The retreat of state funding for higher education and other factors has increased competition and program duplication among campuses. Subsidies of in-state student tuition has shrunk; the perception of public good investments has transformed into students paying their educational costs, for what is considered private good, by borrowing against future incomes. Students are paying a higher share of costs and both public and private campuses are becoming more enrollment driven. To strengthen themselves in this new environment, campuses have invested in new programs, academic quality, tuition discounting, facility improvements, and philanthropic fund raising. At Keene State College, creating the highest value for students and the community, with the least cost, requires accountability, assessment, continuous improvement, agility, and transparency. (Contains 1 figure.)