Strategies for Reaching Hispanic Students and Families

Episode Notes

In this episode, we're focusing on a crucial aspect of student outreach: connecting with Hispanic prospective students and their families.  Why is the Hispanic population important to college enrollment? What sets them apart in terms of behaviors and demographics? And most importantly, how can we effectively reach this audience and their influencers? Cristina and Allison explore these questions and discuss the power of listening, leveraging audience-centered market research, and creating multifaceted integrated marketing and communications campaigns that truly resonate.

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Key Takeaways

• The Hispanic population is vital to enrollment strategies: With Hispanic students projected to make up one-fifth of college-aged students by 2025, higher ed marketers must prioritize connecting with this demographic.
• Family plays a central role in decision-making: Effective communication must include parents, grandparents, and extended family members, often requiring Spanish-language materials and resources.
• Cultural authenticity is key: Strategies should reflect an understanding of cultural values, such as validation, community, and outcomes-driven storytelling.
• Integrated and intentional marketing works: NJIT’s success stems from a holistic approach that spans video storytelling, Spanish-language ads, event sponsorships, and partnerships with Hispanic organizations.
• Start small but think big: Listening to your audience and engaging in conversations with Hispanic students, alumni, and families can help build the foundation for impactful marketing strategies.

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Episode Summary

The Growing Importance of Hispanic Students in Higher Education

With declining overall enrollment numbers, the Hispanic population offers significant growth potential for colleges and universities. Cristina highlights that while the number of traditional college-aged students is decreasing, the Hispanic demographic is increasing, making it essential to connect with this audience authentically.

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Cultural Nuances in Hispanic Student Recruitment

Understanding cultural values is essential to reaching Hispanic students and their families. Cristina emphasizes the pivotal role of family in the decision-making process. Unlike other demographics, Hispanic families often make college decisions collectively. Language barriers for parents and grandparents require institutions to provide Spanish-language resources that align with the needs of the entire family.

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NJIT’s Comprehensive Approach

NJIT’s leadership has prioritized diversity and inclusion, creating a campus environment that aligns with its marketing efforts. Cristina shared some of NJIT’s initiatives:

• Partnership with The College Tour Español: NJIT created a Spanish-language episode featuring Hispanic students, alumni, and faculty to share authentic experiences.
• Localized marketing efforts: Spanish-language campaigns through Univision, Telemundo, podcasts, and events.
• Community partnerships: Collaborations with organizations like the Society for Hispanic Professional Engineers (SHEP) to foster belonging and celebrate cultural milestones.

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Effective Strategies for Marketing to Hispanic Families

1. Incorporate Spanish-Language Resources: From landing pages to brochures and in-person events, ensure Spanish-speaking families can fully engage.
2. Leverage Alumni and Current Students as Influencers: Showcase success stories from Hispanic students to validate and inspire prospective students.
3. Be Mission-Driven: Marketing efforts should reflect a university-wide commitment to inclusivity and support for Hispanic students.

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Guest Name: Cristina Craig, Director of Marketing, NJIT

Guest Social Handles:  https://www.linkedin.com/in/eric-menna/