Transcript Diversify - Mosaik Strategies

Symposium for the Marketing
of Higher
Education
: American
© Copyright
2004 Mosaik
Strategies,
LLC. 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
Symposium for the Marketing of Higher Education : American Marketing Association
Diversify or Die!
Symposium for the Marketing of Higher Education : American Marketing Association
U.S. Population Ages 15-29
Source: U.S. Census Bureau, Statistical Abstract of the United States, 2001.
Symposium for the Marketing of Higher Education : American Marketing Association
Total Population by Race
Source: U.S. Census Bureau, Statistical Abstract of the United States, 2001.
Symposium for the Marketing of Higher Education : American Marketing Association
College Enrollment
Source: U.S. Department of Education, National Center for Education Statistics, 2002.
Symposium for the Marketing of Higher Education : American Marketing Association
Photo Illustration by Jay Montgomery for DiversityInc Magazine,
August/September 2004
Symposium for the Marketing of Higher Education : American Marketing Association
Photo Illustration by Jay Montgomery for DiversityInc Magazine,
August/September 2004
Symposium for the Marketing of Higher Education : American Marketing Association
Minority Enrollment
Minorities are continuing to enroll in
colleges/universities at an increasing
rate
Symposium for the Marketing of Higher Education : American Marketing Association
QUESTION:
Where are they going to enroll?
Symposium for the Marketing of Higher Education : American Marketing Association
Unmet Minority Needs
• Inability to tap significant purchasing
power
• Untrained workforce
• Half of US citizens will not be
equipped to fully contribute
Symposium for the Marketing of Higher Education : American Marketing Association
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
Symposium for the Marketing of Higher Education : American Marketing Association
Increased Diversity
Different Challenges
• Assimilation Issues
• Social/Religious Differences
• Language Barriers
• Poverty
• Low Preparedness
Symposium for the Marketing of Higher Education : American Marketing Association
Addressing Challenges
• Create processes to accommodate
more diversity
• Create programs to encourage and
ensure success
• Increase marketing to minority
groups
Symposium for the Marketing of Higher Education : American Marketing Association
Marketing to Minorities
• Research and Understand Local
Composition
• Segmentation is Critical
• Prioritization
• Research and Understand Needs of
Target Market(s)
• Communication is Key
Symposium for the Marketing of Higher Education : American Marketing Association
Understand Your Target
• Know how to reach your target
Symposium for the Marketing of Higher Education : American Marketing Association
Increase Minorities
Increase Interest
The other stakeholders:
BUSINESSES
Symposium for the Marketing of Higher Education : American Marketing Association
The Business Case
• Education
• Recruiting Efforts
• Diversity
Symposium for the Marketing of Higher Education : American Marketing Association
Steps to Engage Businesses
• Identify Benefactors
• Identify Companies Targeting Your
Graduates
• Understand the WIIFM Factor
Symposium for the Marketing of Higher Education : American Marketing Association
Steps to Engage Businesses
• Identify a Champion
• Identify a Contact
• Make the Connection
• Follow Up
Symposium for the Marketing of Higher Education : American Marketing Association
Backup
Symposium for the Marketing of Higher Education : American Marketing Association
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