"At an average of $8 million per 30-second spot, a Super Bowl ad isn't where I'd expect to see colleges advertising themselves. In fact, I'm unlikely to see an ad from an institution on any platform; according to research from American University's Postsecondary Education and Economics Research Center, total advertising spending by higher education institutions dropped by more than half between 2010 and 2022, from $1.26 billion to $600 million, with for-profit colleges accounting for the bulk of the current spending."
"In "At the Vanguard," curators highlighted stories of ingenuity, creativity and academic achievement from five historically Black colleges and universities. Amid black-and-white photographs of students from the turn of the 20th century and plaques with words from Black academic leaders such as W. E. B. Du Bois, Booker T. Washington and Ruth Simmons, I saw vibrant paintings from artists studying and working at Clark Atlanta and Texas State University inspired by the African diaspora, video games and social resistance movements."
Total advertising spending by higher education institutions fell from $1.26 billion in 2010 to $600 million in 2022, with for-profit colleges accounting for most current spending. The higher-education sector struggles to communicate value to the public. The National Museum of African American History and Culture exhibit "At the Vanguard" presented stories of ingenuity, creativity, and academic achievement from five HBCUs. The exhibit combined black-and-white photographs, leaders' quotations, contemporary paintings, video games, a 1960s agricultural extension program, and student-made construction bricks. The HBCU History and Culture Access Consortium trains students, preserves archives, and promotes HBCU cultural contributions. The approach requires institutional humility and a focus on community-centered storytelling over self-promotional advertising.
Read at Inside Higher Ed | Higher Education News, Events and Jobs
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