Marketing

When marketing to prospective students, higher education institutions play an increasingly important role in advocating for true inclusion. By utilizing Diversity, Equity, and Inclusion (DEI) language, colleges, and universities are able to engage with students of all backgrounds and create a truly inclusive environment.

As educators have become more aware of their need to fully support all enrollees in curriculums, the pressure is on marketers too—to rally around DEI messaging that honors everyone’s background, living experiences, and identity without bias or prejudice. Making students feel welcome regardless of gender expression/identity, race or ethnicity, body type/size, age, or disability status is more important than ever as the world is experiencing its most diverse generation to date.

This piece explores what it takes to go beyond tokenism to create genuinely diverse educational spaces and how to advertise them using inclusivity-driven marketing.

Understanding Inclusivity in Higher Education Marketing

For higher education institutions, it is paramount to instill an environment of inclusivity and acceptance. In the age of ubiquitous technology, marketing must be reflective of this value by using DEI language that avoids any offensive undertones. In other words, institutions should employ a diversity-driven message that considers all races, body types, disabilities, and gender identities. By doing so, they can ensure their messages are not prejudiced or biased.

Inclusivity-driven marketing allows institutions to reach a greater audience and project an understanding and welcoming attitude to potential students. As higher education evolves in the 21st century, understanding the importance of DEI language is essential in creating and embracing a more diverse student population.

Including All Races, Body Types, Disabilities, and Gender Identities

Inclusivity-driven marketing empowers students to be themselves and encourages them to enroll in your campus. Higher education institutions that foster an environment of inclusion create a sense of safety and comfort for prospective students of all races, body types, disabilities, and gender identities. By utilizing DEI language that avoids offensive, sexist, racist, biased, or prejudiced language, within the campus climate as well as in their marketing strategy, colleges can show prospective students that their school embraces diversity.

Crafting Content that is Inclusive and Reflects DEI Principles

To effectively reflect DEI principles, colleges and universities must create marketing content that is authentic and unbiased. It’s important to be mindful and intentional when writing content that addresses difficult topics like race, body type, disability, or gender identity. It is essential to get the facts right and avoid making assumptions or broad generalizations for any inclusive marketing material.

Additionally, creating inclusive language is an ongoing process. Reevaluate marketing language on a regular basis in light of current cultural shifts to ensure it remains authentic, accurate, and inclusive for all individuals. With thoughtful consideration, higher education institutions can create content that embraces diversity, equity, and inclusion for all.

Strategies to Reach a Diverse Audience Through Social Media Platforms

Social media has become an essential tool for higher education institutions to reach a diverse audience. By utilizing inclusive language, colleges can create a safe and nurturing environment where unique forms of expression are appreciated and celebrated. Colleges that adhere to the principles of DEI when communicating with a broad audience, create an atmosphere that is conducive to transformative change and promote an understanding of mutual respect and appreciation.

Offensive or prejudiced language creates unnecessary barriers for people from different cultural backgrounds; therefore, having open dialogues with students, parents, faculty, and staff regarding the importance of cultivating an inclusive environment is key to ensuring all individuals feel welcome on social media platforms. Through this collaborative effort, higher educational institutions have a much better chance of increasing their enrollment rates.

Using Powerful Language to Encourage Diversity and Representation

Powerful language has the potential to create genuine connections with people and ignite meaningful conversations. If a college is serious about embracing diversity and equity, it should use words that are authentic, validating, and engaging for all its students. This means using resonant DEI language that captures the experiences of those from various racial backgrounds, body types, disabilities, and gender identities without being offensive or biased. Colleges that do this successfully can paint an inclusive picture of representation and depiction on campus.

Appropriate Imagery that Represents Different Backgrounds and Experiences

As college institutions strive to create a more diverse and inclusive environment, choosing appropriate imagery that represents different backgrounds and experiences is crucial. Imagery plays an integral role in creating safe, welcoming, and diverse spaces that demonstrate mutual respect for all individuals at the college.

When selecting artwork and photographs to represent the college’s population in its publications or marketing materials, these elements should be taken into consideration so that everyone can feel represented, respected, and valued as a creative contributor to the wider university community.

Colleges must also exercise extra caution when using language to avoid perpetuating any preconceived notions or biases. The language used should always be respectful of all groups and should highlight the advantages of diversity. By actively finding images and verbiage that draw on DEI principles, colleges fully demonstrate a true commitment to creating greater diversity, equity, and inclusion on campus.

Higher Education Institutions and Inclusivity-driven Marketing

Universities and colleges should make a solid commitment to shift their marketing strategies toward inclusivity. Incorporating DEI language into content outreach and picking imagery that accurately reflects the diversity of the student body will help to create an inclusive atmosphere. Social media campaigns can also be used to bring attention to diversity and draw attention from a variety of perspectives.

Higher education institutions need to ensure that all educational marketing materials are free of offensive, prejudiced language. To stay ahead of the curve when it comes to inclusivity-driven marketing, higher education institutions need to create an environment that prioritizes representation and fairness. Furthermore, colleges should consider allocating resources to training staff on diversity, equity, and inclusion best practices to adequately implement these changes for success.

By investing in DEI initiatives related to college-specific marketing practices and following the guidelines outlined above, universities can build relationships with students from all backgrounds and experiences. Now is the time for colleges to take actionable steps toward creating a more inclusive campus culture through successful diversity-minded marketing campaigns.

So, let’s get started – incorporate inclusivity-driven marketing into your higher education marketing strategy today!

Looking for help creating an effective higher education marketing strategy? Contact us today and let our experienced team of digital marketers help you create a powerful campaign!

About Lisa | Spherical Strategies Content Creator & Copywriter Lisa works with Spherical Strategies as a content creator and copywriter. She brings a deep understanding of human motivation to her mastery of writing by utilizing her education in market psychology. She has worked over the past several years as a private contractor, providing industry-specific content and editing for companies of all sizes. Outside of her work as a content creator, Lisa is passionate about caring for her young son and is only slightly obsessed with gardening.