Focus on Value: The American Mindset and PA’s Proposed Plan

About the Episode: 

Mallory and Seth dive into a new Dentsu Consumer Navigator study on the American Mindset. They explore the potential impact of economic uncertainty on higher education enrollment and the rise of alternative credentials. The conversation then shifts to the Pennsylvania governor’s proposed tuition reduction plan, its implications for different types of institutions, and the need for equitable implementation.

Key Takeaways:

• Consumer confidence in the economy is declining, despite the stock market performing well.
• Historically, higher education enrollment increases during economic downturns, but this time may be different due to decreased confidence in the value of a college degree.
• Marketers should focus on increasing scholarship opportunities and positioning on value rather than price.
• Pennsylvania Gov. Josh Shapiro recently unveiled a tuition reduction plan for low- and middle-income students. But is the plan fair and will it undercut the cost-saving value prop for the state’s community colleges?

Dentsu Reports

Pennsylvania Higher Ed System Restructuring Plan

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Episode Summary

How Does Economic Uncertainty Impact Enrollment Trends?

Dentsu’s American Mindset Report reveals declining consumer confidence, with 69% of respondents rating the economy as “not very good” or “terrible.” Historically, higher education has been counter-cyclical—enrollments rise during recessions. However, shifting dynamics, such as skepticism about the value of a degree and the rise of microcredentials, suggest this trend might not hold. Marketers must prepare for uneven impacts across sectors, with community colleges and vocational programs potentially benefiting most.

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What Marketing Strategies Work Best During Economic Uncertainty?

Empathy is key when communicating with financially constrained prospects. Seth recommends focusing on perceived value—combining cost, time investment, and outcomes—over price alone. Scholarships and financial aid promotions remain effective, but institutions must also address broader concerns like job placement rates and program quality to build trust and encourage enrollment.

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What Is the Future of State Funding in Higher Education?

Pennsylvania’s bold tuition reduction proposal for low- and middle-income students at select institutions brings a much-needed focus on accessibility. However, the exclusion of Penn State raises equity concerns. With Pennsylvania ranking near the bottom in state funding and affordability, this plan could reshape the higher ed landscape—if implemented effectively and sustainably.

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Are Community Colleges the Unsung Heroes of the Economic Shift?

Community colleges reported a 2.6% enrollment increase in fall 2023, the largest among all sectors. This reinforces their critical role during economic downturns, offering affordable and accessible options. Marketers at these institutions should leverage this momentum by highlighting affordability, flexible programming, and career-ready outcomes to attract even more students.

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About the Show: Higher Ed Pulse is your weekly 15-minute spotlight on the latest in higher education marketing and enrollment. From headline news to social posts, insider insights to industry observations, join industry veterans Mallory Willsea and Seth Odell as they share their top stories from across the world of higher education.

About The Enrollify Podcast Network:
Higher Ed Pulse is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows, too! We’ve got marketing, enrollment, and higher ed technology shows designed to empower you to be a better higher-ed professional. Find your next big idea from your favorite leaders in higher ed, including Bryan Gross, Eddie Francis, Jenny Li Fowler, Allison Turcio, Dayana Kibilds, and so many others. Enrollify is made possible by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at Element451.com.