Lessons from Both Sides: Insights on Community College Marketing from a Private University Perspective

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About the Episode: 

In this episode of The Hidden Gem, Maya Demishkevich speaks with Rebecca Oliver, Director of Strategic Communications at North Shore Community College, about her transition from private universities to the world of community colleges. Rebecca shares her unique insights on the differences between private and public institutions, how community colleges can leverage their strengths, and the challenges of adapting marketing strategies to a new audience

Key Takeaways:

• Hear about Rebecca’s transition from private universities to a public community college, and the key differences she’s observed in audience, strategy, and operations.
• Learn how community colleges can benefit from the private sector’s focus on ROI-driven marketing and strategic resource allocation.
• Discover the importance of retention-focused marketing in community colleges and why maintaining a consistent tone of voice throughout the student journey is essential.
• Find out how community colleges can effectively position themselves as a first choice for students, particularly in light of free tuition programs and the workforce development advantage.
• Understand the challenges of addressing the “hidden gem” label and how to shift public perception to showcase community colleges as a loud, proud, and viable educational option.

Tune in to hear Rebecca’s fresh perspective on how community colleges can maximize their potential and navigate today’s competitive educational landscape!

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How Does Marketing Differ Between Private and Public Institutions?

Rebecca Oliver, who transitioned from private universities to a public community college, immediately noticed a shift in marketing priorities. In private institutions, marketing efforts are heavily focused on recruitment—casting a wide net to attract students from diverse geographic areas. The challenge is to differentiate from competitors, refine messaging, and strategically invest in advertising to ensure a steady flow of tuition-paying students.

In community colleges, however, the focus leans more toward retention and engagement rather than aggressive recruitment. Since most students already live in the region and know about the college, marketing efforts shift to ensuring students understand available programs, workforce development opportunities, and pathways to four-year institutions. The marketing voice also becomes more localized and personal, speaking directly to the community rather than a broad, national audience.

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What Impact Is Free Community College Having on Enrollment?

One of the biggest shifts in public higher education has been the introduction of free community college programs, funded in part by initiatives like Massachusetts' millionaire’s tax. Rebecca notes that North Shore Community College has seen a 40% increase in applications since the rollout. While this is an exciting development, it also presents challenges. More students mean increased demand for faculty, resources, and student support services.

However, there is also a concern about retention. Since students aren’t paying tuition, there’s a question of whether they will stay committed to completing their degrees. The time and effort required to succeed in college remain significant, even if tuition is free. Institutions will need to carefully track retention rates and ensure adequate support systems are in place to help students complete their programs.

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Why Is Marketing Underutilized in Community Colleges?

Maya and Rebecca discuss an ongoing challenge in community colleges: marketing is often not seen as a strategic priority. In private institutions, where tuition revenue is a primary funding source, marketing is directly tied to financial sustainability. Every marketing dollar is carefully tracked for ROI, and strategies are constantly refined to maximize enrollment impact.

In contrast, community colleges receive funding from various sources, including state and county allocations, and rely less on tuition revenue. As a result, marketing is sometimes viewed as a secondary function rather than a mission-critical investment. This structural difference affects how marketing teams operate and the level of institutional support they receive. Rebecca emphasizes the need for community colleges to embrace data-driven marketing strategies to improve student engagement and enrollment outcomes.

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What Can Private Colleges Learn from Community Colleges?

While private institutions excel at strategic marketing and recruitment, they can learn valuable lessons from community colleges about student engagement and long-term communication. At privates, once a student enrolls, there’s often a handoff to academic and student affairs teams, and the marketing voice fades into the background. Community colleges, however, maintain a continuous relationship with students throughout their academic journey.

By keeping marketing involved in retention efforts, private institutions could create a more seamless and engaging student experience. This would help ensure students feel supported from enrollment to graduation, increasing retention rates and strengthening institutional loyalty.

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Connect With Our Host:

Maya Demishkevich

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About The Enrollify Podcast Network:

The Hidden Gem: Marketing Community Colleges 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 Visionary Voices: The College President’s Playbook and Confessions of a Higher Ed CMO.

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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