Increasing Latino Student College Enrollment; a Marketing Perspective

Figures & data

Figure 1. Latino focus groups conducted.

Figure 2. College overlapping with other themes.

Figure 3. Promotional activities mentioned.

Table

Recruitment	Retention	Promotion
Recruiting Latino students in high school	Latino clubs and associations	Website translation option
Admission requirements based on needs not GPA	Peer mentorship	Advertise to Latinos including parents
Provide financial aid that minimizes debt	Faculty mentorship	Highlight Latino student success stories
“Easy access” information including cost, financial aid, and alternative ways to pay for college to students & parents	Support services through their educational journey	Graduate students as relatable role models
“Parental engagement in college choices”	Spanish-speaking employee/bilingual point person to represent Latino students	Testimonials (students, graduates, faculty)
Follow up post-visit to parents	Culturally relevant events	YouTube tutorials that students can access from their smartphones
Latino & bilingual personnel	Culturally relevant programming & curriculum	Fliers to students (& parents) encouraging them to call with questions
“Path for degree completion” described	Career services	Sponsor community cultural events
Free Application for Federal Student Aid (FAFSA) events in parking lots with WiFi, letting parents remain in their cars while advisers walk them through the application from a distance	Workforce pathways	Provide information on financial assistance
Virtual sessions (Zoom, etc.)	Support after graduation	Provide information on the Deferred Action for Childhood Arrivals (DACA)
Website with video tutorials & infographics for students	Help build professional networks
Summer Transition Programs	Writing courses that focuses on English as Second Language (ESL)
Undergraduate research opportunities	Direct students into teaching professions
	Holding higher education institutions accountable for Latino college completion rates

Table

Code	Initiative	Description	Research Question
“Easy access information”	Rec	Information about cost, financial aid, and alternative ways to pay easily explained to parents and students	1
“Parental engagement in college choices”	Rec	Including parents in the college admission process. Sometimes referred as “Educate to navigate the system”	1
“Path to degree completion”	Rec	A clear explanation of activities needed to complete the degree selected	1
“Phone Central”	Rec	Bilingual student support via phone. The idea came in sessions as dedicated volunteers helped students navigate the college process	1
Advisor/Counseling	Rec	Barriers related to counseling, support or lack of it for students	1
College	Rec	Idea about college, benefits, or challenges to attend	1
College preparation	Rec	Help students need to facilitate college application	1
DACA	Rec	Information related to the Deferred Action for Childhood Arrivals (DACA)	1
Financial	Rec	Financial support and payment alternatives	1
Future plans	Rec	Students, parents or support system verbalize how they see students’ future	1
High school recruitment	Rec	Activities conducted in high school settings	1
Instructor	Rec		1
Language support	Rec	Barriers to college associated to lack of English, help needed in Spanish, bilingual support, ESL related	1
Latino personnel	Rec	Bilingual, bicultural, Spanish speaking personnel, staff or support	1
Onboarding process	Rec	Barriers associated to the quality of the onboarding process	1
Perceived barriers	Rec	Students, parents or supports system describe what they think are barriers preventing students from attending college	1
Scholarships	Rec		1
Support services	Rec	Activities aimed to help students through their college journey	1
Transportation/distance	Rec	Barriers to college related to transportation or staying away from home	1
Video tutorials	Rec	Short videos in English or Spanish to students or parents	1
Virtual sessions	Rec	Zoom, Microsoft Meet and or any virtual connection with students and/or parents	1
Events	Ret	Specific activities where the Latino culture is present	1
Faculty mentorship	Ret		1
Virtual Business program (VBP) advantages	Ret		1
Virtual Business program (VBP) areas to improve	Ret		1
Latino Club/Association	Ret	Latino group for support and networking	1
Network	Ret	Group activities to exchange ideas and offer support	1
Peer mentorship	Ret		1
Billboards	Pro	Media vehicle	2
Church	Pro	Connecting with Latinos in religious settings	2
Community involvement	Pro	Activities at places culturally relevant for Latinos or where they naturally congregate	2
emails	Pro		2
Facebook	Pro	Media vehicle	2
Fliers	Pro	Media vehicle	2
Instagram	Pro	Media vehicle	2
Newsletter	Pro	Media vehicle	2
Radio	Pro	Media vehicle	2
Snapchat	Pro	Media vehicle	2
Testimonies	Pro	Messages, stories that feature successful Latino stories (students, graduates, faculty)	2
TikTok	Pro	Media vehicle	2
Tours	Pro	Visits to college campus	2
Twitter	Pro	Media vehicle	2
Website	Pro	Activities anchored in the organization’s website to recruit or promote	2
WhatsApp	Pro	Media vehicle	2
Word of mouth	Pro	Media vehicle, personal recommendation	2
The university knowledge	Pro	Knowledge or lack of about the university	2

