Savanna Hoffman
In today's globalized world, universities have become diverse melting pots, fostering cultural diversity and creating inclusive spaces to prepare students for an increasingly global workforce. This has led to a shift in marketing strategies, with almost half of college students being multicultural. To attract multicultural students, universities showcase their commitment to diversity through events, clubs, and activities, as well as providing support services and inclusive policies. Marketing strategies for multicultural students vary based on the target group, with social media being a powerful tool. Language plays a crucial role, with tried and true methods including in-language media, such as Spanish ads for Hispanic students. However, culture is the key driver of media consumption, influencing students' music, movie, and TV choices.
| Characteristics | Values |
|---|---|
| Social media presence | To reach out to multicultural students and engage them |
| In-language creative and media | Ads in Spanish for Hispanic students |
| Exchange programs | To experience different cultures first-hand |
| Multicultural events, workshops, and festivals | To create an inclusive environment |
| Inclusive policies | To cater to the needs of diverse students |
| Scholarships and financial support | For students from disadvantaged backgrounds |
| Language support | To improve English comprehension skills |
| Safe spaces | To freely express cultural identities |
| Diversity statistics | To attract international students |
| Office of Multicultural Affairs | To support students studying abroad |
| Multicultural clubs, unions, and activities | To support diversity and inclusivity |
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What You'll Learn
Social media marketing
Strategies for Social Media Marketing
When marketing to multicultural students, universities should consider the following strategies:
- User-generated content: Encourage students to use a unique hashtag specific to the university when posting about university-related content. This could include photos of acceptance letters, sporting events, campus activities, etc. User-generated content displays authentic experiences from real students, increasing engagement and fostering a sense of community.
- Student takeovers: Allow students to take over the university's social media accounts to share their experiences, whether as student athletes, club members, or through campus events. This showcases the diversity of the student body and adds a personal touch to the university's social media presence.
- Multicultural stories: Celebrate different cultures by featuring student stories during heritage months. For example, during Hispanic Heritage Month, share stories from Hispanic American students about their family history, heritage, and culture.
- Addressing multicultural groups: Recognize the importance of addressing the multicultural groups that are part of international students' lives. Promote meaningful relationships among international students as they can provide support and a sense of belonging during their time abroad.
- Social media training: Equip academic staff with the necessary skills to effectively use social media. This includes training on best practices, content creation, and analytics to create a powerful and unified brand image.
- Livestreaming: Utilize the ability to livestream on social media platforms to share private events with students or make certain content public, such as commencement speeches.
- Video marketing: Create engaging video content that showcases campus life, student experiences, and the university's unique offerings. Videos are more effective at retaining viewers' attention and are preferred by the target audience of teens and college-aged adults.
- Social media platforms: Understand the preferences of the target audience when choosing social media platforms. While Facebook was once popular, teen usage has declined in favor of alternative apps that their parents don't use, such as TikTok and Snapchat.
Content Ideas for Social Media Marketing
When creating content for social media, universities should consider the following:
- Accomplishments and defining characteristics: Share the accomplishments of students and faculty members, whether it's a research breakthrough, athletic achievement, or community impact.
- Location and campus aesthetics: If the university is located in a beautiful setting, showcase this through photos of the surrounding greenery or unique architectural features.
- Answering pressing questions: Address the questions that students and parents have when choosing a college, such as location, class size, cost of attendance, program availability, and financial aid.
- Campus life and extracurriculars: Highlight the social aspects of the university, including intramural sports, student clubs, and campus activities, as these are important factors for prospective students.
By utilizing these strategies and content ideas, universities can effectively market themselves to multicultural students through social media, creating a strong brand presence and fostering a sense of community.
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![Multicultural Marketing and Business Consulting by Spratlen, Thaddeus, Lum, Leslie, Montoya, Detra Y., Verchot, [University of Washington Press, 2012] [Hardcover]](https://m.media-amazon.com/images/I/21fi-dda8KL._AC_UY218_.jpg)
Language-specific advertising
One example of language-specific advertising is the use of "in-language creative and media". This involves creating advertisements in the languages commonly spoken by multicultural students, such as Spanish, to better engage this audience. For instance, a 30-second ad in Spanish can be a powerful tool to reach Hispanic students, who make up 23% of the college student population.
The effectiveness of language-specific advertising extends beyond the words used in the campaign. It's about understanding the cultural nuances and preferences of the target audience. For instance, while language may be a significant factor in the home life of Hispanic and Asian college students, their media consumption habits may differ. According to the Hispanic Millennial Project, only 42% of Asian college students and 46% of Hispanic students reported streaming any non-English programming in a given month. This indicates a shift towards English-language media consumption, even among multicultural students.
However, it's important to note that culture remains an essential driver of media consumption. Multicultural students are heavily influenced by their cultural backgrounds when choosing what music to listen to, movies to watch, and TV shows to follow. This provides an opportunity for universities to connect with these students by incorporating cultural elements into their marketing campaigns.
To create impactful language-specific advertising, universities should also consider the platforms their target audience uses. Multicultural students are increasingly turning to digital platforms and social media. By utilising these channels and understanding the cultural preferences of their audience, universities can effectively reach and engage multicultural students, igniting a wider college-targeted campaign.
