marketing at California State University, Dominguez Hills, delve into higher education marketing’s impact on creating diverse and inclusive campus communities. This episode explores the role of marketing in fostering a diverse and inclusive campus environment and offers insights into how marketing can actively contribute to a sense of belonging. 

Takeaways include:

·      Insights into the role marketing can play in providing a sense of belonging on your campus

·      Thoughts on emerging trends that have the potential to benefit access institutions and minority-serving institutions

·      Ideas for ensuring effective engagement with audiences from diverse cultural backgrounds

·      Tips for better serving diverse audiences in ways that recognize cultural differences

Episode Summary

Myla Edmond’s Journey: From Law Aspirant to Marketing Advocate

Jaime introduces Myla Edmond, whose career path shifted from law to marketing. Now the Associate Vice President of Communications and Marketing at California State University, Dominguez Hills (CSUDH), Myla brings a unique approach to her role, deeply valuing inclusivity and representation in higher education. She shares that her career choice was intentional, motivated by her passion for supporting students from underrepresented backgrounds. CSUDH’s identity as a Hispanic-serving institution, committed to social mobility and access, aligns perfectly with Myla’s goals.

Working in higher education taught her that while elite institutions produce impressive graduates, access institutions are instrumental in creating positive societal impact, especially for first-generation students. Her commitment to fostering an inclusive campus extends to every student, faculty, and staff member, and her leadership aims to help these communities feel seen and valued through relevant, representative, and impactful marketing.

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The Role of Marketing in Creating Inclusive and Welcoming Campuses

In a powerful discussion about belonging, Myla emphasizes that a truly inclusive and welcoming campus environment is integral to both recruiting and retaining students. She explains how marketing departments, through everything from campus imagery to web content, can create environments where students from all backgrounds feel represented. This is not just about attracting students, she notes, but about nurturing their growth once they are enrolled.

Myla also discusses the barriers that jargon-heavy communication can create. Many students, particularly first-generation students, may feel alienated by language that assumes insider knowledge. To address this, her team works to create communications that are direct, respectful, and tailored to their audience’s needs. She further underscores the power of telling stories that showcase diversity in experiences, identities, and achievements to build a sense of belonging across campus.

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Collaborative Communication Strategies for Student Retention

Myla’s strategy for more effective communication is grounded in collaboration. To avoid overwhelming students with excessive emails and ensure that communications are relevant, she formed a large working group with representatives from multiple departments. Together, they identified key student groups, such as first-year and transfer students, and cataloged communications to assess volume, content, and timing.

This approach, which aligns with the institutional mission to prioritize student success, will create a more streamlined communication flow. Students benefit from communications that feel coordinated and personalized, rather than chaotic. Myla highlights that this work requires understanding that students expect the same level of responsiveness and care from their college as they receive from other service-oriented industries, like retail or entertainment.

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Technology Trends and the Future of Higher Ed Marketing

Jaime and Myla discuss emerging trends, including the push toward more innovative, personalized experiences in student engagement. Myla emphasizes that technology can bridge gaps but should be wielded with an understanding of each student’s unique background and needs. She believes that marketing must be adaptive to different cultural perspectives and proactive in learning from student voices.

The episode also explores the risks and opportunities posed by elite institutions recruiting from diverse student pools. Myla underscores that access institutions play a unique role that should not be underestimated or replicated merely for enrollment numbers. She notes that access institutions offer students transformative experiences, shaping communities in ways that foster social mobility and lifelong impact.

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This episode is brought to you by our friends at Mindpower:

​​Confessions of a Higher Ed CMO is sponsored by our friends at Mindpower- a full-service marketing and branding firm celebrating nearly thirty years of needle-moving, thought-provoking, research-fueled creative and strategy. Mindpower is women-founded and owned, WBENC certified, nationally recognized, and serves the social sector – higher education, healthcare, non-profits, and more. The Mindpower team is made up of strategists, storytellers, and experience creators. From market research to brand campaigns to recruitment to fundraising, the agency exists to empower clients, amplify brands, and help institutions find a strategic way forward. Learn more about Mindpower here! 

About the Enrollify podcast Network:

Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network.  If you like this podcast, chances are you’ll like other Enrollify shows too!  

Our podcast network is growing by the month and we’ve got a plethora of marketing, admissions, and higher ed technology shows that are jam packed with stories, ideas, and frameworks all designed to empower you to be a better higher ed professional. Our shows feature a selection of the industry’s best as your hosts. Learn from Mickey Baines, Zach Busekrus, Jeremy Tiers, Corynn Myers, Jaime Gleason and many more. 

Learn more about The Enrollify Podcast Network at podcasts.enrollify.org. Our shows help higher ed marketers and admissions professionals find their next big idea — come and find yours!