Selling advertisements and leasing space are relatively obvious methods to increase revenue, but both have notable downsides. Increased advertising and commercialization can negatively impact campus culture and reputation, and leasing space to outside third parties can be disruptive to faculty, administration, and students. Imperative #3 focuses on “stealth” opportunities for advertising and leasing, helping business leaders tap into potential revenue without risking these negative side effects.
As an example, several institutions have successfully placed small-scale advertisements across campus that are more tasteful and less noticeable than typical billboards. Three examples are shown here.
Notably, one micro-signage vendor covers all maintenance and equipment costs and provides campus leaders veto power over content, making it a virtually no-risk revenue stream. The vendor also allows the institution free access to a set number of advertising panels for campus-event advertising.