Key Takeaways
- With declining birth rates and waning interest in college education, the looming enrollment cliff is compelling universities to revamp their marketing strategies to attract non-traditional students.
- Non-traditional student populations, including those aged 25 and older, military personnel, underrepresented groups, international students, and individuals with disabilities, represent significant opportunities for higher education institutions to diversify and sustain enrollment.
- Simply increasing traditional advertising won't suffice; universities need innovative outreach efforts to appeal to diverse student demographics and fill the enrollment gap.
- As Generation Z emerges as a significant part of the adult learner population, targeted strategies to engage this group will be crucial for future enrollment success.
The impending college enrollment cliff poses new challenges to universities. Due to lower birthrates during the Great Recession of 2008-2011, the college-age population is expected to decrease significantly, leading to increased competition for enrollment. Colleges are projected to lose approximately 576,000 students over the next four years.
This decline has worsened due to a steady decrease in enrollment numbers since 2012. Higher education institutions that heavily rely on traditional students are particularly affected by these declining numbers.
Non-traditional student populations
Simply increasing investment in traditional advertising is not enough. To address the enrollment cliff, universities must expand marketing strategies to attract non-traditional students. Outreach to non-traditional student populations is essential to fill the void. What is a ‘non-traditional' university student? These demographics can include:
Post-traditional students
Students aged 25 and older represent a significant portion of higher education revenue. This group includes a diverse range of individuals, from Baby Boomers to Gen Z, with varying education experience, from never having taken a class to completing one or more degrees. EAB reports an increasing number of students aged 25-34, notably in master's degree programs. They also estimate that Gen Z will represent 60% of the adult learner population by 2031.
Military
More than 250,000 military service members transition into the workforce annually. Many attend college to fill skill gaps and qualify for civilian jobs. Active-duty military personnel attend college to develop skills for faster promotions. To become an officer in the Army, Air Force, Navy, or Marine Corps, a four-year degree is required.
Underrepresented students
Minorities are the fastest-growing segment of the population. However, students from lower socioeconomic classes, first-generation families, and various ethnicities often lack the resources to pursue higher education. Educational institutions' efforts to reach this population have increased minority student enrollment by 146%, with about a third being first-generation attendees.
International students
The United States is the top choice for international students pursuing higher education. In 2022-23, international students exceeded one million, with a growth increase of 12% over the previous year. China remains the top market, but India shows the most growth, sending 35% more students than the previous year.
Americans with disabilities
Since the Americans with Disabilities Act passed in 1990, more students with disabilities are attending college. The number of people with disabilities earning a bachelor's degree doubled from 2008 to 2021. According to the National Center for Education Statistics, in 2019-2020, 19% of undergraduates and 11% of graduate students had disabilities.
Reaching new demographics
Address needs of post-traditional students
Post-traditional students attend college for different reasons, such as career advancement, competitiveness in their field, earning higher salaries, or pursuing personal interests. They prioritize flexibility for work, family, and social activities and prefer accelerated programs as well as colleges that accept transfer credits for professional certifications and / or work experience.
Higher education institutions must tailor messages and highlight the programs and support networks designed for post-traditional students in marketing materials and communications. Using keywords such as “online classes,” “accelerated programs,” and “continuing education” can help connect with post-traditional students. Additionally, sharing success stories can offer personalized insights into positive outcomes.
To reach this audience, colleges should use suitable social media platforms. Facebook remains the most-used social channel among millennials, Gen X, and Baby Boomers. Targeted e-mail communications, LinkedIn / Google display ads, and web portals that streamline the enrollment process can also increase awareness and enrollment among working adults.
Establish a military-friendly presence
Military-friendly universities should offer degree programs, resources, and financial support to assist active military, reservists, and veterans in achieving their long-term goals. These can include:
- Transfer credits for military courses, including AARTS, SMARTS, ACE, and others.
- VA Tutorial Assistance Program and VA work-study programs.
- Social centers for student veterans and military-affiliated students.
- Mentoring, mental health, and educational benefit assistance.
- Assistance with VA benefits, including financial aid offered under the GI Bill, Yellow Ribbon Programs, and other military tuition assistance benefits.
- Online, evening, weekend, and late-start programs.
