How did they tell Hispanic families and other minorities about Incarnate Word?
Dr. Agnese wanted to attract more students who belonged in college, but didn t think it was an option. Sosa says that in minority families there is an assumption at the very beginning sometimes, when they are very little, usually an idea put there by their parents or family or community that says you will never be able to afford it, so what s the use of trying? So they give up at an early age. To overcome this attitude, Dr. Agnese and Sosa designed a marketing program in English and Spanish targeting grandparents and parents. The ads showed young people and others from Incarnate Word talking about the school. Agnese and Sosa reasoned that although grandparents and parents may not be fluent in English, they might watch Spanish language TV or listen to Spanish radio. Then, as Dr. Agnese explains, the grandparents and parents could see and hear the students and think to themselves, Well, that looks like my daughter…or son, and whether she could go to Incarnate Word, and why can t he? or
