Assessing the Effectiveness of Selective Marketing to Broaden Participation in CS Education

TL;DR

This study evaluates how targeted marketing strategies for a computing education hackathon can increase participation from marginalized and low-income students without decreasing overall attendance.

Contribution

It demonstrates effective marketing modifications that enhance diversity in computing education programs, providing practical insights for outreach efforts.

Findings

Increased participation of marginalized students

Maintained overall attendance levels

Effective targeted marketing strategies

Abstract

Many studies have aimed to broaden participation in computing (BPC) through extracurricular educational initiatives. When these initiatives are structured as open-enrollment extracurricular programs, their success often depends on their marketing approach. However, there is little in the computing education research literature about how to conduct effective marketing for these initiatives. We describe the changes made to the marketing strategy of one such program, an educational hackathon for middle school and high school students in the Pacific Northwest. These included reducing promotion to affluent families, using targeted school-based communication, and emphasizing cost supports during initial promotion. We then compare attendance and self-reported demographics before and after the intervention. Results indicate a higher proportion of students from marginalized and low-income communities and no reduction in overall attendance.