At George Mason University (VA), they’ve been working to invite the families of prospective Hispanic students to learn more about the institution. Their Spanish-speaking marketing campaign involves messaging on the sides of city buses, posters in transportation hubs, Spanish-language faculty interviews, social media advertising and radio marketing geared toward the D.C., Virginia and Maryland Hispanic community. A Spanish web presence and bilingual phone attendants also welcome and connect callers.
“The Hispanic populations in Virginia and at Mason have both increased significantly in recent decades,” Eric Woodall, associate vice president of brand marketing for the Office of University Branding, said in a GMU news release. “This campaign is part of our efforts to better highlight our current Hispanic student population and ensure that prospective families have materials in Spanish to help them make informed decisions.”
“We are starting a lasting dialogue with households headed by those who may not be conversant in or comfortable speaking English, and are looking for way-finding to get their sons and daughters to and through college,” said Paul G. Allvin, Mason vice president and chief brand officer. “Our messaging mirrors what these families tell us they look for and find in a Mason education: flexibility, affordability, safety, and the existence of their own culture in campus life.”
Read more about these efforts here.
