Michigan Launches $5M Campaign to Boost College Enrollment, Address Declining Rates

a sparsely populated paved pathway winding through a traditional red brick university campus surrounded by large trees with autumn leaves under an overcast sky,

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Billboards and Ads Target Michigan’s College Enrollment Decline

Along highways like M-36 in Whitmore Lake, new billboards are urging residents to explore free college opportunities, highlighting messages such as, “In Italy, there’s a museum of spaghetti and in Michigan, two years of college is free.” These billboards are part of a $5 million campaign designed to address declining college enrollment in Michigan and to reshape public perceptions about the value of higher education in the state.

Millions Invested, But Enrollment Remains Low

Michigan has invested more than $1 billion in tuition assistance since 2023, funding three major state scholarships that allow adults and traditional students to earn certificates, associate degrees, or bachelor’s degrees. Even so, college enrollment has seen little improvement. The share of Michigan adults with postsecondary credentials has climbed only from 49.1% in 2019 to 51.6% today—still short of the state’s goal to reach 60% by 2030. Enrollment at Michigan’s public universities and community colleges has, in fact, dropped 12% to about 555,000 between 2019 and 2025, according to the Michigan Association of State Universities.

Changing Education Attitudes Through Messaging

Education and business leaders believe that improving education attitudes is the key to reversing the enrollment decline. Doug Ross, co-manager of Level Up Michigan, a bipartisan group championing education and workforce skills, notes that just as the value of a high school diploma was normalized in the last century, today’s workforce increasingly requires education beyond high school. However, a recent Gallup poll found that only 31% of Americans rate a college education as “very important,” a sharp decrease from 70% in 2013.

Lack of Awareness Hinders Scholarship Uptake

One of the campaign’s target issues is that 70% of Michigan residents are unaware of the new tuition assistance programs. Various organizations—including Level Up Michigan partners like the Detroit Regional Chamber and Michigan College Access Network—are collaborating to get the word out through billboards, television, and online ads. The campaign aims to increase awareness of free college and scholarships from 3 in 10 to 8 in 10 Michiganders by 2028.

Aligning Workforce Needs With Postsecondary Education

Business coalitions such as TalentFirst highlight the increasing need for workforce skills in Michigan. Research shows that 70% of jobs in sectors across west Michigan require some form of postsecondary education. However, public skepticism remains, with half of adults unsure whether education beyond high school is necessary for a good career. This skepticism persists despite evidence that individuals with a college degree earn, on average, $8,000 more annually than those without, after accounting for student debt.

Phased Approach to Boosting Enrollment

The current awareness campaign, run by Perich Advertising + Design, launched its first phase in September and plans to continue until January 2028. A second phase—scheduled to start next year—will target high school seniors with information and testimonials to encourage them to enroll in postsecondary education. By the class of 2029, leaders hope to see college-going rates increase to 70%, up from current levels near 50%.

Collaborative Funding and Outreach

Support for Level Up Michigan’s campaign comes from a coalition of foundations—including the Kresge Foundation, Skillman Foundation, Frey Foundation, Mott Foundation, Steelcase Foundation, Kellogg Foundation, and others—which have jointly contributed $4.2 million. An additional $250,000 in state funds was awarded to the Diploma Equity Project, with further grants to the Michigan College Access Network and Michigan Adult, Community and Alternative Education Association, each receiving $250,000 to expand outreach efforts on higher education opportunities.

Michigan’s Economic Stakes

This campaign is underway as Michigan’s per capita income ranking has slipped from 19th nationally in 2000 to 39th projected in 2025. Median family income now lags the national average at 91%, down from 106% in 2000. Michigan currently ranks 39th among states for the percentage of residents with a postsecondary credential. Education and workforce leaders stress that improving college enrollment Michigan rates is crucial if the state is to remain economically competitive. Without a cultural shift in valuing higher education, these leaders warn, Michigan’s economic prospects may continue to erode.