Multicultural students are a diverse and growing segment of the college population. They represent different ethnicities, cultures, languages, and backgrounds. They also have unique preferences, needs, and aspirations when it comes to higher education.
According to a report by Refuel Agency, multicultural students account for 45% of all college students in the U.S., and they are expected to increase by 15% - 25% over the next decade. They also have a higher propensity to enroll in online courses than their non-multicultural peers.
It is crucial for universities to reach out to this segment with effective digital advertising strategies that can increase awareness, engagement, and conversion.
Here are some tips on how to create successful digital advertising campaigns for multicultural students:
Represent the changing face and voice of America in your images, copy, audio, and video. Use authentic and diverse representations of multicultural students that reflect their realities and aspirations. Avoid stereotypes and cliches that may alienate or offend them.
Tailor your messages to the audiences you are looking to reach. Hispanic audiences in Southern California can be very different than Hispanic audiences in Florida. Different demographic segments will respond well to personalized, relevant, and transparent messages that appeal to their emotions and motivations.
Use micromarketing and niche targeting techniques. Multicultural students are not a monolithic group; they have different subcultures, interests, behaviors, and preferences within their larger ethnic groups. Use digital technology to segment your audience based on various criteria such as location, language preference, academic major, career goal, etc.
Leverage social media platforms and influencers. Multicultural students are highly active on social media channels such as Instagram, YouTube, TikTok, Snapchat etc., where they consume content from influencers who share their values and lifestyles. Use these platforms to showcase your university's culture, programs, success stories, and opportunities. Partner with influencers who can endorse your university and encourage their followers to apply or enroll.
Provide clear calls to action and landing pages that speak to both the target demographic as well as the majors, programs or schools being promoted. Direct potential applicants to landing pages where they can find more information, fill out forms, or complete transactions. Make sure your landing pages are mobile-friendly, user-friendly, and culturally relevant.
Example Multicultural Adult Learner data audience data available through the Manicz Media advertising platform
Top Multicultural Websites and Publishers with Contextually Relevant Content*
*This is just a sampling of the sites available through Manicz Media. A full site list can be made available post campaign, upon request.
Multicultural and DEI audiences are vital for university enrollment marketing because they represent a large and growing segment of potential students who can enrich the academic environment and contribute to the social and economic development of society.
To attract and retain these audiences, university enrollment marketers need to understand their needs, preferences, values, and aspirations; and design authentic, inclusive, and relevant campaigns that resonate with them. By doing so, universities can not only increase their diversity, equity, and inclusion goals but also enhance their reputation, competitiveness, and sustainability in the higher education sector.
For our higher ed partners, we often recommend a comprehensive digital media mix that reaches desired audiences across multiple content channels and devices including mobile, desktop, tablet, Streaming TV, and more.
Contact Manicz Media today to have one of our digital strategists reach out and discuss how our data and media platform can deliver more effective multicultural student outreach campaigns.
References:
https://info.mssmedia.com/blog/advertise-to-multicultural-college-students-effectively
https://www.aaf.org/Public/Public/Events/Awards/Most_Promising_Multicultural_Students/MPMS_Home.aspx
https://www.refuelagency.com/multicultural-marketing/