Hispanic Outreach at Vol State

History: The Hispanic outreach effort at Volunteer State Community College began in 2006.

Summary of accomplishments

- An increase in the Hispanic student population of 28 percent from fall 2012 to fall 2013

-An increase in the Hispanic student population of 64.5 percent from fall 2008 to fall 2012

-$6,336.91 raised for student scholarships

-Connections made with dozens of Hispanic organizations across Middle Tennessee

-Recognition in the Hispanic community of the college as welcoming institution

-Recognition from TBR and educators as statewide leaders in the Hispanic outreach effort

Programs

Our primary way of reaching the Hispanic community in Middle Tennessee is through word of mouth and the building of trust. This has been accomplished over the years through events and community engagement. We have also built understanding of the Hispanic community on campus and hired bilingual staff to help in admissions and advising.

Avancemos Juntos was a three-year grant program that provided college-going information in Spanish and English for hundreds of high school students and their family members. Avancemos Juntos efforts live on in regular school and church visits. The Avancemos Juntos Hispanic Higher Education Conference, organized and hosted by Vol State, continues as the primary such event in Tennessee, bringing in educators from across the state.

The Fall Fiesta at Vol State is the biggest of the Hispanic oriented events. Institutional Effectiveness research has shown that it builds a favorable impression of Vol State as a welcoming place for education. Each year, more than 60 students, 15 faculty and staff and 30 community volunteers work to put on the outdoor event that celebrates Hispanic culture.

Method

National research shows that marketing for the Hispanic population is different from the characteristics of the larger population in the United States. Hispanic motivators are quite often relationship-based and done through word of mouth and family decision-making, and especially so in higher education decision-making (Neff, 1994; Swail, Cabrera & Lee, 2004; Torres & Marquez, 2005). Word of mouth has proven to be our most important form of community outreach and it directly drives student enrollment. The college stopped doing Spanish language advertising several years ago, when it became apparent that building relationships and college supporters in the Hispanic community were much more important to achieving goals.

Lack of attention to the relationship is likely to erode contacts and impact enthusiasm for the college and ultimately hurt Hispanic enrollment.

Community Outreach:

We have built relationships with dozens of organizations across Tennessee. More importantly, perhaps, are the many personal relationships with have with community leaders, advocates and educators. This includes the Nashville Area Hispanic Chamber of Commerce, which awarded Vol State the “Outstanding Advocacy in Education” award in 2009.

Student Recruitment:

We have close relationships with organizations in Tennessee that support and assist Hispanic high school students in making decisions about college. These relationships are the centerpiece of our student recruitment. The organizations include the YWCA Latino Achievers program in Nashville, Conexion Americas and the Tennessee Refugee Rights Coalition. We have direct ties with ESL and other teachers in secondary schools throughout our coverage area.

Student Success:

The Office of Advising established an advisor position with a specific Hispanic student emphasis in 2010. That advisor not only assists with student recruitment, specifically in the organizing of the Hispanic Family Night, but also works with Hispanic students to form a campus community and assist students with issues that might arise during the school year. This extra level of attention can give students a cultural touchstone of sorts and provide a direct connection to the college. The work of the advisor includes participation with student clubs management of a Hispanic Vol State Facebook page.

Groups such as the VISA international student group are instrumental in helping Hispanic students feel welcome on campus and feel connected to the college.

Approximate Fiesta attendance historical:

2014: 580

2013: 300 (rain)

2012: 450

2011: 500

2010: 600

2009: 450

Sources

Nagle, N.N. (2012). A Profile of the Hispanic Population in Tennessee. Center for Business and

Economic Research, University of Tennessee-Knoxville. Retrieved October, 2013 from:

http//cber.bus.utk.edu

Neff, B. D. (1994). Building community: When public relations is primarily an interpersonal

experience). Munster, IN: Valparaiso University, Department of Communication. (ERIC

Document Reproduction Service No. 384 078)

Swail, W.S., Cabrera, A.F., and Lee, C. (2004). Latino youth and the pathway to college.

Retrieved September, 9 2006 from the Pew Hispanic Center web site:

http://pewhispanic.org/files/reports/31.pdf

Torres, C. & Márquez, A. (2005). Reaching higher ground: Parental outreach programs at the

postsecondary level. Retrieved October 22, 2007 from the Tomás Rivera Policy Institute

web site: http://www.trpi.org/PDFs/rhg.pdf

Volunteer State Community College, data tables. Retrieved October, 2013 from

http://www.volstate.edu/Research/research/datatables/