Table

Code	Stage	High School	Weight	Adult Learner	Weight	TOTAL	Weight
Perceived barriers	Rec	102	15%	56	15%	158	15%
College	Rec	88	13%	25	7%	113	11%
College preparation	Rec	89	13%	13	3%	102	10%
“Parental engagement in college choices”	Rec	80	12%	15	4%	95	9%
Financial	Rec	46	7%	14	4%	60	6%
VBP areas to improve areas to improve	Ret		0%	55	15%	55	5%
Advisor/Counseling	Rec	42	6%	12	3%	54	5%
Latino personnel	Rec	38	6%	11	3%	49	5%
Future plans	Rec	26	4%	22	6%	48	5%
Language support	Rec	26	4%	21	6%	47	4%
High school recruitment	Rec	29	4%	2	1%	31	3%
VBP advantages	Ret		0%	28	7%	28	3%
Events	Ret	11	2%	13	3%	24	2%
Onboarding process	Rec	13	2%	9	2%	22	2%
Transportation/distance	Rec	20	3%	1	0%	21	2%
Virtual sessions	Rec	10	1%	11	3%	21	2%
Instructor	Rec		0%	15	4%	15	1%
Scholarships	Rec	11	2%	2	1%	13	1%
Support services	Rec	2	0%	11	3%	13	1%
Latino Club/Association	Ret	3	0%	10	3%	13	1%
“Path to degree completion”	Rec	12	2%		0%	12	1%
Peer mentorship	Ret	9	1%	3	1%	12	1%
Network	Ret	1	0%	10	3%	11	1%
“Phone Central”	Rec	9	1%		0%	9	1%
“Easy access information”	Rec	2	0%	6	2%	8	1%
DACA	Rec		0%	6	2%	6	1%
Faculty mentorship	Ret		0%	3	1%	3	0%
Video tutorials	Rec		0%	2	1%	2	0%

Table

Code	Stage	High School	Weight	Adult Learner	Weight	TOTAL	Weight
The university knowledge	Pro	21	3%	23	6%	44	4%
Community involvement	Pro	22	3%	6	2%	28	3%
Testimonies	Pro	19	3%	1	0%	20	2%
Facebook	Pro	5	1%	9	2%	14	1%
Tours	Pro	13	2%	1	0%	14	1%
Instagram	Pro	11	2%	2	1%	13	1%
Radio	Pro	7	1%	5	1%	12	1%
Church	Pro	7	1%	4	1%	11	1%
emails	Pro	5	1%	5	1%	10	1%
Word of mouth	Pro	2	0%	7	2%	9	1%
TikTok	Pro	5	1%	3	1%	8	1%
Website	Pro	6	1%	2	1%	8	1%
Fliers	Pro	2	0%	5	1%	7	1%
Billboards	Pro	2	0%		0%	2	0%
Newsletter	Pro		0%	2	1%	2	0%
Snapchat	Pro		0%	2	1%	2	0%
Twitter	Pro	2	0%		0%	2	0%
WhatsApp	Pro	1	0%		0%	1	0%