AAPI families don’t see California community colleges as a desirable pathway for their children to attain their higher education goals.
California’s AAPI communities include a wide range of ethnicities, cultures, religions, customs and languages. We engage communities through shared values and desired outcomes to change perceptions around CCC. Our approach is to customize and adapt for each community: How we talk about the advantages of CCC while positioning it as an opportunity for educational and career advancement. This culturally nuanced approach ensures CCC is perceived as a high-value, desirable stepping stone to helping students obtain their career goals.
People want to see themselves in the advertisements aimed at them, and the AAPI community is no exception. We work closely with creative, advertising and marketing teams to ensure AAPI assets are culturally appropriate, visually and linguistically reflective, and well-received by the target communities. For this campaign, we sourced 40 CCC students and featured them in the campaign.
Our team layered our approach to students by focusing on direct engagement via CBO partnerships, community outreach and community events to provide visibility and credibility. We also leveraged trusted community gatekeepers, influencers and media to carry and amplify campaign messaging, enabling us to penetrate deeper into communities and build grassroot, word-of-mouth support for the campaign.
The integrated campaign increased visibility of California Community Colleges among the state’s AAPI audiences.
Increased awareness at AAPI community events statewide.
Expanded support from AAPI CBOs statewide.
Additional media coverage in key AAPI communities.
Increased diversity of audiences including hard-to-reach AAPI communities.
We believe smart, tailored communications can improve and better people’s lives.