A state university in the Midwest wants to increase the number of students from multicultural backgrounds. Surveys show that Native American, African American, Hispanic and Asian American students are under represented in terms of reflecting the state's percentage of minorities in the general population.
University officials want to reach minority high school students in neighborhoods and schools that have a high concentration of these under-represented groups. The campaign would have the theme "Make College Part of Your Future" and provide students and their parents information about the advantages of going to college.
Your advertising firm is awarded a contract for a year-long program. The campaign objectives are three-fold:
¨Encourage students and parents to consider college and take steps to apply.
¨Generate understanding that higher education is the key to a good job.
¨Convince students and parents to seek more information and visit the campus.
The campaign is not a "one size fits all" situation. What strategies and tactics would you do to effectively reach all of these under-represented groups?

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