Tag: Higher

  • The Brand Power of Licensing

    The Brand Power of Licensing

    For many colleges and universities, licensed merchandise has long been a quiet but steady source of revenue and brand visibility. From sweatshirts and baseball caps to water bottles and notebooks, these products not only generate income but also serve as walking billboards that boost school spirit and brand recognition far beyond campus.

    But lately, there’s been a shift. Higher ed marketers should be paying close attention to what’s happening in the licensing space, because the early warning signs of disruption are already here.

    Tariffs and Canceled Orders: A Brewing Storm

    Recent increases and uncertainty regarding tariffs on imported goods are driving up pricing for licensees to manufacture and import collegiate merchandise. With rising material, shipping and import costs, many licensees are reassessing their strategies. Some are choosing to cancel or reduce purchase orders, pulling back on riskier bets or deprioritizing smaller-volume schools in favor of top-tier brands with national visibility. Some are choosing to completely rebuild their supply chains, which involves changing product offerings, factory partners and source nations. Smaller-volume schools necessarily will be cut from some offerings as supply chains are rebuilt.

    For institutions outside the Power Four athletic conferences, that means your branded products may no longer be showing up on some store shelves for a while or may be offered in significantly reduced volume. Even for larger schools, the financial strain on licensees and the changes they need to make could lead to diminished SKU/style offerings, fewer special collections, slower product refreshes and reorders, and less innovation.

    The Impact on Brand Visibility and Affinity

    This isn’t just a revenue issue; it’s a brand issue. Licensed merchandise is one of the few marketing channels that turn fans, alumni and students into ambassadors. Today’s prospective students are tomorrow’s student body and future alumni and lifetime fans. When a fan or parent wears your school’s hoodie to the grocery store or a high school senior sees your logo in a retail window, that visibility reinforces your institution’s cultural presence.

    If fewer products are being made or if those products aren’t showing up in physical and digital storefronts, your brand presence shrinks. That affects more than just sales; it influences how connected your audience feels to your institution and has downstream negative impacts on enrollment, community involvement, donations and athletic support. These supply chain and licensee challenges are coming on the heels of significant COVID-related upheavals and before an anticipated nationwide enrollment cliff related to shrinking high school population.

    Why Marketing Leaders Should Get Involved

    Traditionally, licensing may live under auxiliary services or a separate business office. But as marketing leaders, we should be partnering more closely with licensing teams to ensure we have a full picture of how our brand is performing in the marketplace.

    Here are three steps marketing leaders can take now to mitigate the impact of this changing landscape.

    1. Re-Engage With Your Licensing Team

    Ask for a performance snapshot: How have royalties trended? Are specific categories, like youth apparel, tailgating gear or alumni merchandise, down or up more than others? What are your top-selling or worst-performing licensees and SKUs? Are there any retail partners you could work with to broaden their selection of licensed products?

    1. Evaluate Your Licensee Mix and Sourcing Strategy

    Encourage conversations about domestic sourcing options and alternative manufacturers with domestic production. If one of your primary partners is pulling back due to tariffs, there may be smaller or niche partners who are better equipped to weather the storm and innovate in response.

    1. Activate Your Community Through Storytelling

    If retail sales are contracting, consider how your marketing team can help drive traffic to official online stores or promote domestic-sourced direct-to-consumer efforts. Strategic storytelling such as featuring alumni-owned or local licensees or highlighting sustainable merchandise can align with institutional values while boosting sales.

    A Moment for Brand Resilience

    In higher ed, we often talk about resilience in terms of enrollment, endowment or curriculum. But brand resilience matters, too, and licensing is a key part of that equation. As market conditions tighten, schools that stay actively involved in their licensing strategy will have an advantage—not just financially, but reputationally.

    Now is the time to treat your licensing portfolio not as a passive revenue stream but as an extension of your brand strategy. The marketers who do will be best positioned to navigate the challenges ahead and emerge stronger.

    Jenny Petty is vice president, marketing communications, experience and engagement, and chief marketing and communications officer, and Denise “Goat” Lamb is chief licensing officer at the University of Montana.

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  • Student Success Resources for Academic Advisers

    Student Success Resources for Academic Advisers

    Martine Doucet/E+/Getty Images

    Academic advising is key to helping students navigate their institution and critical for student engagement and retention. However, not every student receives high-quality advising.

    A 2023 Student Voice survey by Inside Higher Ed and College Pulse found that just over half (55 percent) of college students said they were advised on their required coursework for graduation. And a 2023 survey by Tyton Partners found that only 65 percent of students were aware of academic advising supports on campus, compared to 98 percent of college employees who said the service was available.

    In a 2024 Student Voice survey, 75 percent of students said they had at least some trust in academic advisers on their campus, while 20 percent said they had not much trust in them.

    High caseloads, a lack of coordination among departments and low student engagement with resources are some of the top challenges advisers face in their work, according to a 2024 report by Tyton Partners.

    Inside Higher Ed compiled five resources to support academic and faculty advisers in their goal of promoting student success.

    1. Advising Journey Map

    NASPA’s Advising Success Network hired a group of student fellows to create advising support resources for colleges and universities that reflect students’ identities and educational goals. One resource, a journey map, was developed by three students and highlights the ideal and lived experiences students had navigating the institution, as well as any gaps in awareness or support. For example, while students expect to feel empowered and supported during their class registration period, in reality, according to the map, they feel confused but ready. In fact, the word “confused” is used four times in the 13 steps along the map, and “scared” appears three times.

