Increasing Latino Student College Enrollment; a Marketing Perspective

This qualitative study focuses on understanding the motivational factors driving Latino students to pursue higher education and the obstacles hindering their enrollment. We conducted eleven focus group sessions, involving five distinct groups: students, parents, teachers, and counselors from public high schools, as well as two adult learner groups. These discussions, involving a total of 56 participants, were held both in-person and virtually via Zoom. The results underscore the significance of higher education for Latinos and the need of a comprehensive strategy encompassing recruitment, retention, and promotion to boost and maintain college enrollment. Recruitment efforts should involve both students and parents in culturally appropriate activities, recognizing the family-centric nature of college decisions within this community. Enhancing Latino cultural capital, fortifying support services, and launching strategic community initiatives could boost student engagement. The study also suggests implementing a targeted marketing campaign featuring testimonials from current students and alumni to convey the attainability and value of degree completion. The research concludes by suggesting some recruitment, retention, and promotional activities to consider.