Colleges and their communities share a powerful, symbiotic relationship. For decades, higher education institutions have anchored local economies and fueled growth. But with declining college enrollment nationwide and the rise of online learning, many smaller college towns—especially those that are home to regional institutions like Northeast State University or Western Community College—are facing real challenges. 

To thrive in this shifting landscape, both the college and the town must position themselves as partners in growth. A strong community brand can be the bridge, showcasing collaboration, opportunity, and a mutual drive for excellence.

Leverage Your Local College for a Flourishing Economy

Colleges offer unique advantages that few other institutions can match. When communities highlight these assets through their brand, they not only strengthen their partnership with the school but also amplify their own economic development story.

• • Workforce development fuels longevity. College towns benefit from a steady stream of students eager to learn, train, and work. By creating pipelines that move local high school graduates into degree or technical programs—and pairing college students with internships and job opportunities at local businesses—communities can develop a cycle of fresh, skilled talent that keeps employers competitive while giving students career pathways close to home.

• • Population growth signals vibrancy and enhances your tax base. Students may first come for a degree, but the real opportunity lies in convincing them to stay. College is when many young adults form lifelong friendships, begin careers, and decide where they want to plant roots. If they associate those formative years with your town, they’ll be more likely to stay, buy homes, and raise families—ensuring steady population, revenue and economic growth.

• • College presence adds resources for residents and businesses alike. Institutions of higher education bring reliable jobs, top-tier faculty, research partnerships, and innovation that benefits the broader economy. They also offer amenities—performing arts, athletics, lectures, exhibits and forums, conferences—that enrich life for students and residents. In branding efforts, these cultural and intellectual assets help set college towns apart from their neighbors.

Tell Your College Town Story Through Your Brand

While your brand shouldn’t be only about the college, it should integrate the school as a cornerstone of your community identity.

• • Speak to holistic growth. Highlight how your community fosters personal, professional, and economic growth. College towns play a pivotal role during the defining decade of young adulthood, shaping futures and fueling opportunity.

• • The college town they don’t know. Everyone knows the school and its related activities exist, but what don’t they know? Work hard to share the many advantages of your community that people would be surprised to know. For instance, off-campus public parks and recreation assets, major employers, a strong airport or local food scene.

• • Show vibrancy. Colleges bring an influx of energy, youth, and innovation. Reflect that dynamism in your brand colors, language, and messaging.
    

• • Collaborate in communications. Even if your brand and the college don’t share visuals or mascots, they can align around shared values, language, and co-branded initiatives. Visible partnerships—like banners, events, or joint campaigns—signal a strong town-and-gown relationship.
    

• • Give students a voice. Involve students in branding initiatives through surveys, focus groups, or testimonial campaigns. When they see their voices reflected, they feel more invested in both the college and the community.
    

Saturate the Student Experience with Your Brand

From the moment a student arrives in your community, they should experience the brand. These are some fun, yet impactful, ideas to get you started.

• • Create a freshman welcome box. Distribute welcome boxes to freshmen during orientation or move-in day. The box can include community branded merchandise, such as lanyards or stickers. Additionally, encourage local businesses to offer coupons and promotions of their services. Co-branded maps, itineraries, and info packets are all helpful for students who are getting acquainted with the community.

• • Distribute yard signs for residents. Your residents are advocates for the community and supporters of the college. One simple way to get community members involved is by encouraging yard signs that welcome students back to campus after summer break. 

• • Encourage students to stick around. Graduates have limitless options after they earn their degree. Make it easy for graduates to envision a future in your town by highlighting employers, housing options, and city services.
    

Learn from the Success of Other Communities

North Star specializes in working with communities with colleges and universities. We’ve seen these strategies boost communities throughout the country. Check out how Marshall, Minnesota and Johnson City, Tennessee brought these ideas to life in their communities.

Marshall, Minnesota – Home of Southwest Minnesota State University

Although Marshall is a small town, with around 13,000 residents at the 2020 census, the residents have lots of pride in their community. In 2020, Marshall launched its brand, “Cultivating the Best in Us,” highlighting both community growth and student transformation at Southwest Minnesota State University (SMSU). The City and SMSU are strong partners, and the university is an integral part of the community. SMSU hosts several sporting events and conferences that are open to the public, and college students consider downtown and Marshall’s amenities a key part of their college experience. The 2024 fall semester saw SMSU’s largest enrollment hike in 14 years, making it the fastest-growing four-year institution in the state system. SMSU is a main driver of the regional economy, and growth for the university is a signal for parallel growth in the community.

Johnson City, Tennessee – Home of East Tennessee State University

As the City of Johnson City pursued a branding initiative in 2019, they wanted to distinguish themselves among the Tri-Cities and become a talent magnet for young and established professionals. East Tennessee State University (ETSU) is a top employer in Johnson City, supporting a student population of more than 13,000, and was ranked as on Forbes’s 2022 listing of America’s Best Employers. Johnson City is often acknowledged as one of the most charming college towns in the country, offering fun downtown amenities for students and a thriving outdoor recreation scene. ETSU plays a major role in attracting and retaining students, and the university’s success contributes to the region’s low unemployment rate. The educational resources, high quality of life, and affordable cost of living make Johnson City a great place to stay after graduation. These attributes are attracting new residents beyond the university, recently earning Johnson City the number 1 ranking on moveBuddah’s list of where people want to move.

College towns have always been places of possibility. But in an era of shifting higher education dynamics, communities must be intentional about leveraging their colleges as catalysts for growth. A strong, collaborative brand helps ensure that students feel welcome, businesses see opportunity, and residents take pride in their town’s identity. When the college and community succeed together, the result is long-term economic resilience, a thriving population, and a place that people choose not just to study—but to stay and grow. Let North Star help your community tell its story of economic vibrancy today.