    The resource is designed to help college advisers recognize the discrepancies between expectations and reality, as well as the ways nontraditional learners may feel differently about their college experience compared to their traditional-aged peers.

    1. Understanding Generative AI Tools

    While many advisers want to better engage and support students, burnout and high caseloads can reduce the time and ability staff have to work with them.

    Reports from Tyton Partners and EAB find opportunities to implement generative AI tools to help reduce redundancies and increase human-to-human interactions between advisers and advisees.

    Course registration, in particular, is one area ripe for generative AI support, according to Tyton’s report, because the technology can enhance student autonomy, facilitate more informed decisions and allow advisers to focus on issues like safety or financial aid that can’t be addressed by technology. A student survey included in Tyton’s report also shows that students prefer using generative AI for academic advising and course registration, making it a more natural fit.

    The University of Central Florida employed CampusEvolve.AI to aid with course registration and the University of Michigan developed its own tool, U-M Maizey, to provide 24-7 advising resources to students.

    1. Trauma-Informed Support

    College students today are increasingly diverse in their lived experiences, socioeconomic backgrounds, disabilities and racial and ethnic identities. A greater number of students also report trauma and significant mental health challenges, which makes providing student-centered care essential in all settings across the university. Inside Higher Ed’s 2023 Student Voice survey found that 38 percent of respondents believe advisers have a responsibility to help students who are struggling with mental health concerns.

    InsideTrack and the Corporation for a Skilled Workforce created a resource to advise staff on how to reduce trauma and toxic stress at higher education institutions in order to improve employee morale and, in turn, address student outcomes.

    1. Advising Summit

    Campus-specific training supports can also enhance services and ensure staff are confident enough to engage with students.

    The University of Pittsburgh helps upskill its academic advisers and others across the institution with support and awareness for historically marginalized student groups at the Mentoring and Advising Summit.

    The annual conference is a free, one-day experience open to anyone interested to share ideas and explore tools used by departments. In addition to the event, early career staff can join a Pitt Mentoring and Advising Community Circle to receive support and encouragement as they navigate their roles and seek to improve their work.

    1. Digital Courses

    In addition to providing reports and white papers that focus on boosting advising support for a variety of learners, including incarcerated students, HBCU students and student parents, the Advising Success Network offers online course opportunities.

    The six courses are asynchronous and free, providing attendees with evidence-based advising practices focused on equity and closing opportunity gaps for student from racial minorities or low-income backgrounds.

    Course topics include facilitating cross-campus collaboration, holistic advising efforts and leveraging technology, among others.

    We bet your colleague would like this article, too. Send them this link to subscribe to our newsletter on Student Success.

    This article has been updated to reflect the University of Pittsburgh’s advising summit is open to the public, not just campus members.

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  • Arbitrators Reject Saint Augustine’s Accreditation Appeal

    Arbitrators Reject Saint Augustine’s Accreditation Appeal

    Saint Augustine’s University has lost another appeal to maintain its accreditation status, the Southern Association of Colleges and Schools Commission on Colleges announced Monday.

    But the historically Black university in North Carolina is continuing to fight to stay open, and leaders say recent loans and efforts to streamline operations are cause for optimism. Classes will be held online this fall but otherwise proceed as planned.

    SACS initially stripped accreditation from the university in December 2023 due to financial and governance issues, setting off a lengthy battle between SAU and its accreditor. SAU appealed that decision and lost in February 2024 but took the fight to court and won last July, when an arbitration committee agreed to restore SAU’s accreditation. 

    However, SACS pulled Saint Augustine’s accreditation again in December 2024, prompting another appeal, which was denied in March. Leadership at the embattled university once again sought a legal remedy only for a panel of arbitrators to side with the accreditor. Arbitrators determined that Saint Augustine’s “did not meet the burden of proof to show” that the accreditor “failed to follow its procedures and that such failure significantly attributed to the decision to remove the institution from membership,” according to details SACS released on Monday. 

    But in the Monday news release, SAU officials wrote that the “fight is far from over.” 

    University officials plan to request an injunction in court “to prevent any disruption to the university’s accreditation status,” according to SAU’s website. While SAU will remain accredited as the legal challenge plays out, the university “will explore all other means of accreditation if necessary.”

    SAU officials also sought to dispel the notion that the university was closing, a prospect that has swirled for more than a year as the HBCU has dealt with various financial setbacks and lawsuits. The university has also struggled to maintain enrollment, which has collapsed since 2022.

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  • House Appropriators Propose 23% Cut to NSF

    House Appropriators Propose 23% Cut to NSF

    National Science Foundation

    House Republicans want to cut the National Science Foundation’s funding by about $2 billion, according to budget documents released Monday. 

    The House proposal shows Republicans’ priorities as funding talks for the coming fiscal year ramp up. Congress has until Sept. 30 to reach an agreement on a budget, which is made up of 12 appropriations bills, or else the government could shut down. The House appropriations committee has released several proposal bills, while its Senate counterpart is just getting started. 

    Still, funding for NSF is already one point of disagreement between House and Senate appropriators. Last week, Senate Republicans indicated that they would cut only about $16 million from NSF, leaving the agency with just over $9 billion.

    The House plan, which would give NSF about $7 billion, is just a proposal and doesn’t go as far as President Donald Trump’s proposed budget for fiscal year 2026, which cuts more than $5 billion from the agency.

