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 audiences.

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!

Rebecca Oliver / Senior Executive Director of Strategic Communications / North Shore Community College

Rebecca Oliver is a Senior Executive Director of Strategic Communications at North Shore Community College. In this role, she leads the new strategic communications department which combines the former External and Public Relations team with Marketing Communications.

Ms. Oliver brings with her more than a decade of higher education experience with expertise in digital performance and brand awareness. Prior to joining NSCC, she was Director of Marketing at Lasell University and has worked in marketing and communications roles at Boston University and Dartmouth College.

A resident of Amesbury, Ms.Oliver is originally from southeastern Massachusetts and earned her bachelor's degree from Westfield State University and her graduate degree from Miami University of Ohio.

In this episode of The Hidden Gem Podcast, host Maya interviews Rebecca Oliver, a marketing professional who recently transitioned from private universities to the community college sector. Rebecca shares her observations on the differences in marketing strategies, institutional structures, and student engagement. The discussion explores how community colleges can benefit from the marketing agility of private institutions while leveraging their own strengths in workforce development and accessibility.

Key Questions Addressed

What are the biggest differences in marketing between private universities and community colleges?

• Private institutions focus more on recruitment, while community colleges emphasize retention.
• Private universities market to a broader audience, while community colleges target local, well-informed prospects.
• Community colleges operate with more bureaucratic oversight, affecting agility in decision-making.

How is free community college impacting enrollment and perception?

• Some concerns exist around quality perception (“You get what you pay for”).
• Marketing efforts focus on reinforcing the value of education beyond cost.
• North Shore Community College has seen a 40% increase in new applications, creating both opportunities and challenges in student retention.

What can community colleges learn from private universities?

• Strategic marketing investments: Privates are meticulous about ROI in their marketing spend.
• Stronger branding: Privates maintain a clear and consistent voice throughout a student's journey.
• More proactive media engagement: Privates actively pitch stories beyond local news to gain broader recognition.

What can private universities learn from community colleges?

• Long-term student engagement: Marketing plays a role beyond recruitment, ensuring retention.
• Community-driven messaging: Community colleges speak directly to their audience with less generic language.
• Flexible educational pathways: Community colleges integrate workforce development and career readiness, a growing trend in private institutions.

Key Takeaways

• Retention over recruitment: Community colleges focus on keeping students engaged rather than just bringing them in.
• Marketing must evolve: Community colleges should view marketing as a strategic function, not just an operational necessity.
• Workforce development is a competitive edge: Privates are now investing in workforce programs, an area where community colleges have long excelled.
• Messaging matters: Community colleges should position themselves as a first-choice pathway, not a backup plan.

Final Thoughts

Rebecca Oliver sees great potential in community college marketing and emphasizes the importance of elevating public perception. With enrollment increasing, the next challenge will be student retention. Future efforts will focus on ensuring students stay engaged and successfully complete their programs.

Maya and Rebecca conclude with the idea that community colleges are no longer a “hidden gem”—they should be loud and proud about the value they provide.