How to Market to First Generation College Students - A Conversation with Kristin Nichols

In the latest episode of the Education Marketing Leader podcast, I sat down with Kristin Nichols, Founder of Nichols Higher Education, to discuss a topic that many of us are interested in:𝐑𝐞𝐚𝐜𝐡𝐢𝐧𝐠 𝐚𝐧𝐝 𝐬𝐮𝐩𝐩𝐨𝐫𝐭𝐢𝐧𝐠 𝐟𝐢𝐫𝐬𝐭-𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 𝐜𝐨𝐥𝐥𝐞𝐠𝐞 𝐬𝐭𝐮𝐝𝐞𝐧𝐭𝐬.With the enrollment cliff looming, Kristin underscored the untapped potential within this demographic.Drawing on over two decades of experience working in higher-ed, she shared how institutions can authentically connect with these students, ensuring they feel seen, supported, and included.🔑 Key Takeaways:🤔 Understand Their Unique Challenges:First-gen students often balance familial responsibilities alongside their studies.Marketing needs to highlight the student experience and the support systems in place, not just the ROI of education.🤝 Inclusivity in Communication:Many first-gen students come from non-native English speaking backgrounds. Translating digital and physical materials can make a significant difference.Simple, yet profound strategies like accommodating event times can make these students feel valued.👍 Authentic Engagement:Use a conversational tone in your messaging. Break down the college application process, financial details, and long-term benefits into digestible information.Storytelling, especially through digital platforms, is key. Share success stories of first-gen students to inspire and motivate.🤜 🤛 Community Engagement:Extend your marketing efforts beyond the campus.Engage with local communities through cultural events and exhibits. It's not just about bringing people to campus but building trust with them.⏩ Continuous Innovation:Stay agile. With demographics and trends constantly evolving, assessing and adjusting your communication strategies is crucial.Embrace new technologies and platforms where first-gen students spend their time.Kristin's insights remind us that a commitment to understanding and addressing first-generation college students' unique needs and challenges is at the heart of effective marketing to them.It's about creating a sense of belonging and support that extends from their first inquiry to graduation and beyond.This episode is for those looking to make a meaningful impact in the lives of first-generation students and navigate the upcoming enrollment challenges.Connect with Kristin on LinkedIn and join her at the 2024 Cascade User Conference on February 22, where she is a panelist at a round table discussion on navigating the enrollment cliff.Don't miss it!Until next time.