Overcoming bad press: college marketers vs. student debt crisis
In our previous posts, we learned how college marketers are applying marketing solutions to the problems of a declining customer base and poor retention rates. An undercurrent that has propelled both of the problems is the issue of student debt. Search “student debt crisis” and you’ll find four years of headlines such as “Student Debt Is Dragging Down an Entire Generation”. It’s no wonder that Gen Z is cautious about the cost of college. Their paranoia of debt is compounded by the fact that they have witnessed friends and family lose jobs and homes during the 2008 recession. Is rebranding or a brand refresh the solution? When you have an image problem, damage control may include a total rebranding. Take Pennsylvania’s original Beaver College for example. After years of bad jokes and declining applications, they put an end to the ridicule back in 2000 when they rebranded as Arcadia University. By 2005, applications...
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