Marketing to Adult Students: A Starting Place Brenda Harms, Ph.D. Client Consultant

© 2008 Stamats, Inc. – 2 Adult Students – Why The Big Push? Only 16% of college students fit the traditional model: age 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

© 2008 Stamats, Inc. – 3 Fast Facts about Kentucky’s Adult Student Demographics 300,000 Kentuckians age 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

© 2008 Stamats, Inc. – 4 Ask the Hard Question… Does my institution truly have a commitment to serving the adult student population in the state of Kentucky?

© 2008 Stamats, Inc. – 5 Understanding the Adult Student What makes them return to college? What are they looking for? How do I market to them?

© 2008 Stamats, Inc. – 6 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

© 2008 Stamats, Inc. – 7 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.”

© 2008 Stamats, Inc. – 8 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

© 2008 Stamats, Inc. – 9 Recruiting the Adult Student Target the population –Awareness campaigns  Radio  Billboards  Newspapers  Television  Posters  Direct mail

© 2008 Stamats, Inc. – 10 Recruiting the Adult Student Create the sense of urgency –Daycare  Table  Open house –Schools  Conferences –Workplace  College fairs  Lunchtime presentation  Break room information

© 2008 Stamats, Inc. – 11 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

© 2008 Stamats, Inc. – 12 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

© 2008 Stamats, Inc. – 13 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

© 2008 Stamats, Inc. – 14 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

© 2008 Stamats, Inc. – 15 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

© 2008 Stamats, Inc. – 16 Upcoming Webinar on Marketing to the Adult Student Learn More & Register at More Than An Afterthought: Intentional Strategies for Attracting and Retaining Adult Students February 21, :30-3:00 PM (Central Time)