When I think back on my time in education, I remember not only the people, but also the sounds I loved: the quiet hum of the university library; the whistle of a tea kettle from an English colleague’s office; and the rising roar that faded as a class spilled into the hallway outside my door. Those sounds—so ordinary, yet so vivid—have stayed with me. For almost two decades, they were the backdrop to a career grounded in purpose and community.
My interdisciplinary Ph.D. in English and History provided a rich foundation, which was then amplified by my decade+ as a faculty member, where I had the privilege of guiding students through their own intellectual journeys.
My time in higher education instilled a deep appreciation for its vital mission: cultivating critical, reasoned thinkers. But over time, I’ve observed a subtle (but significant) shift in the operational landscape. The dedication to teaching and research remains paramount, however, there’s been an added focus on effectively communicating the value of the educational experience to a wider audience. It’s not about compromising academic integrity, but, rather, a recognition of the evolving pressures and need for institutions to articulate their worth in a changing world.
This evolution highlights a central challenge and a significant opportunity for universities today: Clearly demonstrating value in an environment wracked by shifting financial models and increasing public scrutiny. This heightened need to communicate value isn’t just philosophical; it’s a direct response to the changing landscape of how universities are funded.
The ivory tower is facing serious renovation, and the contractors are working with tight budgets. Federal and state funding are crucial for universities, accounting for about 34% of public college and university revenue in 2017. While federal aid has increased in some areas like research and student support, it doesn’t typically cover core operating costs. This, along with a continuous decrease in the percentage of revenue from state funding (once the primary source), has forced universities to rely more on tuition and other revenue streams to address a growing financial strain.
Suddenly, institutions are scrambling to bridge a Grand Canyon-sized gap with tuition fees that are often politically capped. It’s like trying to run a Fortune 500 company on lemonade stand profits from a dead-end street.
Shifting trends in federal and state funding highlight the growing importance of communicating value and affordability in higher education. Increased reliance on federal aid and reduced state support for institutional operations, have made students and families more sensitive to costs with less financial aid options.
Institutions must emphasize maximizing available resources to support student success, research and access. As policy decisions continue to shape funding streams, colleges and universities should proactively showcase their efficiency, impact and return on investment to attract both students and funding partners. That’s where marketing comes in.
So, in this high-stakes environment, how does a university cut through the noise and attract students? How do they prove their worth when the financial foundations are shifting beneath them? The answer isn’t buried in the archives; it’s about a strategic pivot, a clear articulation of value and a willingness to operate with a more agile mindset. And, it is a story that must be told by everyone on your team. Read more about this in Part 2 of this series.
Here’s how universities can stand out in today’s reality:
Standing out in today’s higher education landscape isn’t about tradition alone; it’s about demonstrating relevance, articulating value with clarity and connecting with students and the wider world in meaningful ways. It’s about evolving from an ivory tower to a dynamic, forward-thinking force. Much like those memorable sounds from my time on campus, universities today need equally resonant ways to communicate their value and impact in a world clamoring for attention.
The future of higher education belongs to those who can tell their story powerfully and deliver on the promise of a future-ready education. Together, we can architect a stronger future for your institution.
