Three years ago, we at Lumina Foundation became curious about the stigma surrounding community colleges. Americans saw them as the convenient, practical choice—but also as a backup option and often not the first choice for serious students.
We’re working to change that stigma and help these colleges—which offer flexible two-year degrees and short-term credentials to students at all stages of life—bolster enrollment, visibility, reputation, and degrees earned.
We celebrate that community college enrollment grew 4.7 percent (about 200,000 students) this spring from over a year ago, but it’s 12.4 percent below where they were in 2020, before the pandemic.
After partnering with and visiting campuses nationwide, it’s clear to us at Lumina that we’ve all missed the mark in how we talk about two-year colleges—and how they talk about themselves. We’ve underestimated community colleges, causing students to do the same.
They need to tell a better story. Are most students looking for lavish campus perks such as lazy rivers? No. But, they do desire and deserve a great experience. They need help balancing school with jobs and childcare and want a quality education to help them stand out in the workplace.
Early on in this journey, we launched The Million Dollar Community College Challenge, asking colleges to tell us how they would transform their brand-building and marketing efforts to engage today’s students better. Nine finalists each awarded $100,000; one winner, Madera Community College in California, was awarded $1 million. Madera, where nearly 70 percent of its 6,000 students are Latino, is making strides by creating “sentido de pertenencia,” or a sense of belonging, through a brand transformation that includes a multicultural center, campus murals, and community events.
We offered more investments and workshops to support community colleges in reaching out to current and potential students through their digital “front door” or website, website redesign, and mobile connections. Website budgets are often the first cut, but they’re crucial for connecting with the college’s community and potential students.
Now, three years later, we can look back and recognize that fresh approaches combined with vital partnerships and investments are countering that stigma and energizing these schools. And along the way, we learned a lot about what works—and what doesn’t.
Start with a clear identity. Colleges need to be clear about who they are. Although Great Falls College has undergone several name changes over the years, it has refreshed its brand and introduced a new mascot, Mo the River Otter. Now, the community recognizes its name and all that it offers.
Marketing is more than semantics. Four-year colleges boast about being centers of innovation for the best and brightest, but community colleges often tout being the practical option for students struggling with finances and family responsibilities. In order to represent ALL that they are, community colleges need to use language that is clear, inclusive, and inspiring.
Reputation matters. A college is much more than its logo and school colors; its reputation counts. That includes what the community says about it, its connection with current and former students, and its network of employers, jobs, internships, and other opportunities. It’s important for communities to know what their community college is up to so they can take advantage of all that they offer.
Shout from the rooftops. Colleges must showcase their great brands with engaging marketing, from websites to parking lots to classrooms- it all matters. One college told us they’re the community’s “best-kept secret.” Nothing about a school’s great qualities should be a secret. Be vocal about your strong academics, financial support, flexible classes, and more.
The power of place. A welcoming environment is essential. Walking into a dimly lit hallway with blank walls is less inspiring than hallways decked out in college colors and banners. This doesn’t necessarily mean massive renovations—minor tweaks can transform a set of chairs into an inviting student lounge.
Don’t forget about digital. Most students first encounter a college through its website—before they ever set foot on campus. Sites must be visually appealing, easy to navigate, informative, and engaging. County College of Morris recently redesigned its website with current and potential students top of mind.
Small changes can make a huge impact, and these community colleges discovered that firsthand. Learn more about their solutions, as community colleges nationwide strive to be much more than the practical choice.
It’s finally time for them to be the star of the college show.