While we don’t traditionally think of higher learning institutions as competitive businesses, today’s evolving education landscape should cause us to think again. The growth of corporate and for-profit institutions, globalization and e-learning have contributed to a competitive environment rivaling that of any other market segment. And with White House estimates for the U.S. higher and continuing education market at well over $500 billion, college is very big business.
With that much at stake, staying at the head of the pack requires a serious marketing strategy. In fact, some of today’s most innovative marketing is being done by universities in their quest to attract, acquire and retain students in their target market.
And what does that target audience look like? Here are some of the key student demographic trends education marketers need to consider when creating a marketing plan.
- They aren’t all your typical 18-22 year olds. In reality, 38% are over 25 and 25% are over 30.*
- They work part-time or full-time and have families…over 70% of them in fact.*
- They know what they’re looking for in an education. Not many undeclared majors here. These people require a specific skills-based outcome that they can use in their current job or to prepare them for the next one.
- They are tech savvy and expect learning options to incorporate all useful technology.
- They expect to be treated, from application through graduation, like a customer.
If you’re thinking that a print and marketing partner who understands all of that would be handy, look no further. Curtis 1000 “uncomplicates” marketing solutions throughout the student lifecycle for hundreds of colleges and universities and we can help you too. Call us at 877-287-8715 or fill out the “How Can We Help You” form on our website.