Centring diversity, equity, inclusion and belonging in higher education marketing: Why it is essential and how to do it well

Abstract

The changing demographics in higher education require marketing and communications offices to reassess their approach to creating promotional materials. From 1980 to 2022, the number of college students who identify as Hispanic/Latinx, Asian and Pacific Islander, African American or of mixed race has increased, while the number of white college students has decreased. Creating authentic messaging that resonates with students from various backgrounds can best be achieved if marketing and communications offices centre diversity, equity, inclusion and belonging (DEIB), not only in the assets produced but also as they consider hiring practices, communications procedures and other activities. Doing so can result in an increase in student applications and enrolment rates and student retention, as well as staff retention and workplace satisfaction. This paper examines case studies from our effort at Georgia State University's J. Mack Robinson College of Business to build a marketing and communications office that reflects the diverse student population we serve so as to hone an authentic voice that speaks to students, faculty and staff. Our approach was informed by quantitative and qualitative research we conducted in 2019, in which we convened 24 focus groups and audited existing materials. In addition to better understanding our target audience and marketing materials, we also created a workplace environment in which our staff, who reflect the diverse population we serve, felt supported and satisfied. The data gathered in response to our staff building and the application of the research to articulate our brand framework and brand pillars shows that we have seen returns in the following categories — student application rates, social media engagement and website traffic.