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Sign up for the Wiley Education Services free quarterly enewsletter to receive updates and higher education industry news. By submitting your information, you agree to the processing of your personal data as per Wiley's privacy policy. The adult learner market is growing, but does your institution know who this audience is and what they want?

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All of the adult education programs located in our research sites advertise their services. Like programs across the state, they make use of flyers and public access signage and media. These techniques, however, rely on luck and the interest of the potential student to be successful.

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Rather than focusing on the quality of the dorms and fitness centers, these students are evaluating transfer credits accepted and flexibility of delivery models. There are plenty of institutions out there that are more than eager to offer the ideal solution to the non-traditional adult student. For-profit and non-profit institutions alike are becoming increasingly savvy at delivering immediate follow up to prospective students.

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More so than traditional students who have more time for multiple campus visitsadult learners conduct most of their college searches online. So your website is a more vital marketing asset with this learner segment. But you can make less costly incremental changes, test visitor behavior, and iterate accordingly.

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Is your student base getting older? Traditionally, mature students have always been considered to be something of a niche market by most educational institutions, comprising a small section of their overall student population and usually favouring a handful of specialized courses and programs. Over the past several years, however, that has been changing.

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They are hyper future-focused and already seem to grasp that lifelong learning is the new normal. Even since I started writing this post, their conversation has veered to average salaries for specific careers and questions about required credentials. This might be the most responsible group of year-olds in the country.

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Do you want to know the secret messaging strategy of one the most recognized non-profit online schools in the country? This second spot from Southern New Hampshire University SNHU hits almost all of the top decision messages that prospective adult students want to hear. The messages in this commercial align with our findings from the past eight years of prospective student research.

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Whether you're interested in learning marketing techniques that will help you to promote your business or would like a career in the corporate world, you can find on-campus and online marketing courses and programs for fit your needs. Read about the types of courses and programs available. Marketing courses and degree programs are readily available for adult learners.

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In recent years, there has been an attempt to make the definition more granular and move away from a purely age-based criteria. Attributes of non-traditional students include:. How should colleges and universities approach marketing and recruiting this growing population?

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A space to discuss the ways in which we market and communicate about higher education and the collegiate experience. In that aspect, students born between and are like adult nontraditional students. Gen Z students want to go to college, graduate quickly, and land a good job—sound familiar?

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