Most colleges and universities face a daunting mix of challenges: shrinking budgets, under-resourced teams, changing student demographics, and fierce competition in a shifting media landscape. Adding to this, a growing public skepticism questions the value of higher education itself.
While these challenges are tough, they’re not new – four-year institutions are now experiencing what two-year schools have long faced and adapted to. And in the face of these four particular challenges, many of the two-year schools are doing it better. Here are the salient lessons four-year marketers could learn:
Challenge 1 – The value proposition is suspect.
The data is clear – postsecondary education leads to better jobs, upward mobility, improved health, and engaged citizenship. Despite this, a growing stigma surrounds four-year education, as adults increasingly question its value and relevance, not just its cost. Two-year colleges are familiar with battling such stigma, having long been dismissed with labels like “thirteenth grade” or “an alternative to college if you can’t get in.”
The Lesson – Tackle the stigma head-on.
There’s a stoic saying that sometimes the obstacle is the way. Rather than hoping stigmas will resolve themselves on their own, savvy two-year marketers have proven that tackling misconceptions – even with some tongue-in-cheek humor – can help pull up bad narratives at the root.
Northern Virginia Community College did just that, with an ad campaign telling prospective students that when they “settle for” NOVA, they settle for less student debt, higher job placement rates, rockstar faculty, and other proven benefits. The result? An 8.2% lift in brand awareness, a 10-point leap in perception, and a nearly 20% increase in summer enrollment during the peak pandemic months.
Challenge 2: The messaging emphasis is misguided.
For many four-year institutions, messaging has primarily focused on outcomes – emphasizing post-graduation success rates, earning potential, and institutional prestige. While these factors remain important, they often fall short when prospective students aren’t just choosing between schools but are debating whether higher education is worth pursuing at all.
The Lesson – Focus on the student.
Shift your messaging to address prospective students’ needs and fears, emphasizing comprehensive support services (like childcare and subsidized transportation) and manageable pathways (like earning certifications on the way to a degree). It’s not just about boasting resources but creating an environment where students feel empowered and equipped to succeed.
Challenge 3: Recruiting in new markets is risky.
Many four-year institutions have shifted focus to new markets, often pouring resources into attracting students from across the country or even internationally. While this has its merits, it’s a costly and uncertain endeavor. Community colleges, however, have long recognized the potential within their own communities, particularly among diverse and underserved populations.
The Lesson – Recruit in your “backyard.”
Forge strong partnerships with local high schools, community colleges, and community organizations. These partnerships not only provide a steady stream of potential new and transfer students but also offer opportunities to meet the specific needs of the community, allowing students to see a clear and attainable path to a bachelor’s degree.
George Mason University’s ADVANCE program is a shining example of this strategy, partnering with community colleges in the surrounding regions to advertise clear transfer pathways and co-enrollment opportunities for students.
Challenge 4: Limited budgets are limiting marketing opps.
Budget constraints are a reality that both two- and four-year institutions face, but community colleges have become masters of doing more with less. They have learned to prioritize, collaborate, and innovate in ways that stretch every dollar.
The Lesson – Go back to the basics.
Marketing, admissions, student services, and academic departments should align messaging, coordinate events, and pool marketing budgets for greater reach and efficiency. From there, focus on keeping your marketing strategy straightforward and actionable, solving challenges one step at a time.
For example, after building up years of solid digital marketing campaigns, National Park College decided to implement a new CRM and revamp prospect communications. They knew they didn’t have the budget or resources to do everything at once, so they started small and gradually expanded, ultimately building an incredibly successful enrollment marketing infrastructure.
Let’s Bridge the Gap
Despite these challenges, two-year schools are finding ways to thrive, and there’s every reason to believe four-year institutions can do the same if they learn the right lessons. Our students, communities, and world still need the transformative power of postsecondary education. It’s up to us marketers to bridge the gap, tell that story, and ultimately, make the case for the life-changing value of a college degree.
Want to continue the conversation on lessons we can learn from community colleges? Looking for a partner that helps solve challenges without creating new ones? Schedule a free strategy consultation with our experts.