    A House appropriations subcommittee will review the spending bill at 12 p.m. July 15—a key step before the full committee and entire House can consider the legislation. The National Science Foundation’s budget is just one piece of the bill, which also includes spending plans for the Justice and Commerce Departments and other science agencies. Since the Senate and House have to agree on the bills, the 23 percent cut is likely not the final figure.

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  • Cut Degrees in Low Demand

    Cut Degrees in Low Demand

    In the past, lawmakers have pressured colleges and universities to cut the number of degrees they offer through measures such as publicly criticizing institutions or simply slashing funding and letting institutions figure out where to cut.

    But at least three Republican-dominated states—Indiana, Ohio and Utah—passed specific laws this year that push institutions to eliminate degree programs that graduate few students. In a similar vein, Texas passed a law going after academic minors and certificate programs with low enrollments. It worries faculty and scholarly groups, who stress that the number of majors in a program isn’t the only or best way to gauge its worth.

    “Campuses are forced to respond to legislative mandates that have arisen from a narrow understanding of what higher education is,” said Paula Krebs, executive director of the Modern Language Association. Students who pursue public higher education will be “getting a reduced version of what a degree should be,” she said.

    Robert Kelchen, a professor of higher education at the University of Tennessee at Knoxville, said the move reflects the broader trend of “legislatures getting more involved in academic affairs issues that have historically been either done through shared governance or done through institutional leadership.”

    “It’s just another sign that the era of ‘trust the universities, they’re doing the right thing’ has long since passed,” Kelchen said.

    And Tom Harnisch, vice president for government relations at the State Higher Education Executive Officers Association (SHEEO), said these laws are “driven in part by the need to direct scarce resources to higher-demand programs in order to meet state workforce needs.” He said some humanities programs may be targeted for political reasons, but the laws are also the latest evolution of a long-standing discussion in higher ed over what programs to offer.

    “It’s a very difficult conversation to have, but what we’ve seen over this legislative session is that the state legislators have been more aggressive in trying to shape this conversation,” Harnisch said. “More states have been involved in the inner workings of academia—more so than any time in recent memory.”

    Minimum Requirements

    Ohio’s sprawling new public higher education overhaul law, Senate Bill 1, mandates a lot—from requiring institutions to post undergraduate course syllabi online to banning diversity, equity and inclusion offices. But amid its pages detailing requirements for faculty evaluations, post-tenure review and more lies a short section that could have an even bigger impact on faculty jobs and which degrees students can pursue.

    “A state institution of higher education shall eliminate any undergraduate degree program it offers if the institution confers an average of fewer than five degrees in that program annually over any three-year period,” the law says.

    Colleges and universities can appeal to Ohio’s higher education chancellor to save these programs, but even if the chancellor—appointed by the Republican governor—grants a waiver, he gets to set the terms under which the program “may conditionally continue.” Well before SB 1 took effect last month, the University of Toledo announced in April that, in order to comply, it will stop offering bachelor’s degrees in Africana, Asian, Middle East, religious, disability and women’s and gender studies, as well as degrees in Spanish, philosophy and data analytics.

    A month after Ohio’s General Assembly passed SB 1 in March, Indiana’s Legislature passed a state budget bill filled with higher ed provisions—including one similar to its Midwest neighbor’s. The Indiana law sets minimum thresholds for different degree programs to avoid termination. Associate programs must graduate an average of at least 10 students annually over three years, while the threshold is 15 students for bachelor’s degree programs, seven for master’s degree programs and three each for education specialist programs and doctorate programs.

    While the law, House Bill 1001, says institutions can ask the Indiana Commission for Higher Education for exceptions, that agency said universities already plan to eliminate or consolidate more than 400 programs—roughly one-fifth of their degree offerings statewide. The list of programs being cut at various institutions includes multiple K–12 teacher training programs, foreign languages and Africana, religious and women’s and gender studies degrees, as well as economics, math and electrical, mechanical and computer engineering.

    Utah took a more complex, but still blunt, approach. In March, its GOP-controlled Legislature passed House Bill 265, which cut 10 percent of public institutions’ state-funded instructional budgets—$60 million in total. But the law said colleges and universities could win the money back for “strategic reinvestment” in programs based on their enrollment, completion rates and “localized and statewide workforce demands,” among a few other factors.

    Last month, the flagship University of Utah, which says it’s shouldering more than a third of the initial $20 million in statewide cuts, announced it’s planning to cut 94 programs across 10 colleges and schools. According to a slideshow posted by the university, the losses will include master’s degrees in Middle East studies, educational psychology, modern dance, audiology, marketing, neurobiology and bioengineering.

    To earn back money from the Legislature, the university says it will reinvest in the “high impact” and “workforce-aligned” areas of biotechnology, engineering, “responsible AI,” behavioral health, nursing and simulation, and “civic engagement”—which the presentation described as including “new initiatives focused on American federalism and civic responsibility, and another on civic discussion and debate.”

    Utah Valley University, which offers traditional community college programs along with higher-level degrees, said in its presentation that it’s cutting a bachelor’s in aerospace technology management and an associate degree in cabinetry and architectural woodwork, among other offerings. At the same time, it’s reinvesting in an “applied AI institute,” engineering, chemistry, health, accounting, construction management, written communication and more.

    In Texas, the Legislature has passed the least direct of the laws targeting programs. Senate Bill 37 doesn’t demand that institutions make cuts to traditional majors, but it requires that they review minors and certificate offerings every five years “to identify programs with low enrollment that may require consolidation or elimination.”

