Higher Ed Presentation
Marketing to First-Generation College Students
Prepared for
COM 535 Diversity and Inclusion in IMC
Role
Author
Duration
1 week (2025)
Challenge
How can higher education marketers and student affairs professionals segment first‑generation students to create more effective outreach and retention campaigns?
Approach
Reviewed research on first‑gen student barriers and needs, then built a multimedia presentation around audience segmentation, inclusive messaging and support strategies.
Updated statistics, added transcripts, captions and improved color contrast for full accessibility.
Solution
The presentation synthesizes data into a clear framework for targeting first‑gen students, with tailored messaging examples and multimedia elements that make research actionable for outreach and retention work. It emphasizes belonging, financial literacy and peer support.
Results
The artifact shows how segmentation and inclusive storytelling can drive underrepresented student success.
Equips marketers with a practical tool to design campaigns that resonate with first‑gen audiences and improve persistence.