Michael Seymour
President
Alexandria Technical & Community College
Minnesota
In today’s higher education landscape, excellence alone is not enough. Institutions must also communicate their value in ways that are authentic, relevant and meaningful to the communities we serve. As two-year institutions, we have a slight edge over our four-year counterparts, but the work continues.
Effective marketing and communications help connect learners with opportunities, strengthen institutional reputation, build trust and demonstrate the impact of our work. As competition for students increases and perceptions of higher education continue to evolve, colleges have a responsibility to clearly communicate their mission, demonstrate their value and share their successes. Ultimately, telling an institution’s story is not simply a promotional effort but a strategic responsibility that supports enrollment, engagement, sustainability and long-term success.
Strategic marketing, thoughtful storytelling and purposeful brand development are essential to ensuring we remain relevant and responsive in today’s rapidly changing environment. Strong communications alone do not create excellence, but they help ensure that excellence is recognized, understood and accessible to those who benefit from it most.
Throughout my presidency, I have worked to challenge traditional assumptions about community and technical colleges and elevate their role in higher education. Two-year institutions are positioned to deliver affordability, workforce relevance, strong return on investment, and meaningful student outcomes, with greater agility than our four-year counterparts.
At Alexandria Technical & Community College, that philosophy has led to initiatives that extend well beyond our campus, including the Minnesota Global Military Learning Network; expanded K-12 online learning partnerships; and new models for serving rural, military-connected and adult learners. These efforts have helped broaden access to higher education while showcasing how community and technical colleges can lead in addressing workforce needs, educational access and economic development.
For too long, two-year institutions have been viewed as an alternative pathway rather than a first choice. We are adaptable, forward-thinking institutions, and we get things done. By breaking norms, embracing change, and focusing relentlessly on student outcomes, we have helped strengthen perceptions of community and technical colleges and demonstrated the critical role they play in building stronger communities, workforces and economies.
Dr. Patrick Johns served as my boss and mentor for more than 20 years. His 32-year tenure as president of a Minnesota two-year college is unprecedented. Throughout his career, he understood the importance of brand management and remained steadfast in promoting the institution’s core strengths. He centered marketing and communciations around four pillars: high quality, exceptional service, seamless transfer opportunities and the lowest cost in Minnesota. As the years went on and our winning recipe felt like it needed updating, he would say, “keep sawing logs,” meaning "stay focused on the things that have proven to work."
Prior to my presidency, Alexandria College relied almost solely on its strong reputation and word-of-mouth to attract students and develop community partnerships. Our campus community noticed when we expanded our marcom efforts, and this work was rewarded with higher enrollment and broader brand awareness—without sacrificing our long-standing standard of excellence.
I often think of Dr. Johns’ advice when I am tempted to ease up on marcom efforts and let the college’s strong reputation speak for itself. I remind myself of what got us here and re-energize to “keep sawing logs” by staying focused on the vital role marcom plays in advancing the college’s priorities.
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