9 Proven Strategies for Marketing Higher Education to Adults
Adults have different needs and motivations compared to traditional college students, which can make it challenging to reach and engage with them.
But what if we told you nine proven strategies could help you overcome this challenge and successfully market your institution to this rapidly growing demographic? By implementing these tactics, you can increase your institution's visibility, reach potential students, and help adult learners achieve their educational and career goals.
So, keep reading to discover the tactics of marketing higher education to adults and take your school’s advertising efforts to the next level.
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Strategy 1: Understand the Needs and Motivations of Adult Students
Non-traditional students have different needs and motivations than traditional students. They may be juggling family and work responsibilities, seeking career advancement, or looking to change careers entirely.
To effectively market your institution to this demographic, it's crucial to understand what drives them and tailor your marketing materials and messaging accordingly. Some common factors that motivate adult students include:
Career advancement
Non-traditional students want to climb the career ladder. They may seek additional qualifications or certifications to gain a competitive edge in the workforce, demonstrate their commitment to professional growth, or remain relevant in a rapidly evolving job market.
Personal fulfillment
Many adults return to school for the intrinsic rewards associated with learning. They may have a passion for a particular subject, want to explore new interests or find satisfaction in personal growth and intellectual stimulation.
Increased earning potential
Financial security is a significant motivating factor for adult learners. They may view higher education as an investment in their future, hoping that obtaining a degree or certification will result in higher salaries and better job opportunities.
Social connection
They may also be motivated to expand their social and professional networks. Engaging with peers, faculty, and industry professionals can lead to new friendships, business partnerships, and networking opportunities.
Strategy 2: Develop Relevant Programs for Prospective Adult Students
Adult students often prioritize programs that align with their career aspirations and educational goals, seeking direct relevance and practical applications in their coursework. To make a degree program that better serves this demographic, you should consider these two tactics:
Offering graduate programs or certifications that align with industry demands
Non-traditional students are often driven to enhance their skills and knowledge in their chosen field or start a new career path. You should prioritize offering programs that align with current industry demands and their various growth trajectories. This ensures adult learners acquire relevant and in-demand expertise, making them more competitive in the job market.
Incorporating practical, hands-on experience into coursework
To enhance the relevance of your programs, focus on integrating practical, hands-on learning experiences into your coursework. Incorporate real-world case studies, offer internships or co-op placements, and provide opportunities for project-based learning.
For example, Southern New Hampshire University provides an online bootcamp-style certificate for coding and technology programs. The program targets anyone wanting a career in technology, an industry veteran looking to change careers or a professional looking to increase their skill set.
Strategy 3: Highlight Flexibility and Convenience
Time, cost, and convenience are important factors for adult learners, who must balance their education with work and family commitments. To make your school more attractive to adults, showcase the flexibility and convenience your programs offer:
Online, evening, and weekend classes
Online learning platforms and evening and weekend classes allow adults to access course materials and attend lectures at times that fit their busy schedules.
Accelerated degree programs
Accelerated programs allow adult learners to complete their education in a shorter timeframe, enabling them to quickly advance their careers or transition to new fields.
For example, Yorkville University offers programs both on-campus and online. Students can learn at their own pace with full-time and part-time curriculums.
Strategy 4: Leverage Digital Marketing Channels
Adults spend significant time online, making digital marketing essential for reaching prospective adult students. Creating content for various digital marketing channels can be time-consuming, so consider using these higher education digital marketing tools to build your marketing efforts in the following areas:
Social Media
Social media platforms like Facebook, LinkedIn, Twitter, Instagram, and TikTok provide opportunities to connect with adult learners and showcase your institution's programs and successes. To effectively engage non-traditional students on social media:
Share informative and engaging content, such as blog posts, articles, videos, and success stories
Highlight program benefits and flexibility
Promote events and webinars tailored to adult learners
Respond promptly to comments and messages from prospective students
For example, Central Michigan University is killing it on TikTok despite only having 21.2K followers. They have gained 1.1 million likes on the platform, and according to RivalIQ, the school has exceeded the median engagement rate for higher education TikTok accounts of 6.7% to 16.85%. They accomplish this by creating student-focused content. Here is an example of one of their top-performing Tik Toks.
Email Marketing
Email marketing is an excellent way to nurture leads and maintain relationships with adult learners throughout their educational journey. Use targeted email campaigns to:
Share program updates, deadlines, and reminders
Offer valuable resources, such as financial aid information or study tips
Send personalized content based on the recipient's interests and stage in the decision-making process
Search Engine Optimization (SEO)
Adult learners often use search engines like Google to research schools and programs. Optimize your website for search engines to improve visibility and attract more prospective students. Key SEO strategies include:
Conducting keyword research to understand what terms your target audience is using
Creating high-quality, relevant content that addresses user needs and search intent
Ensuring a fast-loading, mobile-friendly website
Building a strong backlink profile through partnerships and high-quality content
Paid Ads
PPC advertising (such as Google Ads) or social media advertising (such as Facebook Ads) can help you reach a larger audience and target specific demographics. Use paid advertising to:
Promote particular programs, events, or resources
Target keywords with high commercial intent or low organic competition
Test and refine your messaging and targeting to optimize results
Strategy 5: Provide Clear Information on Costs and Financial Aid
Adult learners may be more price-conscious than traditional college students. Make it easy for them to understand the costs associated with your programs and the financial aid options available. Provide clear, concise information on tuition, fees, scholarships, and grants, and offer resources to help them navigate the financial assistance process.
