New Higher Education Matters campaign kicks off to increase college-going

Franklin, KY (02/09/2022) — The Kentucky Council on Postsecondary Education unveiled the 2022-2030 state plan for higher education on Wednesday. Higher Education Matters: A Statewide Strategic Agenda for Kentucky Postsecondary Education serves as a blueprint to meet Kentucky's educational attainment goal-to raise the percentage of Kentuckians with a postsecondary degree or certificate to 60% by the year 2030.

Over the last decade, Kentucky has improved educational attainment rapidly, increasing from 30.4% to the current level of 49.4%, just shy of the national average. The new plan provides a roadmap to steer the state to the 60% goal.

"This agenda advances a bold plan for building a competitive workforce through a strong postsecondary education system so Kentuckians can thrive professionally and personally and meet the evolving needs of the economy," said CPE President Aaron Thompson."Achieving our educational attainment goal is critical to providing opportunity for more Kentuckians, accelerating job creation, and growing the economy," he added.

The plan was released in conjunction with Thompson's State of Higher Education address. Key leaders joined for a panel discussion, including Murray State University President Robert Jackson; Kentucky Education Commissioner Jason E. Glass; Kentucky Chamber of Commerce President and CEO Ashli Watts; and Aliya Cannon, Northern Kentucky University's student body president.

The plan identifies five strategic priorities for higher education that will guide innovation and improvement through 2030, with an additional one -- equity -- as a cross-cutting priority. The other priorities are affordability, transitions, success, talent, and value.

Public colleges and universities will develop campus-level strategies that align with the objectives included in each priority area. All strategies will be reviewed and revised every three years, and CPE and campuses will set numeric targets for key performance indicators to monitor progress. The targets will also be updated on a three-year cycle.

WKCTC President Anton Reece said he was pleased with the direction of the new campaign. "We know the importance of higher education not only to our students but also to our communities, our region, and our Commonwealth," he said. "We must improve our education and workforce partnerships to produce a more adaptable and highly skilled workforce. We know it matters. Now's the time to show it too."

Kentucky Community and Technical College System President Paul Czarapata agreed.

"We strongly support CPE's strategic agenda and ad campaign to help reinforce the importance and value of education beyond high school," Czarapata said. "College doesn't always mean a bachelor's degree, and we offer a variety of ways for Kentuckians to receive the education and training they need for a good career. It is important to our state's economy and quality of life that the majority of Kentuckians obtain some postsecondary education no matter the path."

Creating equitable education opportunities for Kentucky's low-income students and underrepresented minorities (URM) is a critical focus of the agenda. While degree production for minoritized students has increased 37% since 2016, outpacing overall credential growth, educational attainment of underrepresented minority Kentuckians still trails that of their white counterparts by a considerable margin.

To address this challenge, CPE's comprehensive diversity, equity, and inclusion policy requires institutions to increase enrollment, retention, and completion for URM and low-income students and improve cultural competence on campus. Additionally, the state's performance funding model places a premium on degrees awarded to underrepresented and low-income students.

For the value priority, Thompson announced the launch of a statewide public awareness campaign, also titled Higher Education Matters. The goal is to elevate the public's understanding that postsecondary education is key to greater opportunity and economic growth.

The campaign will promote college-going to counteract an in-state college-going rate that has been steadily declining. Also, fewer nontraditional adult students are enrolling for the first time or returning to finish a credential.

CPE is partnering with the state's public colleges and universities on the campaign, which runs through June 30.

Thompson said there are a lot of stories in the media that undercut higher education's value. Still, the data prove that college credentials produce a positive return on investment for Kentuckians and the state.

Over a lifetime, college graduates with a bachelor's degree in Kentucky can expect to earn $1 million more than high school graduates. During the pandemic, they were much less likely to be unemployed or have their hours reduced.

Because they earn higher salaries, college graduates spend more money and pay more taxes. They are much less likely to be unemployed and on public assistance.

Jackson, who also serves as the convener of the conference of presidents, said, "We are very pleased with the new Higher Education Matters Strategic Plan as we advance our colleges and universities, economic and workforce development and provide new and enhanced opportunities for our students," said Jackson, adding, "We have a tremendous responsibility in Kentucky to make a significant and lasting difference in the lives of our citizens. I am very excited about our Commonwealth's future and the many opportunities as we travel the road ahead."

See more at http://kyhigheredmatters.org

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