Higher ed: A changing industry demands a new narrative.

From community colleges to four-year public and private institutions, a core challenge facing higher education is declining enrollment. One contributing factor is increased scrutiny on the value of attending college. Even before the pandemic, a Gallup study showed that the percentage of young adults 18-29 in the U.S. who consider a college education “very important” has declined from 74% in 2013 to only 41% in 20191. And the pandemic has amplified this issue. According to national research from Strada Education Network, expectations that education will be worth the cost have declined 18% since the spring of 20202.

Here are 3 ways our clients are adapting to these new realities.

Many higher-ed institutions are reimagining their curriculum, credential structures, learning modalities and student experience to create and communicate more distinct value. A specific area of focus is offering real-world, applied learning opportunities and support designed to prepare students for in-demand careers. Simple Truth client, Newman University, developed a distinctive program with similar goals. “Navigator” aims to empower students to shape their future with personalized career paths, leadership development and hands-on learning. With a strong connection to the University’s values and purpose, this program has helped the institution stand out among liberal arts colleges. Since the program’s launch, Newman has also seen enrollment growth, and in 2022, welcomed their largest incoming freshman class in the last 10 years.

Creating new programs and implementing systemic change is only one critical way to demonstrate value. Institutions may also need to shift their narrative. City Colleges of Chicago has long been an institution focused on real-world career preparation. From their experiential transportation, distribution and logistics facility at Olive-Harvey College, to the state-of-the-art medical campus at Malcom X, their approach to preparing the next generation is unrivaled. However, when they came to Simple Truth, one of their core challenges was being the city’s “best kept secret.” For all their incredible programs and facilities, they didn’t have a meaningful story or presence to connect Chicagoans with everything they have to offer. We worked closely with City Colleges to uncover and articulate a purpose-driven story and cohesive brand that resonated authentically with their diverse audiences. Following the initial launch campaign aimed at conveying the incredible value across the City Colleges system, their fall 2022 enrollment is up 6.9% year over year, exceeding the Illinois community college average of +1.5% and the national average which is flat.

Just as students are looking to institutions to clearly convey value, colleges and universities are also looking for support as they navigate industry disruption. Regional accreditor, Higher Learning Commission helps member institutions do just that. Yet, in an industry that traditionally hasn’t had competition, HLC recognized the need to proactively differentiate and reaffirm their unique value to members. Coming out of strategic planning efforts, HLC was able to craft a powerful new value story that demonstrates how they’re supporting institutions in their efforts to catalyze innovation and fuel student outcomes.

Are you an institution looking to combat declining enrollment? An education- or development-focused association seeking to engage and grow membership? A brand within the learning ecosystem struggling to find your voice amidst changing audience expectations or industry disruption? With vast experience across this ecosystem, Simple Truth can connect insights in unconventional ways to help you uncover your distinct value, articulate it in a compelling way and share it with the world.

Simple Truth has built an ecosystem of expertise around the concept of Learning. Our diverse work in this space spans public and private universities, community colleges, student housing, educational services, professional education and associations, accreditation, scholarship organizations, libraries, museums, nonprofits and beyond. We harness insights across these interrelated organizations to help our clients tackle challenges in new ways and uncover fresh opportunities for growth.