Colorado Technical University

How should you market to non-traditional students?

The National Center for Education Statistics (NCES) acknowledges there is no precise definition for non-traditional student, but suggests that part-time status and age are common elements in most definitions. In a 1996 study the NCES included anyone who satisfies at least one of the following as a non-traditional student[1]: Delays enrollment (does not enter postsecondary education in the same calendar year that he or she finished high school); Attends part time for at least part of the academic year; Works full time (35 hours or more per week) while enrolled; Is considered financially independent for purposes of determining eligibility for financial aid; Has dependents other than a spouse (usually children, but sometimes others); Is a single parent (either not married or married but separated and has dependents); or Does not have a high school diploma (completed high school with a GED or other high school completion certificate or did not finish high school). My question is: Based on the above information and perhaps your own knowledge, how do you suggest a typically tradtional 4-year University not known for adult students, go about marketing to non-traditional students? Any ideas? Thoughts? Websites? Research? Articles? All would be appreciated!

Public Comments

1. The key is researching what these students want out of their education experience and what attracts them to any given school. Is it that there are a number of other non-traditional students there like them? Is it the number of evening classes they offer? Or does the reputation of the school trump all of those factors? Then you need to build your key messages to these groups based on that research. All advertising and marketing communications should stem from that message. The truth is that many non-traditional students recognize that their needs are different from that of "traditional" students. If your advertising doesn't match up to their desires, they could get the impression that the school is not right for them, and disregard your message completely. From there, there's so many possibilities for creatively crafting your message (based on the research of course).