Visionary Voices: The College President’s Playbook

In this episode of Visionary Voices: The College President's Playbook, host Dr. Bryan Gross sits down with President Peter Eden and Vice President for Marketing and Communications Mark DiPietro of Franklin Pierce University. The conversation dives into the university’s bold, entrepreneurial approach to higher education, including its innovative Career Paths at Pierce program and multi-campus model. The episode unpacks how Franklin Pierce is tackling enrollment challenges, balancing liberal arts education with career readiness, and leveraging alternative revenue streams to ensure long-term institutional stability.  Key Takeaways The Power of Career-Integrated Learning – Franklin Pierce’s Career Paths at Pierce program blends liberal arts education with career readiness, ensuring students graduate with real-world experience.Multi-Campus Model for Institutional Stability – The university’s expansion into Texas, Arizona, and New Hampshire provides diversified revenue streams and meets the rising demand for healthcare professionals.Marketing and Enrollment Must Align – A strong partnership between marketing and enrollment management ensures messaging resonates with students and their families.Entrepreneurship in Higher Ed Leadership – Universities must adopt a business-minded approach to survive in today’s challenging market, balancing financial sustainability with academic excellence.The Importance of Institutional Branding – Many schools face the challenge of brand visibility; Franklin Pierce is focused on amplifying its story to attract the right students.What is the Career Paths at Pierce Program, and How Does It Benefit Students?  Franklin Pierce University is taking a forward-thinking approach to student success with its Career Paths at Pierce initiative. This program builds upon the school’s existing Paths at Pierce model, adding a stronger emphasis on experiential learning, internships, and career readiness. President Eden and Mark DiPietro recognized that today’s students—and their families—are seeking a clear return on investment from higher education. Rather than simply offering internship opportunities as an option, Franklin Pierce has integrated them as a fundamental component of the curriculum. By blending liberal arts education with career-focused experiences, the university ensures that students graduate not just with a degree but with tangible work experience. This approach makes Franklin Pierce more competitive in attracting students who want to secure strong career outcomes immediately after graduation.  How is Franklin Pierce Utilizing a Multi-Campus Model for Growth? One of Franklin Pierce’s unique strategies is its multi-campus model, with centers in Round Rock, Texas; Goodyear, Arizona; and two locations in New Hampshire. These campuses primarily focus on graduate health professions programs, an area of significant societal need, especially in rural healthcare. The expansion was a strategic move to counteract the demographic decline affecting many traditional college campuses, particularly in the Northeast. By tapping into growing markets in the Southwest, Franklin Pierce has created a sustainable business model that generates revenue beyond undergraduate tuition. The university is also exploring opportunities for early college programs in these regions to expand its impact further.  How Does Franklin Pierce Approach Marketing for Its Various Campuses? With multiple campuses serving distinct student populations, Franklin Pierce has adopted a targeted marketing strategy. Mark DiPietro emphasized the importance of tailoring messaging for each campus while maintaining a unified institutional brand. Digital marketing plays a key role in reaching prospective students, particularly in regions where Franklin Pierce’s programs fulfill unmet educational needs. A critical component of their marketing strategy is shifting the narrative from simply earning a degree to ensuring a clear pathway to a career. The team is refining language across platforms—from the website to social media—to reinforce this message. This approach aligns with what modern students and families expect: a direct connection between education and employment.  Why Must Higher Education Leaders Think Like Entrepreneurs? Both President Eden and Mark DiPietro stress that universities must operate with an entrepreneurial mindset to stay competitive. Traditional financial models reliant on tuition revenue alone are becoming unsustainable, especially with rising tuition discounting rates and shifting demographics. By diversifying revenue streams, investing in high-demand programs, and making bold, strategic moves, Franklin Pierce is setting itself apart from struggling rural institutions. President Eden notes that while many universities are facing financial scarcity, Franklin Pierce is fostering a growth mentality—a mindset that requires taking calculated risks rather than just maintaining the status quo.  How is Franklin Pierce Preparing Faculty for a Rapidly Evolving Higher Ed Landscape? While some faculty may see career-focused initiatives as a threat to liberal arts education, President Eden argues that the two can (and should) coexist. Employers value skills like critical thinking, communication, and problem-solving just as much as technical expertise. The Career Paths at Pierce program doesn’t replace liberal arts—it enhances it by ensuring students can apply their knowledge in real-world settings. Faculty at Franklin Pierce are encouraged to maintain their academic freedom while incorporating career readiness components where appropriate. This balance allows the university to stay true to its mission while also addressing the practical needs of today’s students. What Advice Do Leaders Have for Aspiring Higher Ed Professionals? For those looking to advance in higher education leadership, both guests offer valuable insights: Be a Lifelong Learner – Mark DiPietro stresses the importance of knowing a little about everything, from enrollment and marketing to student life and fundraising. Breaking out of traditional silos is key to career advancement.Embrace Challenges with Positivity – President Eden highlights the power of maintaining a positive attitude, even during tough times. Leaders set the tone for their institutions, and optimism can be a catalyst for transformation.Take Risks – President Eden’s philosophy is clear: If you're not a risk taker, you're a caretaker. In today’s volatile higher ed environment, bold leadership is necessary for survival and growth.Final Thoughts Franklin Pierce University is proving that traditional institutions can thrive by embracing change, diversifying revenue streams, and doubling down on career readiness. The university’s strategic multi-campus expansion and career-focused programming set a strong example for other institutions looking to navigate the challenges of modern higher education.