"Colleges' and Universities' ability to respond quickly, change, shift gears, and move forward swiftly greatly contributes to their ability to be successful in the marketplace." So writes Dr. Brenda Harms in her recently published book, "Up to Speed: Marketing to Today's Adult Student."
Economic changes and cultural trends have led to changes and trends in higher education: the rapid and huge growth in enrollment of adult students. In "Up to Speed," Harms notes that college campus administrators can be stuck in the past, continuing to believe that adult student marketing and recruitment practices from 10 or 20 years ago will get the job done for them in today's cluttered marketplace. According to Dr. Harms' recent research, adult students can mean significant increases in revenue and growth for colleges that know how to reach and market to this demographic, and maintain flexibility in their quest. This is a must-read for college administrators.
According to Dr. Harms, this is a "broad-based category that encompasses a wide range of prospective students with varied needs," and understanding how to reach them is essential. Many Universities are not allocating enough support to this increasing age group of students.
"Adult students live complex lives. The day-to-day demands of managing work, family, volunteer responsibilities, and the multitude of other obligations that the average adult juggles is enough by itself to wear us all out at times," she writes. "This diverse group of prospective students has massive potential, but all are looking for an institution that has the ability to work with their individual needs."
The book focuses on Colleges' and Universities' need to find out what motivates students to return to school—truly understand what these students must overcome to go back to school—and then learn how to reach them through targeted marketing efforts. Quite naturally, the institutions that show they understand the adult student's needs the best get the student.
Stamats, Inc., Dr. Harms' employer and an integrated marketing and communications company for higher education, has conducted and produced dynamic research: In polling graduate-level adult students as to their reasons for seeking higher education, 81% cited continuing education to increase their income and 78% desire personal enrichment. Based on the research, Harms writes, "Institutions that are truly thriving with their adult populations are taking intentional steps to create an environment where they can maximize their success."
With the increase in online Colleges and Universities, as well as the high number of traditional institutions that are now pursuing the adult student, competition for student enrollment can be difficult; Harms advocates that this is where marketing, dedication and flexibility make the difference.
When looking at the winners in this race to enroll adult students, states Harms, "It is not the big that eat the small. It is the fast that eat the slow."
Author: Dr. Brenda K. Harms
ISBN: 978-0-615-35085-1
Published 2010
121 Pages
