symposium for the marketing of higher education : american marketing association © copyright 2004...

Symposium for the Marketing of Higher Education : American Marketing Association

Key Points

• Diversify or Die!Your institution’s economic health depends upon it

Our country’s economic health depends upon it

• Partner with Stakeholders• Steps to Engage Partners


Diversify or Die!


U.S. Population Ages 15-29

Source: U.S. Census Bureau, Statistical Abstract of the United States, 2001.


Total Population by Race

Source: U.S. Census Bureau, Statistical Abstract of the United States, 2001.


College Enrollment

Source: U.S. Department of Education, National Center for Education Statistics, 2002.


Photo Illustration by Jay Montgomery for DiversityInc Magazine, August/September 2004


Minority Enrollment

Minorities are continuing to enroll in colleges/universities at an increasing rate


QUESTION:

Where are they going to enroll?


Unmet Minority Needs

• Inability to tap significant purchasing power

• Untrained workforce

• Half of US citizens will not be equipped to fully contribute


Result

• Market will establish ways to meet its own needs

• Those institutions that meet the needs will survive

• Those institutions that evolve with the needs will thrive


Increased DiversityDifferent Challenges• Assimilation Issues

• Social/Religious Differences

• Language Barriers

• Poverty

• Low Preparedness


Addressing Challenges

• Create processes to accommodate more diversity

• Create programs to encourage and ensure success

• Increase marketing to minority groups


Marketing to Minorities

• Research and Understand Local Composition

• Segmentation is Critical

• Prioritization

• Research and Understand Needs of Target Market(s)

• Communication is Key


Understand Your Target

• Know how to reach your target


Increase MinoritiesIncrease InterestThe other stakeholders:

BUSINESSES


The Business Case

• Education

• Recruiting Efforts

• Diversity


Steps to Engage Businesses

• Identify Benefactors

• Identify Companies Targeting Your Graduates

• Understand the WIIFM Factor


• Identify a Champion

• Identify a Contact

• Make the Connection

• Follow Up

Steps to Engage Businesses


Backup


2002 Purchasing Power(in billions)

• Hispanic = $630*

• Asian American = $296.4

• African American = $645.9

• Native American = $40.8

Sources: *Hispanic Association on Corporate Responsibility, Statistics, Hispanic Demographics, 2002.Wow! Facts, Diversity Best Practices, 2003.

symposium for the marketing of higher education : american marketing association © copyright 2004...

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