Hispanic Student Enrollment
The Woodrow Wilson Teaching Fellowship seeks to attract talented, committed individuals with backgrounds in the STEM fields—science, technology, engineering, and mathematics—into teaching in high-need secondary schools in Indiana, Michigan, Ohio, and New Jersey. Eligible applicants include current undergraduates, recent college graduates, mid-career professionals, and retirees who have majored in, or had careers in, STEM fields.
In the quest of including the Latino Community in the Woodrow Wilson Teaching Fellowship offered by the Woodrow Wilson National Fellowship Foundation, Grupo Parada was contacted. Specialized in the Hispanic Market, Grupo Parada offered an insider’s perspective to developing an Integrated Marketing and Communications Campaign for a period of two months. The goal was to inform the Latino community about the program. However, in order to fill the gap between the community and the purpose of the program, it was necessary to create engagement. Engagement cannot be done through a simple literal translation, but more like the creation of a new concept according to the audience. At Grupo Parada we felt it was crucial to develop a culturally relevant strategy rather than a replica of what the Foundation had been doing in the past.
Hispanic Digital Landscape
- 1+ Trillion dollars in buying power.
- Growing high speed internet penetration.
- Adopt and embrace smartphones and electronics more than non-Hispanics.
- Natural social networkers.
The Woodrow Wilson Teaching Fellowship has attracted few Latino participants to the program in the past 2 years. The Latino community is rapidly growing in the United States and it is necessary to include more Latinos in programs that will affect the entire country in the future.
THE STRATEGY: EducaWW.org
FIRST PHASE: We identified the target audience in two segments:
- Influencers: Parents and older family members who obtain their information in Spanish. Therefore, the message to this audience was in Spanish.
- Applicants: Since they must be fluent in English in order to apply, the messages were in English, but implementing the cultural context of the US Hispanic market.
Once identified the segments, we built a theme that would depict the essence of the program and would bring the most attractive parts of the program specifically to each segment.
- Latino parents have a greater influence on the decisions made by their children, we wanted to provide with adequate, and useful information for parents who were looking for ways of supporting their children’s education.
- We portrayed the idea that they had the power to help their children continue with higher education by informing them of the opportunity.
- The newly created website en Español has separate information for parents and for students; in the Latino community the mentality and decision making process is more of a collective rather than individual process.
- Many Latino college students are the first generation to have a college degree in their families, and the achievement of higher education brings a feeling of pride and accomplishment, We encouraged this idea.
- The message and the theme we created included ideas of making their parent’s effort worth it and giving the students the opportunity to make a difference in someone’s life the same way their parents made a difference in theirs.
During the recreation of the website in Spanish, we carefully reviewed and avoided literal translations. The theme and relevant messages were often included in the content of the website. Images portraying Hispanics were included.
SECOND PHASE: The second phase started by contacting different media representatives. We focused on the three states and the press release was sent to radio stations, newspapers, and important Latino websites. Email and telephone assistance in Español was available for all inquires. The press release both in English and Spanish was sent to various media which distributed and published the information themselves.
THIRD PHASE: We focused on social media platforms and for the publication of the message to continually spread. We assisted applicants in the
process of application and encouraged them to continue with the process, many needed special assistance which was provided in Spanish or English according to their needs. Our message went viral throughout Facebook groups, and pages related to: Universities, alumni associations in STEM fields, influences in the Latino and education field, and the ones that gathered Latinos from different nationalities and lived in the US.
Our strategy was based on planning, creating, promoting and auditing the effectiveness of the new content in order to constantly find the best formulas to reach our audience. The information gathered, the theme development and the content are valuable assets for the Woodrow Wilson National Fellowship Foundation. The digital presence of the Foundation in the Hispanic market developed an continues to be a strong base for future Hispanic targeted campaigns.
- The number of Hispanic applicants increased the program’s diversity by 20% that year.
- More than 100 major Hispanic websites and print media published our press release and wrote articles based on it. All the publications linked to the new Hispanic targeted website (www.EducaWW.org)
- Univision and Telefutura (mayor Hispanic TV stations) featured our publication through TV announcements for a period of three weeks.
- An average of 35-45 phone calls and emails were received on a daily basis.
- The message quickly spread across the nation and even received inquiries from Puerto Rico, Mexico and Chile.
- The creation of digital assets, the use of a content marketing and optimization strategy will have an ongoing visibility within the Hispanic market.