Thread by @lizgross144

Thread alert! I'm at the #AMAHigherEd opening keynote. Very excited to hear from @brandonbusteed. Talk title: "How to Sell Higher Ed." Settle in folks, I've got a keyboard ready to go.

@brandonbusteed His keynote starts silently. @brandonbusteed is leading with data. Data that tells a story that the expectations and economics of higher education are misaligned. "I'm going to start by saying that I believe it's my job and your job to fix it."
#AMAHigherEd

@brandonbusteed One of the most challenging problems we have to address is the cost of higher education. Sticker prices have risen 393% since 1990, double the cost of healthcare, while median annual earnings for college graduates have remained flat. #AMAHigherEd

@brandonbusteed 87% of Americans aren't convinced that graduates are well-prepared for success in the workplace. 89% of business leaders aren't convinced, and 94% of trustees don't believe colleges have a good understanding of what employers are looking for in a job candidate. #AMAHigherEd

This is so troubling because the #1 reasons Americans value higher education is "to get a good job." There isn't a close second place. Americans think college matters because they need to get a job.

And then they turn around and say we're failing them. Eeesh.

#AMAHigherEd

Confidence in #highered has fallen more than any institution Gallup has measured in the last four years, including the US presidency. There is a crisis of confidence. There's also a crisis of trust. Lots of this is b/c of a partisan divide, starting in 2015. #AMAHigherEd

The evidence suggests we're probably going to be in a prolonged, partisan split on higher ed. We need to understand and embrace it. Republicans feel negatively about #highered b/c it's too liberal. Democrats/liberals feel negatively b/c of cost. Can't ignore this. #AMAHigherEd

Enrollment in U.S. #highered has been down for 8 consecutive years. We have about 2 million fewer students today than we did at the peak 8 years ago. And we all know the demographics are not on our side for this to change for traditional college populations. #AMAHigherEd

NOW is the time to prepare for 2025. 5 years is not a long time for institutional change. #AMAHigherEd

PowerPoint slides done. Time for tough talk about #highered with @brandonbusteed.

@brandonbusteed Topic: Cost

The Atlantic has predicted some colleges will have a $100K sticker price by 2025. @brandonbusteed: that's not ok.

#AMAHigherEd

More financial aid is not the answer. We must attack the cost equation. "There are things we can afford to cut that have nothing to do with student success, alumni outcomes, or the ultimate success of the institution. There is no evidence some of the costs matter." #AMAHigherEd

"There is no evidence that the cost of tuition at an institution has any relationship with alumni ratings of their experience at the institution. The prestige factor that some goods get from a higher sticker price doesn't apply to #highered, according to research.

#AMAHigherEd

"The value proposition for a lower cost degree is a very real one for the vast majority of the marketplace." @brandonbusteed points to @wgu as an example. Has become a mega university with a low-cost degree. #AMAHigherEd

@brandonbusteed @wgu In terms of cost, the U.S. has fallen behind in the global marketplace for higher education. It can be much cheaper for students to study abroad at non-U.S. institutions than in the U.S. #AMAHigherEd

@brandonbusteed @wgu To really understand our cost and value proposition, we need to listen to our customers. And they say the #1 reason to go to college is to get a good job. So how do we improve the work readiness of graduates? Through proven practices like:

#AMAHigherEd

Improve work readiness of graduates by:
-co-op experiences
-long-term projects that take more than a semester to complete
-job or internship that allows them to apply what they learn in the classroom.
-Non-degree continuing and professional education
#AMAHigherEd

Credegree = credential + degree

Ensure that students leave not just w/ a bachelors degree, but also with some form of industry-recognized credential. Example: English degree + cybersecurity credential. Employers salivate over this, more than a cybersecurity degree.

#AMAHigherEd

"The words we use in higher education matter."

Higher education
Colleges & universities
Community Colleges
Post-secondary Education

In Gallup studies, these words test differently. No partisan divide in community colleges. Higher Education is most positive.

#AMAHigherEd

Based on this testing, "I think there's a problem with the word 'college' or 'university' if it's not modified by community." @brandonbusteed #AMAHigherEd

@brandonbusteed "The words 'liberal' and 'arts' are just about the worst brand possible to market higher education." Coming from a man with a liberal arts degree. There's not a problem with the liberal arts...there's a marketing and branding problem with it. @brandonbusteed
#AMAHigherEd

@brandonbusteed What is the liberal arts? A universal education that will prepare you for any number of degrees. Talk about critical thinking, collaboration, teamwork....things that resonate really well and employers want. #AMAHigherEd

@brandonbusteed "We need to move to a place of customer-centric higher education." @brandonbusteed

Me: YES BRANDON USE THE C WORD!!!

#AMAHigherEd

@brandonbusteed "Students and employers are going to be the new accreditors for higher education. If you pay attention to how you're serving them, they'll be the ultimate determinants of value of higher education." @brandonbusteed

#AMAHigherEd

LISTEN TO YOUR CUSTOMERS.

@brandonbusteed "We need new products for new customers." @brandonbusteed

✅Online education for non-traditional students. Although there are some massive global brands, the evidence in online program growth is becoming hyper regional. Own your own backyard for online students.

#AMAHigherEd

@brandonbusteed ✅Continue to invest in marketing U.S. higher ed internationally. If you ask what our best brand abroad is--it's higher ed. "We need to think about it as one of our foundations for a strong foreign policy of the U.S.; a policy that's an invitation." @brandonbusteed
#AMAHigherEd

✅Non-degree continuing education. People will go to school for a non-degree product. Do you want to offer that product?
✅Corporate partnerships. Cost of acquiring this student is lower than B2C framework. It's time to plan for education as a corporate benefit.

#AMAHigherEd

✅Prelum (pre-alumni) offerings: New way of thinking about pre-college immersion/summer programs for middle or high school students.

"Enrollment Management is quickly going to become experiential marketing." Give them a taste of campus. @brandonbusteed #emchat

#AMAHigherEd

@brandonbusteed ✅"Go pro early." What if a high school graduate is offered a job that includes employer-paid undergraduate education? 74% of all parents would consider it for their kids, and 55% of all current high school students would consider it. (@KaplanNews study)
#AMAHigherEd

"Instead of going to college for a job, get a job to get college."

If this happens, most of the students will be pursuing their education online. This is how higher education can be relevant, and respond to consumer value.

#AMAHigherEd @brandonbusteed

@brandonbusteed "I believe #highered is our nation's greatest asset. I'm also scared about its trajectory. We need elite institutions to lead in non-elite ways. The future isn't about elite/expensive/exclusive. It's being aspirational, affordable, and accessible." @brandonbusteed
#AMAHigherEd

@brandonbusteed Why will employers get on board with "Go Pro Early?" They believe that in order to build a truly diverse talent pipeline for their business, they can't just hire college graduates. College winnows down the diversity talent pipeline.
@brandonbusteed #AMAHigherEd

@brandonbusteed Employers are starting to offer student loan repayment as a benefit offering. Instead of throwing their money after the degrees their employees borrowed to get that maybe aren't serving the employer well...they could just pay for college directly. Go Pro Early. #AMAHigherEd

@brandonbusteed #AMAHigherEd, I'm just going to point out that if you want to engage more with @brandonbusteed's thinking, research, and ideas, you need to follow him on LinkedIn. He's alright on Twitter 😉 but he KILLS IT on LinkedIn. linkedin.com/in/busteed/

@brandonbusteed Ok folks, that's it. That's the thread. Happy Monday.

Excellent talk, @brandonbusteed. Wish you could stay in Vegas longer.

#AMAHigherEd