No More 13th Grade: The High School Mentality in Two-Year Colleges

The author describes a number of ways that faculty and administration can improve the brand of community colleges:

By changing our own attitudes and behaviors, administrators and faculty members can begin to alter the perception that two-year colleges are less rigorous and intellectually stimulating than four-year institutions. We can help students appreciate more fully the value of a community-college education, whether they plan to enter the work force or transfer. Most important, we can develop a sense of pride in ourselves and our institutions that will carry over to the communities we serve.

Because the fact is, we're not the 13th grade. Community colleges open the doors of higher education to students for whom those doors would otherwise be closed. And that's something no high school, and very few universities, can say.

Can You Influence Students' 'Willingness to Pay'?

Potential students and their families are arguably the most important part of the 'external environment' (along with competitors and the state for publics) that needs to be paid careful attention to in SWOT analyses as well as other parts of strategic planning. This article from University Business by Kathy Kurz, James Scannell and Samantha Veeder talks about how institutions differentiate themselves, as well as the best ways to persuade your 'customers' that your institution offers substantial Return on Investment (ROI): "When the perceived benefits are high, the family is much more willing to pay, sometimes beyond what the FAFSA indicates as the EFC. But when the educational experience and benefits are viewed more as a commodity, willingness to pay is lower."