Multicultural students are a diverse and growing segment of the college population. They represent different ethnicities, cultures, languages, and backgrounds. They also have unique preferences, needs, and aspirations when it comes to higher education.

According to a report by Refuel Agency, multicultural students account for 45% of all college students in the U.S., and they are expected to increase by 15% – 25% over the next decade. They also have a higher propensity to enroll in online courses than their non-multicultural peers.

It is crucial for universities to reach out to this segment with effective digital advertising strategies that can increase awareness, engagement, and conversion.

Here are some tips on how to create successful digital advertising campaigns for multicultural students:

  1. Represent the changing face and voice of America in your images, copy, audio, and video. Use authentic and diverse representations of multicultural students that reflect their realities and aspirations. Avoid stereotypes and cliches that may alienate or offend them.
  2. Tailor your messages to the audiences you are looking to reach. Hispanic audiences in Southern California can be very different than Hispanic audiences in Florida. Different demographic segments will respond well to personalized, relevant, and transparent messages that appeal to their emotions and motivations.
  3. Use micromarketing and niche targeting techniques. Multicultural students are not a monolithic group; they have different subcultures, interests, behaviors, and preferences within their larger ethnic groups. Use digital technology to segment your audience based on various criteria such as location, language preference, academic major, career goal, etc.
  4. Leverage social media platforms and influencers. Multicultural students are highly active on social media channels such as Instagram, YouTube, TikTok, Snapchat etc., where they consume content from influencers who share their values ​​and lifestyles. Use these platforms to showcase your university’s culture, programs, success stories, and opportunities. Partner with influencers who can endorse your university and encourage their followers to apply or enroll.
  5. Provide clear calls to action and landing pages that speak to both the target demographic as well as the majors, programs or schools being promoted. Direct potential applicants to landing pages where they can find more information, fill out forms, or complete transactions. Make sure your landing pages are mobile-friendly, user-friendly, and culturally relevant.

Example Multicultural Adult Learner data audience data available through the Manicz Media advertising platform

State Hispanic Adults 24-55 interested in masters degree or graduate degree African American Adults 24-55 interested in going back to school to finish 4 year degree AAPI Adults 24-55 interested in masters degree or graduate degree Native American/American Indian Adults 24-55 interested in masters degree or graduate degree
Alabama 18,768 43,725 7,234 1,083
Alaska 1,573 3,373 590 108
Arizona 20,283 49,434 8,287 1,378
Arkansas 11,484 24,367 4,078 634
California 124,684 226,239 46,483 7,006
Colorado 16,563 37,200 6,318 1,097
Connecticut 21,390 47,221 8,277 1,409
Delaware 4,390 12,240 1,838 297
District of Columbia 1,887 4,534 787 130
Florida 83,930 184,254 31,283 5,500
Georgia 32,233 78,213 12,877 1,828
Hawaii 3,583 8,201 1,586 213
Idaho 4,727 11,858 1,588 238
Illinois 49,841 109,420 20,337 3,096
Indiana 27,366 64,532 9,229 1,454
Iowa 12,161 31,949 4,782 854
Kansas 11,478 22,443 4,725 658
Kentucky 15,474 39,282 6,129 1,044
Louisiana 16,854 42,369 6,370 1,132
Maine 4,118 10,849 1,883 273
Maryland 27,739 62,167 11,241 1,849
Massachusetts 29,157 65,426 10,890 1,538
Michigan 50,980 120,310 20,876 3,209
Minnesota 24,087 56,691 9,987 1,846
Mississippi 10,750 25,028 4,503 627
Missouri 23,472 48,872 8,813 1,299
Montana 3,780 10,250 1,538 240
Nebraska 6,644 15,837 2,615 422
Nevada 7,308 14,651 3,092 438
New Hampshire 5,565 13,181 2,040 347
New Jersey 36,153 80,926 14,144 2,307
New Mexico 7,887 15,848 2,925 397
New York 88,808 194,833 29,508 4,893
North Carolina 39,761 87,680 15,265 2,330
North Dakota 2,744 6,639 982 171
Ohio 66,609 164,385 27,299 3,534
Oklahoma 13,847 29,602 4,549 778
Oregon 13,312 34,493 5,304 855
Pennsylvania 57,975 113,036 22,688 3,337
Rhode Island 5,421 11,886 2,167 281
South Carolina 17,017 39,808 7,282 948
South Dakota 2,924 6,661 1,065 178
Tennessee 24,693 52,245 10,141 1,625
Texas 86,804 188,716 31,700 4,645
Utah 9,715 23,759 3,765 564
Vermont 1,959 4,520 823 119
Virginia 37,004 88,222 15,546 2,018
Washington 22,659 52,324 8,870 1,270
West Virginia 6,493 14,647 2,451 375
Wisconsin 25,538 64,250 10,593 1,332
Wyoming 1,591 4,099 633 85
Total 1,241,183 2,762,695 477,976 73,289

