Recently, I’ve been privileged with several culture excavation projects. One of them was for Pikes Peak Community College’s (PPCC) strategic goal to increase its Latino enrollment and ultimately become an official Hispanic Serving Institution. In Colorado, our Latino population is 21%. However, our largest local school district has 30% Latino population and some of the other high schools are as high as 66% Latino.
To prepare PPCC’s Marketing Department for effective outreach to the Latino market, we did secondary research, interviewed community influencers, conducted bilingual focus groups with Latino high school students, and interviews in Spanish with parents. We learned things like this:
PPCC has hired a dedicated bilingual recruiter who is well-connected with community influencers and partners on information sessions for students and families. We translated the viewbook and recommended ways to simplify and translate key financial aid and immigration sections of the website. We also discussed a media channel mix for Spanish-speaking parents as well as the (different) channels better suited to their bilingual students.
If you have an upcoming project that would benefit from an enhanced understanding of a population segment’s cultural lens, please drop me a line.
Culture geek. Proud Colorado native.