    Weeding Out

    Mark Criley, a senior program officer in the Department of Academic Freedom, Tenure and Governance at the American Association of University Professors, said the laws are “part of a growing trend among state legislatures to insert themselves in university governance in ways that go beyond their expertise.”

    Criley compared these laws—which push program cuts without requiring faculty input on what should be cut—to someone walking into a garden and saying they’re going to pull up every plant under a certain height. He said some of those shorter plants may be important to the health of the whole garden, or “about to bloom into something fantastic.”

    “Without the opportunity for faculty involvement, what you’re doing then is, essentially, you’re pulling up all those plants while the gardener’s away,” Criley said. This “blunt instrument we’re talking about here isn’t a way of responsibly ensuring that universities serve their mission to the state.”

    But Ohio senator Jerry Cirino, who filed SB 1 and now chairs the state’s Senate Finance Committee, told Inside Higher Ed that circumventing shared governance and faculty unions is part of the law’s point. Shared governance slows changes, he said, and Ohio faculty unions are so committed to protecting their members that they rarely cooperate with institutions trying to cut classes or programs that aren’t graduating enough students in order to justify employing faculty—often tenured faculty.

    “How could the faculty be objective when it comes to making decisions that reduce faculty?” Cirino said, adding that more “business principles” should be practiced in universities.

    “It’s supply and demand,” he said. “All we’re asking is for our institutions to practice what they teach in their business schools.”

    But others criticized using simple metrics such as enrollment and number of graduates to decide which programs should be on the chopping block. Ohio and Indiana’s laws are based on average graduate numbers, while the Texas and Utah laws require institutions to look at enrollment.

    “If the major is the coin of the realm, then languages are an easy target,” said Krebs, the Modern Language Association executive director.

    Kelchen, the UT Knoxville professor of higher education, said that from a financial standpoint, what really matters is whether classes are full. A program with few majors could still attract students who are earning a minor or taking the classes for other reasons, such as to satisfy general education requirements.

    Kelchen and Krebs both pointed out that universities in other states have cut programs even without legislative mandates; they noted West Virginia University, where the administration and Board of Governors ordered degree programs slashed in 2023.

    “I think we can trace it back to West Virginia University and before, where it wasn’t a legislative mandate,” Krebs said of cuts to foreign language and other humanities programs.

    Harnisch, of SHEEO, suggested it goes back even further, noting “deep program cuts” amid the Great Recession of 2008. Over the past decade, he said, states have tried to keep college affordable, and a growing economy and COVID-19–related aid packages helped.

    But now, Harnisch said, multiple financial pressures are leading to “sharper program cuts and tuition increases.” After all, Indiana universities volunteered to eliminate 19 percent of degree offerings without requesting exemptions from the state, according to the Indiana Commission for Higher Education.

    “I only see this trend increasing in the years ahead,” he said.

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  • Creative higher education isn’t a skills pipeline, it’s a cultural force

    Creative higher education isn’t a skills pipeline, it’s a cultural force

    Creative education is not a conveyor belt. It’s a crucible.

    In the UK’s industrial strategy, the creative industries are rightly recognised as a pillar of national growth. But this recognition comes with a familiar risk: that education will be seen merely as a supplier of skills, a passive pipeline feeding talent into pre-existing systems.

    This is a pervasive attitude, which so strongly influences the possibilities for students, they can be anxious about being “industry ready” before they’ve had the chance to explore or define fully what kind of practitioners they want to become. This is a reductive view and one we must resist. Creative higher education is not a service department for industry. It is a cultural force, a site of disruption, a collaborator and a generator of futures not yet imagined.

    Partners not pipelines

    Creative education does not simply serve industry – it co-shapes it. Our job is not just to deliver talent into predefined roles, but to challenge the boundaries of those roles altogether. We cultivate new forms of knowledge, artistic practice, and cultural leadership. As Michael Salmon has noted, HE’s relationship with the industrial strategy needs rethinking – we think especially in fields where “skills” are not easily reduced to training targets or labour force projections. Education is not just about plugging gaps; it’s about opening space for new kinds of thinking.

    Christa van Raalte and Richard Wallis have called for “a better quality of conversation” about the skills agenda in screen and creative sectors. Their point that simplistic, linear approaches to “skills gaps” are not fit for purpose should land hard within our own walls too. We need a better quality of conversation around the creative skills agenda. Narrow, supply-side thinking is not only reductive, it risks cutting off the very dynamism on which the industry depends.

    Our graduates don’t only “enter” the creative industries. They redefine them. They found new companies, invent new formats, challenge power structures, and expand what stories get told and who gets to tell them. To conceive of specialist creative HE as mainly a workforce provider is to misunderstand its essence. Our institutions are where risk-taking is possible, where experimentation is protected, and where the creative freedoms that industry often cannot afford are made viable.

    Resistance from within

    The danger isn’t just external. It’s internal too. Even within our own institutions, we sometimes absorb the language and logic of the pipeline. We begin to measure our worth by the requirement to report on short-term employability statistics. We are encouraged by the landscape to shape curricula around perceived “gaps” rather more than emerging possibilities. The pressure of metrics, league table and reputation help us to believe that our highest purpose is to serve, rather than to shape.

    This internalisation is subtle and corrosive. It narrows our vision. It makes us reactive instead of generative. And it risks turning spaces of radical creativity into echo chambers of industry demand. It is a recipe for sameness and status quo, a situation many call to change.

