Knights of the community college roundtable

For the past two years, we have been on a journey to understand community college brand perception, support brand development, and ultimately challenge policymakers, thought leaders, and community college champions to tell a better story about two-year institutions. While we know there is more work to be done to fully realize the potential of upward economic mobility for the millions of Americans who could benefit from a post-high school credential, we also know that great things are happening at America's community colleges. It's time we talk about what's unique, purposeful, exciting, and excellent about these institutions' experiences.

In April, we convened a group of community college leaders to share their perspectives on everything from brand building to enrollment to changing the narratives around their colleges. These leaders represent college campuses and systems from around the globe, with participants from Guam, New York, Louisiana, North Carolina, New Jersey, Montana, and Minnesota. What happened next? An awesome conversation that was thoughtful, engaging, insightful — and fun.

We hope this work inspires you to reflect on how your college is perceived in your local community, how your college can increase engagement with employers and community stakeholders, and, most of all, how you and your colleagues at all levels can work to tell a better story about community colleges.

The power of community

In designing the roundtable, our main goal was to convene a group of college leaders to better understand how they are addressing questions around community college narratives and brand perception to ultimately build relationships and connect with their communities.

While the production value of this event was high, at its core, the roundtable was designed to build community, to think critically, and to explore opportunity. The idea of bringing together a community doesn't require lights and cameras. It does require a clear focus on student success and opportunity and a willingness to examine how we are creating environments both digitally and on campus that say, “This is your college, and we are here to help you reach your goals.”

At a time when the chorus questioning the value of higher education is sometimes singing louder than the symphony of access, upward mobility, and dreams realized through the many pathways of postsecondary success, many colleges are finding ways both big and small to engage their communities.

• County College of Morris (NJ) — redesigned the digital front door of the college through widespread campus and community feedback, a focus on student success, and a commitment to ensuring that the brand of the college is both seen and experienced. What resulted was a college-wide kick off that included every role on campus proudly embracing the new look and their passion for putting students first… even on the website. Check out the mascot led conga line at this awesome kickoff!
• Northwest Shoals Community College (AL) — embarked on a brand journey that focused on visually bringing communities together. Through multiple interviews and focus groups, the college engaged the community every step of the way in the brand refresh. Not only is the college decked out with new signage and imagery, but the new NWSCC logo can be spotted throughout Muscle Shoals, Alabama, as community members proudly sport their Northwest Shoals Community College swag. Check out how Northwest Shoals brought their brand to life from the front door to the softball field!

Watch the “Telling a Better Story” Community College Roundtable

Welcome to our first Community College Roundtable. We've invited a dynamic group of community college leaders from around the country to discuss telling a better story about community colleges. We're excited to dig into this conversation as we focus on enrollment, brand, messaging, and ideas both big and small. For the full extended version of this conversation, click here:

Community colleges have a terrific story to tell.

Mary Laphen Pope, strategy officer for participation

Flexible. Supportive. Innovative. Effective. Community colleges are all of these things as they prepare millions of students for in-demand jobs.

With 41 percent of the nation's undergraduates choosing to attend community colleges, now more than ever, policymakers and businesses are looking to these institutions as engines for economic growth, central to ensuring that the nation reaches its educational attainment and workforce goals.

In other words, community colleges have a terrific story to tell.

So how can they tell it better? What messages should they highlight? How can community colleges build their brands?

Putting it all in context:
Fond du Lac Tribal and Community College

The Community College Roundtable explored the brand perception and narratives surrounding community colleges at-large, but what does that conversation look like on an individual college campus? When we wrapped the roundtable, we reflected on the insights gathered and thoughts challenged, and acknowledged that though the initial conversation had ended, the work was just beginning. We talked about where we see the field going, but sometimes the hardest part is translating the work to our communities.

We encourage community college leaders and staff to consider what is the best narrative to highlight the value that your college brings to the community and how you can ensure that message is reaching the community members and potential students who need to hear it.

Taylor Warnes, director of marketing and communications at Fond du Lac Tribal and Community College, highlights the unique distinction the college holds and why it's not just the practical and affordable option, but an excellent option for students and asset for their community.

Technical assistance

Last year, we were proud to offer a series of workshops focused on improving college websites and marketing practices. Based on your feedback, we are planning a new opportunity to help you improve upon your knowledge and practice in using social media as a mission-oriented tool in our first, Community College Social Media Institute.

This institute will focus on helping colleges with limited resources maximize their effectiveness using social media.

Stay tuned for future announcements of technical assistance opportunities coming this fall.

#What'sExcellent

Instagram challenge/mini-grant opportunity update

We are thrilled to share that we received more than 100 applications for our special mini-grant opportunity and first-ever Instagram challenge aimed at elevating the narrative around community colleges. We are excited to announce the winners in July.

The Instagram challenge invited community colleges to showcase their unique magic in a 90-second Reel, highlighting why their college is the best choice, not just for practicality or convenience, but specifically showcasing #WhatsExcellent about their community college.

Stay tuned to learn which schools will receive $50,000 to enhance their digital outreach and marketing efforts.

For more information, visit: https://www.luminafoundation.org/challenge/mini-grant/

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