Higher Ed Pulse

Live at AMA: Tackling Higher Ed’s Perception Problem

Episode Summary

Tune in for a compelling conversation between Mallory and Tam Powell, Senior Vice President of Higher Education at BVK, recorded live at the AMA conference. Tam shares insights into the challenges surrounding higher education’s national narrative and the innovative campaign she is spearheading to shift perceptions and reinforce the collective impact of higher education. Dive into this episode for actionable insights on how a unified message can reshape public opinion and support enrollment strategies.

Episode Notes

Tune in for a compelling conversation between Mallory and Tam Powell, Senior Vice President of Higher Education at BVK, recorded live at the AMA conference. Tam shares insights into the challenges surrounding higher education’s national narrative and the innovative campaign she is spearheading to shift perceptions and reinforce the collective impact of higher education. Dive into this episode for actionable insights on how a unified message can reshape public opinion and support enrollment strategies.

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Key Takeaways

• AI in higher education is a key topic, with professionals exploring its integration and implications.
• Negative public perceptions about the value of higher education persist, posing challenges to enrollment.
• BVK’s campaign, Proud Sponsor of College, aims to redefine the narrative around higher education’s societal impact.
• The campaign highlights the collective benefits of higher education, from innovation to a skilled workforce, democratic engagement, and national security.
• The initiative is designed to reach general audiences with a unified message, targeting public awareness over direct student recruitment.
• Success will be measured by shifts in public sentiment and indirect enrollment improvements, as tracked through Gallup polls and other metrics.

What Key Themes Emerged at AMA? 
During the AMA conference, AI and the perception of higher education were dominant themes. Tam noted widespread interest in incorporating AI responsibly and a shared concern about the persistent negative narrative around higher education. With fewer freshmen entering campuses and a looming demographic cliff, these discussions are increasingly urgent for higher ed professionals.

Tam emphasized that the national dialogue around higher education has shifted away from its long-term societal contributions. This episode delves into why reshaping this perception is critical for the sector’s survival and growth.

How Does BVK Plan to Change the Narrative? 
BVK, alongside Serve Marketing and Bowstring Studios, is developing a nationwide public service campaign called Proud Sponsor of College. The initiative seeks to highlight the broader societal benefits of higher education, moving beyond individual economic outcomes. Tam explained that the campaign will spotlight six key themes:

1. Economic prosperity fueled by innovation from higher education.
2. A skilled workforce driving industry and business growth.
3. Educated citizens contributing to democracy and civil discourse.
4. Improved collective health, happiness, and well-being.
5. Expanded opportunities central to the American Dream.
6. A strong military and national security enabled by higher education.

These narratives will be disseminated through TV spots, digital ads, print materials, and partnerships with socially responsible organizations. The ultimate goal? To foster a unified message that can act as a catalyst for positive change.

How Will Success Be Measured? 
Tam explained that the campaign will monitor public sentiment using Gallup polls and other national indicators, with an eye on reversing the declining confidence in higher education. While the initiative does not directly target prospective students, BVK anticipates that this shift in public perception will support universities’ recruitment efforts.

Tam likened the campaign to the Got Milk? campaign for higher education, aiming to spark national recognition and foster pride in the sector’s impact.