The Billboard Tactic

Recently the Texas Association of Business placed this billboard adjacent to the highway. The Dallas County Community College District is very unhappy.


According to an article by Reeve Hamilton in The Texas Tribune:

Dallas County Community College District Chancellor Wright Lassiter said a new billboard from the Texas Association of Business knocking DCCCD graduation rates shows “a fundamental lack of understanding” about community colleges.

In a letter to Bill Hammond, the TAB president, Lassiter wrote, “We are disappointed that the Texas Association of Business would attack the workhorse and largest sector of the Texas higher education system through a billboard campaign rather than support the state’s investment in community colleges.”

Lassiter explains that, as most students enrolled at DCCCD are working adults, they don’t graduate in 3 years because they’re not going to college full-time.

This is an interesting point. It’s also an accurate statistic however, and it’s getting people talking about the issue, which is a good thing.

The Texas Association of Business, for instance, released a statement pointing out that 24 percent of students who started part-time earned a degree in six years. That’s not as dramatic a failure, but it’s still not indicating much success.

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Daniel Luzer

Daniel Luzer is the news editor at Governing Magazine and former web editor of the Washington Monthly. Find him on Twitter: @Daniel_Luzer