Building Adult-Learning Brand Identities
- Help more adult learners see the value of a postsecondary credential by communicating how college options relate to their goals, interests, and motivations.
- Minimize loss points in the interest-to-application process by leveraging branding to show potential adult learners how college can fit into their lives.
Marketing for the collegeu2019s overall brand is complemented by program-specific marketing efforts that highlight some of the flexible program offerings that can connect adult learners to local career opportunities.
Including testimonials from current adult learners shows potential learners that the college can effectively serve them, too. Visualizing potential careers through images enhances the value of credentials for prospective students.
All marketing messaging should share the vital information adults use to consider enrolling. This includes career opportunities, local wages, costs, program duration, on-the-job training components, and support services.
Effective marketing materials move potential adult learners from awareness to interest to action. Clear next steps at each stage will ease decision-making for prospective learners.
Before refreshing your brand, consult existing and potential adult learners to discover what resonates with them for a postsecondary credential. Focus on low enrollment areas to understand adults’ goals in those communities.
Developing a new brand or marketing strategy for colleges and programs requires collaboration beyond one department. Involve faculty and staff working with adult learners to add diverse perspectives and create effective marketing materials.
Refresh brand identity and marketing strategy with adult learners in mind. Identify their goals, motivations, decision factors, obstacles, and application behaviors to create a focused approach.
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