For years, community and technical colleges have led with a powerful value proposition: access and affordability. And for good reason. These institutions have opened doors for millions of students who might otherwise be shut out of higher education.

But today’s landscape demands more.

Increased competition from regional four-year universities, online providers, and even non-degree credentialing programs means that “affordable and close to home” is no longer enough. Students — particularly Gen Z and adult learners — are looking for clear outcomes, credible brands, and a sense of belonging that goes beyond price.

If you’re a CMO at a community or technical college, now is the time to expand the way your institution tells its story. The right brand positioning can help you attract the right students, improve perception, and compete in a market that’s evolving fast.

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The Limits of Cost-First Messaging

Affordability is essential, but when every competitor is also talking about being “accessible” or “low-cost,” the message begins to lose its edge.

Even worse, cost-first positioning can unintentionally send the wrong signal:

“This is where you go if you can’t get in or can’t afford anywhere else.”

That’s not the story your college deserves.

You’re preparing frontline healthcare workers. Training engineers, welders, and IT professionals. Supporting entrepreneurs. Creating transfer pathways to four-year institutions. You are a driver of local economies and a gateway to upward mobility.

It’s time your marketing caught up.

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What Students (and Families) Actually Want to Know

Whether they’re 18 or 38, today’s students are asking a different set of questions — ones that go beyond sticker price:

• Will I get a job that pays a livable wage?
  
• Can I finish on time, with a schedule that fits my life?
  
• Will my credits transfer if I pursue a four-year degree?
  
• Do people respect this institution and the credential I earn here?
  
• Will I feel seen, supported, and connected?

Your messaging has to answer those questions before they’re asked.

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Repositioning Your Brand Without Losing Your Mission

This doesn’t mean abandoning affordability or your access-driven mission. It means building on it  and leading with a fuller story:

1. Showcase Outcomes, Not Just Opportunity

Start with what your students become, not just where they start. Highlight job placement rates, employer partnerships, transfer success, and alumni testimonials. Real-world results resonate more than institutional accolades.

2. Tell the Workforce Readiness Story Loud and Clear

Your institution isn’t just offering courses. You’re meeting labor market needs. Feature stories from graduates working in high-demand industries. Spotlight partnerships with employers. Make it easy to see how your programs translate into real jobs.

3. Segment Messaging by Audience

High school students. Adult learners. First-generation students. Military-connected students. Career switchers. Each has a different motivation and decision timeline. One-size-fits-all messaging leaves impact on the table. Tailored audience journeys are key.

4. Elevate the Campus Experience

Students today — especially Gen Z — want a sense of belonging, whether they live on campus or commute. Promote student services, affinity groups, mentorship programs, and academic support. Show that “community” in community college means more than proximity.

5. Leverage Local Pride

You are a cornerstone of your region. Lean into that. Feature how your graduates are shaping the local workforce, contributing to civic life, and creating generational change. You’re not the backup option. You’re the institution driving your community forward.

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Where Research Makes the Difference

One of the most effective tools for repositioning is custom research. Frankel’s work with community and technical colleges often begins by asking:

• How do prospective students actually perceive your institution?
  
• What attributes do they associate with you — and with your competitors?
  
• What language resonates most with your priority audiences?
  
• Where are the perception gaps between internal pride and external awareness?

This insight helps colleges stop guessing and start targeting. It informs campaign strategy, message testing, and ultimately, enrollment growth.

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The Bottom Line: Be More Than the Affordable Option

You already know your institution is vital. Your brand should reflect that.
That means repositioning from “low cost” to “high value.”
From “convenient” to “transformational.”
From “last resort” to “first step toward something bigger.”

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Want to reposition your community or technical college for long-term relevance and growth?
Let’s talk about how Frankel can help you clarify your value, amplify your outcomes, and connect with the right students.

Reach out to our team today.