Objective: 

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.

Approach: 

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.

Strategy & Execution:

Using a blend of quantitative data and qualitative insights from our research, Nativa crafted a robust, data-driven strategy designed to increase PVCC’s engagement with Hispanic students. The plan encompassed:

• A 100+ page digital marketing strategy, focused on amplifying PVCC’s presence in the Hispanic community and neighboring high schools.
• Targeted social media strategies with culturally relevant, bilingual content to increase engagement and drive recruitment.
• Branded social media templates to ensure consistency and ease of future campaigns.
• Key promotional materials—brochures, pamphlets, and digital content—are transcreated from English to Spanish, ensuring cultural and linguistic relevance.

Impact:

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%, 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.