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.

翻译：许多研究旨在通过课外教育项目来扩大计算领域的参与度。当这些项目以开放注册的课外活动形式组织时，其成功往往取决于其营销策略。然而，在计算教育研究文献中，关于如何为这些项目开展有效营销的讨论较少。本文描述了一项针对太平洋西北地区初高中学生的教育性黑客马拉松项目对其营销策略所做的调整，包括减少对富裕家庭的推广、采用基于学校的定向沟通，以及在初期宣传中强调费用支持措施。随后，我们对比了干预前后的参与人数及自我报告的人口统计数据。结果表明，来自边缘化和低收入社区的学生比例有所提高，且总体参与人数并未减少。