Marketing to Today's Students: Bridging the Cultural and Political Divide

By Guest Contributor Candace Smith, Associate Vice Chancellor for Strategic Communications, University of Colorado Boulder

Candace Smith has served as associate vice chancellor for strategic communications at University of Colorado Boulder since 2020, moving from a role as assistant vice chancellor of strategic media relations since August of 2017.  

Smith oversees efforts to advance CU Boulder’s reputation by gaining recognition of the research, work and achievements of its students, faculty and staff while managing crisis communications, executive and internal communications for the CU Boulder campus. Smith has substantially increased media coverage, adeptly managed crisis communications, improved operations and elevated the profile of the campus through media partnerships.

Smith previously worked in communications positions in Washington, D.C., New York, New Jersey and North Dakota, specifically in the fields of higher education, public transportation and journalism.

Higher education is at a low point in our society. In an age of disinformation and polarization, distrust of institutions is at an all time high, including for colleges and universities. This past year was particularly bad as we saw America’s top universities used as a political football.  

Opinion polling from Gallup shows confidence in universities among Republicans, Democrats and Independents is at an all time low. The particulars on why Americans are feeling disgruntled with universities vary, but themes are clear and are a refrain that administrators have heard for years: too expensive, too liberal, and irrelevant academic programs. Americans are asking WIFM (what’s in it for me). Add into the mix it’s an election year which puts colleges and universities at higher risk of being used for political gains.

The pitches universities have used for years as a fun and growth experience where students can learn and achieve a degree isn’t resonating as much. And we can’t ignore the demands of students and their parents any longer.  

Shaping the Narrative

So what is a college or university to do? For starters, change the narrative and go on the offensive.

Recent Pew Research national polling shows some common areas that appeal to all political parties – the return on investment for college and how a college or university positively impacts people’s lives. This is the WIFM that appeals to key audiences. Moreover, we all can tell this story that is unique to our individual institutions from the graduating students, to the successful alum, to the faculty researcher, to the community programs offered.  

Colleges and universities also can emphasize the value of higher education in preparing students for life and career success. This can be achieved by highlighting the practical skills and knowledge that students will gain, as well as the opportunities for personal and professional growth that a college education provides. By focusing on the tangible benefits of higher education, institutions can appeal to a broader audience and attract students who may not have previously considered college as a viable option. In 2017, the University of Colorado Boulder launched a successful Hometown Heroes campaign targeting select geographic regions in the state. Stories were featured of graduated students going and giving back to their communities. We saw a positive sentiment bump in polling, but these efforts need to be consistently “on” and include leveraging an outreach and engagement network as part of the marketing/communications strategy. 

Lastly, colleges and universities can initiate a strong and consistent push of their narrative in earned, owned and paid media. It also helps to partner with associations and other universities in this effort. Member universities, including CU Boulder have partnered with Association of American Universities in recent years on joint national campaigns showing the positive impact of research on Americans' lives.

Separating from Politics

Additionally, universities and colleges can keep a low profile on the political landscape. The pressure is there from stakeholders on campuses to weigh in on topics, but this is a trap as more university administrators have experienced. Unless it affects university operations, university leaders can avoid weighing in on topics where the institution has little to no impact. Instead, consider reaching out to campus constituents directly to offer support and resources. Institutions should strive to create a welcoming and inclusive environment where students from all backgrounds feel comfortable expressing their views. This can be done in multiple ways. Since 2018, the University of Colorado Boulder has nurtured a free expression effort to educate students, faculty and staff. Infusing an understanding of how to have civil discourse in the curriculum and student experience has resulted in peaceful campus protests over the last several years. By remaining neutral and focusing on academic pursuits, institutions can foster a sense of community and intellectual curiosity that transcends political divides.

Attracting and Retaining the Right Fit

Marketing to today's students and their families requires a nuanced approach that acknowledges the complexities of our current cultural and political landscape. By shaping a narrative that emphasizes the value of higher education, separating from politics, and understanding the needs of today's students, institutions can effectively attract and retain the right-fit students and prepare them for success in life and career.