    We must be vigilant. We must ask ourselves: are we designing education for the world as it is, or for the world as it could be? Are we opening access, nurturing the disruptors, the visionaries, the cultural architects — or only the job-ready?

    When creative institutions start to measure their value predominantly through short-term employability metrics, or shape curriculum mainly around perceived industry gaps, we lose the distinctiveness that makes us valuable in the first place.

    We risk:

    • Designing education around current norms, not future needs
    • Prioritising technical proficiency over critical inquiry
    • Favouring students most likely to succeed within existing structures, rather than supporting those most likely to change them

    If we define our purpose only in terms of industry demand, we abandon much responsibility.

    From pipeline to ecosystem

    What we need is a new compact: not “education as service provider,” but “education as ecosystem partner.” A pipeline feeds. An ecosystem nurtures, nourishes and grows.

    This approach:

    • Recognises specialist creative HE as a site of research, innovation and values-driven practice
    • Treats industry as a collaborator, not a master – collaboration is especially present in research activity and creative projects led by industry professionals
    • Encourages co-creation of skills agendas, not top-down imposition
    • Embraces long-term thinking about sector health, sustainability, and inclusion – not just short-term workforce readiness

    The creative economy cannot thrive without imagination, critical thinking, inclusion, and cultural complexity; all things specialist institutions are powerfully placed to nurture. But this can only happen if we reject limiting narratives about our role. The industrial strategy may frame education as an economic lever to support the growth in the creative industries, but we must resist being reduced to a lever alone. Meeting the opportunities in the strategy is both an invitation to engage with sector needs, help shape the future and a challenge to the cultures of training, pedagogy and research whose long roots exercise power in specialist HE.

    If we want to protect and evolve the value of creative higher education, we must speak with greater clarity and confidence to government, to industry, and to ourselves. This is not about resisting relevance or rejecting partnership. It’s about ensuring that our contribution is understood in full: not only as a supply chain, but as a strategic and cultural force.

    Importantly, we must acknowledge that our graduates are not just contributors to the UK’s creative economy – they are cultural ambassadors on a global stage. From Emmy, Oscar and BAFTA winning actors to internationally celebrated designers, technical artists, writers and directors (and so much more) UK-trained creatives shape discourse, aesthetics, and industries across the world. To frame their education in purely national economic terms is to limit its scope and power.

    Because the purpose of creative education isn’t just to help students find their place in the industry. It’s to empower them – and us – to shape what that industry becomes.

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  • SCOTUS Allows Mass Layoffs at Education Department

    SCOTUS Allows Mass Layoffs at Education Department

    Photo illustration by Justin Morrison/Inside Higher Ed | Tierney L. Cross/Getty Images | Matveev_Aleksandr and raweenuttapong/iStock/Getty Images

    The Supreme Court gave Education Secretary Linda McMahon the go-ahead Monday to proceed in firing half the department’s staff and transferring certain responsibilities to other agencies.

    The unsigned, one-paragraph order does not explain why a majority of justices decided to overturn a lower court injunction that an appeals court upheld. It did, however, explain that the injunction will remain blocked as lawsuits challenging mass layoffs at the department continue. The high court order represents a major step forward in President Donald Trump’s effort to dismantle the 45-year-old agency.

    “Today, the Supreme Court again confirmed the obvious: the President of the United States, as the head of the Executive Branch, has the ultimate authority to make decisions about staffing levels, administrative organization, and day-to-day operations of federal agencies,” McMahon said in a statement about the decision. The department will now “promote efficiency and accountability and to ensure resources are directed where they matter most—-to students, parents, and teachers.”

    The American Federation of Government Employees, the union representing the department’s staff, said the ruling was “deeply disappointing” and would allow the Trump administration to continue implementing an “anti-democratic” plan that is “misalign[ed] with the Constitution.” Sheria Smith, president of AFGE Local 252, added that just because McMahon can dismantle the department, that doesn’t mean she has to.

    “Let’s be clear,” Smith wrote, “despite this decision, the Department of Education has a choice—a choice to recommit to providing critical services for the American people and reject political agendas. The agency doesn’t have to move forward with this callous act of eliminating services and terminating dedicated workers.”

    The original ruling from a Maryland district judge required McMahon to reinstate more than 2,000 employees who were laid off in March. (As of July 8, 527 of those employees had already found other jobs.)

    Higher education policy advocates and laid-off staffers warned that the department was already struggling to keep up with the overload of civil rights complaints and financial aid applications. With half the workforce, they said, fulfilling those statutory duties would be nearly impossible.

    In addition to the layoffs, the lower court order prevented McMahon from carrying out Trump’s executive order to close the department to the “maximum extent appropriate and permitted by law.” Department officials later revealed in court filings that the order blocked a plan to send funding for career and technical education programs to the Department of Labor.

    The departments reached an agreement in May regarding the CTE programs, but neither said anything about it publicly. CTE advocates worry that putting Labor in charge of about $2.7 billion in grants could sow confusion and diminish the quality of these secondary and postsecondary career-prep programs. Others see the shift as the beginning of the end of the Education Department. Democrats in Congress have objected to the plan, which can now move forward.

    After news of the Supreme Court order dropped Monday, education policy experts sounded the alarm and took issue with the lack of explanation.

    “The president can’t close down ED by fiat but Congress and SCOTUS sure can facilitate it,” Dominique Baker, an associate professor of education and public policy at the University of Delaware, wrote on BlueSky.

