For decades, so-called top academic schools dominated the cultural conversation about higher education.But inflation and a tough economy have devastated many families’ savings, making affording four-year schools difficult, on top of the AI monster that seems to be eating white-collar jobs alive. This perfect storm has crushed trust in "elite" schools.
But what’s bad news for Harvard and Yale is a fantastic opportunity for community colleges and certification programs across the country to position themselves as the best solution to young Americans’ financial and career concerns. Elite schools still command prestige, of course.They boast extensive professional networks and deep pockets that can drastically lower six-figure annual prices, and many government and private loans promise college access in exchange for higher incomes as one’s career progresses.QUARTER OF US COLLEGES COULD CLOSE IN THE COMING YEARS, UNIVERSITY PRESIDENT WARNS OF MAJOR TRANSFORMATIONHere’s what education leaders and communicators told me that higher education institutions of all types can do to make their value crystal-clear to students and parents.Comms needs a strong foundation for successThe first thing all higher ed institutions need to do is prove concrete value to prospective students and their parents.
The easiest way to do this is to build relationships with high schools that influence student decisions. Indianapolis Public Schools Spokesman Marc Ransford told me that he’s had the "privilege of telling a story of real transformation" built on a $410 million "strategic redesign" of the entire school district."Rebuilding Stronger created infrastructure improvements from elementary school to graduation," said Ransford."And it worked.
Nearly two-thirds of our recent graduates pursue college or a trade program, and students earn 9,000 dual-credit hours annually that create real savings for them." Ransford also pointed to partnerships that make sure intent matches outcom...