Kennedi Spencer

Diversity Proposal

According to the 2019 U.S. Census, the Hispanic or Latin population accounted for

40,520 people in Washington County, Arkansas. There are currently 2,369 Hispanic students

enrolled at the University of Arkansas according to the fall to Spring 2019 report. Within the 2,

369 students, there are 47 enrolled in the School of Journalism and Strategic Media.

In Washington County, the Hispanic or Latino population sits at about 17.1 %, which is

the second-highest number after the white population (Census 2019). To put that into

perspective, the white population is higher than any other race in the Washington County.

According to the U.S. Census, 85% of Hispanics or Latinos are 25 years of age. In

addition, 32% of the population holds a bachelor’s degree or higher in Washington County.

Those not included in that percentage are Hispanics or Latino population under 18 years old.

Since there is a large majority of high school graduates that are approaching their college search,

it is an opportunity for them to look into the University of Arkansas. With only 2,369 Hispanic

or Latino students currently attending the university, there is a greater demand for diversity in the

journalism school.

To spread awareness about the career opportunities at the University of Arkansas it is

important that we connect with the Hispanic community in various ways. For example, creating

student-led events through the School of Journalism and Strategic Media or creating

promotional newsletters on social media platforms. We would specifically target the surrounding

high school students in Northwest Arkansas who are looking to attend the University of

Arkansas. We can also encourage underclassmen students at the university who have not yet

chosen a major. Since social media is such a prominent form of technological engagement, it will
be beneficial to use platforms such as Instagram, Facebook and Twitter to spread awareness.

Doing so will hopefully create more interest in the careers the journalism school has to offer.

Situation Analysis

Washington County has approximately 40,520 Hispanic or Latino residents as of 2019.

According to the fall and spring report of 2019, there are 2, 369 Hispanic students who attend the

University of Arkansas. I think if the journalism students contribute by sending out newsletters

on social media it will spread interest in high school graduates. In addition, if journalism students

held events to inform parents and students it would spread awareness about career opportunities

journalism has to offer.

Objectives

The objective is to increase the number of Hispanic students specifically within the

School of Journalism and Strategic Media. According to the University of Arkansas enrollment

report, there are more Hispanic individuals enrolled in journalism courses in comparison to

upperclassmen and graduating seniors. If an increasing number of Hispanic individuals enrolled

as journalism students it would ultimately help diversify the program.

One of the main goals in the information meetings and social media posts for the

campaign would be to spread awareness about careers in journalism such as advertising, public

relations and broadcast. One objective is to increase the enrollment of Hispanics students in the

school of journalism by 10% by the fall 2021 enrollment date. Another objective is to increase

the amount of activity by 10% to spread awareness to Hispanic communities about journalism

careers over the course of the semester. This means increasing social media promotion by

posting about the journalism school on platforms such as Facebook, Instagram and Twitter.
Target Audience

The target demographic for this campaign would be current high school students

approaching graduation, ages 16-21, interested in attending the University of Arkansas.

Specifically, students who are deciding what they are interested in studying during their

academic career. Using this demographic will hopefully target the Hispanic community in

Washington County.

Strategy and Tactics

To increase the number of Hispanics enrolled in the journalism program we need to create

awareness for the careers offered within the school. Holding student-led events in which

upperclassmen journalism students inform the Northwest Arkansas community on career

opportunities would be beneficial. The meetings would provide a way for the community to

socialize and learn more about what the School of Journalism and Strategic Media has to offer.

In addition, using social media posts such as newsletters targeted at the Hispanic

demographics would be beneficial. According to the census, 91% of Hispanic young adults have

computers, which can be used as another outlet to reach the targeted demographic. Since social

media platforms are so popular among young adults, it would be a great way to appeal to this

group.

Timetable

This campaign will begin in December 2020 and run through July 2021. I believe this

would be an appropriate amount of time to get the word out and reach the Hispanic community

of Washington County. Within these eight months, current high schoolers who are getting ready

to graduate are in college search and application process. By the end of the campaign, fall 2021
will be approaching and students will have hopefully chosen to attend the University of Arkansas

and enroll in journalism courses.

Evaluation

Before evaluating the success of the campaign, it will be important to encourage

journalism students to increase social media promotion and stay on top of planning informational

meetings about the School of Journalism and Strategic Media. The goal is to increase the number

of Hispanic students specifically within the School of Journalism and Strategic Media. We can

track our success by monitoring the amount of engagement on social media platforms such as

Instagram, Facebook and Twitter. In addition, we will be able to see if the enrollment of

Hispanics students at the University of Arkansas journalism school has increased by 10% by fall

2021.