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York College of PA joins national marketing campaign to share the value of higher education

January 17, 2023
Discover the Next Logo

York College of Pennsylvania has joined a national marketing campaign to share the many benefits that colleges and universities provide to individuals, communities, and the world. “Discover the Next” is a joint project of the Council for Advancement and Support of Education (CASE), the American Council on Education (ACE), and the Association of Governing Boards of Universities and Colleges (AGB.)

Studies have shown that the value of higher education resonates most strongly within messages and stories that center on four primary areas: Individual Achievement, Scientific Innovation, Economic Advancement, and Community Connection. These four areas represent what college alumni, parents, prospective students, the general public, and anyone who benefits from higher education see as the most tangible benefits of the college experience.

“Discover the Next” provides participating institutions like York College of Pennsylvania with a common, coordinated, and branded way to build their voice and showcase the roles they play in educating and developing leaders, artists, scientists, teachers, healthcare professionals, visionaries, and other agents of change the world needs.

“‘Discover the Next’ allows York College to be a part of a national effort to share the value of higher education, something that I am passionate about,” said President Pamela Gunter-Smith. “Through stories, the campaign illustrates the opportunities a college education provides to students — personal growth, development as a citizen, a commitment to service of others, a desire for lifelong learning — above and beyond the message that earning capacity increases with a degree. York College, in particular, has and will continue to provide such opportunities in an affordable and accessible way.”

CASE received a grant from the Bill & Melinda Gates Foundation to support the development of materials and the recruitment of higher education institutions to advance this initiative.