For decades, so-called top academic schools dominated the cultural conversation about higher education. But 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.Â
This perfect storm has crushed trust in “elite” schools. But whats 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.Â
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 ones career progresses.
Heres 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 .
Comms needs a strong foundation for success
The 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 that influence student decisions.Â
Indianapolis Public Schools Spokesman Marc Ransford told me that hes 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 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.”Â
Ransford also pointed to partnerships that make sure intent matches outcomes: “Any student with a 3.0 GPA” is automatically enrolled at IU Indianapolis, plus “internships and apprenticeships at Eli Lilly and IU Health,” that “create seamless pathways from our classrooms into careers.” Erin Parkhurst is former Vice President of Strategic Communications at Benedictine Schools of Richmond. She said the two single-sex Catholic high schools under its umbrella communicate to all stakeholders â parents, students, faculty and higher education institutions â that student needs come first.Â
“A systematic, individualized approach to college counseling makes the difference for students and families,” she said. “Starting in 9th grade, students explore their academic and career interests to find the right fit. This means that every student and their family makes decisions with a clear understanding of financial commitments and career opportunities.”
Higher education institutions have to demonstrate concrete value customized to each students needs and goals, said Parkhurst. “With a 100% acceptance rate among the students applying to college, graduates can be selective” â which means colleges and universities are fighting to stand out to students.Â
Remember that the comms strategy is downstream from the raw material. Without data proving that Indianapolis students are seeing more opportunity, Ransford couldnt prove anything to stakeholders across the city and Indiana. Likewise, institutions that build partnerships with high schools like those Parkhurst previously worked at will have a far easier path to reach stakeholders.Â
The AI threat triple-threat to four-year schools
Most students cant attend the big school and coast into a job on “connections.” We make it on solid skills, which is why blue-collar jobs are having a rebound. AI can take white-collar jobs built on debt-filled education; it wont take roofing, electrician, and plumber jobs anytime soon.Â
But there are other AI threats, like the program Antonio Delgado, Vice President of and Technology Partnerships, oversees at Miami Dade College. Th
