Targeted marketing to the underserved: Examining the factors that influence college intent and choice for minority male high school students in Edgecombe County, North Carolina

ABSTRACT

This mixed-methods study investigates the real and perceived barriers that African American male Edgecombe County high school students face when considering college enrollment to inform potential interventions to improve college enrollment of this market segment. Phase I of the study design included a survey of current, African American, male college students to determine potential barriers African American high school students may face when considering college. Phase II included semi-structured group interviews of African American male Edgecombe County high school students. "Uncertainty" and "frustration" were revealed as the main barriers these students face when considering postsecondary enrollment. Participants indicated uncertainty about college majors, college cost, paying for college, student loans, money, and self-efficacy. Additionally, participants indicated frustration related to course choices in college programs, mathematics classes, as well as their high school GPA not being an accurate indicator of their ability. Phase III included the development of career and technical education (CTE) certificates to create more dual enrollment options for underserved students. Finally, a focus group review of 9-14 pathway samples by African American male students was used to develop a student-informed template for future 9-14 pathways utilized by Edgecombe Community College. Responses from study participants and subsequent meetings with key stakeholders show opportunities to improve the college approach to recruiting students from this demographic. More dual-enrollment certificate options and clearly defined educational pathways (from high school through college) with job market analysis incorporated in those pathways were tools that this study has indicated may help create more postsecondary opportunities for African American male high students in the Edgecombe Community College service area. Additionally, financial aid literacy initiatives for both students and parents and increased recruiting visits to area high schools as the Novel Corona Virus pandemic begins to wane were also indicated as outreach and recruitment strategies. The findings of this study helped develop intentional, dual enrollment certificate options and 9-14 educational pathways the college will utilize to create more postsecondary opportunities for African American males and other underserved groups of students. (PsycInfo Database Record (c) 2022 APA, all rights reserved)