In higher education, we don’t like to talk about money, especially about how much students have to pay to get an education.
Until recently some institutions didn’t even want to display a clear price tag on their offerings (to avoid sticker shock?), and made prospective students and their parents chase the information about costs on their website after a real treasure web hunt.
Things are changing though – because of the economic situation, but not only – as more and more university websites now feature cost and financial aid calculators demanded by students and their parents.
While most non-profit institutions don’t like money talks (unless it’s to get or report big donors’ gifts ;-), it’s a talk more and more of their target audiences want to have.
Well, Dartmouth College has chosen to have this talk in 2 minutes and 21 seconds with a video about its “wacky” business model (via Karlyn who works there).
And, let me tell you this is brilliant and very well done, so drop everything else and just watch this video to find out how to justify the cost of an Ivy League education in those tough financial times.
Like it? Hate it? Tell us what you think by posting a comment!
Thank you for your kind words Karine!
You’re welcome, Karlyn.
This is really a great video. I’m wondering how target audiences will react. Hope you can keep us posted.
I definitely will. It’s part of our June marketing program, so it’ll be a few weeks yet before we really see the fruits of it.
wow. compelling. Great way to make a movie out of one compelling quotation.
Love the video production. Like the premise – I have never thought that college’s should have a business model or adopt the language (ROI etc.) But it wouldn’t sell me on a $45K X 4 tuition bill – then again, at 17, i was not in your target demographic…
My hunch is this video will not change many opinions. Anytime an organization does a communication piece that effectively says “Let me tell you why your opinion is wrong,” it is starting off on the wrong foot. And if all you use are facts and figures to bolster your point, you haven’t reached into the audience’s emotional core, where opinions are formed.
I applaud the effort to frankly address the “value proposition.” But I think you make your point better by telling stories from the student point of view. What was it like to be in a small class taught by a professor who wrote the book? How did it impact your life? How much value does the current student or graduate place on their education? What is the point of view of the student who got financial aid? What does a donor say?
I’m going to send this to everyone here in Admissions. I’ll think they’ll enjoy it.
Wow, Karlyn! You created that? It’s gorgeous! Congrats!
@Stew I will not take any credit for creating this lol…it was primarily done by our brilliant director of communications and our brilliant art director….I had a very peripheral role in the project.
GREAT VIDEO !!!
Can I down load a copy to share with colleagues….