Admissions Marketing Insights

Do The Dollars Make Sense?

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I am sure there have been more articles written and headlines grabbed by focusing on the increasing cost of higher education than at any time in my three decades in this profession.  The crowning blow came recently when President Obama joined the fray, literally exhorting (threatening?) America’s colleges and universities to do something about their escalating costs, and enhance access and retention, or the federal government would aggressively intervene.   As you might expect, higher education leaders are somewhat taken back by attacks from Washington DC, especially when most are seeing cuts or, at best, stagnant allocations from their state governments.  Public and private institutions alike are almost universally having discussions on campus that include such disparate themes as: How can we improve net tuition revenue, while attracting better students, filling our classrooms and dorms, and improving access for underrepresented minorities?  How do we justify increasing costs above the CPI, while our labor and health care costs soar, and our students demand more amenities?    When is gapping, or allowing our students to borrow unlimited sums the wrong strategy, bordering on immoral?

If you are reading this blog, you probably are in the enrollment field and have your own take on these issues: nationally, regionally and most importantly, at your institution.  Your role is to be informed, and, if your position allows, to be at the table for these discussions.  As the one responsible for much of the revenue dynamic, you also need to do everything possible to be sure your college or university makes a very clear value statement to the prospective students and parents in your pool.  “Why us” is a question you, your staff and everyone who interacts with potential tuition-paying families must have a well-thought out answer for.   Your print pieces, emails, website and every other communication vehicle must make the case--in 2012 more than ever.