Valley says $1.1 million marketing campaign contributed to enrollment spike.
By Star Eisenberg, Online Editor
A Los Angeles Valley College billboard advertisement stands above Maori Plaza near Panorama High School in the Panorama City neighborhood of Los Angeles, Calif. Photo taken on Wednesday, Nov. 29, 2023. (Jeremy Ruiz | Valley Star)
Valley College witnessed a 24 percent increase in new student enrollment over last year and claims that part of the boost came from a $1.1 million investment in advertising.
“I think it’s a combination of all these strategic enrollment management efforts that are yielding really strong results,” said Valley College President Barry Gribbons. “Everyone at the college is working to provide good service and make it easy for students to enroll, but we do believe marketing is one important part of that increase.”
Enrollment numbers are up districtwide. The Los Angeles Community College District’s nine colleges are seeing robust enrollment growth and outperforming other surrounding colleges in the region.
“I've seen some advertising on the bus and TikTok and Instagram,” said Gwen Langi, a business administration major. “I think seeing these ads definitely persuaded me to attend Valley.”
A significant portion of Valley’s advertising budget included billboards, buses and social media ads. But while advertising has played a role in attracting students, some consider other additional factors.
“Personally, I go by ratings of the school,” said Gagik Aslanyan, a first-year Political Science major.
Four years ago, Valley significantly reduced marketing efforts and experienced a steep enrollment decline. However, campus officials decided to invest in marketing and outreach. Most of Valley’s marketing funding comes from an unrestricted general fund, an adult education fund, and the Strong Workforce Program.
California moved to a new funding formula where the revenue that colleges receive is not based solely on the number of students served. The formula includes measures for providing more resources when a college serves low-income students. If the college is successful in helping more students come to Valley, access financial aid, and complete programs, then it successfully aligns with its funding framework.
“When the college serves more students, connects with more students in the community, and helps them pursue higher education, that has a positive impact for the college financially, so the impact for students is direct and everything is really closely intertwined,” said Gribbons. “This college can’t do well financially without positively benefiting students.”
According to a statement on the California Community Colleges website, “The Student-Centered Funding Formula’s metrics are in line with the goals and commitment set forth in the California Community Colleges’ ‘Vision for Success’ and can have a profound impact closing achievement gaps and boosting key student success outcomes.”
President Gribbons says, “We’re committed to making sure that the community is aware of Valley College, and the programs and services that we have available to folks to help them pursue higher education, and have greater opportunities in their future.”