Marketing and outreach can be conducted by holding career events on campus or sponsoring career events near military installations. Brochures and posters listing key benefits can be left at career service and veteran affairs offices. Social media should speak to the military and acknowledge their service, while websites should have a dedicated area that promotes programs, educational benefits, military agreements, success stories, FAQs, and other pertinent information.
Identify underrepresented minorities
To boost the enrollment of underrepresented minority groups, some schools are partnering with community-based organizations and national agencies like Posse. These collaborations identify students with academic promise and provide support in college applications and preparation.
Colleges can obtain information about students' neighborhoods and high schools from national organizations like the College Board and use it as part of the applicant review process or send representatives to visit for recruitment events.
Digital outreach campaigns can target high school students and community college students residing in minority communities or in lower-income houses. For those showing interest, the college could offer a free rental bus service to transport prospective students and family members to campus tours. Personal calls can be scheduled to discuss financial aid, scholarships, grants, loans, and work-study opportunities.
Once enrolled, underrepresented minorities need support, tutoring, and mentoring to ensure academic success, as these groups often face significant educational achievement gaps when entering college. Creating safe and inclusive classrooms that are free from prejudice, bullying, and harassment is essential for fostering acceptance and improving relationships among students of diverse backgrounds. Engaging with these students from initial enrollment through graduation is crucial.
Market to select international students
Before launching international recruitment initiatives, colleges should consider the countries that hold the greatest potential. Each country has unique languages, search engines, social media restrictions, and college preferences, making a one-size-fits-all recruitment strategy ineffective.
For example, while Vietnam favors North American colleges, affordability is key for the middle class. Thailand has the lowest English proficiency and would require students to take a pathway program or short English course for language training.
Higher education institutions should develop targeted strategies to engage students and capitalize on their interests. When creating recruitment brochures, videos, and other marketing material, it is essential to personalize content with messages and photos that resonate with international students from specific countries by focusing on their culture, motivations, and values. This may involve reevaluating channels, strategies, and investments.
Enrollment and Marketing departments should consider creating a dedicated website for international students that includes information on the visa process and support groups to ease their transition. Additionally, offering virtual campus tours and video calls from department representatives can give prospective students a feel for the college.
International recruitment organizations can provide market intelligence, build brand awareness in key countries, and identify prospective students. They also can serve as intermediaries, assisting students with the application and enrollment process.
More than ADA compliance
Colleges must comply with ADA laws to ensure equal access to education by providing necessary accommodations, learning aids, and social opportunities. The support offered varies from one university to another, and many students with disabilities seek services tailored to their specific needs. Additionally, new ADA requirements for digital accessibility will take effect in 2026 for any institution receiving federal funding. Universities need to implement these changes, creating an opportunity to enhance accessibility for everyone.
Most colleges offer classroom and campus accessibility, reduced course loads or substitutions, priority seating, additional time for testing, assistive learning devices, and adaptive technology. Some universities also provide two-year certificate programs or non-degree tracks for students with intellectual and developmental disabilities, focusing on life skills, independence, and career skills, with opportunities to participate in internships and clubs. While 1,121 universities offer athletics, only 23 include para-sports, presenting a significant opportunity to attract the 19% disabled population.
Other universities help facilitate the transition from high school into campus life, connecting them to appropriate campus resources such as academic coaching, mentoring, study assistance, and general guidance. To encourage a sense of belonging, universities are developing unions, clubs, and para-sports, with many sending their athletes to the Paralympics.
Institutions that exceed ADA mandates are building positive reputations that attract more students with disabilities.
Get expert support
For colleges lacking the experience or capacity to market to non-traditional students, external agencies or consultants with specific experience can provide support in executing strategies. They possess the knowledge necessary to address the needs and responsibilities related to engaging specific audiences.
These experts possess the specialized experience to evaluate procedures and identify gaps in strategies. They can successfully develop and execute marketing campaigns with content tailored to specific audiences. Additionally, third-party resources can create websites, brochures, advertising, social media platforms, and digital communications using the appropriate jargon and graphics that resonate with targeted groups. Fully or partially outsourcing marketing activity can provide a more comprehensive and diversified skill set to the internal Marketing Team.
