Create Content that Resonates with Underrepresented Communities (Mariah Tang & Jennifer Perez)

Presenters:
- Mariah Obiedzinski Tang, AVP Content Marketing, Stamats
- Jennifer Perez, Director, Campus Communications, North Orange Continuing Education.

Overview:
Recession? Check. Pandemic? Check. Increased language diversity? Check.

Now, layer these challenges on top of one of the hardest-to-market industries of all…education.

At a time when the public is questioning the value of advanced learning, how do you reach those who need next-level work skills? And how do you connect with underrepresented community members in ways that are resonant, realistic, and respectful?

Takeaways:
- Identify niche audiences in historically underrepresented populations
- Zoom in to meet needs with empathetic, actionable messaging
- Deliver achievable career pathways with achievable action steps

00:00 Introduction
10:36 Let's set the scene in Orange County
15:45 What they do at North Orange Continuing Education (NOCE)
19:30 The need for audience empathy and data insights
20:27 Opening day: engagement & conversation
21:53 Lead with audience goals
26:25 Digital marketing initiatives
32:57 Content marketing initiatives
40:32 6 takeaways for community college teams
44:22 Audience Q&A