Founded in 1934, MiraCosta College has a long history of providing San Diego residents with the education they need to make their career and life goals a reality. Even though it boasts a reputation as one of the best transfer institutions in San Diego, MiraCosta has never been content to rest on its laurels.
When MiraCosta came to Interact, it had a clear goal: to improve the services it offered to its Hispanic students by securing special grant money from the U.S. Department of Education. To do this, it would need to achieve designation as a Hispanic Serving Institution (HSI) by showing that 25% of its students were Hispanic.
Despite San Diego’s close socio-economic ties to Mexico and MiraCosta’s already large Hispanic student population, MiraCosta was still 2% shy.
So how does an institution raise the enrollment of such a specific demographic with spending a million bucks?
For nearly 20 years, Interact’s proprietary Media Preferences survey has tracked and recorded the media consumption habits of community college students across the country. When college’s subscribe, their own students become part of the survey, giving institutional stakeholders the power to identify not only what their various student populations listen to, but where and when they listen.
Not a bad tool if you want your message to actually get to its intended audience.
After just one semester of targeted marketing, MiraCosta exceeded the 25% threshold it needed to achieve HSI status. As MiraCosta’s Superintendent and President, Francisco Rodriguez (now chancellor of the Los Angeles Community College District) put it: “The information we needed to make smart and timely decisions was right there in the graphs. Media Prefs was an insightful tool that assisted us in allocating resources and ultimately made a difference in us becoming an HSI.”