Many public universities have operated under a kind of Field of Dreams assumption, “If you build it, they will come.” This theory is now being tested. Sure there has always been competition at the Ivy Leagues and privates to win most prestigious. But, state universities know they can’t compete with the likes of Harvard and Yale. In the late 90’s and early 2000’s we saw a rise of for-profit colleges, many online, many with outrageous tuition costs.
The for-profits siphoned some of prospects away from public universities. Especially preying upon those that fall outside traditional age/profile of postsecondary students.
They promise big career advancement with the premises of pay now (or finance big time), take easy courses, gain later. The gains came for very few. Luckily, many predatory for-profit colleges have become the target of new legislation. This is a step in the right direction.
People are wary now, educating themselves before they enroll. Even the most legitimate of schools are being questioned. Prospects are no longer making their education decisions blindly. They seek out facts and demand answers. All immediately. Usually through an internet search.
This is when marketing comes in to help lend credibility and make sense of all the options. The value of a college degree is still critical but navigating the options has never been more challenging.
Education is the kindling of a flame, not the filling of a vessel.”
― Socrates
Marketing for the higher education vertical is certainly demanding. It is our job to connect with stakeholders who are less aware of the road blocks associated with low budgets and high expectations. Sometimes it seems that the competition is already ten steps ahead and so it’s your job to not only catch up but surpass. All ASAP, please and thank you. Your client will vary too. This client could be upper leadership within your department, from another department on campus or even a student organization. The role of a marketer in higher education is one that receives minimal praise and a huge burden of responsibility.
Speaking from experience, i’ve literally been informed: If this program doesn’t go from 0 to X enrollments, it will be cut. Now, what’s your plan? Right, sheesh, no pressure. Welcome to marketing in #HigherEd.