Paradise Valley Community College (PVCC) sought to elevate brand awareness among Hispanic students and boost enrollment, focusing on engaging traditionally underserved populations. These include Hispanic communities, people of color, non-English speakers, and low-income families in the Central Phoenix Valley. PVCC turned to Nativa to develop a comprehensive marketing strategy to position the college as a go-to destination for higher education or as a transition to community college for these key demographics.
Nativa conducted an in-depth audit of PVCC’s existing marketing efforts, including a detailed review of all previous collateral—digital and print marketing materials, social media content, websites, and campaign performance data. We then employed our proprietary social listening software, O.Y.E., to analyze the sentiment of the Hispanic community regarding community colleges and what was being said about PVCC. This innovative approach provided real-time insights into how Hispanic students perceive community colleges and identified key motivators and barriers to enrollment.
Nativa’s analysis expanded to benchmark PVCC’s strategies against 22 leading colleges and universities, including top Hispanic-serving institutions (HSIs). By identifying gaps and opportunities in PVCC’s outreach, we were able to refine our approach and tailor PVCC’s messaging for greater resonance with prospective Hispanic students.
Our strategy positioned PVCC as a leading choice for Hispanic students in the Phoenix area. The plan is projected to raise Hispanic enrollment to over 33% in the next 5 years, reinforcing PVCC’s commitment to inclusivity and educational access. The results of our strategic work continue to shape PVCC’s ongoing recruitment efforts, ensuring long-term success in reaching diverse student populations.
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
3428 N. 15th Ave
Phoenix, AZ 85015
46 S James Rd
Unit #616
Columbus, OH 43213