For example, Excelsior University offers detailed information on tuition fees and financial aid options for incoming students on its website, making it easier for non-traditional students to understand the costs associated with their education.
Strategy 6: Offer Personalized Support for Adult Learners
Adult students often need additional support to succeed in higher education. Create a welcoming environment that caters to their unique needs by:
Providing dedicated advisors and support staff
Adult learners can benefit from having dedicated advisors and support staff who understand their unique circumstances and can provide tailored guidance.
Offering workshops and resources tailored to adult learners
You can develop workshops and resources specifically designed for adult learners, addressing study skills, test-taking, academic writing, and technology proficiency.
Implementing a customer relationship management system
A CRM system can help you better understand and support adult learners by tracking their progress, needs, and preferences.
For example, the University of Maryland Global Campus provides personalized support through academic advising, career services, and various resources designed to meet the specific needs of non-traditional students.
Strategy 7: Leverage Alumni Success Stories
Sharing success stories of alums and other students who have benefited from your institution can inspire prospective adult students to pursue their educational goals. Add student testimonials to your website in the form of video testimonials, blog posts, and social media to highlight alum achievements.
For example, Capella University showcases alum success stories on its website, highlighting the achievement of graduates and the impact of their education on their careers.
Strategy 8: Foster a Community for Prospective Students
Adult learners may feel isolated or disconnected from the traditional college experience. Foster a sense of community for prospective adult students by:
Hosting events and workshops geared toward adult learners
Organizing events and workshops for non-traditional students can help them build connections with their peers and faculty members.
Creating online forums and social media groups
Establishing online forums or social media groups for prospective and current non-traditional students can provide a sense of belonging and facilitate open communication.
Offering tailored campus tours and open houses
Traditional campus tours and open houses may not align with the schedules and priorities of working adults. To accommodate their needs, you can offer tours and open houses specifically designed for adult learners, featuring flexible timing and content highlighting resources, programs, and support services relevant to this demographic.
For example, Penn State University offers various resources and events to foster community among its students, including a community for adult learners and veterans.
Strategy 9: Provide Exceptional Customer Service
Lastly, provide exceptional customer service to attract adult learners. Make it easy for prospective students to access information and support by offering:
A user-friendly website with clear navigation
Prioritize clear navigation, intuitive website design, and a comprehensive FAQ section that addresses common questions and concerns.
Multiple contact options, such as phone, email, and chat support
Non-traditional students may have different communication preferences, and offering multiple contact options can cater to these preferences while ensuring prospective students receive timely support.
For example, Thomas Edison State University has various contact options where a prospective student can learn more information, including their phone number, a request information form and a chatbot.
Successfully Engage Adults with Higher Education Marketing
Marketing higher education to adults requires a tailored approach that addresses their unique needs and motivations. By understanding these factors and implementing the tactics outlined in this blog post, you can attract adult learners, ultimately contributing to their success and your institution's growth.
If you're looking for more strategies to increase enrollment for your institution, check out our 3 Higher Ed Marketing Strategies, which contain actionable advice to transform your current marketing strategy.
Also, implementing new strategies requires a lot of planning and execution. If you need help, we offer customized, full-service higher education marketing services that will fill your pipeline with quality prospects and applications. You can schedule a free consultation with one of our experts to learn more about our services and how they can help your school grow!
Who We Are
Noetic Marketer is a higher education digital marketing agency that supports universities and colleges in many aspects. At the heart of Noetic Marketer are a team of strategists, designers, and analytic minds focused on achieving your school's enrollment and student and alums engagement goals.
Over the past few years, our team has created and implemented complete digital marketing solutions for higher education institutions across North America.
Our services include digital strategy consultations, search engine optimization, pay-per-click advertising, social media advertising, content marketing, website design, email marketing, CRM implementation, and conversion rate optimization.
About the Author
Krystal Wiltshire first entered the digital marketing world when she interned at a small agency in Montreal, Quebec, where she discovered her knack for blog writing.
Since then, she has continuously improved her skills, working closely with small business owners and marketing teams in larger-scale businesses.
As a Digital Marketing Coordinator at Noetic Marketer, Krystal strives to create content that positions our clients’ brands or companies in a positive light and uplifts them to become industry leaders.
When she’s not working, Krystal loves to break into spontaneous dance sessions, look up new cooking recipes, and watch her favourite crime shows on Netflix.
