October 17, 2007 Marketing to Adult Students A Profile of Demand Among Classroom and Online Students OCHEA 2010 Annual Conference Carol Aslanian Senior Vice President, Market Research and Advisory Services

Overview Higher Education Enrollment Adults as Students – 2009 Snapshot Issues and Opportunities in Serving Adult Students

Higher Education Enrollment (Undergraduate and Graduate) Fall Unduplicated Headcount (NCES) m m m For-Profit Sector Share: 9% m m

…and more to come m m m m Fall Enrollment Projections (NCES) For-Profit Sector Share???

For-Profit Postsecondary Sector (degree-granting and nondegree-granting institutions) m. students (8% share) Within 5 years 10% + Growing at faster rate than other sectors

Undergraduate Enrollment in millions (NCES – Fall Enrollment)

Graduate Enrollment ) in millions (NCES – Fall Enrollment)

Growth by Age Group 2008  yrs and under: 11% 25 yrs and over: 18%

H.S. Graduates Versus Undergrad College Enrollments millions (NCES) in millions (NCES)

Adult College Students (undergrad/grad: 25+ years of age) in millions (NCES)

Future High School Graduates ‣ In minority students will out number white students on college campuses ‣ One-third of high school graduates will be of Hispanic backgrounds ‣ Will seek convenience and flexibility like adults ‣ Most will have enrolled in online courses in high school ‣

Something to Consider: ‣ 27% of all undergraduates today are “traditional” students (18-24, living on campus, attending full-time, etc) ‣ 73% of all Undergraduates today are “nontraditional” (working, parents, financially independent, often first-generation, etc) ‣

FUTURE GROWTH?

Higher Education Enrollment Adult Learners: The Big Picture ‣ Reaching 50% of higher education credit enrollments ‣ Tripling in the past three decades ‣ Continuous growth at a faster rate predicted ‣ Millions more in noncredit & continuing professional development ‣ Millions more in workforce development – “their place not your’s”. (Employers spend $130 b. annually)

Adult College Students Adult = 25 yrs+

Personal Characteristics ‣ Majority are female ‣ Getting older – late 30’s-early 40’s ‣ Majority are non-minority ‣ More returning to undergrad and grad school with advanced credentials ‣ Majority are employed and juggle home, work and study ‣ Most often finance their own study Adults as Students: 2009

Motivation for Study To advance in current career33% To change careers28 To enter first career28 To keep up to date in current career 9 Other 3

Seek degrees, but also certificates, licenses and courses Study in career fields Most often: Business, Education, Health Professions Prefer shorter/fast-track courses: 8-weeks or less 1/3 study full-time (degree seekers) Day AND evening study Prefer multiple learning options – class/hybrid/online General Learning Patterns

Education level at time of enrollment?

Education-Level Aslanian Group, 2008

Education-Level

What credentials do they seek?

Credential - Undergraduate

Credential - Graduate

Do they study full-time or part-time?

Full-Time/Part-time - Actual

Do they prefer day, evening, or weekend study?

Time of Day For Study - Preferred

Are they attracted to hybrid and online study?

Actual/Preferred Format of Study Undergraduate ActualPreferred

Actual/Preferred Format of Study Graduate ActualPreferred

m. students took all courses online (10.5 % share of all enrollment) 2014 Expect 19% share of enrollment m. students took one or more courses onl ine (Online enrollment in high school is growing faster than at college level) Online Higher Education

Do they prefer accelerated courses?

Preferred Course Length (Weeks) Median: 10 Weeks Median: 9 Weeks

What subjects do they most often study?

Subject Field of Study (in order of market demand) Undergrad Degrees Business Health Professions Social Sciences Computer/Info Science Education Engineering Graduate Degrees Education Business Health Professions Public Affairs/Social Work Social Sciences Engineering

How do they become aware of your college during their search?

Methods of Raising Awareness of Colleges Website of College Internet Search Engines College Search Sites Mail to Home Television Ads Radio Ads Newspaper Ads (On a scale of 5) Billboards

Primary Sources of Information About the College Attended Current or Former Students The College’s Website Friend, Family, Co-workers Radio Ads Newspaper Ads Television Ads Direct Mail Other 29%

Internet As Initial Resource in College Search Undergrad Adult Students 65% Graduate Students 60% What do others use?

How do Adults Find Your Website? Google Other Search Engines College Search Sites Banner Ads for College (Online) Print Ads in Newspapers Word of Mouth Direct Access to Your Website 60%

College Characteristics That Led Respondents to Apply Reputation/quality of desired program General reputation of college Schedule of courses Location Length of time to complete program Cost Ease and efficiency of enrolling Acceptance of prior credit Career placement opportunities Scale of 5

Increasing competition/steady expansion of for-profit sector Increasing acquisition costs/limited marketing budgets Retention/stop-outs Electronic marketing and recruitment Adult college students are “consumers” Issues

Mixed Formats: classroom/hybrid/online Customer Service/ 24-7 Operations Seeing the “light at the end of the tunnel” – time to completion Providers looking more and more alike (positioning and differentiation are key) Issues

Keeping up with market demand - continuous market research Tracking and follow-up of inquiries and applicants Local/ground presence for online “One college” strategy Issues

Men are under-represented as adult college students Aging society: “Age 60 is the new age 40 and it has become prime time” Workforce needs for more college graduates Issues

Opportunities Younger students acting as adults: Age no longer predicts how we learn Graduate market growth Partnerships/consortia with other institutions Non-degree credentials Hybrid/blended learning

Opportunities 85% of Americans earn a high school diploma – only 30% earn a college degree Adults with some college but no degree Growth of non-credit career/professional development market Demand for college study growing abroad – fastest in Africa and Asia

Opportunities Changing nature of the economy/jobs U.S. recession driving greater demand for higher education Competitive knowledge-based global economy requires workforce to participate in and complete college programs

“Must Read” Resource College Students 2020 Chronicle Research Services, 2009

Carol Aslanian Senior Vice President, Market Research Services EducationDynamics tel: adultstudents.educationdynamics.com