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Diversity statistics
When examining diversity statistics, it is worth looking at the number of international students enrolled at the university. This can indicate the institution's ability to cater to a diverse student body and provide cross-cultural experiences. For example, Auburn University at Montgomery boasts over 45 nationalities on its campus, enriching the student experience and enabling diverse friendships and connections.
In addition to student demographics, the availability of diversity-focused departments, clubs, unions, and activities is essential. Prospective students should inquire about the existence of an Office of Multicultural Affairs or similar entities that support international students and promote intercultural exchange. For instance, the University of Pennsylvania offers an International Residence Program, encouraging students from diverse backgrounds to live and learn together.
Furthermore, it is beneficial to explore the academic offerings that promote cultural diversity. Some universities offer a wide range of courses focused on intercultural learning, such as world music, contemporary black America, and intercultural communication. These courses provide valuable insights into different cultures and enhance students' understanding of global issues.
Additionally, prospective students should consider the frequency and variety of multicultural events, workshops, and festivals hosted by the university. These occurrences create inclusive spaces, encourage dialogue, and allow students to celebrate diverse traditions and cuisines. For example, the University of Nevada, Reno, holds an Annual Intercultural Month, showcasing the range of cultures represented on campus.
By examining these diversity statistics and offerings, students can make informed decisions about their choice of university. These insights ensure that they can maximize their exposure to different cultures, develop cross-cultural competencies, and prepare for success in an increasingly global workforce.
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Exchange programs
One example of a successful exchange program is the European Union's Erasmus student mobility program, which has facilitated the travel of over two million students between EU countries since its inception 30 years ago. Erasmus students benefit from small travel and living grants, and the program is open to undergraduate students who wish to study abroad as part of their home degree.
Another notable exchange program is offered by L.N. Gumilyov Eurasian National University (ENU) in Kazakhstan. ENU is a research-intensive university ranking in the top 400 universities worldwide and has hosted students from Europe, Asia, and North America. The university's "Welcome to ENU" initiative provides international students with tuition-free education and free accommodation, among other benefits.
IE University in Spain is also known for its exclusive partnerships with prestigious universities worldwide and its dedication to fostering cross-cultural connections through its international exchange program. Over 75% of domestic IEU students choose to go abroad during their studies, and the university receives around 400 undergraduate exchange students each year, enriching its multicultural environment.
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Multicultural events
Universities often have a diverse range of events represented on their calendars, from marking specific festivals to focusing on certain cultures or aspects of culture, such as a night of Ethiopian music and food or an international film club. These events can be a great attraction for prospective students, who are keen to experience other cultures and learn from their peers. For example, Auburn University's Annual Intercultural Month features a range of events celebrating the diverse cultures of its students.
Some universities also offer international residence programs, such as the University of Pennsylvania's International Residence Program, which encourages students from diverse backgrounds to live together, promoting intercultural exchange. This can be an appealing prospect for students keen to embrace a multicultural lifestyle and make friends from around the world.
In addition to these residential programs, universities may also offer exchange programs, where students can study abroad and experience different cultures first-hand. These programs are a great opportunity for personal growth and can be a huge draw for prospective students.
To market these events and programs effectively to multicultural students, universities need to consider the different media consumption habits of these students. For example, while language used to be a key factor, now culture is the main driver of media consumption. Social media is also a key aspect, with students willing to share and distribute content that is relevant to them. Therefore, to effectively reach multicultural students, universities need to be present on these digital platforms and create content that resonates with these students' cultural backgrounds.
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Frequently asked questions
Universities market themselves to multicultural students by highlighting their diversity statistics, intercultural programs, and inclusive policies. They showcase their commitment to fostering an environment that celebrates diversity and promotes intercultural dialogue and understanding.
Universities attract multicultural students by offering a range of intercultural programs, workshops, and festivals that celebrate diverse cultures, traditions, and cuisines. They also organize international student exchange programs to encourage global engagement and personal growth. Additionally, universities host diversity events, such as cultural nights, film clubs, and week-long celebrations, to create an inclusive environment.
Universities support multicultural students by providing resources and services that cater to their diverse needs. This includes offering language support, making special arrangements for cultural commitments, and providing financial assistance to students from disadvantaged backgrounds. They may also have offices dedicated to diversity and equality, promoting equal opportunities and treatment for all.
Cultural diversity on university campuses offers numerous benefits. It promotes cultural understanding, empathy, and respect, fostering an environment where students can learn from each other's experiences and develop cross-cultural competence. It enhances creativity and innovation, leading to groundbreaking discoveries and advancements. Additionally, it prepares students for the global workforce, as employers seek individuals who can navigate cultural differences and work effectively in diverse teams.
Social media is a powerful tool for marketing to multicultural college students. Businesses need to adopt specific strategies to engage these students effectively. While language used to be a critical factor, with in-language creative media being a "tried and true" method, it is now less influential for Hispanic and Asian college students. Culture is the primary driver of media consumption, and students are willing to share content that aligns with their cultural preferences.
