#WorthIt Campaign Tool Kit
This toolkit provides assets, key messages, and resources to help institutions incorporate the #WorthIt message into their communications.
Assets Available for Download:
Objective
Reframe the conversation about higher education by spotlighting the personal, economic, and social return on investment through earning a degree. Showcase the diversity, success stories, and impact of California’s independent, nonprofit colleges and universities.
Our goal: to remind policymakers, students, and families why investing in higher education is truly worth it.
This toolkit is designed to provide campuses with ready-to-use resources that make it easy to share the #WorthIt message. Each section includes logos, graphics, reports, and sample messaging that can be customized to reflect your institution’s brand and voice
Key Messages and Talking Points
Use these core messages—customized with your own institutional examples—in outreach, media, and campus communications.
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Affordability
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Over the past 10 years, across the sector, net tuition and fees have decreased by $500 (adjusted for inflation), despite claims of skyrocketing costs.
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At [Institution Name], we work hard to keep costs down for students by [insert example].
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Institutional Investment
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On average, institutional grant aid across our sector is seven times larger than state and federal aid combined.
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At [Institution Name], students receive an average of $XX in institutional aid each year. This is our commitment and investment in our students and their academic goals to ensure that a degree at [insert institution name] is worth it.
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Long-Term Value
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Research consistently shows a bachelor’s degree is the best investment for lifelong earnings, better health, upward mobility, civic engagement, and resilience in tough economies.
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Yes, college is hard work—but it’s worth it: for your career, your family, your community, and your future.
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Social Media Guide and Sample Posts
Help spread the #WorthIt message online by amplifying student stories and data.
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Photos and Videos
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Add the official #WorthIt campaign logo in your photos or include the promo photo in your post.
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Hashtags
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College has been #WorthIt because ________.
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#CAHigherEd (for California*)
*can be replaced with your own state
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Tags
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Tag students, alumni, and relevant organizations to boost reach.
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Tag or collaborate with @HigherEdWorthIt
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Ready Made Posts
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College is #WorthIt because it provided me with the professional skills I needed to move forward in my career.
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College is #WorthIt because it expanded my knowledge and helped me develop meaningful connections with my peers.
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College is #Worthit because it opens the doors to greater opportunities, better outcomes, and brighter futures.
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College is #WorthIt because it provided me with access to an enriching environment for me to learn and grow, both personally and professionally.
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College is #WorthIt because I was able to learn more about subjects that interested me and turn it into a fulfilling career.
#WorthIt Week
Participate in #WorthItWeek during graduation season (May-June). This a coordinated and strategically timed effort dedicates one week to share stories of soon-to-be graduates reflecting on their college journeys. The focus should be on the opportunities, skills, and experiences they gained and what they look forward to achieving with a college degree.
Media and Opinion Pieces
Op-eds and commentary are powerful tools to shape public perception. Institutions are encouraged to submit pieces to local, state, and national outlets.
Example: Quinnipiac University President Judy Olian’s essay in TIME, Can Young People Afford to Not Go to College?, demonstrates how research and real-life outcomes can be used to argue for the value of higher education.
Use #WorthIt talking points and your campus outcomes to craft similar contributions.
Stay Engaged
This toolkit will be updated throughout the year with new assets and guidance. We encourage institutions to:
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Share your successes, student stories, and local initiatives
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Incorporate #WorthIt into your existing communications
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Partner with us in advancing the message that college is worth it
Together, we can strengthen the narrative and demonstrate the transformative power of higher education.