Not in my lifetime have I witnessed so much focus on community colleges in the United States. In the past they have periodically had their day in the sun. Increased enrollment has happened now and then driven by low tuition, specialized programs and other factors. Those factors, especially cost, has led to a not so flattering brand image. Community colleges have often been viewed at the lower levels of academia in the States.
Last week President Obama announced a plan to spend $12 billion US to improve community colleges. If legislation is passed and unprecedented resources are channeled to Americas community colleges, how will those who are responsible for brand building respond? Will they see this as an opportunity for current and future brand champions to discover or re-discover the mission of the community college? Or, will they see the stimulus money or other resources as an opportunity to design that really cool advertising campaign that has floating around in someone's mind?
I have always been a supporter of the community college system. When I was in college recruitment I worked with a number of community college students who transferred to my school. Now as a consultant, I interface with many community college marketing and communications professionals. Those experiences now allow me to reflect on two of President Obama's brand messages, hope and change. I hope community college brand professionals understand that this is an opportunity to change the community college reputation, and do so based on mission, core values and stakeholder engagement. That approach is more sustainable than the trendy billboard and movie preview advertising campaign.
Rex Whisman
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