    Daniel Collier, an assistant professor of higher education at the University of Memphis, also chimed in, asking, “Am I in the minority by believing that all SCOTUS rulings should have a well detailed and written rationale attached and there should be no exceptions?”

    The Supreme Court’s order included a scathing 18-page dissent from Justice Sonia Sotomayor. Justices Ketanji Brown Jackson and Elena Kagan joined in full. Sotomayor noted that the department plays “a vital role” in the nation’s education system by “safeguarding equal access” and allocating billions of dollars in federal funding. Knowing this, she added, “only Congress has the power to abolish the department.”

    “When the executive publicly announces its intent to break the law, and then executes on that promise, it is the judiciary’s duty to check that lawlessness, not expedite it,” Sotomayor wrote. “Two lower courts rose to the occasion, preliminarily enjoining the mass firings while the litigation remains ongoing. Rather than maintain the status quo, however, this court now intervenes, lifting the injunction and permitting the government to proceed with dismantling the department. That decision is indefensible.”

    Others, however, said the Supreme Court made the right call.

    “There is nothing unconstitutional about the executive branch trying to execute the law with fewer people, which is what the Trump administration is doing,” said Neal McCluskey, director of the Center for Educational Freedom at the Cato Institute, a libertarian think tank, who also contributed an opinion piece to Inside Higher Ed today. If the Trump administration wanted to eliminate the Department of Education unilaterally, he said, “It would have fired everyone. Not only did it not do that, but members of the administration have stated that it is ultimately Congress that must eliminate the department.”

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  • Reputation Is Revenue: Why Brand Equity Matters in Higher Ed

    Reputation Is Revenue: Why Brand Equity Matters in Higher Ed

    If you’re a university leader today, you’re juggling a lot: enrollment challenges, tightening budgets, shifting student expectations, and the rise of non-traditional competitors. Amid all this, one asset might not be getting the attention it deserves — your university’s brand.

    No, not just your logo or tagline. We’re talking about brand equity — the value your institution holds in the minds of students, parents, alumni, faculty, employers, and the public. It’s about reputation, trust, recognition, and connection. And in a competitive market, it matters now more than ever.

    What is brand equity in higher education?

    Think of it this way: Brand equity is what people think and feel when they hear your university’s name. It’s the difference between being someone’s first-choice school versus just another option.

    It shows up in the pride alumni feel when they wear your sweatshirt, the confidence prospective students have when they see your graduates succeed, and the trust employers place in your credentials. It’s shaped by every experience — from the way your website tells your story, to how your faculty engage in the classroom, to the tone of your communications during a crisis.

    It’s what drives alumni to give, students to enroll, and faculty to choose you over other institutions. When a university has strong brand equity, people trust it, recognize it, and feel loyal to it. That kind of reputation can spark a ripple effect of positive influence across an entire institution.

    Understanding the impact of brand equity across an institution

    Brand equity touches every dimension of institutional life, influencing how people experience, perceive, and engage with your university across the student and stakeholder journey. Let’s take a look at its impact in six key areas.

    1. Enrolling new students

    Choosing a college is a huge decision for students and their families. Today’s students are more informed than ever and expect an institution that’s respected, innovative, and committed to their success.

    That’s where your brand can make an impact. If your university has a strong, positive reputation, you’re more likely to make their shortlist. Schools with solid brand equity are seen as high-quality, forward-thinking, and worth the investment, which makes all the difference in a world where competition is fierce and the landscape is changing fast.

    2. Attracting top faculty

    It’s not just students who care about a school’s reputation — faculty and academic leaders do too. A strong, well-respected brand sends a clear message: This place is serious about excellence, values academic freedom, and encourages innovation.

    It’s not just about prestige — top talent also wants to be somewhere that fosters genuine, supportive relationships with students. A respected brand signals a vibrant academic culture where everyone’s invested in each other’s success.

    3. Fostering alumni pride

    When a university has strong brand equity, it’s not just about reputation — it’s about the sense of pride and connection it creates. Alumni who feel proud of their alma mater are more likely to stay involved, whether that means attending events, volunteering, or giving back financially.

    A strong brand also helps foster a lasting sense of community and belonging well beyond graduation. In short, when your brand is trusted and respected, alumni remain engaged — and they’re more likely to support the institution not only with their resources but by recommending it to future students within their networks.

    4. Securing strategic partnerships

    Whether you’re aiming to partner with major companies, secure government grants, or build global collaborations, having a strong brand can be a significant factor. Organizations want to work with universities they respect, trust, and recognize as leaders in their field.

    When your university’s brand is strong and clear, opportunities that are imperative to your institution open up more quickly. Meanwhile, lesser-known schools often struggle to get noticed. Building a strategic and strong brand is your best way to stand out and secure meaningful partnerships that benefit your students and your bottom line.

    5. Staying resilient amid market disruption

    Higher education is under pressure from various directions shifting demographics, financial constraints, and evolving expectations. A strong brand is essential to stay resilient and relevant.

    When controversy, crises, or big changes hit, your brand becomes your safety net. People are far more likely to give you the benefit of the doubt if they already respect and trust you. That reputation can be the difference between weathering the storm and facing long-term damage.

    6. Boosting visibility through rankings

    While rankings aren’t everything, they do influence perception. Many ranking systems factor in peer reputation, which is directly tied to your brand. The same goes for media coverage. The stronger your brand, the more likely you are to be recognized as a thought leader and trusted voice in the field.

