Diversity Proposal

Cortlyn Dees

Executive Summary

The Single Parent Scholarship Fund of Northwest Arkansas, Inc. helps single

parent families become financially stable and independent by providing direct

financial assistance to low-income single parents. These parents pursue career-

related courses of study in order to gain sufficient employment to meet the basic

needs of their families. SPSF NWA strives to support moms and dads to graduate

and become productive, tax-paying, self-supporting members of the Northwest

Arkansas community.

This campaign will aim to raise awareness among the region’s Hispanic

community about the SPSF NWA scholarship program. To increase interest and

awareness among this target, a demographic-specific social media campaign and

promotional products will cater specifically towards Hispanic and Latinos who

qualify for the scholarship programs.

SPSF NWA will partnership with local Hispanic community organizations and

the University of Arkansas. Through these partnerships, the aim is to boost

awareness of the ample scholarship opportunities offered by SPSF NWA among the

Hispanic community. This campaign will begin in Fall 2018, and it will conclude

after the final scholarship deadline passes.

1
Situation

SPSF NWA offers over $5,000 in scholarship opportunities to single parents.

These scholarships are not restricted to books or tuition, but can be used for general

living expenses such as childcare, gasoline, rent, utilities, and car insurance or even

groceries. SPSF NWA offers direct financial assistance each academic semester.

The purpose of this campaign is to increase the amount of scholarship

applications, specifically among the Hispanic community, submitted to SPSF NWA.

According to the U.S. Census, Hispanics account for over 20% of the national poverty

rate. However, the percentage of Hispanics or Latinos living in poverty in Arkansas

specifically was reported at over 30%.

Research

According to the most recent Arkansas census information conducted in

2016, 16.4% of residents in Benton and Washington counties are Hispanic or Latino.

Additionally, 9.1% of Benton and 15.8% of Washington counties identify as persons

in poverty.

Based on this information, further research would be required. A focus group

and a survey targeting the Hispanic demographic would provide valuable

information. Data would focus on education levels, family dynamics (i.e. number of

children, parental presence) and income specifically for Hispanic residents in the

Northwest Arkansas area.

2
Objectives

The objectives of this campaign are to increase the applications submitted for

the SPSF NWA among Hispanic residents in Northwest Arkansas. Overall, the goal is

to increase Hispanic applicants by 10% by the end of the campaign period.

Target Audience

The target demographic for this campaign includes young adults, ages 18-30,

of Hispanic or Latino decent. The target residents must reside in Carroll, Madison

and Washington Counties, live at or below 200% of the Federal Poverty guideline,

have custody of one or more minor children and are enrolled in post-secondary

education. Target scholarship applicants must be enrolled at one of the area

universities, community colleges or trade schools. They must also be seeking an

associate degree, bachelor’s degree, Master of Arts in Teaching, licensure in massage

therapy, or licensure in cosmetology.

Strategies and Tactics

In order to increase interest among the Hispanic community in Northwest

Arkansas, awareness must be spread about the SPSF among the target demographic.

One strategy to achieve this is through a social media campaign. This campaign will

highlight the benefits and funds offered by the SPSF. Additionally, promotional items

will be distributed to local Hispanic organizations, like EngageNWA and Hispanic

Women’s Organization of Arkansas. Finally, SPSF NWA will partner with the

University of Arkansas to help identify resources offered to single parent students.

3
The strategies required for this campaign require staff on board from SPSF NWA,

local Hispanic organizations and the University of Arkansas’s scholarship

department.

Timetable

Due dates for the SPSF NWA applications include:

 October 15 (for the spring semester)

 March 15 (for the summer semester)

 June 15 (for the fall Semester)

Therefore, the campaign will begin in August 2018 and will run for 10 months to

accommodate the three scholarship deadlines. The campaign will increase in

intensity in September, February and May to promote more scholarship applications

turned in by the deadlines.

Evaluation

We will evaluate the success of this campaign by monitoring social media

engagement with the Hispanic community. Additionally, SPSF NWA will monitor the

increase of scholarship applications submitted by members of the Hispanic

community to measure a 10% increase.