Engaging with Brands Nationwide

January 18, 2024Last Updated: January 19, 2024

When considering a college’s brand as its reputation—the collective experience, perceptions, and spoken opinions surrounding the institution—it becomes evident that brand perception holds significant importance in the realm of education.

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Brands

Embarking on this journey two years ago, our goal was to delve into adults’ perceptions of community college brands. Subsequently, we initiated a national challenge to assist two-year colleges in elevating their institutional profiles and establishing meaningful connections with the millions of Americans who stand to benefit from education beyond high school.

Initially, The Million Dollar Community College Challenge aimed to support 10 colleges in initiating a transformative shift in their brand. However, the response exceeded expectations, with hundreds of colleges expressing their eagerness to redefine their brands. Recognizing the widespread interest, we expanded our support to colleges committed to this transformative work, resulting in the allocation of 26 grants totaling over $6 million in direct college assistance and technical support.

These colleges are actively engaged in diverse initiatives, ranging from enhancing the physical campus environment and fostering a sense of belonging to investing in student-centered websites, improving mobile accessibility, and refining external messaging and overall college experiences.

While these 26 grants mark a commendable beginning, it is not the culmination of our efforts. Community colleges play a pivotal role in the higher education ecosystem, and despite the escalating costs and national discussions on student debt, these accessible and affordable institutions are not experiencing a widespread surge in enrollments.

Various factors influence an individual’s decision to enroll in college, some beyond the institution’s control, while others fall within their sphere of influence. There has never been a more crucial time for individuals of all ages to recognize that workforce training and education beyond high school are not only necessary but also attainable, rewarding, and achievable.