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    Practical tips for building brand equity that lasts

    University leaders can’t afford to view brand as merely a marketing function— it’s so much more than that. Brand must be seen as a strategic asset embedded in everything from big-picture planning to day-to-day decisions. It’s part of how you attract students, build partnerships, and earn trust.

    So how can you turn brand equity into a competitive advantage for your institution? Here are a few key moves to get started:

    1. Know what you stand for

    Start with a clear sense of who you are and what makes your school unique. What do you want people to feel when they think of your institution? Your brand promise should reflect your values, vision, and personality — and it should feel real, not like something cooked up in a boardroom.

    2. Take time to truly know your audience

    What matters most to your students, parents, alumni, and faculty? What are they proud of, and what do they wish were better? Take time to listen — through surveys, conversations, and social media — and use those insights to shape your strategy and message.

    3. Tell one clear, consistent story

    Your brand shows up everywhere: your website, your campus tours, your social media posts, even how your staff answers the phone. Make sure that story feels authentic, easy to understand, and consistent across every touchpoint. Developing comprehensive brand guidelines, share them widely across the institution, and conduct regular audits to ensure every touchpoint reinforces a unified, memorable experience for all audiences.

    4. Get your people involved

    Your brand isn’t just a logo — it’s how people talk about your institution and the trust they place in it. That means faculty, staff, students, and alumni all have a role to play. Keep them in the loop, give them the tools to share your story, and make them feel like part of the bigger picture. Want to get more people talking about — and proud of — your school? Make it easy for them. Share what’s happening through newsletters and social media and provide your community with tools that help them show off their connection. When faculty, staff, students, and alumni feel informed, celebrated, and included, they’re more likely to stay engaged — and more likely to brag about being part of your institution.

    5. Make sure the experience matches the message

    If you’re promising innovation, inclusivity, or career readiness, you better be delivering that on campus, in the classroom (both online and in person), and beyond. Brand equity grows when expectations match real experiences. That’s why creating a seamless website experience is so important — it directly impacts how much trust students place in your institution and it’s offerings.

    6. Get the word out (strategically)

    Raising awareness isn’t just about marketing louder — it’s about marketing smarter. Use the right mix of channels, from digital ads and social media to speaking opportunities for university leaders. And don’t forget about earned media and storytelling that highlights real student success. Do this by building a strategic content plan that aligns messaging across platforms, targets the right audiences, and consistently showcases the impact your institution makes.

    7. Keep a pulse on your reputation

    What are people actually saying about your school? Check in regularly using surveys, online reviews, social listening, and even informal feedback. This will help you spot issues early and see what’s working.

    8. Be prepared to evolve

    Higher ed is changing fast, so your brand needs to be flexible. Stay grounded in your core values, but be open to shifting your tone, visuals, or messaging as your audience and the world around you change.

    Build a brand with a lasting legacy and immediate impact

    In an age of increasing competition and shifting student expectations, brand equity is no longer a luxury — it’s a leadership priority. With students having endless options, donors getting more selective, and reputations spreading instantly, your brand equity can be a serious competitive edge.

    Investing in a strong, authentic, and trusted brand can lay the foundation for long-term success. The institutions that thrive in the years ahead will be those that treat their brand as a central part of their overall strategy instead of a marketing afterthought.

    Because in higher ed, your brand isn’t what you say it is — it’s what people believe it to be. And that belief? That’s your brand equity.

    Ready to strengthen your institution’s brand equity? Explore how a strategic marketing approach can help you stand out and thrive. Let’s talk!

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  • Are misperceptions about higher education’s cost causing adults to skip college?

    Are misperceptions about higher education’s cost causing adults to skip college?

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    A large majority of U.S. adults say the cost of attaining a college degree is more expensive than it actually is — a perception that may cause some to forgo education beyond high school, according to a May report from Strada.

    Among adults , 77% say college is unaffordable, according to Strada’s November 2024 survey of over 2,000 people. And 65% somewhat or strongly agreed that college is prohibitively expensive, regardless of how motivated the student is. But most people significantly overestimated the cost of attending both two- and four- year public institutions, the report found. 

    According to Strada’s latest report, 1 in 5 people “substantially overestimate” the cost of attending community college — reporting that the cost is more than $20,000 annually. A majority estimated that it costs more than $10,000 a year. In actuality, the average student pays about $6,000 annually, the report said, citing College Board data.

    For public four-year institutions, just 22% of the survey’s respondents correctly identified that it costs the average student between $20,000 and $30,000 annually to attend, with about 35% believing it costs $40,000 or more. 

    These misperceptions are often fueled by the complex financial aid process and a lack of transparency surrounding the true cost of attending college, as many students are unaware that the price of attendance is often much less than the sticker price, the report added. That’s an issue that many colleges have tried to address in recent years. 

    “When students and families believe that college is out of reach financially, it can influence key decisions that shape college-going behavior, from which classes they choose in high school to whether they begin saving for college,” said Justin Draeger, senior vice president of affordability at Strada and a co-author of the report. 

    Strada’s findings follow a host of other research papers and surveys indicating that a growing number of adults say the value of a college degree is not worth the cost. However, research has shown that college graduates often have better financial outcomes than those who did not receive a diploma beyond high school. 

    The cost of price misconceptions

    The cost of attending college is expensive and can be challenging for many students and families to afford, said Draeger. But when factoring in financial aid, the cost is more affordable than people realize, he said. 

