About the Episode
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About the Episode:
Jaime Hunt sits down with Tamalyn Powell, SVP of Higher Education at BVK, to discuss the groundbreaking national campaign Proud Sponsor of America at Its Best. Designed to reshape public perception around the value of higher education, this initiative tackles rising skepticism head-on. Through data-driven messaging and a non-partisan approach, this campaign offers marketing leaders a powerful tool to advocate for higher ed’s relevance and societal impact. If you’re wondering how to counter declining trust in higher ed and drive collective impact, this episode is a must-listen.
Key Takeaways
- Higher education perception is in crisis: Trust in higher ed has declined significantly over the past decade, with skepticism especially high among rural, conservative, and non-degreed populations.
- The "Proud Sponsor of America at Its Best" campaign aims to change that: Developed by BVK, this national PSA-style campaign is built around six key impact areas and is available for all institutions to use—for free.
- This campaign is not about recruitment—it’s about public persuasion: The messaging targets U.S. citizens aged 35–64 to reshape societal attitudes about the value of higher education.
- Data and research drive the campaign’s success: Extensive testing across demographics revealed strong resonance with messages about workforce development, democracy, national security, and community impact.
- You can join the movement today: Free toolkits, messaging templates, and creative assets are available at WhyCollegeMatters.org, with options to customize and co-brand regionally.
- This is a non-partisan, collective effort: Designed to unify the sector, the campaign empowers institutions to amplify shared values and fight misinformation.
Episode Summary
What is the “Proud Sponsor of America at Its Best” Campaign?
The campaign is a national public service initiative created by the higher ed marketing agency BVK to combat declining public trust in higher education. It’s not a student recruitment campaign—it’s a broad-based, values-driven communications effort aimed at the general American public, specifically adults aged 35–64. The core goal? To remind citizens of how higher education institutions contribute to economic prosperity, national security, and community wellbeing.
This initiative seeks to be the “Got Milk?” of higher education—a simple, memorable, and effective way to reshape narrative at scale. With Gallup polls and national surveys as its foundation, the campaign messages were tested across thousands of Americans and revealed promising shifts in perception—even among conservative respondents.
What Messages Are Included in the Campaign?
The campaign centers on six major impact pillars:
- Growing America’s prosperity
- Maintaining a skilled workforce
- Improving public health and wellbeing
- Preserving the American Dream
- Strengthening democracy
- Enhancing national security
Among these, “skilled workforce” and “strong communities” resonated the most across all demographics. Surprisingly, national security and democracy—typically seen as politically charged—also moved the needle positively when framed in terms of shared outcomes like cybersecurity and informed citizenship.
The campaign doesn't just tell higher ed’s story—it tells it in ways people can relate to, even if they’ve never attended college. The central message? Higher education benefits everyone, not just those with a degree.
How Can Institutions Get Involved?
Whether you're a public flagship, a small liberal arts college, or a state system office, you can plug into this campaign with ease. At WhyCollegeMatters.org, institutions can:
- Download a free toolkit with ad templates, digital assets, and messaging frameworks.
- Endorse the campaign publicly (no cost involved).
- Use pre-designed social media content, print ads, out-of-home assets, and video spots.
- Explore regional customization options (like Ohio’s system-wide impact campaign).
There’s flexibility built into the model. Institutions can select messaging that aligns with their audience's values—skipping language around “democracy” if needed or zeroing in on “community impact” or “economic growth.” BVK even offers to help create branded regional versions at cost for those looking to scale.
This campaign isn’t about replacing your current strategy—it’s about reinforcing it. As Jaime and Tamalyn emphasized, this is how we soften the ground for recruitment, fundraising, and brand trust-building efforts across the board.
Connect With Our Host:
Jaime Hunt
https://twitter.com/JaimeHuntIMC
About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!
Some of our favorites include Talking Tactics and Higher Ed Pulse.
Enrollify is produced by Element451 — the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com.
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