Above: Attendees see new branding materials on display at Higgins Hall. Photo courtesy of Alexis Anderson.
St. Ambrose University is reintroducing itself to the world with a fresh, student focused message. In a recent email to faculty and staff, SAU unveiled its new marketing campaign, “We Are Bees.” Ambrosians reviewed new material in an open house on campus and students are seeing the campaign unveil on campus television in The Grove cafeteria.
The campaign is described as it “captures real students in motion learning, growing, and discovering who they’re meant to be. At the heart of the campaign is the ‘Ambrosian Arc,’ a bold new symbol that represents each student’s unique journey.”
Enrollment Headwinds
This renewed focus comes at a time when many colleges across the country face enrollment and budgeting challenges as the number of 18-year olds continues to decline due to falling birth rates. Although a January Forbes magazine article citing National Student Clearinghouse Research Center statistics shows enrollment has actually regained some ground post-COVID. The total national college enrollment now stands at more than 19 million students, about .5% above pre-pandemic levels (fall 2019), while freshman enrollment has recovered to the point that it too exceeds 2019 numbers, by about 1%. Graduate enrollment grew to 3.2 million, and increase of 3.3%, or roughly 100,000 students. Freshman growth was especially strong at community colleges, which added 63,000 freshmen (+7.1%).
Is a Four-Year Degree Worth It?
However, the post-COVID student market continues to face headwinds as some students say they or their friends are questioning the value of a four-year college degree. Since the pandemic, more young people say they are choosing different paths: whether it’s to avoid student loans, pursue trades, or take advantage of online programs, the old idea that college is the only path to success is changing among many.
Kaylee Koos, a junior nursing major, pointed to the pandemic’s long-term impact. “When school went online during COVID, a lot of people got used to staying home. Some of them never came back or found other ways to make money.”
“College is super expensive,” adds Julia Turek, a junior sales major. “Not everyone can afford it, and some of my friends just skipped it to work full-time instead.”
Today Davis Hall dorm stands empty. In a communications class podcast assignment, Dean of Students Christopher Waugh was asked why Davis Hall was no longer used and he said it was due to the drop in numbers. “If more students attend SAU, we could re-open the dorm.”
Freshman education major Olivia Moisa also sees a shift in how her peers view career paths. “A lot of kids are going into trade school instead,” she said. “I know people who started working right after high school and are already making good money.”
Senior accounting major Brayden Butler added, “Some people don’t trust that college leads to a good job anymore. I know graduates who still haven’t found work.”
Alexander Perez, a senior sports management major, shared a similar concern. “There’s pressure to get a degree, but sometimes it feels like you’re just taking on debt without a guarantee. People want more value for what they’re paying.”
Still, St. Ambrose is working to respond. In addition to the branding campaign, the university says it is expanding scholarship opportunities, offering more flexible class schedules, and increasing outreach to high school students. Career services is also helping students make clearer connections between their education and future job prospects.
Alexis Anderson is a staff writer for The Buzz.
