How Inclusive Enrollment Marketing Can Help Schools Attract Diverse Students Post SCOTUS Ruling  

The recent Supreme Court ruling ending affirmative action in college admissions sent shockwaves through the landscape of higher education. Colleges and universities are charting a new path to bringing diversity to their campuses. It’s important to note, however, that while this unprecedented action curbs race-conscious admissions, it in no way should handcuff efforts to adopt and deploy inclusive marketing strategies to increase the diversity of applicant pools. Inclusive enrollment marketing has never been more important to creating diverse student bodies.

Inclusive Enrollment Marketing In A Post-Affirmative Action Era 

Since its adoption,  Affirmative action policies have empowered countless colleges and universities with the flexibility to consider the racial backgrounds of prospective students in the admission process, resulting in higher numbers of diverse student admissions and richer cultural experiences on campuses. Due to the Supreme Court’s decision to roll back these policies because they violate the equal protection clause of the US Constitution, further progress in this area is uncertain. 

This monumental shift doesn’t signify the end of diversity in higher education, however. Rather, it turns up the volume on the call for colleges to extend their welcome to all underrepresented groups in innovative ways and create equitable pathways to admissions. Here are a few inclusive marketing strategies you can use to achieve this.  

Be Authentic and Informed 

Essential to effective inclusive enrollment marketing is authentic storytelling. Underrepresented groups do not want to be stereotyped or objectified as mere data points. They want to be seen, heard, and respected as contributing members of society with hopes and dreams. Universities looking to attract these groups need to ensure that when they show up at college fairs, host college days on campus, or interact with diverse students, in general, they’ve done the work to understand the unique challenges faced by these groups so that their efforts don’t ring hollow. 

Before engaging underrepresented groups, ask the following questions.  

• Does the university create a welcoming and inclusive environment for diverse students? If you say yes, what metrics are you using to measure that? 
• Has the admissions team curated student testimonials from various underrepresented groups that speak to the cultural experiences on campus? How difficult was it to source these testimonials, and why?
• Does the university conduct climate surveys to monitor the student experience? If so, are results made public, and in what manner? 
• Do enrollment marketing materials feature diverse images and inclusive language and avoid stereotypes? Check again. It may not be evident to you, but it is glaring to others. 
• How diverse is the marketing team – the decision makers- for approving the university’s enrollment marketing campaigns? 

Transparency is key to moving the needle for diversity and inclusion and a powerful tool in the inclusive enrollment marketing toolkit. If you’re honest about where you are, and people can see where you’re trying to go, many are willing to join you on the journey without judgment. 

Oklahoma State University provides a compelling example of this with its “You Are Part of the Cowboy Family” campaign. By amplifying the stories and experiences of students from diverse backgrounds, demonstrating their commitment to inclusivity through an accessible online presence, and ensuring robust support services, they saw a 90% spike in the enrollment of students of color. 

Leverage Digital Tools To Build Community 

The ubiquitous use of social media has created a portal to a wider, more diverse audience, effectively bridging the gap between universities and underrepresented students. Social media can advance accessibility and inclusivity while promoting recruitment and support services. For instance, research found that 73% of prospective students use social media as their school selection compass. 

By promoting campus life through student-generated content and interactive virtual tours, universities can spotlight academic and non-academic opportunities. More importantly, social media gives universities a ringside seat to social listening through ongoing student discussions and debates, offering valuable insights into their aspirations and concerns. 

But social media is also a public forum to broadcast perceived injustices at colleges and universities. Just as consumers who have a bad experience at a store air their frustrations online, college students, in vivid detail, call out schools in real-time on social media. These types of experiences can be a public relations nightmare for schools or an opportunity to listen, learn and course-correct.  

Create Synergy Through Collaboration 

Effective enrollment marketing isn’t just about brochures, billboards and college fairs. Engaging the community is vital to reaching underrepresented groups, particularly those in low socioeconomic areas,  and introducing them to your college or university. If the university isn’t participating a college fair at their high school, be the first. Then, take it a step further and dedicate a resource to mentor students on being “admissions ready” 2-3 times a month in the counselor’s office, even if they aren’t choosing your school.  

Tap into important conversations in the community and provide the space on campus to hold events or be a sponsor of community events designed to empower and uplift underrepresented groups. By being a visible ally, the school can start building relationships with the community that could lead to meaningful change. These relationships can also bridge the admissions process, as students and families from underrepresented groups are more likely to consider applying to schools, they feel are allies. 

Finally, get the data. By conducting a targeted community perception survey, the university can gain valuable insights into how it’s perceived by the community. These insights can be used to identify areas for improvement and develop a plan to address those gaps. 

Need help launching your school’s first inclusive marketing campaign or want feedback on current campaigns? We’re happy to help. Send us a note.