Marketing to Adult Students:A Starting Place

Brenda Harms, Ph.D.Client Consultant

brenda.harms@stamats.com800.553.8878

© 2008 Stamats, Inc. – 2

Adult Students – Why The Big Push?

• Only 16% of college students fit the traditional model: age 18-22 years old, attending college full-time, and living on-campus

• More than 47% of students currently enrolled in U.S. colleges and universities are over age 25

• The “over 25” population is the fastest-growing student segment in higher education and has consistently increased during the last three decades

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Fast Facts about Kentucky’s Adult Student Demographics

• 300,000 Kentuckians age 25-50 who have some college credit

• 11,000 have 90+ credits

• Of those surveyed 50% are “very” to “somewhat likely” to return in the next three years

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Ask the Hard Question…

Does my institution truly have a commitment to

serving the adult student population in the state of

Kentucky?

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Understanding the Adult Student

• What makes them return

to college?

• What are they looking for?

• How do I market to them?

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Catalysts for Re-entry

• Major life transition – Loss of employment/unemployed– Divorce – Death of spouse/significant other– Empty nest

• Career change• Career advancement• Educational requirement for current position• Second or third career• Personal achievement/fulfillment

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What Adult Students Seek

• Flexibility —“On my schedule, not just when you want to teach.”

• Convenience —“In and out parking; one-stop shop.”

• Credit for life experience — “Acknowledge what I have already learned through my professional experience.”

• Accelerated completion — “Time is money.”

• Valid learning experience — “I’m not here for the social life.”

• Multiple learning alternatives — “I’m open to online options.”

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Building Your Case for Serving Adults

• Appoint/Assign an adult student advocate

• Publicly and proudly promote that you are an adult-friendly campus

• Build awareness in the minds of adults

• Utilize the adult student population you already have

– In marketing

– Register a friend

– Open houses

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Recruiting the Adult Student

• Target the population

– Awareness campaigns

Radio

Billboards

Newspapers

Television

Posters

Direct mail

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Recruiting the Adult Student

• Create the sense of urgency

– Daycare

Table

Open house

– Schools

Conferences

– Workplace

College fairs

Lunchtime presentation

Break room information

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Nothing Fancy – Just the Basics

• Eye-catching, but something they can relate to

• Tell them what they want to know clearly, concisely, directly

• Make it relevant

• Customize materials

• Review your Web site

• Include contact information

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The Rewards of Serving Adult Students

• Strengthen your position as a community and regional resource

• Cultivate beneficial partnerships with local business and industry

• Generate an additional source of tuition revenue

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The Rewards of Serving Adult Students

• Identify your school as an “educational service center” for a growing nichè population and community expansion

• Grow your student enrollment within a population that is currently not well served

• Increase Utilization of your facilities • Expand the potential for workforce access throughout

the region

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• Success with this expanding student population requires– Institution-wide commitment to serving adult

students – Dedication of resources toward cutting-edge

recruitment strategies– Superior service to retain enrollment

The Keys to Success

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Best Practices

• Assign/appoint an adult student advocate

• Audit what your institution is currently doing to serve this population

• Research your image and perception with the adult student market

• Develop an integrated marketing/communications plan

• Measure your return on investment

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Upcoming Webinar on Marketing to the Adult Student

Learn More & Register at www.stamats.com

More Than An Afterthought:

Intentional Strategies for Attracting and

Retaining Adult Students

February 21, 2008

1:30-3:00 PM (Central Time)