In this election cycle, like just about every previous election cycle of recent memory, the role of higher education in improving society has been raised and debated. The past sixty years have seen unprecedented growth in the higher education sector, with a proliferation of for-profit and distance-learning options supplementing established research universities, liberal arts colleges, and community college programs. (For a more comprehensive, but not exhaustive, look at the history of higher education, see John Thelin’s A History of American Higher Education).
This growth, coupled with an ever-increasing pool of student applicants, has created a situation in which institutions of higher learning must distinguish themselves from each other in order to attract qualified students, and “alma maters” must compete with other deserving charities for the discretionary spending of alumni in order to maintain and improve programs to sustain this high level of competition. The result is the advent of a highly sophisticated marketing program! But what can a particular institution of higher learning market beyond widely available and sometimes stultifying statistics? The answer is something very familiar to public historians and historic preservationists: heritage. Continue reading