Top Multicultural Websites and Publishers with Contextually Relevant Content*

Top 20 African American Websites and Publsihers Top 20 LatinX Websites and Publsihers Top 20 LGBTQ+ Websites and Publishers
1. The Root (https://www.theroot.com/) 1. Remezcla (https://remezcla.com/) 1. Advocate (https://www.advocate.com/)
2. Essence (https://www.essence.com/) 2. Mitú (https://wearemitu.com/) 2. Out Magazine (https://www.out.com/)
3. Ebony (https://www.ebony.com/) 3. Refinery29 en Español (https://www.refinery29.com/es-us) 3. Pink News (https://www.pinknews.co.uk/)
4. BET (https://www.bet.com/) 4. HipLatina (https://hiplatina.com/) 4. LGBTQ Nation (https://www.lgbtqnation.com/)
5. Blavity (https://blavity.com/) 5. Vivala (https://vivala.com/) 5. Autostraddle (https://www.autostraddle.com/)
6. OkayAfrica (https://www.okayafrica.com/) 6. Latina Magazine (https://latina.com/) 6. Towleroad (https://www.towleroad.com/)
7. Black Enterprise (https://www.blackenterprise.com/) 7. La Opinión (https://laopinion.com/) 7. Queerty (https://www.queerty.com/)
8. The Grio (https://thegrio.com/) 8. El Diario NY (https://eldiariony.com/) 8. Gay Times (https://www.gaytimes.co.uk/)
9. MadameNoire (https://madamenoire.com/) 9. NBC Latino (https://www.nbcnews.com/news/latino) 9. Them (https://www.them.us/)
10. Atlanta Black Star (https://atlantablackstar.com/) 10. The Latinx Collective (http://thelatinxcollective.co/) 10. Hornet Stories https: //hornet .com/stories
11. NewsOne (https://newsone.com/) 11. Latino Rebels (https://www.latinorebels.com/) 11. Gay Star News https: //gaystarnews .com
12. AfroTech (https://afrotech.com/) 12. Being Latino (http://beinglatino.us/) 12. Windy City Times https: //windycitytimes .com
13. Black America Web (https://blackamericaweb.com/) 13. POPSUGAR Latina (https://www.popsugar.com/latina) 13. Pride Media https: //pride .com
14. Shadow and Act (https://shadowandact.com/) 14. Univision Noticias (https://noticias.univision.com/) 14. Gay City News https: //gaycitynews .com
15. Hello Beautiful (https://hellobeautiful.com/) 15. Al Día News (http://aldianews.com/) 15. Gay City News https: //outinjersey .net/
16. For Harriet (http://www.forharriet.com/) 16. HOLA! USA (https://us.hola.com) 16. Pink Pages Directory http: //pinkpagesdirectory .com.au/
17. Urban Intellectuals (http://urbanintellectuals.com) 17. People en Español (https://peopleenespanol.com) 17. LGBTQ Loyalty Holdings Inc https: //lgbtqloyalty .com/
18. The Undefeated (https://theundefeated.com) 18. Mundo Hispánico (https://mundohispanico.com) 18. Queer Voices – Huffington Post http: //huffingtonpost .co.uk/queer-voices/
19. Colorlines (http://colorlines.com) 19.Latino USA (https://latinousa .org) 19. Gays With Kids https: //gayswithkids .com/
20. Zora Magazine by Medium (https: //zora.medium .com) 20.Radio Bilingüe (https://radiobilingue.org) 20. LGBT Foundation https: //lgbt.foundation/

*This is just a sampling of the sites available through Manicz Media. A full site list can be made available post campaign, upon request.

Multicultural and DEI audiences are vital for university enrollment marketing because they represent a large and growing segment of potential students who can enrich the academic environment and contribute to the social and economic development of society.

To attract and retain these audiences, university enrollment marketers need to understand their needs, preferences, values, and aspirations; and design authentic, inclusive, and relevant campaigns that resonate with them. By doing so, universities can not only increase their diversity, equity, and inclusion goals but also enhance their reputation, competitiveness, and sustainability in the higher education sector.

For our higher ed partners, we often recommend a comprehensive digital media mix that reaches desired audiences across multiple content channels and devices including mobile, desktop, tablet, Streaming TV, and more.

Tactic Goals Achieved
Display & Retargeting Branding & Awareness, Signups/Info Requests, Web Traffic
CRM Database Targeting Reach Current or former staff and employees, Signups/Info Requests
Connected TV Branding & Awareness
Streaming Radio Branding & Awareness
Pre-roll Video Branding & Awareness, Signups/Info Requests, Web Traffic
YouTube Video Advertising Branding & Awareness, Signups/Info Requests
Geohistorical Targeting Branding & Awareness, Signups/Info Requests, Web Traffic
Email Advertising Direct Communication, Signups/Info Requests
Native Advertising Branding & Awareness, Signups/Info Requests, Web Traffic

Contact Manicz Media today to have one of our digital strategists reach out and discuss how our data and media platform can deliver more effective multicultural student outreach campaigns.

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