A narrator speaks over visuals of bustling cityscapes, children at play, and scenes of natural disasters and civil unrest.
“There’s no sugarcoating it,” the deep voice warns. “America’s future is under attack.”
The solution: higher education, illustrated by young people in classrooms and labs.
“College,” the speaker concludes with a heroic tone: “Proud sponsor of America at its best.”
This 60-second public service announcement is part of a growing response by the higher education sector to a decade of declining public trust and enrollment, coupled with recent political attacks.
“We have let the narrative take on a life of its own,” said Tamalyn Powell, senior VP at the advertising agency BVK, which developed the campaign.
For years, the higher education sector remained silent amid decreasing support and legislative restrictions. Now, initiatives like the “Proud Sponsor” campaign aim to reclaim the narrative.
“After years of headlines questioning the value of college,” the campaign’s creators explained, they are “reminding Americans that higher education remains vital to the nation’s future.”
The importance of college has decreased in public opinion, with only a third of Americans now viewing it as “very important,” down from three-quarters in 2010. Searches for “college value,” “college cost”, and “college return on investment” are rising. College enrollment rates have also dropped.
Charles Welch, president and CEO of the American Association of State Colleges and Universities, stated, “When all they’re hearing is ‘It costs so much,’ it’s harder to break through.”
Marketing experts assert that higher education must address the reasons behind declining confidence, not just revamp marketing strategies. AASCU is leveraging alumni voices as a “powerful source of evidence for demonstrating the true value of postsecondary education.”
Institutions like Purdue University are launching campaigns to highlight college benefits, while Johns Hopkins University focuses on research impacts.
Efforts are underway, but experts like Terry Flannery of CASE stress the need for a unified response to criticisms. “There’s recognition that we have to do something,” Flannery said.
Higher education marketing expenditures are substantial, yet primarily focused on attracting students, not addressing sector-wide skepticism.
Speakers like R. Ethan Braden of Texas A&M University emphasize filling the communication void to avoid external narratives dominating the discussion.
Political pressures and the Trump administration’s policies have further complicated the sector’s communication strategy, leading to cautious approaches.
Leaders like Jason Simon highlight the need to address consumer sentiment and engage in effective communication to restore public trust.
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