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Tackling Higher Education's Elitist Reputation With Targeted Marketing

Sarah Steimer

Four-year institutions like the University of Michigan seem unattainable in the eyes of many low-income families. But U of M is using targeted marketing to assure students that if they work hard, the school will take care of the rest​

College doesn’t always seem accessible to everyone, particularly not for students from low-income families. School administrations can tout their financial aid packages, but that doesn’t mean word gets out to the families they would benefit most.​

And even then, the language used in financial aid services can be confusing. 

Add to this the perception of higher education as elitist—a claim propped up by the many expenses it takes just to get accepted: tutors, test prep and application fees to name a few.


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Sarah Steimer is a staff writer for the AMA's magazines and e-newsletters. She may be reached at ssteimer@ama.org or on Twitter at @sarah_steimer.