Top 5 Ways Prospective Adult Learners are Finding Your Programs
Once referred to as “nontraditional” students, adult learners are quickly becoming the college norm. Recent statistics indicate that nearly 40 percent of today’s college students meet the criteria of the adult learner. Typically, age 25 years and older, an adult learner may or may not have a college degree, high school degree or are returning to college to finish a degree or work on a degree for the first time. But this group is not simply defined by their age. Adult learners come from different economic and cultural backgrounds, family and marital status, motivations, ambivalences and more. Education marketers who want to appeal to this diverse group need to be aware of the adult learner’s unique needs and how they find your programs.
“Adult learners are not just students; they are individuals with diverse life experiences, and their educational journey requires understanding, flexibility, and support. Meeting them where they are, both emotionally and practically, is key to helping them succeed,” said Kim Roberson, account executive with Advance Media New York. “It’s essential that education marketers recognize that adult learners are balancing many responsibilities. They need solutions that not only fit into their schedules but also resonate with their personal goals and aspirations.”
As an education marketer, you can ensure that adult learners – who may have several obstacles in their path to achieving a degree – are finding out about your programs by adopting the following:
- Providing links to jobs, certifications, degree program requirements and classes along with detailed information and instructions on next steps to apply.
- Making tuition affordable. Be up front about your institution’s tuition cost, financial aid, scholarship opportunities and more. Adult learners need clear explanations about the financial cost of college.
- Highlighting accelerated coursework for a faster career path. Adult learners have busy lives. Offering programs that pave the way toward a new opportunity in less time is uniquely geared to people juggling multiple roles.
- Offering flexible learning options. To appeal to adult learners, education marketers should offer flexible learning options including remote/online classes, night and weekend sessions, etc. that fit an adult learner’s schedule. Due to job and family constraints, or other circumstances, adult learners need flexible programs when pursuing a degree.
- Sharing success stories. Spotlight recent alums and former students. Tell their real-life success stories. And remember, authenticity is key.
“Effective communication with adult learners involves more than just sharing program details; it’s about creating a sense of belonging and support. Highlighting real-life success stories and offering a clear path forward can go a long way in helping them see themselves in your programs,”
-Kim Roberson
Knowing how they feel
To keep adult learners engaged, it’s important that schools acknowledge and address the feelings of adult learners, who might be apprehensive, anxious and even fearful about going back to school. Sending the message “we get it” addresses these valid emotions. Once you’ve reached adult learners this way, offer them the support they need, whether it be one on one contacts, academic and professional advising, workshops or other programs.
Keeping it simple
Long applications, essays, financial aid forms can be intimidating to the adult learner. Colleges should make every effort to keep these tasks as simple as possible while offering the support and guidance these students need.
Using your digits
When it comes to delivering your message, social media is a highly effective way to get the word out. Facebook, Instagram, Twitter and TikTok are all excellent tools to deliver messaging that resonates on topics such as success stories, helpful workshops or networking events, program details and career benefits, etc. This might include SEO, paid ads on social, email marketing and other methods.
“As education marketers, it’s our responsibility to not only inform but inspire. By offering the right tools, resources, and support, we can empower adult learners to take the next step in their educational journey and achieve their personal and professional goals,” Roberson said.
AMNY Education Marketing specializes in creating effective marketing strategies for education providers throughout the United States. Our capabilities include many proven tactics that will add value to your brand and help your health practice achieve marketing success. To learn more about our services, contact us today at AMNY Education Marketing.
