It’s no secret that for-profit institutions lavishly outspend their public counterparts in marketing. Just look out for their billboards along busy roadways, commercials airing on cable television, or prominent ads on popular websites.
This tends to cause general consternation among community college leaders, many of whom believe their institutions could just as easily serve students looking elsewhere for career advancement or retraining. So why – amid ever-increasing advertising blitzes by for-profit institutions – are some community colleges slashing their marketing budgets?