Technological and social changes have spawned new opportunities for effective outreach to demographics that have historically been underrepresented at colleges, including African American, Native American, Hispanic, first generation and low-income students. This session shares findings from a nationwide study of underrepresented students currently navigating the college admissions process, as well as college freshman reflecting on their experiences. The research reveals the most significant frustrations and influences in their search and decision making process. We will take an in depth look at how mobile communication, online media, friends, community-based organizations, student life, and family are influencing their decisions. The research includes data and recorded video from thousands of students who participated in surveys, focus groups and in-depth interviews. Session attendees will hear directly from the students themselves and learn the best ways to inform and engage these groups that all too often get lost in the frenzy.

1. I am more than a test score.
Gil Rogers
gil@zinch.com
860-990-2745

2. today’s|focus
• Recruitment is a SMALL
part of a larger conversation
•First gen, diverse & low
income students
•Outreach during the college
search, application and yield
process
•Interact and Share: Any
ideas, questions or
suggestions are encouraged

3. the|reason
“In 2009, 28% of Americans 25 and older had at least four-year degrees.
But the rate for Black Americans was just 17%, and for Hispanic Americans
only 13%.”
Census report, as reported in The Chronicle of Higher Ed, January 2011

4. zinch|project
3 surveys conducted over 1 year
Focus groups in CA (3), NY, MI, & VA
3,000 respondents- 90% online; 10%
paper surveys
49% from diverse backgrounds, 28% first
generation, 64% low income students
Juniors in High School to upper
classmen in College from all 50 states

5. section|one
Finding and
connecting
with under-
represented
students

6. key|influencers
Who has been most influential in your decision to go college?

7. key|influencers
How influential were the following people in
22% your decision to attend college?
17%
12%
African American
7% Hispanics
All Other Minorities
2% White

8. key|influencers
22% How influential were the following people regarding
where you applied or enrolled?
17%
12%
African American
Hispanics
7%
All Other Minorities
White
2%

9. contacting|students
How do you prefer to hear from colleges
interested in recruiting you? Prefer Text Messages
17.8%
90% 85%
80% 70%
70%
60%
50% 7.9%
40% 32%
30%
20% 14% 11%
10% 4%
0%
African All Other
American/Hispanic

10. contacting|students

11. online|access
Where do you search for or receive information from
Colleges?
Home
Computer
Personal Laptop
Computer
Mobile Phone
School Library
or Internet Lab
Shared Public
Computer
Other (please
specify)
0% 20% 40% 60% 80%

12. engaging|students
How helpful were the following during your college
search and decision process?
College Campus Visit 22%
In-person Interaction w Students 15%
Official College Websites 14%
Match making Websites 10%
Online College Reviews 8%
College Fairs 7%
Campus Life Videos 7%
College Brochures 6%
Books 4%
Online Interaction w Students 4%
Online Fairs 2%

13. search|sites
What websites have been most helpful to you
in your college search process?

14. social|media
Have you ever searched for a college on Facebook?
70%
60%
50%
40%
30%
20%
10%
0%
Jan, 2009 Oct, 2009 Mar, 2010 Feb, 2011

15. social|media
Facebook Stats (eMarketer Research Group) :
•More than 50% of all US internet users visit Facebook at least once a month
•42% of the entire US population has used Facebook at least once this month
•200 Million active users accessing Facebook through their mobile device

16. section|two
Helping them
navigate the
admissions
process

17. biggest|frustrations

18. biggest|frustrations
What was the most challenging during the college
admission process?
Finding Scholarships & Financial Aid 22%
Writing Essays & Personal Statements 14%
Standardized Tests 13%
Paying College App Fees 11%
Financial Aid Forms 11%
Knowing Where to Apply 9%
Meeting Deadlines 7%
College Applications 6%
Finding Someone to Answer Questions 6%
*Largest discrepancy between student groups was “paying college
application fees” was rated VERY FRUSTRATING by many more African
American and Hispanic Students than the general population

19. counsel|first
“We see ourselves as counselors first, enabling prospective
students and their families to make informed decisions about
their futures.”
Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University,

20. always|educate
1. Clearly define confusing terms:
First Gen, Student to Faculty Ratio,
Early Decision, Waitlist, Yield, Rolling
Admissions, etc.
2. Parents, parents, parents!! (See next
slide)
3. Personal Approach
“Although you are interacting with hundreds
of possible candidates, each student
appreciates feeling as if you personally
want them to go to your school and that
they'd be a perfect fit.”
-High School Senior

