Colleges Rebrand to Attract More Students

Faced with declining enrollment, reduced public funding or both, some state colleges and universities are adding graduate programs and changing their names to attract more students and compete with private institutions. Vermont's Castleton State College has added five graduate programs in the past five years and hopes to become Castleton University to reflect what it has become and to attract more out-of-state and foreign students, who pay more in out-of-state tuition rates and could help offset budget concerns. It's normal for colleges to rename themselves as they grow and change. But Thomas Harnisch, director of state relations and policy analysis for the American Association of State Colleges and Universities, is seeing more of it, as community colleges become state colleges and state colleges become universities based on what they now offer students.



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