Got College?
The California Milk Processor Board was worried. People were not drinking milk. It didn’t just require a pricing change, but a change in attitude for consumers. It required a campaign to point out the benefits of milk and dairy products. The Board launched one of the most successful advertising campaigns in the last half-century.
As a result, many of us are familiar with the “Got Milk” campaign that appeared on billboards throughout the country with celebrities and their “milkstaches.” The campaign’s success has been the springboard for CASE’s campaign for higher education: Got College?
Just like dairy farmers and dairy organizations, higher education is confronted daily with the question, “How can we create a positive perception of our industry?” Enrollment data from colleges and universities throughout the county shows us that an increasing number of American high school graduates are answering “No.” Opaque pricing, the threat of long-term debt, curriculum that can’t keep pace with the speed of change, a clunky pivot to online learning, and highly publicized scandals that cast doubt on the integrity of academia have created quite the PR challenge for America’s colleges and universities.
Despite the skepticism underlying this current mood, the fact remains that college, when approached intentionally and completed efficiently, provides a remarkable return on investment. Furthermore, colleges are still powerful economic engines, important hubs of innovation, and critical community partners. To relay this message frequently and consistently, the Bill & Melinda Gates Foundation, along with joint participation of the Council for Advancement and Support of Education (CASE), the American Council on Education (ACE), and the Association of Governing Boards of Universities and Colleges (AGB) have launched a national initiative called Discover the Next. Think of it as higher ed’s “Got Milk/Got College” campaign.
Discover the Next asks colleges and universities throughout the country to develop and contribute stories that showcase students, faculty, and alumni in ways that clearly convey the message about the amazing ways colleges and universities shape students, communities, and society writ large. Bay Path has joined a vast network of approximately 90 colleges and universities committed to this mission. There is no charge, no hidden fees. But we need the support of our entire Bay Path community to help us find and share these stories, so please be in touch and let us know about the amazing students, alumni and faculty you’re in contact with, the programs they’re building, and the ways our Bay Path community continues to have such a profound and positive impact on the world. We got college.