21. parent|outreach
60%
50%
40%
Not At All
30%
Somewhat
20% Very Involved
10%
0%
Hispanic Black White
“Trust and support are key to any successful admissions strategy and especially
when dealing with under represented and first generation families.”
Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State University

22. admission|counselors
Which qualities are most helpful when working with an admissions
counselor at your top choice universities?
Personal emails, meetings or phone calls
27%
over time
Attended the college we're discussing 24%
Same educational interests 20%
Close to me in age(i.e under 30 years old) 12%
Same gender as me 6%
Same religious background 6%
Same ethnicity as me 5%

23. more|ideas
Create content
and
communication
channels
specifically for
under-
represented
students.

24. have|fun
Charta Squad

25. section|three
Factors that
impact their
enrollment
decision

26. Important|factors
12%
White
10%
African
8%
American
6% Hispanic
4%
All Other
2% Minorities
0%

27. Important|factors
Top Ten Factors: Key Takeaways or differences
1. “School Rank” was less important to
1. Academics or Majors Offered African American or Hispanic/Latino
students.
2. Financial Aid or Scholarships Offered
2. “Campus setting” was more important to
3. Campus feel that is welcoming to students African American and Hispanic students
than other student groups.
4. Career placement for graduates
3. African American and Hispanic/Latino
5. Campus life and social activities students ranked “expected salary”
higher than other student groups.
6. Rank or reputation of the college
4. African American and Hispanic/Latino
7. Location of the college students ranked “students support
services” higher than other student
8. Campus setting groups .
9. Student services offered 5. “Diversity of the campus & community”
ranked significantly higher among
10. Expected salary upon graduation minority students than Caucasian
students

28. Campus|tours
Financial concerns prevented me from the following?
70%
60%
50%
40%
Visiting More Applying To Applying To Applying To
College More Colleges More Out-Of-State
Campuses Prestigious Colleges
Colleges
• 75% of current college students said they had visited the campus before enrolling
• 70% of students said they visited between 1-4 schools
•When asked what you would do differently, 77% of students said, “Visit more schools”

29. Campus|tours

30. current|students
Involve current students as much as possible
“To have more students from the college explain student life at the college, the finances and
extra activities that can be done. When on a campus tour, non-virtual or virtual, walk through
a students day at the college. I would like to be able to read or hear from students currently
attending that specific college.”

31. section|four
Key
Takeaways
and Action
Items

32. Final|takeaways
1. Outreach to all. (Students, parents, teachers, counselors)
2. Join and participate in local access groups, establish or set up local satellites
outreach offices.
3. Email is preferred, but Mobile, Text and Social Media can’t be ignored.
4. College search sites impact students decision on where to apply/enroll.
5. Students are frustrated the most by financial aid and scholarships. Make this
easy and accessible and consider in person or online trainings to students
and parents.
6. Counsel first and always be personal and approachable.
7. Campus tours are crucial, do what you can to support students in this effort.,
especially low income students. Consider virtual options as well.
8. Involve current students as much as possible.

33. big|thanks
Ed Escalet, Coordinator of Multicultural Recruitment and Outreach, Penn State
University
Troy Onink, Forbers College Crossroads Blog
http://blogs.forbes.com/troyonink/2011/03/03/candid-perspective-on-minority-
admissions/
Jessica Krywosa, Suffolk University, doteduguru.com
@jesskry
Posse Foundation, http://www.possefoundation.org/
Charta Squad, Art Samuels, Director of College Guidance, Willamsburg Charter
High School, Brooklyn, NY

34. survey|whitepaper
.
Gil Rogers
Director of Marketing and Outreach
gil@zinch.com
860-990-2745

35. other|stats
Presentation Appendix

36. student|demographics
Education Level
11% 5%
High School Junior
5%
High School Senior
22%
College Freshman
57%
College Sophomore,
Junior, or Senior
Other

37. student|demographics
2%
Background
5% Caucasian or White
7%
Black or African American
Hispanic or Latino
14%
Asian
54%
Mixed Race
18%
Native American
Pacific Islander

38. student|demographics
Are you the first in your family
to attend a College or Income Levels
University?
< 20,000
Yes
14% 5% 15% 20,000 -
28% 50,000
72% 17% 31% 50,000 -
70,000
18% 70,000 -
No 100,000
100,000 -
150,000

39. student|demographics
What Type Of School Do You Plan on Attending?
80%
60%
40%
20%
0%
4 Year Public 4 Year Private 2 Year Or
College College Community
College