    Overall, 37% of adults said the cost of college was not affordable at all, and 40% said it was not very affordable. Just 18% thought it was somewhat affordable and 5% indicated it was either extremely or very affordable. 

    A whopping 85% of adults said the cost of attending public four-year institutions is too high. And while community colleges are generally viewed as more affordable, two-thirds of adults said the cost of attending them was too expensive.

    Misperceptions abound the cost of community college undercuts one of the strongest value propositions it has: affordability, said Draeger. For four-year schools, those perceptions can compound a range of existing issues, such as declining public trust in the value of a four-year degree and public backlash that exacerbates enrollment declines, he said. 

    They could also veer some adults from higher education altogether. About 40% of people do not enroll in college immediately after graduating high school, and just 54% of U.S. adults ages 25 to 64 have a postsecondary credential, the report said.

    It also points to “a systemic failure in the way we price and market college,” said Draeger. Financial aid and financing systems are “complex, multistep and opaque, and filled with unfamiliar terminology and jargon,” he said. 

    A growing number of colleges have sought to counter sticker price misconceptions by resetting their cost of attendance to better reflect the amount students typically pay after factoring in institutional scholarships

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  • One Big Beautiful Bill Is Big Betrayal of Students (opinion)

    One Big Beautiful Bill Is Big Betrayal of Students (opinion)

    In late June, House Republicans aired a promotional video about their budget reconciliation bill, the One Big Beautiful Bill Act, claiming it will “make the American dream accessible to all Americans again.” That dream—that anyone in this country can achieve prosperity and success through hard work and determination—is what leads people to come to America and stay. It’s no wonder that politicians invoke this promise as part of the reason for needed change.

    Higher education has long been seen as one of the surest paths to economic security in America—it is one foundation that dream rests on. It feels consequential, therefore, that President Trump and congressional Republicans are looking to undercut this vision of the American dream. The One Big Beautiful Bill Act will reshape federal student aid in ways that transform access to higher education and shut everyday Americans out.

    Forthcoming nationally representative survey data from New America, a nonpartisan think tank, shows Americans are clear-eyed about what it really takes to keep the dream alive: an affordable higher education. But they see college falling further out of reach. Nearly nine out of 10 believe college cost is the biggest factor that prevents families from attending college. And three-quarters of Americans agree that the federal government should spend more tax dollars on educational opportunities after high school to make them more affordable, including majorities of both Republicans and Democrats.

    Americans also believe in accountability for this investment. They want a system that rewards effort, responsibility and outcomes—basic values that align with the American dream. Majorities from both parties say colleges and universities should lose access to taxpayer support if their students don’t earn more than a typical high school graduate or if they struggle to pay down their student loan debt.

    Once enacted, the new law will trim the Pell Grant program, making some middle-income families ineligible who used to qualify for small amounts of the Pell Grant. Federal student loans will look vastly different, with big cuts to graduate, parent and lifetime borrowing limits and less generous repayment options for borrowers who fall on hard times. These changes will close one door for many low- and moderate-income Americans, the one that leads to an affordable associate or bachelor’s degree. At the same time, by expanding Pell Grants to short-term job training programs, the law opens another door to very short credentials as few as eight weeks long with little oversight and consumer protection. Our research has shown time and again that these very short credentials will not deliver economic stability nor improve employment prospects.

    And while the law will take meaningful steps toward accountability and will cut off from federal loans associate, bachelor’s and graduate programs that fail to give students an earning boost, those measures exclude all undergraduate short-term certificate programs, which tend to have the worst outcomes. It will also allow programs to continue to operate, even if most of their students struggle to repay their loans.

    Over all, these changes amount to a massive cut of close to $300 billion in critical funds that ensure students have access to a quality education after high school. It will increase dropout risk (which we know is a major predictor of student loan default), and will push families toward private financing products with fewer consumer protections.

    While the president and congressional Republicans say these cuts are necessary under the auspices of extending tax cuts, improving fiscal responsibility and reforming higher education, the truth is this law will achieve none of this. It will add at least $3 trillion to our deficit by expanding tax cuts to wealthy Americans, all while stripping funding from critical programs everyday Americans rely on like Medicaid, SNAP and student aid. It does nothing to fix the underlying problems that drive college costs. It ignores targeted solutions that would promote affordability and expand accountability. That type of thoughtful reform would require bipartisan reauthorization of the Higher Education Act, which is more than a decade overdue.

    Despite what Republicans in Washington say about making the American dream accessible again, this law will only put it further out of reach. The changes will fall hard on all students trying to obtain education after high school—from welders to electricians, nurses, teachers and medical doctors. These are not “elites,” but core constituents. They are working adults, veterans and parents looking to make a better life for their children, hoping that the American dream is still achievable. Instead, they will find that their own government has abandoned them.

    In his inaugural address in January, President Trump said, “The American dream will soon be back and thriving like never before.” But, in truth, it is being suffocated. It’s too late to change this new law, but moving forward Congress and the Trump administration must center everyday Americans and act cautiously before making such seismic cuts. This is not a partisan issue, but a matter of national interest and prosperity. Failing to think about future legislation that makes meaningful student-centered reform to higher education will have political and generational consequences for years to come. It sends a message to future students that only familial wealth will bring college opportunities, and it won’t matter how much hard work they put in or determination they have.

    Rachel Fishman is the director of the higher education program at New America.

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