CASA Demographics Helps a Regional University Develop a Coherent Marketing Strategy for Asian and Hispanic Consumers

Introduction

A private university in the Midwest recognized a significant opportunity to better engage and support the Asian and Hispanic communities within its local area. With students from these communities comprising a large portion of the potential student population, Loyola sought to refine its marketing and outreach strategies to better align with the cultural, linguistic, and socio-economic realities of these students. To achieve this, Loyola partnered with CASA Demographics, a leading research and consulting firm specializing in multicultural marketing, to conduct a comprehensive study aimed at understanding the needs, preferences, and challenges of Asian and Hispanic students.

This case study explores how CASA Demographics employed both quantitative and qualitative research methodologies to provide Loyola University Chicago with actionable insights, enabling the university to develop a coherent and culturally relevant marketing strategy that effectively targets Asian and Hispanic consumers.

Research Objectives

The primary objectives of the research conducted by CASA Demographics were to:

1. Understand the Asian and Hispanic Student Segments: Identify the specific needs, preferences, and barriers faced by Asian and Hispanic students in the region.
2. Evaluate Current Marketing Practices: Assess the effectiveness of Loyola’s existing marketing strategies in reaching and resonating with Asian and Hispanic audiences.
3. Develop Targeted Recommendations: Provide strategic and tactical recommendations to enhance Loyola’s outreach, enrollment, and retention efforts among Asian and Hispanic students.

Methodology

CASA Demographics utilized a mixed-methods approach, combining both quantitative and qualitative research techniques to gather comprehensive data on the Asian and Hispanic student populations. The study was structured in several phases:

Quantitative Research:

• Surveys: CASA Demographics conducted a large-scale survey with over 250 Asian and Hispanic residents in the Greater Chicago area, focusing on individuals who were likely to pursue further education within the next two years. The survey covered various aspects such as demographic information, educational aspirations, barriers to enrollment, and perceptions of Loyola University Chicago as a potential educational institution.
• Data Analysis: The survey data was analyzed to identify key trends and preferences, including the importance of factors like cost, flexibility, teacher quality, and the presence of a diverse student body.

Qualitative Research:

• Focus Groups: Several focus groups were conducted with current and prospective Asian and Hispanic students. These sessions provided deeper insights into the cultural nuances and personal experiences that influence educational decisions.
• In-depth Interviews: CASA Demographics also carried out in-depth interviews with Loyola faculty, staff, and Asian and Hispanic community leaders to understand institutional challenges and opportunities for improvement.

Key Findings

1. Cultural Relevance and Language Considerations: The research highlighted the importance of culturally relevant content in Loyola’s marketing materials. A significant portion of the Asian and Hispanic populations in the area prefer communication in their native languages or bilingual formats, especially among older generations and recent immigrants. The study also found that the use of idioms and culturally specific references in advertising greatly enhances the appeal and relatability of the content.
2. Importance of Family and Community: Asian and Hispanic students often rely heavily on family and community support when making educational decisions. The research revealed that outreach efforts targeting parents and extended family members, who are influential in the decision-making process, are critical. This finding underscored the need for Loyola to develop family-oriented events and informational sessions that demystify the college application process, financial aid, and career prospects.
3. Barriers to Enrollment: Cost and financial aid were identified as the most significant barriers to enrollment for both Asian and Hispanic students. Many prospective students and their families lacked awareness of available financial aid options, such as the Pell Grant, which could make college education more accessible. Additionally, the study found that fears surrounding admissions testing and language proficiency deterred some students from applying.
4. Desire for Representation and Inclusivity: The research indicated a strong desire among Asian and Hispanic students for greater representation and inclusivity at Loyola. Participants expressed that seeing more Asian and Hispanic faculty and student success stories in marketing materials would make the institution feel more welcoming and relatable. The presence of role models from these communities was also highlighted as a key factor in student retention and success.
5. Digital and Social Media Engagement: The study found that Asian and Hispanic students are highly active on social media, particularly platforms like Instagram, WhatsApp, and WeChat. These channels were identified as effective mediums for targeted advertising and community engagement. However, the research also emphasized the importance of using these platforms to create interactive and engaging content, such as live Q&A sessions and virtual tours, which could further enhance Loyola’s outreach efforts.

Strategic Recommendations

Based on the findings, CASA Demographics provided Loyola University Chicago with a comprehensive set of strategic recommendations to improve its marketing and outreach efforts:

1. Enhance Bilingual and Culturally Relevant Content: Develop more bilingual marketing materials and ensure that all communications, including the website, are accessible in multiple languages, including English, Spanish, Chinese, and other relevant languages. Incorporate culturally specific references and visuals that resonate with Asian and Hispanic audiences.
2. Leverage Community and Family Engagement: Create family-oriented outreach programs that involve parents and community leaders in the recruitment process. Host informational events that address common concerns about cost, financial aid, and the college experience.
3. Highlight Asian and Hispanic Representation: Feature more Asian and Hispanic faculty, alumni, and student success stories in marketing campaigns. This includes updating the website and promotional materials to reflect the diversity of the student body and emphasize Loyola’s commitment to inclusivity.
4. Expand Digital and Social Media Strategies: Increase Loyola’s presence on social media platforms favored by Asian and Hispanic students, such as Instagram, WhatsApp, and WeChat. Develop engaging content, including live sessions with student ambassadors and faculty from these communities, to build a stronger online community.
5. Simplify Admissions and Financial Aid Processes: Provide clear, step-by-step guides to the admissions and financial aid processes, tailored specifically for Asian and Hispanic students. Consider hosting virtual workshops in multiple languages to educate prospective students and their families about available resources.
6. Build Trust Through Community Partnerships: Establish partnerships with local Asian and Hispanic organizations, radio stations, and community centers to build trust and strengthen Loyola’s reputation within these communities. These partnerships can also serve as channels for disseminating information and recruiting new students.

Conclusion

The collaboration between Loyola University Chicago and CASA Demographics has led to the development of a coherent and targeted marketing strategy that is deeply attuned to the needs of Asian and Hispanic consumers. By leveraging the insights gained from both quantitative and qualitative research, Loyola is now better positioned to engage and support these students, ensuring that they have access to the resources and opportunities needed to succeed in higher education. This case study demonstrates the power of culturally informed marketing strategies in fostering inclusivity and driving enrollment growth within diverse communities.