Reframing the Value of College with Maniacal Transparency
Gen Z is the most marketing-savvy generation in history. They’ve grown up with targeted ads, influencer culture, and algorithmic everything. They know when they’re being sold to. And nothing makes them hit “unsubscribe” faster than institutions that feel like they’re hiding something behind polished photos and overly scripted messages.
Students don’t expect us to be perfect. They expect us to be honest. They want real answers to real questions. They want the why behind the what. They want a college search process that respects their intelligence.
Maniacal transparency is the answer. My guest (Dale Leatherwood) and I talk about this in the most recent episode of Confessions of a Higher Ed CMO.
Maniacal transparency means we stop being precious about information and share information proactively. Here’s what it looks like:
1. Post the Actual Price—and Explain It
Sticker price vs. net price is a source of massive confusion. Don’t make students dig through a net price calculator and hope they guess right. Break it down. Show examples. Share real aid packages (anonymized, of course). Walk them through how it works with plain language and visual storytelling.
2. Set Expectations Upfront
If your program requires an internship, say so early. If your campus is quiet on weekends, be clear about that. If some majors are more competitive than others, spell that out. Students should never get surprised after they deposit.
3. Showcase Real Students Telling the Real Story
Recruit your most candid, thoughtful student ambassadors, not just the peppy ones who know the tour script by heart. Give prospective students a chance to ask questions without staff hovering nearby. Let students talk to students, off-script and unfiltered.
I know the instinct to protect our image is strong. But in the absence of maniacal transparency, students will create their own narratives based on Reddit threads and TikTok rants.
Our job as marketers is not to smooth every rough edge. It’s to present the full picture, honestly and confidently, so that students can say: “This is the place for me.” Or even: “It’s not.” Either answer is a win if it leads to the right match.
