Communicating the value of higher education in Virginia A statewide approach

Why it matters

Why it matters Why it’s complicated

Why it matters Why it’s complicated Finding the key

The Virginia Plan for Higher Education Initiative 5: Launch a communications strategy to address public knowledge and benefits of higher education, through Council reports, traditional media, social media and other means.

Why it matters

99% of the 11.5 million jobs created since 2008 require some form of postsecondary education. Source: Georgetown Center on Education and the Workforce, 2016

51% of Virginians currently hold some form of postsecondary degree or credential. Source: SCHEV, Lumina

51% 65% of Virginians currently hold some form of postsecondary degree or credential by 2030. Source: SCHEV, Lumina

Why it’s complicated

Virginia’s higher-education system

Virginia’s higher-education system

Multiple audiences Students/families Business Policymakers

Common language, symbolism and concepts

How we present ourselves.

But ...

But … not everyone sees us that way.

But … not everyone sees us that way.

But … not everyone sees us that way.

But … not everyone sees us that way.

But … not everyone sees us that way.

But … not everyone sees us that way.

But … not everyone sees us that way.

But … not everyone sees us that way.

Virginians have mixed feelings about college.

Virginians have mixed feelings about college. 65% of Virginia’s high school graduates enroll in postsecondary education.

Virginians have mixed feelings about college.

Virginians have mixed feelings about college. Cost of attendance in Virginia, 2016 12th highest – doctoral/research 6th highest – comprehensive 12th highest – two-years Source: SCHEV

Legislative

Return on Investment Legislative Efficient use of general fund appropriations Program productivity (state review of new programs and inefficient programs)

Transparency Legislative Performance measures (required posting of graduation rates, etc.) Tuition increases Investment funds SCHEV wage data reports

Controlling Cost of Education Legislative Controlling Cost of Education Alternatives to traditional degrees (OVN, $4000 degree study) Facilitation of Transfer (dual enrollment, Passport credits)

Virginia ranks 44th nationwide in state support per student. Legislative Virginia ranks 44th nationwide in state support per student. Source: SCHEV

The key

Commonwealth Poll, 2014 & 2015 Which is more important for young people to succeed today? A degree from a respected university. The knowledge and skills required to do a specific job.

National average (Gallup)

Virginia

Nation Virginia

College

College vs.

College vs. Knowledge

College vs. Knowledge Virginia: College 29, Knowledge 63

Heat map of educational attainment Darker blue = greater rate of associate degrees or higher. Sources: SCHEV, Lumina

Heat map of Trump, Clinton votes Districts in which there was a 40-point variance in votes for candidates. Source: VPAP

College vs. Knowledge Virginia: College 29, Knowledge 63

College vs. Knowledge

College vs. Knowledge Intellectuals vs. common sense

College vs. Knowledge Intellectuals vs. common sense Ivory tower vs. real life

College vs. Knowledge Intellectuals vs. common sense Ivory tower vs. real life Big government vs. the little guy

College vs. Knowledge Intellectuals vs. common sense Ivory tower vs. real life Big government vs. the little guy Book learning vs. job experience

1895

2015

But … not everyone sees us that way.

Too often, we talk about the wrong things.

Negative perceptions Expensive. Out of reach. Out of touch. Elitist. A rip-off.

Positive perceptions Skills for work. Experience that leads to good careers. An important milestone. Sources of important research.

Which “sales pitch” works? 2016 survey of governmental-relations pros, AASCU

So what should we be talking about when we talk about what we do?

Knowledge. Not college.

Skills. Not degrees.

Cultural enrichment.

Cultural enrichment.

Cultural enrichment. A great degree.

Cultural enrichment. A great degree.

Cultural enrichment. A great degree. Broaden your mind.

Cultural enrichment. A great degree. Broaden your mind.

Opportunity.

Opportunity. A good career.

Opportunity. A good career. A smart investment.

A better life.