Nontraditional students make up the largest and fastest-growing segment of the post-secondary student population, bringing revenue and life experience to colleges and universities around the world. Marketing to nontraditional students opens up an institution to a whole new demographic, adding a layer to the traditional students a university or college is already targeting.
But a nontraditional student’s unique background and life experience necessitate a different marketing approach.
A Nontraditional Approach
Marketing to traditional students is a fairly straightforward endeavor. Almost all of them fit comfortably into one large bucket: They follow a predictable cycle and enter college immediately after high school.
Nontraditional students are a separate matter, however. There is no one-size-fits-all marketing strategy for the group that comes to colleges and universities from different backgrounds and at varying stages of their lives. The average nontraditional student has a lot to consider before making a decision, including the benefits to their careers, potential costs, and time commitment.
Here are five ways to get their attention:
When you do your market research at the local, national, or online level, find out what separates you from competitors. You might be the seventh-cheapest option, but you could also be the only institution that offers a fully online cybersecurity degree. Seek students who are professionally interested in that program and focus your efforts on them. Nontraditional students are notoriously picky, so find out what you have that they want.
