Lean into shifting perceptions of college degrees
The change in the perceived value of higher ed is no secret. While the sector as a whole needs to address these concerns, private colleges especially can provide a strong rebuttal for the arguments against getting a college degree.
Answering concerns directly will help combat the rhetoric that a college education may not be worth the time and money. Worried about getting a job after graduation? “Our career fairs provide a higher chance of finding a job due to the high employer-to-student ratio.” Don’t think you can afford college? “Our financial aid packages are vast enough to cover a significant portion of your tuition.”
Acknowledging the concerns of potential students not only demonstrates empathy for the challenges around education, but shows how your college provides an active solution for students.
Show, don’t tell
Simply stating the benefits until you’re blue in the face is not enough to cut through the noise. Winning over Gen Z and the incoming Gen Alpha is not just the holy grail for HEIs but for brands universally. Yet, understandably this audience group has become the most ad-resistant generation ever, and simply rejects messages that they are just told. They need to be shown.
User-generated content from your current students is a tried and tested way of showing the benefits of your offering rather than telling. Instead of stating student: faculty ratios, show prospective students the smaller class sizes from the eyes of a current student with a ‘day in the life of’ Instagram Reel. Instead of saying how much financial aid is available, break down the long-term financial impact that it will have through an educational TikTok. You need to move beyond stats and figures and into engaging story-telling which cuts through bland messaging based on historical data.
Avoid clichés
We’ve all fallen into the trap of standard education speak. “Find your passion” and “Turn your dreams into reality” have been used to the point of no return. Unfortunately, these well-meaning slogans are a big turn-off for prospective students. Ad copy and messaging needs to tune into what makes your college unique. Is it the focus on social justice on your campus? Is it the high academic standards you have? Learn what makes you, well, you.
Once you’ve got an iron grip on what makes your institution stand out, be bold with your messaging. Try molding it with humor, a viral trend or even a reference to your competition. Gen Z aren’t known for playing it safe, so why should your messaging to them be any different?
Private colleges are far from finished. When you look at the forces driving the fall in the perceived value of a college education, private institutions offer strong rebuttals across most of the concerns. Tackling these arguments head on, showing students the solutions your institution provides and carving out a unique brand identity can flip those concerns on its head. If done collectively and well enough, the conversation may shift into questioning the perceived value of a degree from public institutions instead.
Need help with your messaging and brand portrayal? Get in touch to see whether collaborating with a trusted partner could help.
