Public Relations and Marketing Strategies for Higher Education Diversity Initiatives

1. Public Relations and Marketing Strategies for Higher Education Diversity Initiatives 4440 PGA Boulevard, #600, Palm Beach Gardens, FL, 33410 561-472-8479, 561-472-8401 (fax), www.nadohe.org Leading Higher Education Towards Inclusive Excellence

2. Webinar Logistics • Welcome and Instructions • Dr. Roger L. Worthington • Q & A • Dr. Whitney Stewart Harris & Linda Kohl • Q & A • Closing Moderator: Dr. Juan Sanchez Munoz Vice President for Institutional Diversity and Community Engagement Associate Vice Provost, Faculty and Undergraduate Academic Affairs

3. NADOHE Professional Development Themes of future NADOHE webinars: • Marketing and Communications • Budget and Development • Diversity Assessment

4. NADOHE Professional Development • Future projects: • Professional Expert Speakers Bureau • Marketing Campaigns • Annual Report Preparation • Resource development and reporting • Formation of Professional Standards for CDO’s • CDO Development Institute

5. Roger L. Worthington, PhDAssistant Deputy Chancellor & Chief Diversity OfficerChancellor’s Diversity InitiativeUniversity of Missouri Marketing Your Diversity Initiative

6. Roger L. Worthington, Ph.DAssistant Deputy Chancellor & Chief Diversity OfficerChancellor’s Diversity Initiative Presentation Prepared by Rebecca A. CalvinMarketing SpecialistChancellor’s Diversity InitiativeUniversity of Missouri

7. Basic principles of marketing for diversity in higher education

8. What it is Everything that shapes the perception the consumer has of your organization University of Missouri

9. Why it is important University of Missouri

10. What you should know before you begin University of Missouri

11. Strategic areas of focus University of Missouri

12. Develop your plan for each strategic area University of Missouri

13. Branding your institution’sdiversity efforts

14. What it is University of Missouri

16. Why it is important University of Missouri

17. Strategic areas of branding University of Missouri

19. Strategies for achievingdiversity objectives throughmarketing techniques

20. Conduct a products and services assessment University of Missouri

21. University of Missouri

22. Develop a semester guide to general communications activities University of Missouri

25. Reach and Engage Underrepresented Students through Public Relations and Marketing Strategies Diversity Strategies Webinar Series http://www.innovativeeducators.org/webinars_s/57.htm

26. Introductions Dr. Whitney Stewart HarrisExecutive Director, Diversity and Multiculturalism Minnesota State Colleges and Universities Linda Kohl Associate Vice Chancellor for Public Affairs Minnesota State Colleges and Universities

27. About the system • 32 institutions • 54 campuses • 47 communities

28. System profile • 7 state universities • 5 community colleges • 6 technical colleges • 14 combined technical and community colleges • 424,000 students per year • 33,500 graduates per year

29. Students of color Total number students of color: 40,723* Students of color: 16.2% American Indian: 1.5% Hispanic or Latino: 2.0% Asian: 4.4% African American: 8.3% (*Annual unduplicated headcount enrollment in credit courses.)

30. Underrepresented students • Students of color • Students from low-income families • ESL students • First-generation college goers

31. Challenges • Need to increase overall educational attainment of adults • Projected population growth is among people of color • Lower participation and completion rates for students of color and of males • Need to increase participation and completion of first generation college-goers and low income

32. Strategic Response “The Board of Trustees recognizes that recruiting and retaining college students in groups traditionally underrepresented in higher education is critical to the state’s economic future.”

33. Research on the underrepresented • Review existing recruitment and retention plans • Review current spending • Evaluate customer service • Focus group of campus staff • Focus groups of underrepresented students • Use results to assist colleges and universities

34. Student focus groups – middle schools • 14 focus groups with middle school students from target audiences • 10 Twin Cities • 2 Duluth • 2 Willmar Participants: African Americans, recent African immigrants, Hmong, Hispanic/Latino and American Indian. For each group, focus groups of girls and boys.

35. Student focus groups – high schools • 2 focus groups of students • Seniors from suburban high school • 9th to 12th grade English Language Learners from rural high school • Interviews with three high school counselors

36. Objectives Middle school groups: • Assess awareness and impressions of college • Determine what would motivate them to consider college • Find out how they want to receive information about college • Get reactions to description of college High school groups: • Hear views about college • Review existing recruitment materials

37. Selected conclusions – middle school • Students are interested in college but do not have a good idea of what college is • Parents are powerful motivators for all groups • Ideas about their future are limited or unrealistic

38. Concerns exist about financing, possibility of failure • Internet is more useful for information about college than YouTube, My Space • Personal connection and experience are the best ways to get information

39. Reactions to 2001 materials • Clothing styles outdated • Wanted brighter colors • Wanted to see what college would be like • Information about earning potential • More information about financial aid, grants

40. Questions?

41. Brochure • Photo shoot • New design • Brighter colors • Rewrite to address concerns

42. Translation • State population statistics • Student body statistics • Welcoming environment

43. Translation design issues

44. Poster • All 9 languages on one poster • Distribute (English) brochure and posters by mail to counselors • Provide online order form for brochures in all languages

45. Advertising campaign • Bus exteriors on targeted routes

46. Bus shelter ads in targeted neighborhoods

47. Bus and transit ads, interior

48. Newspaper ads